Chris Koch

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There is no social media strategy, only marketing strategy

Chris Koch

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. As we put together the questions, we struggled with the issue of social media strategy.

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There is only one objective in social media: create learning networks

Chris Koch

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. Every buyer wants to learn at all stages of the buying process. What is a learning network? Tweet This Post.

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Why marketers must become the new publishers

Chris Koch

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. For marketers, being timely means having content that matches every stage of the buying cycle, so that you have a chance for an “exclusive” at each stage.

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Why marketers must become the new publishers

Chris Koch

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. For marketers, being timely means having content that matches every stage of the buying cycle, so that you have a chance for an “exclusive” at each stage. Tweet This Post.

Planning 100
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Why bother with thought leadership? Five questions and answers.

Chris Koch

Especially in B2B, where the products and solutions are complex and usually need to be adapted/customized in some way, developing the relationship through knowledge helps demonstrate to customers that providers can go beyond the product specification sheet and help them with their business needs.

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13 questions about social media and thought leadership

Chris Koch

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.