Chris Koch

JANUARY 22, 2010

I wish I could say that social media leads to sales. So when we think about social media ROI, we need to make a leap of faith. To make ourselves feel a little more comfortable with this idea, we may need to categorize social media with something whose hazy ROI we’re more familiar and comfortable with: PR.

Social Media 100

Social Media ROI Lead Ranking RSS 100

Chris Koch

JANUARY 15, 2010

Pledging to do more with social media isn’t the answer. Getting into social media really means getting into publishing. I think the suspicion that we see of social media, which is justified, is mixed with fear. But a white paper isn’t just content; it is data. And if I do, what am I paying for?

Social Media 100

Social Media Work Management Marketing Management Marketing Automation Services 100

Chris Koch

JANUARY 21, 2011

Social media have created so much noise that it’s becoming more difficult for the good old white paper to stand out. The social media noise is personal. But let’s look at the social media noise more carefully. Buyers have higher expectations for intimacy.

Social Media 100

Social Media Budget Programs Paper PR 100

Chris Koch

MAY 21, 2010

Social media is beginning to teach us that long qual forms are going the way of the dodo. Both Facebook and we have traditionally believed that the content services that we provide—in our case studies, white papers, webinars, etc.—come I find much more value in Twitter than in any of the other social media networks.

Privacy 100

Privacy B2B Marketing Lead Ranking B2B 100

Chris Koch

OCTOBER 22, 2010

In part it is being driven by social media. ITSMA’s annual survey of IT buyers found that this year, for the first time, a majority of buyers in the US—and 75% when you include other countries—are using social media in the purchasing process—especially the younger ones. No, there’s something bigger going on here.

Lead Management 100

Lead Management Marketing Management Automation Marketing Automation Services 100

Chris Koch

JANUARY 29, 2010

The price is the forms we make people fill out to download white papers or sign up for events. But it’s less familiar to lower-level buyers, who are only beginning to calculate this piece as the economics of social media open up the privileges of relationship from cheesy tchotckes at trade shows to online social networks.

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 100

Chris Koch

JANUARY 29, 2010

The price is the forms we make people fill out to download white papers or sign up for events. But it’s less familiar to lower-level buyers, who are only beginning to calculate this piece as the economics of social media open up the privileges of relationship from cheesy tchotckes at trade shows to online social networks.

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 100

Chris Koch

SEPTEMBER 17, 2010

Lately, as traditional media fall away, marketers are getting the message and creating content that looks just like the stuff that readers love from traditional media: news, advice, and new thinking that is not meant to manipulate them into buying something. And they’re linking this content to their social media management strategies.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Advertising Agencies Paid Search Agency 100

Chris Koch

MARCH 18, 2011

Now, you may think that because I’m using revenue and thought leadership together in the same sentence that I’m going to reveal some secret way to measure the link between the white paper you published last month and the complex solution sale you make six months from now. Alas, no such magic metric exists. But hold the beverages.

Work Management 100

Work Management Thought Leadership Marketing Management 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 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

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.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Gartner Planning 100

Chris Koch

DECEMBER 28, 2010

Here’s a list of things I wish we would stop doing and thinking as of December 31 st : Social media. Social media cause people to waste time at work. Social media relationships are shallow and meaningless. Soon, we’ll be able to automate our social media relationships through bots that can judge sentiment.

Planning 100

Planning Work Management Paid Search Agency B2B Thought Leadership 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. My destination? New Jersey.

Enterprise Management 100

Enterprise Management Lock-In Marketing Management Paper 100