Chris Koch

SEPTEMBER 23, 2011

99% of the time, they’re sharing links to content—blogs, research papers, news stories, etc.—that I have a search column in TweetDeck for “B2B.” I try to check it every day to see what people are sharing. that they think is relevant. I browse through the tweets and look for things that interest me.

Twitter 100

Twitter Broadcasting Social Media Advertising Mediums 100

Chris Koch

SEPTEMBER 17, 2010

The same web analytics that have destroyed publishing are now getting marketers fired because nobody’s clicking on their white papers and surveys. But from the ashes of publishing, subtle association is making a comeback. Partly that’s a quality issue, but it’s also an issue of B2B marketers taking the publishing analogy too literally.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Advertising Agencies Paid Search Agency 100

Chris Koch

SEPTEMBER 23, 2011

99% of the time, they’re sharing links to content—blogs, research papers, news stories, etc.—that I have a search column in TweetDeck for “B2B.” I try to check it every day to see what people are sharing. that they think is relevant. I browse through the tweets and look for things that interest me.

Twitter 100

Twitter Broadcasting Social Media B2B Marketing 100

Chris Koch

JANUARY 8, 2010

Marketers must become publishers, with a process for refining and presenting thought leadership content through various vehicles, (such as conference presentations, white papers, social media, etc.). Using ideas from the learning network, marketing needs to develop content. If learning is the objective, the rest falls into place.

Social Media 100

Social Media B2B Thought Leadership Thought Leadership Media 100

Chris Koch

MARCH 25, 2011

Some companies have companywide competitions for the best ideas or the best white paper. One company has created an internal portal where project members submit ideas that are vetted and voted on by the project customers. The winning ideas are implemented. Make it competitive. This process is usually facilitated by marketing. Make it visible.

Social Media 100

Social Media Organization Peer-to-peer SME 100

Chris Koch

OCTOBER 22, 2010

It’s too difficult to track that relationship and know when someone is ready to do more than just read your white papers unless you have a process for lead management and can automate it. And we have to continue to build that relationship over time until those buyers are ready to talk to us. That’s why lead management automation is important.

Lead Management 100

Lead Management Marketing Management Automation Marketing Automation Services 100

Chris Koch

AUGUST 21, 2009

What types of thought leadership vehicles (councils, conferences, white papers, social media, etc.) Marketers must become publishers, with a process for refining and presenting thought leadership content through various vehicles, (such as conference presentations, white papers, social media, etc.).

Thought Leadership 100

Thought Leadership B2B Thought Leadership Network Marketing Paper 100

Chris Koch

AUGUST 21, 2009

What types of thought leadership vehicles (councils, conferences, white papers, social media, etc.) Marketers must become publishers, with a process for refining and presenting thought leadership content through various vehicles, (such as conference presentations, white papers, social media, etc.).

Thought Leadership 100

Thought Leadership B2B Thought Leadership Network Marketing B2B Sales 100

Chris Koch

MARCH 19, 2010

By engaging, we can share links to the various other forms of marketing content that we produce, such as white papers, events, Webinars, etc. For example, posting a link to a survey that you reference in a white paper or will discuss in an upcoming event helps drive interest—and may even provide valuable research. Seed discussions.

Social Media 100

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

Chris Koch

MAY 1, 2009

Right now, it seems that the gap between sales and marketing is mostly papered over with technology. For example, the trend towards creating a closed-loop lead generation and nurturing process between marketing and sales is a positive step, but it seems like a bridge across the chasm rather than a true route to collaboration.

B2B Thought Leadership 100

B2B Thought Leadership Cross-Selling B2B Sales Thought Leadership 100

Chris Koch

FEBRUARY 24, 2010

The only way we can do that is by providing a range of different content—thought leadership, news, education, training, support—in a range of different channels—events, white papers, communities, private meetings—at all phases of the buying cycle.

Social Media 100

Social Media Marketing Strategy Marketing & Strategy B2B Thought Leadership 100

Chris Koch

JANUARY 22, 2010

For example, the landing page could be for a LinkedIn group you manage rather than the traditional white paper, newsletter, or Webinar. Social media gives us ways to build relationships with customers that white papers or newsletters can’t. And sometimes social media becomes the end in itself. What do you think?

Social Media 100

Social Media ROI Lead Ranking RSS 100

Chris Koch

MARCH 26, 2010

Very few writers are able to get their best thoughts out on paper without some help. Then take a look at the transcript and highlight the sections that you think would be interesting for them to write about. Have regular pitch meetings.

B2B Thought Leadership 100

B2B Thought Leadership RSS Enterprise Management Thought Leadership 100

Chris Koch

JULY 16, 2010

Through our events, white papers, videos, whatever, we must prepare our audience to experience that waking dream. Coppola was just leading me by the hand through his vision of the Godfather (and I’m really grateful that he did, don’t get me wrong). Dragging us back to marketing (sigh), this is what good thought leadership has to do.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Peer-to-peer Wikipedia 100

Chris Koch

MARCH 12, 2010

Chunks and snippets of white papers sprinkled through social media like breadcrumbs in the forest let us deliver value and build trust by providing content at a higher level of frequency. Social media is a channel for raising the level of intimacy that we have with customers and prospects with that content.

Social Media 100

Social Media Media Thought Leadership Work Management 100

Chris Koch

JANUARY 15, 2010

But a white paper isn’t just content; it is data. We couldn’t measure the effectiveness of events and trade shows, but sales people saw the crowds at the booth and the bar and so it didn’t matter. But as we shift to a content focus, it is all online and its impact is invisible. There is no visual, visceral confirmation of its impact.

Social Media 100

Social Media Work Management Marketing Management Marketing Automation Services 100

Chris Koch

FEBRUARY 5, 2010

Idea marketing is not purely about the nature of the content (Gartner’s definition sounds like it intends the output to be white paper to me). What types of vehicles (councils, conferences, white papers, social media, etc.) It is designed to move them through the marketing funnel more quickly. What are customers’ areas of interest?

Thought Leadership 100

Thought Leadership B2B Thought Leadership Gartner Planning 100

Chris Koch

DECEMBER 16, 2010

Back in the eighties, when newspapers were only beginning to disappear, I worked for a local paper in a very competitive (journalistically, anyway) part of the world: the moneyed, New York City suburban area of Fairfield County, CT (Greenwich, Stamford, etc.).

Thought Leadership 100

Thought Leadership Social Media B2B Thought Leadership Media 100

Chris Koch

MARCH 12, 2012

For about 20 years (sad to say I was a journalist for even longer than that) it seemed that every white paper that crossed my desk began with some variant of this sentence: “As the world becomes more global and interconnected, businesses need a way to see through the complexity.

Enterprise Management 100

Enterprise Management Lock-In Marketing Management Paper 100

Chris Koch

DECEMBER 28, 2010

All year, marketers have been telling me that they are having a harder and harder time getting noticed in traditional channels like white papers, email newsletters, and events. We have a crisis in marketing channels. This is a typical comment: “I’ve got plenty of content. It’s getting people to pay attention to it that’s the problem!”

Planning 100

Planning Work Management Paid Search Agency B2B Thought Leadership 100

Chris Koch

JULY 29, 2011

It turns out that a McKinsey internal expert on the healthcare industry, Bowen Garrett, was one of the authors of the Urban Institute paper that claims that healthcare reform will not cause a big disruption in employer insurance. It’s ironic, but there is a person who could have responded to this controversy in a very interesting way.

Social Media 100

Social Media Thought Leadership Paid Search Agency Companies 100