Chris Koch

SEPTEMBER 9, 2011

Here’s why: Marketers who do this are more successful. In ITSMA’s Thought Leadership Survey, marketers with formal thought leadership processes segment their ideas this way 95% of the time. We need to create a mix of these two types of thought leadership content to maintain strong relationships with their target audiences.

Thought Leadership 100

Thought Leadership Peer-to-peer Loyalty Case Study 100

Chris Koch

SEPTEMBER 9, 2011

Here’s why: Marketers who do this are more successful. In ITSMA’s Thought Leadership Survey, marketers with formal thought leadership processes segment their ideas this way 95% of the time. We need to create a mix of these two types of thought leadership content to maintain strong relationships with their target audiences.

Thought Leadership 100

Thought Leadership Peer-to-peer Loyalty Case Study 100

Chris Koch

APRIL 3, 2014

The franchise leadership also invested in marketing not just Man U but football itself as the true global sport. Sales of family season ticket plans increased from fewer than 500 in 2009 to more than 7,500 in 2012. Premier League sports marketing' It didn’t just try to cultivate a fan base in England, it went global.

Planning 100

Planning Paid Search Agency Work Management Marketing & Strategy 100

Chris Koch

AUGUST 21, 2009

Recently, I was asked by a former ITSMA client to help put together a plan for a thought leadership program for a B2B technology company that sells both products and services. Survey internal sales and marketing staff, customers, target markets, and influencers to determine what they are looking for.

Thought Leadership 100

Thought Leadership B2B Thought Leadership B2B Sales Network Marketing 100

Chris Koch

AUGUST 21, 2009

Recently, I was asked by a former ITSMA client to help put together a plan for a thought leadership program for a B2B technology company that sells both products and services. Survey internal sales and marketing staff, customers, target markets, and influencers to determine what they are looking for.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Network Marketing Paper 100

Chris Koch

AUGUST 16, 2011

0000000000000000001% response rate it takes to do direct commercial marketing via the telephone these days. It got me thinking, what if a similar easy button comes along for online marketing? Marketers who let their subject matter experts get more personal with buyers will win in the end. Pushing the easy button. If so, how?

B2B 100

B2B Privacy Click Rate Internet Marketing 100

Chris Koch

AUGUST 16, 2011

0000000000000000001% response rate it takes to do direct commercial marketing via the telephone these days. It got me thinking, what if a similar easy button comes along for online marketing? Marketers who let their subject matter experts get more personal with buyers will win in the end. Pushing the easy button. If so, how?

B2B 100

B2B Privacy Click Rate Internet Marketing 100

Chris Koch

OCTOBER 30, 2009

One is the river of planned content—the conference theme, the presentations, etc.; We just wrapped up our ITSMA Annual Marketing Conference this week and the strongest current driving the river of conversation was social media. This has big implications for marketers. There are two rivers of content at conferences.

Social Media 100

Social Media Peer-to-peer Enterprise Management Media 100

Chris Koch

AUGUST 7, 2009

And that has big implications for marketers. To market to these people effectively, you’re going to have to get to know them as being part of multiple, unique segments. These lucky devils have access to the business and are involved in strategic planning. CIOs are not all the same. Business Strategist.

Planning 100

Planning Segmentation Work Management Gartner 100

Chris Koch

AUGUST 7, 2009

And that has big implications for marketers. To market to these people effectively, you’re going to have to get to know them as being part of multiple, unique segments. These lucky devils have access to the business and are involved in strategic planning. CIOs are not all the same. Business Strategist. Tweet This Post.

Planning 100

Planning Segmentation Work Management Gartner 100

Chris Koch

MARCH 26, 2010

One of the biggest challenges for B2B social media marketers isn’t creating content, it’s helping others create content. Marketing is the default head of social media management in most companies. That’s why marketers have to step in and help out. Marketers should use them to help inspire their content creators.

B2B Thought Leadership 100

B2B Thought Leadership RSS Enterprise Management Thought Leadership 100

Chris Koch

MAY 22, 2009

As soon as you have an action plan in place for the business, communicate it. Posted in Brand, Reputation, and Positioning Tagged: B2B marketing, Brand, Brand Management, Crisis Management. Tags: Brand, Reputation, and Positioning B2B marketing Brand Brand Management Crisis Management. Be transparent.

Brand Identity 100

Brand Identity Branding Tagging Press 100

Chris Koch

JANUARY 8, 2010

Toyota’s market share wasn’t built by Toyota’s marketing; it was built by Consumer Reports. Using ideas from the learning network, marketing needs to develop content. Marketing needs professional content developers who know how to collaborate with thought leaders to develop clear, compelling packages. What do you think?

Social Media 100

Social Media B2B Thought Leadership Thought Leadership Media 100

Chris Koch

FEBRUARY 5, 2010

Then Gartner did what it always does; it coined an acronym: TLM, or Thought Leadership Marketing. At CIO magazine, I spent years writing about one of those Gartner-coined acronyms: Enterprise Resource Planning (ERP) software. That’s why I suggested last year that we ditch thought leadership and use the phrase idea marketing instead.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Gartner Planning 100

Chris Koch

DECEMBER 28, 2010

That’s why employees and subject matter experts should be on the front lines of social media rather than marketers or PR people. External social media marketing is more important than internal social media collaboration. ROI should be measured on a higher level—as in the ROI of all of marketing to the business.

Planning 100

Planning Work Management Paid Search Agency B2B Thought Leadership 100

Chris Koch

NOVEMBER 20, 2009

We’re all getting constant advice—hectoring, even—about how we need to make social media a key part of our B2B marketing strategies right now. Your competitors are adopting social in their marketing strategies, so if you don’t do it, they will. Trade magazines are imploding as marketers continue to pull out of print advertising.

Social Media 100

Social Media Social Marketing B2B Marketing Work Management 100