Chris Koch

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What the slow death of B2B publishing means for marketers

Chris Koch

The business model is broken. It’s not that the journalists have gotten lazy; it’s a problem with the business model for B2B publishing. The number one suggestion for improvement: Focus more specifically on buyers’ particular business segment and needs (which B2B print publications used to be measured on each year in reader surveys).

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Social media isn’t enough. We need a marketing transformation.

Chris Koch

Today, more salespeople are able to have business and strategy discussions with customers and take the time to listen to their needs. Businesses are asking if you’re not doing all these things you used to do anymore, why should I give you more budget? At ITSMA, we’re calling 2010 the year of marketing transformation.

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Why you need to turn your customers into stalkers

Chris Koch

At ITSMA , we’ve been busy preparing for our annual State of the Marketing Profession briefing next Tuesday. All through 2010, marketers have been telling us that they are having a harder time getting their content noticed. And what’s worse, when asked why they had corporate blogs, more than 50% said it’s the cost of doing business.

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Where is your mobile marketing center of gravity?

Chris Koch

I always take analysts’ forecasts with a grain of salt, but ABI’s prediction that mobile marketing (ads on mobile phones) will be a $4 billion business by 2014 makes you stop and think. Both are winners of the 2009 ITSMA Marketing Excellence Awards —the 2010 Awards deadline is June and anyone can enter). How do we compete?

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Six ways that marketing needs to lead the organization in social media

Chris Koch

That means that marketers need to integrate social media with the larger marketing and business strategies. That’s why at ITSMA we’re calling 2010 The Year of Marketing Transformation (sound the bugles!—a But if marketing is truly going to be the catalyst for social media in the organization, many things are going to need to change.

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Six factors driving B2B social media marketing adoption

Chris Koch

IT and business buyers are flocking to social media more rapidly than anyone would have imagined even a few years ago. and ad pages by 30.3%, according to American Business Media, a B2B trade association. So I’ve assembled some research, from both ITSMA and other sources that examines the case for social media. Customer factors.