Chris Koch

APRIL 16, 2010

Marketing owns social media management. In our survey, we asked, “In your company, is marketing the catalyst for social media being used by others in the company (product development, HR, etc.)?” Will social become a silo within marketing? This has big implications for how we organize marketing. That’s right.

Social Media 100

Social Media Work Management Marketing Management Social Marketing 100

Chris Koch

APRIL 30, 2010

For marketers considering creating mobile device apps, the bar has been set very high. So how are we as marketers supposed to compete with apps like these? Mobile is going to become an important part of our marketing, whether we like it or not. I think that’s how we have to view mobile apps for B2B marketing.

Mobile Marketing 100

Mobile Marketing Mobile Advertising Paid Search Agency Wiki 100

Chris Koch

MAY 14, 2010

Social media creates the need for marketing to lead within the organization. We mean that within the organization the leadership of social media is falling to marketing. We think that’s because social media is seen primarily as a tool for marketing. We think that’s because social media is seen primarily as a tool for marketing.

Organic Leads 100

Organic Leads Social Media Social Marketing Organization 100

Chris Koch

JANUARY 31, 2014

According to a profile of Fallon in the February issue of Vanity Fair (an unsatisfying excerpt of which is available online.), A New Kind of Online Bio. It’s a kind of encapsulated biography online. Online video is a new source for journalists and historians to profile their subjects. Latest Post Marketing Strategy'

Wikipedia 100

Wikipedia Youtube Profiling Video Marketing 100

Chris Koch

JANUARY 15, 2010

We needed to hear from marketers who were out there day-to-day listening to CIOs’ problems and aspirations. Back then what marketers had to say was all about their offerings. Marketers and salespeople didn’t have to do much coaxing to get CIOs to buy, so why get complicated? But mostly we were. And why not? And why not?

Social Media 100

Social Media Work Management Marketing Management Marketing Automation Services 100

Chris Koch

SEPTEMBER 11, 2009

This is the one that’s actually within marketers’ control. With customers able to do so much research online, the way to get in the door these days is to have information that isn’t readily available elsewhere. Few salespeople have the time or the interest in giving marketers updates on what they’re hearing out in the field.

Marketing Automation Services 100

Marketing Automation Services B2B Sales Consulting Marketing Automation 100

Chris Koch

SEPTEMBER 11, 2009

This is the one that’s actually within marketers’ control. With customers able to do so much research online, the way to get in the door these days is to have information that isn’t readily available elsewhere. Few salespeople have the time or the interest in giving marketers updates on what they’re hearing out in the field.

Marketing Automation Services 100

Marketing Automation Services Consulting B2B Sales Paid Search Agency 100

Chris Koch

JULY 10, 2009

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 Check out the B2B Marketing Zone. In our recent Web 2.0 efforts so far (by 67% of respondents).

Web 2.0 100

Web 2.0 B2B Thought Leadership Ideal Customer Profiles Thought Leadership 100

Chris Koch

SEPTEMBER 23, 2011

And in many years of interviewing this audience and blogging to it, they all tell me that they get online to learn, not socialize (even the older ones use online search like crazy. These days, my audience is B2B marketers and my goal is to help you learn. Twitter isn’t for conversation, it’s for learning.

Twitter 100

Twitter Broadcasting Social Media Advertising Mediums 100

Chris Koch

JUNE 25, 2010

Two interesting posts this week on how our personalities affect our online behavior. Reading these got me thinking that we probably need to rethink the concepts of introversion and extroversion in social media marketing. Caring for Your Online Introvert (hermenaut.org). Image via Wikipedia. and, of course, came up with a theory.

Social Media 100

Social Media Peer-to-peer Media Wikipedia 100

Chris Koch

SEPTEMBER 23, 2011

And in many years of interviewing this audience and blogging to it, they all tell me that they get online to learn, not socialize (even the older ones use online search like crazy. These days, my audience is B2B marketers and my goal is to help you learn. Twitter isn’t for conversation, it’s for learning. Share and Enjoy:

Twitter 100

Twitter Broadcasting Social Media B2B Marketing 100

Chris Koch

MAY 15, 2012

We all know the increasing importance of ideas in B2B marketing. But idea marketing doesn’t start and stop with marketers. Buyers are spending much more time online than they used to. What does online search have to do with selling? Sales and marketing need to work together to figure that out.

FAQ 100

FAQ Custom Publishing B2B Sales Work Management 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.

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.

B2B 100

B2B Privacy Click Rate Internet Marketing 100

Chris Koch

DECEMBER 10, 2012

Mitch Joel has a nice post on HBR this week about bringing utility to marketing and social media. Online communities try to offer it all in a box, but I don’t see much utility there except for technical people looking for solutions to specific software and hardware problems.

Peer-to-peer 100

Peer-to-peer B2B Social Media Mobile Marketing 100

Chris Koch

DECEMBER 23, 2009

Through one of the popular search engines, you set up a recurring search on key terms that will alert you to relevant online discussions of your brand, your competitors, and influencers. The good news is that online conversation is captured forever within the bowels of a server somewhere, just waiting to be analyzed to death.

Social Media 100

Social Media Tools Media RSS 100

Chris Koch

MARCH 19, 2010

I think it’s important to try to do this if we’re going to get social media integrated with the rest of marketing. Find and track the relevant conversations in social media and online. The next step is to categorize how we use social media in these different areas and how our actions hook back into the rest of marketing.

Social Media 100

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

Chris Koch

MARCH 5, 2010

The other company has a mobile application for its private, gated online community so that mobile members can keep up with message boards and forums that change frequently (there are over 100 subject-oriented communities within the site). Why B2B marketing will become more visual, vocal, and mobile (christopherakoch.com).

Wiki 100

Wiki Urgency Marketing Mobile Marketing Content 100

Chris Koch

AUGUST 13, 2010

So what can we take away from all this as B2B marketing professionals? Here are a few thoughts: We must monitor what’s being said about our companies online. It isn’t enough to discover that customers are mad at us online. We need to keep track of the arc of sentiment and reach out to these customers before the blowup.

Social Media 100

Social Media Media SME B2B 100

Chris Koch

AUGUST 20, 2010

I have an easy survey tool provided to me by the good folks at FUSE that specialize in automated online surveys like the one that you are (I hope) about to take (special thanks to Charles Martin at FUSE and Joe Saylor for giving me a chance to try it out). I really appreciate that you take the time to read my blog.

Customer Surveys 100

Customer Surveys Template Automation B2B Marketing 100

Chris Koch

JUNE 9, 2014

Second, I spent most of my career as a journalist, which trained me to be vigilant about whether what people say is what they really mean – especially when it comes to marketing, which is the function I work in in SAP. But after two-and-a-half years working here, I’ve decided that both of those assumptions are completely wrong.

Distribution 100

Distribution Training Opinions Trust Marketing 100

Chris Koch

JANUARY 21, 2011

At ITSMA , we’ve been busy preparing for our annual State of the Marketing Profession briefing next Tuesday. It’s where we introduce some of the top findings from our annual budget survey of marketers. So we spend weeks leading up to the briefing arguing about what the numbers actually mean and what marketers should do.

Social Media 100

Social Media Budget Programs Paper Stats 100

Chris Koch

SEPTEMBER 17, 2010

All of our talk about marketers becoming publishers is incomplete. Marketers, meanwhile, didn’t have a wall, so they filled their content with self-aggrandizing references to their own products and services that pissed off readers and sent them to other sources for advice. Marketing through association. Let me explain.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Advertising Agencies Paid Search Agency 100

Chris Koch

NOVEMBER 12, 2010

Beyond discovering and prepping spokespeople for the company, PR becomes responsible for making them nodes on the online network that can be easily found by influencers and customers. Here’s a new that model cuts out the two middle steps and rethinks the first and last steps. Visibility. This is the new primary role for PR. Related articles.

PR 100

PR Peer-to-peer Press Public Relations 100

Chris Koch

JULY 24, 2009

I’ve been working on a report for ITSMA clients this week about analytics and it got me thinking about the proverbial bigger picture of B2B marketing. We know from our research that we in marketing don’t do much with analytics—i.e., This is especially important as more of our work moves online. But we need to start doing that.

Lead Qualification 100

Lead Qualification Marketing Automation Services Lead Scoring Lead Ranking 100

Chris Koch

JULY 24, 2009

I’ve been working on a report for ITSMA clients this week about analytics and it got me thinking about the proverbial bigger picture of B2B marketing. We know from our research that we in marketing don’t do much with analytics—i.e., This is especially important as more of our work moves online. But we need to start doing that.

Top of Funnel 100

Top of Funnel Lead Scoring Lead Ranking Marketing Automation Services 100

Chris Koch

OCTOBER 12, 2009

We all like to share relevant, credible content through social media, and until now, most of that content has come through traditional media sources—mostly print publications that are pretending to have a viable business model online. The destructive side of revolutions. We like to look for constructive creation from our revolutions.

Social Media 100

Social Media Media Paid Search Agency Viral Marketing 100

Chris Koch

JANUARY 29, 2010

Okay, so it’s difficult to actually pull money out of buyers for your marketing content (though there are rare exceptions: McKinsey has been doing it for years with the McKinsey Quarterly). Make no mistake; buyers understand the prices behind marketing content. Image via Wikipedia. We’re the ones who don’t pay enough attention to it.

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 100

Chris Koch

JANUARY 29, 2010

Okay, so it’s difficult to actually pull money out of buyers for your marketing content (though there are rare exceptions: McKinsey has been doing it for years with the McKinsey Quarterly). Make no mistake; buyers understand the prices behind marketing content. Image via Wikipedia. We’re the ones who don’t pay enough attention to it.

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 100

Chris Koch

FEBRUARY 18, 2011

Thought leaders themselves must be better-rounded than in the past, as comfortable online as on stage or in an interview. Our prospects and customers want us to cut through the noise of social media just as they’ve wanted us to cut through the noise of every other communications channel that came before.

Peer-to-peer 100

Peer-to-peer Thought Leadership Social Media Storytelling 100

Chris Koch

NOVEMBER 24, 2009

The best documents don’t just tell employees what not to do; they also tell them what they should be doing to further the marketing goals of the company. Therefore, you should exercise caution and thoughtfulness to statements you make online.”. Determine a policy for direct contact with key influencers. This [Choose. Blog, Space.]

Social Media 100

Social Media Media Guidelines B2B 100

Chris Koch

JUNE 16, 2009

And it’s in this sense that Twitter is a goldmine for B2B marketers. You can seek out the best thinkers in marketing—people that you’ve paid money to go see at conferences—and listen to what they have to say anytime, for free. Thankfully, adults have another context for developing relationships: communities of learning.

Twitter 100

Twitter Web 2.0 Social Media Communities 100

Chris Koch

SEPTEMBER 18, 2009

For marketers trying to figure out where to put their resources into social media marketing, the horse race looks more like a crapshoot. These brands all start to sound the same and there are so many variables at play—the usual business stuff like VC funding, marketing, strategy, management, funding, M&A, etc.

Social Media 100

Social Media Viral Marketing Tools Media 100

Chris Koch

SEPTEMBER 18, 2009

For marketers trying to figure out where to put their resources into social media marketing, the horse race looks more like a crapshoot. These brands all start to sound the same and there are so many variables at play—the usual business stuff like VC funding, marketing, strategy, management, funding, M&A, etc.

Social Media 100

Social Media Viral Marketing Tools Media 100

Chris Koch

OCTOBER 14, 2011

I’ve also done research asking B2B marketers how they engage and how they educate their employees and SMEs to engage. Here’s my list of what seem like the right things to do on Twitter so that I feel like I’m being a good member of the B2B marketing guild —i.e., I’ve rolled all that up into an approach that I doubt constantly.

Social Media 100

Social Media Media Twitter Social Networks 100

Chris Koch

OCTOBER 14, 2011

I’ve also done research asking B2B marketers how they engage and how they educate their employees and SMEs to engage. Here’s my list of what seem like the right things to do on Twitter so that I feel like I’m being a good member of the B2B marketing guild —i.e., I’ve rolled all that up into an approach that I doubt constantly.

Social Media 100

Social Media Media Twitter Social Networks 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