Chris Koch

APRIL 2, 2010

It’s why our latest ITSMA marketing budget survey shows (free summary available)that thought leadership has risen to a higher priority level than in any recent year. Ideas can create an emotional connection. Okay, so it’s not big emotion, but it hits some buttons: Gratitude. This company understands my pain. These guys are smart.

B2B Thought Leadership 100

B2B Thought Leadership B2B Marketing Marketing Budget Thought Leadership 100

Chris Koch

MARCH 19, 2010

By pushing SMEs to engage with the target audience in these ways, you help them build up trust and loyalty among customers and prospects. Build loyalty be being timely. Social media is all about sharing—whether that be pointing to good content (yours and others’), or sharing expertise and experience. Create continuity.

Social Media 100

Social Media B2B Thought Leadership Peer-to-peer Media 100

Chris Koch

MAY 22, 2009

If the provider’s offerings are not substantively different from those of competitors, brand loyalty may be slim and customers will be vulnerable to aggressive poaching by competitors. Level of commoditization. Length of the crisis.

Brand Identity 100

Brand Identity Branding Tagging Transparency 100

Chris Koch

NOVEMBER 7, 2012

I don’t see everything SAP is doing on the Forbes platform as contributing to the education of customers (and thereby hopefully increasing their loyalty to the brand). What’s Wrong with BrandVoice. A lot of it still brags about how great the company is, even if there’s no direct link to our stuff.

Disintermediation 100

Disintermediation B2B Marketing Marketing Management Paid Search Agency 100

Chris Koch

OCTOBER 12, 2010

That means that marketers will need to devote more attention and dollars to the loyalty stage of the buying process. Without the IT hairball to lock providers and customers together in a death embrace, the barriers to switching providers will come down. What do you think? How will cloud change the CIO and marketing to the CIO?

Marketing Management 100

Marketing Management B2B Thought Leadership Paid Search Agency Thought Leadership 100

Chris Koch

MARCH 12, 2010

They are focused on lifetime customer value and are willing to incur short-term costs in order to build long-term loyalty and satisfaction—Nordstrom and Amex are a couple of B2C examples. These are companies that go out of their way to build close customer relationships. Operational excellence.

Social Media 100

Social Media Media Thought Leadership Work Management 100

Chris Koch

JANUARY 22, 2010

Google analytics also has a metric for loyalty—the numbers of repeat visits over time—that shows whether people are sticking with you. But it’s not so good for blogs because blogs generally only have one or two pages—a page for the posts and a page for “about me” or “contact me—so the bounce rate is going to be higher for blogs by default.

Social Media 100

Social Media ROI Lead Ranking RSS 100