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. B2C companies have these “wonks” today. I think B2B marketing groups need the same emphasis–and that need will never go away once the systems are installed. What do you think? Tweet This Post.

Analytics 100

Analytics Paid Search Agency Marketing Management Loyalty 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

JANUARY 8, 2010

There is only one objective in social media and it is common across all companies—even across the infamous divide between B2B and B2C: Create learning networks. And learning is integral to buying—especially in B2B. But it also applies in B2C. Every buyer wants to learn at all stages of the buying process.

Social Media 100

Social Media B2B Thought Leadership Thought Leadership Media 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). Related articles by Zemanta.

Social Media 100

Social Media Marketing Strategy Marketing & Strategy B2B Thought Leadership 100

Chris Koch

JUNE 15, 2011

The marketer passes through a period in which social media is thought of purely as a B2C thing. Not gonna happen in B2B. “Another marketing channel on top of my existing workload, with no extra budget or headcount? This can’t be happening—not to me.” Hey, marketing speaks, everybody listens. That’s the way it’s always worked.

Social Media 100

Social Media B2B Thought Leadership Media Wikipedia 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

MARCH 12, 2010

They are focused on lifetime customer value and are willing to incur short-term costs in order to build long-term loyalty and satisfaction—Nordstrom and Amex are a couple of B2C examples. We know that in B2B, customers and prospects respond best to ideas, news, research, and how-to—not sales pitches. Operational excellence.

Social Media 100

Social Media Media Thought Leadership Work Management 100