| | | Chris Koch | |  Marketing | 126 articles |
| Page 1 of 2 | Previous | Next | CHRIS KOCH JULY 29, 2011 How social media muteness endangers your company: The crisis at McKinsey McKinsey recently learned a difficult lesson about what happens when the world takes your thought leadership marketing seriously—and when you lack the ability to respond in the moment through social media. Such a bold and relevant piece of thought leadership was bound to capture mainstream media interest, and this one certainly did —another coup in McKinsey’s long string of thought leadership marketing successes. textbook example of pragmatic thought leadership. The article itself is one of the best examples of thought leadership I have ever read. That picture is stark and scary. | CHRIS KOCH OCTOBER 1, 2010 13 questions about social media and thought leadership If you’re in B2B marketing, you gotta go to this thing. What are some ways B2B marketers can position themselves as thought leaders? Marketers can never be thought leaders! But marketers must lead and support SMEs in the development and publishing processes. What are some ways B2B marketers can improve their thought leadership? Marketers today are too focused on the publishing part. Some people thought that publishing was too limited a term for describing the process of getting your ideas packaged up and out into the market. Marketing? | | | | | |
| CHRIS KOCH OCTOBER 7, 2011 7 reasons why social media success has nothing to do with social media This week I was asked to speak on a panel about social media to a group of B2B marketers in financial services. It was great getting the perspective of marketers outside of technology. When we surveyed B2B marketers last year, 50% said they do not have a social media policy. lot of B2C social media marketing can come out of the marketing group because consumers are looking for deals, product information, and peer reviews. Marketers can handle all that stuff. Marketing can’t do that on its own. But you can’t tweet a 50%-off coupon in B2B. | CHRIS KOCH FEBRUARY 18, 2011 Eight attributes of a thought leader Latest Post Thought Leadership B2B marketing Business Edelman Internet Marketing ITSMA ITSMA Research leadership Management Social Media Thought leader TwitterSocial media are growing up. The initial thrill of connecting to a bunch of peers that we’ve never met is giving way to the desire to get something useful out of those connections. Interesting research from Edelman shows that there has been a decline in trust in “people like myself” and “regular employees.” Clearly, there’s a growing hunger for thought leadership in social media. Relevant experience. Presence. Rapport. | CHRIS KOCH MAY 6, 2011  How to measure influence in social media marketing Measuring influence is the new obsession in the social media world—adding another layer of anxiety to the dark cloud of existential dread that is marketing ROI. These social media monitoring tools have more use for marketers, but they require significant human intervention and can easily become very expensive versions of the number generators if not used with a goal in mind. | CHRIS KOCH MAY 15, 2012 Why salespeople should sell ideas: an FAQ We all know the increasing importance of ideas in B2B marketing. But idea marketing doesn’t start and stop with marketers. Sales and marketing need to work together to develop an idea network —a group of internal and external SMEs that can help develop and vet new ideas and put them into the hands of salespeople. Traditional forms of marketing are still incredibly value later on in the sales cycle, but at the early stages, companies must produce articles and surveys that can compete with what the journalists used to provide. It is an additional tool. | | | | | | | |
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CHRIS KOCH | TUESDAY, DECEMBER 28, 2010 15 things marketers should stop doing and thinking in 2011
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. General Marketing. Buying marketing automation tools or social media analysis tools aren’t enough. We must measure the ROI of social media (or any other individual marketing tactic). We have a crisis in marketing channels. don’t. Mobile. MORE >> -
CHRIS KOCH | FRIDAY, APRIL 10, 2009 Why bother with thought leadership? Five questions and answers.
The questions display a healthy distrust for accepted wisdom, which I like, and provide a good test of the thinking behind thought leadership marketing. Thought leadership marketing is based on the academic research publishing model, in which academics created journals built around a peer review process. When the consulting industry began soon thereafter, McKinsey took the academic journal model and applied it to its marketing, which resulted in the McKinsey Quarterly.The Quarterly is the first real example of thought leadership marketing. Posted in Uncategorized MORE >> -
CHRIS KOCH | FRIDAY, OCTOBER 30, 2009 Want proof that the C-suite is into social media? Here it is.
We just wrapped up our ITSMA Annual Marketing Conference this week and the strongest current driving the river of conversation was social media. Most of ITSMA’s clients are B2B marketers from big technology companies that sell big, complex products, services, and solutions. This has big implications for marketers. There are two rivers of content at conferences. One is the river of planned content—the conference theme, the presentations, etc.; the other is the river of conversation that flows through the event at breaks, meals and receptions. What do you think? MORE >> -
CHRIS KOCH | FRIDAY, JULY 10, 2009 How old-school data capture is poisoning marketing and what to do about it
As social media becomes more prevalent in marketing, we’re going to have to rethink how we gather information from prospects. Now that may be due in part to the fact that most B2B marketers have only recently begun using Web 2.0 in their marketing—fewer than 35% of marketers in our survey have been using blogs or podcasts for more than one year, and just 3% have been using social media (LinkedIn, Twitter, Facebook, etc.) Check out the B2B Marketing Zone. In our recent Web 2.0 efforts so far (by 67% of respondents). for at least that long. don’t think so. MORE >> -
CHRIS KOCH | FRIDAY, MARCH 4, 2011  What the slow death of B2B publishing means for marketers
This cartoon making the rounds online captures the frustration journalists have with their online plight--and reveals the opportunity B2B marketers have to fill the content gap. Marketers always struggle with what to do next. But if you step back and think about where the real opportunity is for B2B marketers, it is idea marketing. B2B buyers are tired of marketing, but they’re not tired of ideas. From the ashes of trade journalism, an opportunity for marketers. However, the tragedy that has become trade journalism is an opportunity for B2B marketers. MORE >>
- Is lead generation killing marketing? CHRIS KOCH | FRIDAY, JUNE 11, 2010
- 3 ways to link marketing to revenue without metrics CHRIS KOCH | FRIDAY, MARCH 18, 2011
- Is the era of PR over? CHRIS KOCH | FRIDAY, NOVEMBER 5, 2010
- 9 attributes of the best thought leadership content CHRIS KOCH | THURSDAY, SEPTEMBER 29, 2011
- 4 Reasons Why Facebook Stinks for B2B Marketing CHRIS KOCH | FRIDAY, AUGUST 5, 2011
- The last of the anti-social marketing tactics CHRIS KOCH | FRIDAY, NOVEMBER 11, 2011
- 13 qualities of a good social media voice CHRIS KOCH | TUESDAY, AUGUST 3, 2010
- The prerequisite to effective social media: the idea organization CHRIS KOCH | FRIDAY, MARCH 25, 2011
- Three steps for B2B marketers to build a personal social media presence CHRIS KOCH | FRIDAY, JUNE 26, 2009
- Four reasons to hate thought leadership CHRIS KOCH | SATURDAY, FEBRUARY 4, 2012
- Stop doing PR. Start doing visibility. CHRIS KOCH | FRIDAY, NOVEMBER 12, 2010
- Should sales enablement be owned by sales rather than marketing? CHRIS KOCH | FRIDAY, SEPTEMBER 24, 2010
- Why our thought leadership is broken CHRIS KOCH | FRIDAY, SEPTEMBER 17, 2010
- Have you created a waking dream for your customers? CHRIS KOCH | FRIDAY, JULY 16, 2010
- Does integrity make you a social media loser? CHRIS KOCH | FRIDAY, OCTOBER 14, 2011
- 15 qualities of a good social media voice CHRIS KOCH | TUESDAY, AUGUST 3, 2010
- How to get others to blog CHRIS KOCH | FRIDAY, MARCH 26, 2010
- 6 ideas for sifting the mobility chaos CHRIS KOCH | MONDAY, MARCH 12, 2012
- Why Lead Management Automation Really Matters CHRIS KOCH | FRIDAY, OCTOBER 22, 2010
- How to squander your leadership in social media CHRIS KOCH | FRIDAY, FEBRUARY 12, 2010
- 6 lessons on how NOT to market to customers CHRIS KOCH | FRIDAY, JULY 22, 2011
- Marketing’s golden opportunity in innovation CHRIS KOCH | FRIDAY, APRIL 22, 2011
- How to get employees involved in social media: focus on ideas CHRIS KOCH | FRIDAY, MAY 20, 2011
- The five stages of social media grief—have you passed through them yet? CHRIS KOCH | WEDNESDAY, JUNE 15, 2011
- Should we stop marketing to the CIO? CHRIS KOCH | TUESDAY, OCTOBER 12, 2010
- In social media, no one knows you’re an introvert CHRIS KOCH | FRIDAY, JUNE 25, 2010
- How to make social media add up to thought leadership CHRIS KOCH | THURSDAY, DECEMBER 16, 2010
- I have seen the future of B2B marketing. It’s on Forbes. CHRIS KOCH | WEDNESDAY, NOVEMBER 7, 2012
- How to write blog posts from a white paper CHRIS KOCH | FRIDAY, MARCH 23, 2012
- Is ghost writing in social media right or wrong? CHRIS KOCH | MONDAY, JUNE 18, 2012
- Why you need to turn your customers into stalkers CHRIS KOCH | FRIDAY, JANUARY 21, 2011
- Six ways that marketing needs to lead the organization in social media CHRIS KOCH | FRIDAY, MAY 14, 2010
- 2011: The year of personal brands CHRIS KOCH | FRIDAY, JANUARY 28, 2011
- We need a chief marketing analytics officer CHRIS KOCH | FRIDAY, FEBRUARY 11, 2011
- B2B social media lessons from Steven Slater and Mark Hurd CHRIS KOCH | FRIDAY, AUGUST 13, 2010
- How do you know when you’ve reached the next level in social media? CHRIS KOCH | FRIDAY, APRIL 8, 2011
- The 2 questions on every buyer’s mind CHRIS KOCH | FRIDAY, SEPTEMBER 9, 2011
- Is Twitter “social?” CHRIS KOCH | FRIDAY, SEPTEMBER 23, 2011
- How to establish a voice of authority in a blog CHRIS KOCH | FRIDAY, APRIL 9, 2010
- Where is the utility in mobile apps for B2B? CHRIS KOCH | MONDAY, DECEMBER 10, 2012
- Why serious games are a serious form of thought leadership marketing CHRIS KOCH | FRIDAY, JULY 9, 2010
- Is “social media campaign” an oxymoron? CHRIS KOCH | FRIDAY, DECEMBER 2, 2011
- The five components of a successful thought leadership program CHRIS KOCH | FRIDAY, AUGUST 21, 2009
- Koch to S(blank)0s: Drop Dead CHRIS KOCH | FRIDAY, DECEMBER 16, 2011
- 3 factors in winning the social media horse race CHRIS KOCH | TUESDAY, AUGUST 23, 2011
- Why Tut would have been buried with his iPhone CHRIS KOCH | FRIDAY, MAY 7, 2010
- Top B2B marketing posts for 2009 (hint: social media) CHRIS KOCH | WEDNESDAY, DECEMBER 30, 2009
- Social media raises the bar for customer intimacy CHRIS KOCH | FRIDAY, MARCH 12, 2010
- Why Twitter is for old people CHRIS KOCH | TUESDAY, JUNE 16, 2009
- Will you tell me what you think of my blog? CHRIS KOCH | FRIDAY, AUGUST 20, 2010
- We need an app for that CHRIS KOCH | FRIDAY, JULY 24, 2009
- There is only one objective in social media: create learning networks CHRIS KOCH | FRIDAY, JANUARY 8, 2010
- The crisis of buyer information in B2B and how to fix it CHRIS KOCH | TUESDAY, AUGUST 16, 2011
- How to create B2B social media policies CHRIS KOCH | TUESDAY, NOVEMBER 24, 2009
- Do too many cooks spoil the blog? CHRIS KOCH | WEDNESDAY, JULY 28, 2010
- There is no social media strategy, only marketing strategy CHRIS KOCH | WEDNESDAY, FEBRUARY 24, 2010
- How Facebook’s privacy disasters will change B2B marketing CHRIS KOCH | FRIDAY, MAY 21, 2010
- The five components of a successful thought leadership program CHRIS KOCH | FRIDAY, AUGUST 21, 2009
- Koch to S(blank)0s: Drop Dead CHRIS KOCH | FRIDAY, DECEMBER 16, 2011
- Integrating mobile into B2B marketing CHRIS KOCH | THURSDAY, MAY 27, 2010
- Why marketers must become the new publishers CHRIS KOCH | TUESDAY, OCTOBER 6, 2009
- Is “social media campaign” an oxymoron? CHRIS KOCH | FRIDAY, DECEMBER 2, 2011
- How to use social media for B2B CHRIS KOCH | FRIDAY, MARCH 19, 2010
- The power of self-regulation in customer relationships CHRIS KOCH | FRIDAY, JUNE 18, 2010
- Eight reasons to monitor social media and a list of tools for doing it CHRIS KOCH | WEDNESDAY, DECEMBER 23, 2009
- Why your marketing to CIOs may be irrelevant—and what to do about it CHRIS KOCH | FRIDAY, AUGUST 7, 2009
- 9 attributes of the best thought leadership content CHRIS KOCH | THURSDAY, SEPTEMBER 29, 2011
- How social media will change lead generation in B2B CHRIS KOCH | FRIDAY, FEBRUARY 26, 2010
- The crisis of buyer information in B2B and how to fix it CHRIS KOCH | TUESDAY, AUGUST 16, 2011
- 3 factors in winning the social media horse race CHRIS KOCH | TUESDAY, AUGUST 23, 2011
- The 2 questions on every buyer’s mind CHRIS KOCH | FRIDAY, SEPTEMBER 9, 2011
- Is Twitter “social?” CHRIS KOCH | FRIDAY, SEPTEMBER 23, 2011
- 7 reasons why social media success has nothing to do with social media CHRIS KOCH | FRIDAY, OCTOBER 7, 2011
- Does integrity make you a social media loser? CHRIS KOCH | FRIDAY, OCTOBER 14, 2011
- The last of the anti-social marketing tactics CHRIS KOCH | FRIDAY, NOVEMBER 11, 2011
- Where is your mobile marketing center of gravity? CHRIS KOCH | FRIDAY, APRIL 30, 2010
- It’s official: Marketing owns social media management. Now what? CHRIS KOCH | FRIDAY, APRIL 16, 2010
- How to build emotional engagement in B2B marketing CHRIS KOCH | FRIDAY, APRIL 2, 2010
- When does content need to be mobile? CHRIS KOCH | FRIDAY, MARCH 5, 2010
- Thought leadership is still dead; long live idea marketing CHRIS KOCH | FRIDAY, FEBRUARY 5, 2010
- How much do you “charge” for your content? CHRIS KOCH | FRIDAY, JANUARY 29, 2010
- How much do you “charge” for your content? CHRIS KOCH | FRIDAY, JANUARY 29, 2010
- Why the volume and quality of interactions with customers has to pass for social media ROI CHRIS KOCH | FRIDAY, JANUARY 22, 2010
- Social media isn’t enough. We need a marketing transformation. CHRIS KOCH | FRIDAY, JANUARY 15, 2010
- Why B2B marketers need to embrace deal marketing CHRIS KOCH | TUESDAY, DECEMBER 29, 2009
- Why B2B marketers hate social media CHRIS KOCH | FRIDAY, DECEMBER 18, 2009
- Why B2B marketing will become more visual, vocal, and mobile CHRIS KOCH | FRIDAY, DECEMBER 11, 2009
- Six factors driving B2B social media marketing adoption CHRIS KOCH | FRIDAY, NOVEMBER 20, 2009
- Social media strategy for B2B: what’s required and what’s optional CHRIS KOCH | FRIDAY, NOVEMBER 13, 2009
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