Chris Koch

MARCH 12, 2010

Social media is raising the bar on customer intimacy. Though it has become a generic term, customer intimacy was first coined by Michael Treacy and Fred Wiersema who worked at CSC/Index back in the 90s when I was a thought leadership marketer there. The theory is that every company competes in three disciplines: Customer intimacy.

Social Media 100

Social Media Media Thought Leadership Work Management 100

Chris Koch

FEBRUARY 11, 2014

The example I’m about to give focuses on the fact that if you think of sports fans as business customers, they are the most loyal in the world. The second is fan loyalty – and no, that’s not a redundant term. In the past, fans’ loyalty to sports teams was primarily a one-way street. to a record of $3.39

Loyalty 100

Loyalty Eye-Tracking Mobile Marketing Stats 100

Chris Koch

JANUARY 22, 2010

So if you buy that leap of logic, let’s say that blogs are another channel, like PR, in a marketing mix designed to familiarize customers and prospects with our companies and us. And if that’s true, then we should try to increase the volume and quality of interactions with have with customers and prospects through social media, no?

Social Media 100

Social Media ROI Lead Ranking RSS 100

Chris Koch

SEPTEMBER 9, 2011

Consultant Fred Reichheld didn’t invent the concept of customer loyalty, but by identifying the marker for it, he changed how many companies approach managing customer loyalty. For example, IBM creates specific versions of its thought leadership materials for salespeople to use during their discussions with customers.

Thought Leadership 100

Thought Leadership Peer-to-peer Loyalty Case Study 100

Chris Koch

SEPTEMBER 9, 2011

Consultant Fred Reichheld didn’t invent the concept of customer loyalty, but by identifying the marker for it, he changed how many companies approach managing customer loyalty. For example, IBM creates specific versions of its thought leadership materials for salespeople to use during their discussions with customers.

Thought Leadership 100

Thought Leadership Peer-to-peer Loyalty Case Study 100

Chris Koch

APRIL 2, 2010

That’s what has led to the horrific vocabulary of mindless marketing speak that makes us utter things like “demonstrable value” with straight faces while deluding ourselves that it leaves an impression on customers. Hey, it was the best thing we came up with at the meeting, so why wouldn’t customers like it, too!?). all do that, too.

B2B Thought Leadership 100

B2B Thought Leadership B2B Marketing Marketing Budget Thought Leadership 100

Chris Koch

NOVEMBER 7, 2012

I’m especially fond of the effect it has on my colleagues in SAP marketing: they understand that they no longer need to pitch products to get the attention of customers and prospects. That’s because customers and prospects actually come to the Forbes site and read our stuff. What’s Wrong with BrandVoice.

Disintermediation 100

Disintermediation B2B Marketing Marketing Management Paid Search Agency 100