Chris Koch

JANUARY 29, 2010

of the links I click on in Twitter take me directly to the content advertised in the tweets. That possibility hit home with me this week as I read Steve Woods’ post about the B2B implications of the iPad. Steve points out, among other things, that the richer environment of the iPad could revive the “print” advertising market.

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 100

Chris Koch

JANUARY 29, 2010

of the links I click on in Twitter take me directly to the content advertised in the tweets. That possibility hit home with me this week as I read Steve Woods’ post about the B2B implications of the iPad. Steve points out, among other things, that the richer environment of the iPad could revive the “print” advertising market.

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 100

Chris Koch

FEBRUARY 24, 2010

I’ve been working with my colleagues at ITSMA on another survey on social media for B2B marketers that I hope you’ll take by going here. B2B marketing lays the path to a sales discussion and supports relationships with existing customers. Why B2B marketers hate social media (christopherakoch.com). christopherakoch.com).

Social Media 100

Social Media Marketing Strategy Marketing & Strategy B2B Thought Leadership 100

Chris Koch

SEPTEMBER 24, 2010

We all know how sales enablement got started in B2B. Tags: Sales Enablement Sales and Marketing Collaboration B2B marketing Business Internet Marketing Knowledge management marketing Marketing and Advertising Marketing and Sales Collaboration Marketing Processes Sales Salesmanship Social Media social media management.

Peer-to-peer 100

Peer-to-peer Wiki Marketing Management Internet Marketing 100

Chris Koch

JANUARY 15, 2010

Plus, many were advertisers, so the visits made it seem like we weren’t completely ignoring what they had to say. At ITSMA, we’ve seen investments in the things that we used to identify as the key contributions of marketing—like advertising, brochures, events, and trade shows—shrink consistently. But mostly we were. The content engine.

Social Media 100

Social Media Work Management Marketing Management Marketing Automation Services 100

Chris Koch

JUNE 11, 2010

This was the gist of a very controversial assertion made by a senior marketer from a very well known B2B technology company during dinner at our ITSMA Marketing Leadership Forum (download highlights from the ITSMA Marketing Leadership Forum) when he said: “An overemphasis on leads is damaging our relationship with sales.”. Seems doubtful.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Sales Qualified Leads 100

Chris Koch

APRIL 16, 2010

But the real successes I’m hearing about in B2B use social media to support and extend more traditional tactics. Tags: ITSMA Research Marketing Strategy Social Media B2B marketing Business Company Consulting Internet Marketing marketing Marketing and Advertising social media management Twitter. Tweet This Post.

Social Media 100

Social Media Work Management Marketing Management Social Marketing 100

Chris Koch

MAY 14, 2010

Shameless plug here: My favorite B2B blogger Paul Dunay is going to talk about how Avaya uses social media for customer support at ITSMA’s Marketing Leadership Forum on May 25-26.) We’re seeing companies use social media to bring customers into the product and service development processes to collaborate on new ideas and improvements.

Organic Leads 100

Organic Leads Social Media Social Marketing Organization 100

Chris Koch

APRIL 30, 2010

I’m going to be moderating a panel on this question (among others) at next week’s MarketingProfs’ B2B Forum in Boston. I’m sure that there will be opportunities and reasons for B2B to advertise on these things eventually, but that’s the easy part. 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 15, 2012

We all know the increasing importance of ideas in B2B marketing. Every B2B company has subject matter experts (SMEs) who are working with customers to solve problems and have deep backgrounds in customers’ processes, industries, and functions. Besides creating idea networks, B2B companies also have to become publishers.

FAQ 100

FAQ Custom Publishing B2B Sales Work Management 100

Chris Koch

OCTOBER 6, 2009

I’ve spent the last two days as a guest at Marketing Sherpa’s B2B conference in Boston and the many excellent speakers used publishing metaphors constantly. Posted in Thought Leadership Tagged: B2B marketing, Marketing Automation, Marketing Processes, Thought Leadership. Every good publication has an editorial calendar.

B2B Thought Leadership 100

B2B Thought Leadership Planning Thought Leadership Paid Search Agency 100

Chris Koch

OCTOBER 7, 2011

This week I was asked to speak on a panel about social media to a group of B2B marketers in financial services. Social doesn’t happen in B2B without a culture change. When we surveyed B2B marketers last year, 50% said they do not have a social media policy. But you can’t tweet a 50%-off coupon in B2B.

Social Media 100

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

Chris Koch

OCTOBER 7, 2011

This week I was asked to speak on a panel about social media to a group of B2B marketers in financial services. Social doesn’t happen in B2B without a culture change. When we surveyed B2B marketers last year, 50% said they do not have a social media policy. But you can’t tweet a 50%-off coupon in B2B.

Social Media 100

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

Chris Koch

NOVEMBER 11, 2011

In B2B marketing, we’ve never been given the right to tell customers what to think, much less the budgets to pound a tagline into their minds. I recently did a search on some well-known B2B technology brands and compiled their taglines in the list below. Not that the defenses were much more than Maginot Lines to begin with.

Social Marketing 100

Social Marketing Tactics B2B Thought Leadership Enterprise Management 100

Chris Koch

NOVEMBER 11, 2011

In B2B marketing, we’ve never been given the right to tell customers what to think, much less the budgets to pound a tagline into their minds. I recently did a search on some well-known B2B technology brands and compiled their taglines in the list below. Not that the defenses were much more than Maginot Lines to begin with.

Social Marketing 100

Social Marketing Tactics B2B Thought Leadership Enterprise Management 100

Chris Koch

OCTOBER 6, 2009

I’ve spent the last two days as a guest at Marketing Sherpa’s B2B conference in Boston and the many excellent speakers used publishing metaphors constantly. Tags: Thought Leadership B2B marketing Marketing Automation Marketing Processes. By improve I don’t mean that we all have to learn to write like Tolstoy. What have I left out?

Planning 100

Planning B2B Thought Leadership Paid Search Agency Thought Leadership 100

Chris Koch

JANUARY 22, 2010

Old beliefs about the relative value of earned media vs. advertising are all over the map—and probably need to be revised in the age of social media. This is what it would cost to place an ad in a magazine vs. the cost of getting the story placement. The PR cost is usually less and the value is usually larger, but by how much? startups.com).

Social Media 100

Social Media ROI Lead Ranking RSS 100

Chris Koch

SEPTEMBER 18, 2009

The recent growth of permission-based groups on these sites helps a little bit, but so much of what gets posted on group pages is noise—blatant advertising, desperate job seeking—that it can be difficult for marketers to cut through all that crap and establish trusting relationships based solely on being in the same group as someone else.

Social Media 100

Social Media Viral Marketing Tools Media 100

Chris Koch

JUNE 5, 2009

Customers become highly sensitive to a company’s marketing and advertising messages in the aftermath of a crisis. We see B2B companies have three choices to make for their brands in the aftermath of a crisis: Retain the existing brand as is. Striking the right tone. Make choices about a brand’s future.

Paid Search Agency 100

Paid Search Agency Companies Work Management Ethics 100

Chris Koch

MARCH 12, 2010

We know that in B2B, customers and prospects respond best to ideas, news, research, and how-to—not sales pitches. I think so because social media is starting to give us a way to scale intimacy. We can do it with content. Social media reduces the incremental cost of content. Tweet This Post.

Social Media 100

Social Media Media Thought Leadership Work Management 100

Chris Koch

JULY 22, 2011

All of which is a lead-in to this week’s entry, which is what we as B2B marketers can learn from health-care marketing. Many of us in B2B can be proud of how we educate our customers and prospects on the business issues they face—from current regulatory changes to future “sea changes.” I think we do this pretty well in B2B.

Work Management 100

Work Management Marketing Management Social Media B2B Marketing 100

Chris Koch

FEBRUARY 11, 2011

There’s lots of talk out there these days about the need for a technology guru within the B2B marketing department. I think B2B marketing groups need the same emphasis–and that need will never go away once the systems are installed. Maybe I’m splitting hairs here, but I wonder about the long-term need for a marketing technologist.

Analytics 100

Analytics Paid Search Agency Marketing Management Loyalty 100

Chris Koch

APRIL 8, 2011

I was thrilled to run a social media workshop this week with a large B2B technology and services provider (and ITSMA member). What is the next level of social media in B2B and how do you know when you’ve gotten there? Most B2B companies I work with are much farther ahead with internal social media efforts than with external.

Social Media 100

Social Media Media Paid Search Agency PR 100

Chris Koch

OCTOBER 12, 2009

Advertising-supported media is becoming an unsustainable business. In tracking B2B marketing through Twitter, I find a ton of great content being shared through blogs whose creators have already swamped the output of trade magazines. Today’s real media revolution is in its destructive and chaotic period.

Social Media 100

Social Media Media Paid Search Agency Viral Marketing 100

Chris Koch

SEPTEMBER 18, 2009

The recent growth of permission-based groups on these sites helps a little bit, but so much of what gets posted on group pages is noise—blatant advertising, desperate job seeking—that it can be difficult for marketers to cut through all that crap and establish trusting relationships based solely on being in the same group as someone else.

Social Media 100

Social Media Viral Marketing Tools Media 100

Chris Koch

MAY 20, 2011

on the Savvy B2B Marketing Blog entitled How to Gain Real Traction with Thought Leadership, I talk about how marketers need to create an idea network within their organizations to spur their subject matter experts to start thinking. What we should be talking about instead is getting those experts involved in creating ideas.

Social Media 100

Social Media B2B Thought Leadership Media Thought Leadership 100

Chris Koch

MARCH 25, 2011

I’m hearing B2B companies tell me that they are starting to make idea development part of the yearly goals of their subject matter experts. Some companies get pretty formal about this, creating invitation-only SME councils with entry requirements. Make ideas part of individual expectations.

Social Media 100

Social Media Organization Peer-to-peer SME 100

Chris Koch

OCTOBER 1, 2010

It’s a warm-up for the great dialogues we’ll be having at MarketingProfs’ SocialTech conference later this month in San Jose, where I’ll be speaking about social media and the B2B buying process. If you’re in B2B marketing, you gotta go to this thing. All the top social media pros will be there and the focus will be all B2B.

Thought Leadership 100

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

Chris Koch

AUGUST 3, 2010

I humbly offer these guidelines in the spirit of the B2B marketing guild. In B2B, it’s likely to be diverse, at least in terms of ages and backgrounds. Tags: Social Media B2B marketing Business Facebook Internet Marketing LinkedIn marketing Marketing and Advertising social media management Twitter. What do you think?

Social Media 100

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

Chris Koch

AUGUST 3, 2010

I humbly offer these guidelines in the spirit of the B2B marketing guild. In B2B, it’s likely to be diverse, at least in terms of ages and backgrounds. Tags: Social Media B2B marketing Business Facebook Internet Marketing LinkedIn marketing Marketing and Advertising social media management Twitter. What do you think?

Social Media 100

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

Chris Koch

NOVEMBER 20, 2009

We’re all getting constant advice—hectoring, even—about how we need to make social media a key part of our B2B marketing strategies right now. While I believe that these two threads are accurate, I haven’t seen compelling data to back them up—at least as it relates to B2B. How strong do you think the arguments are? Customer factors.

Social Media 100

Social Media Social Marketing B2B Marketing Work Management 100