Chris Koch

JANUARY 15, 2010

During one of the first few days I went to work at CIO magazine in 1995, I had what we called a “vendor visit”—one of many I would have in the coming years. But a quick read of our magazine showed that we didn’t write about products. Kind of a Fortune magazine for IT executives. Bibles, vacuums, and boxes. Tweet This Post.

Social Media 100

Social Media Work Management Marketing Management Marketing Automation Services 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. Magazines have been doing it for years. 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.

Social Media 100

Social Media Media Thought Leadership Work Management 100

Chris Koch

APRIL 10, 2009

This led to the explosion of the trade magazine industry during the 1960s-1980s. Even in industries with low information intensity in their products—coin-operation laundry franchises, for example—there was a trade magazine offering information about how to improve business practices.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Peer-to-peer Work Management 100

Chris Koch

AUGUST 7, 2009

When I covered CIOs for 13 years at CIO Magazine, I found that it was very difficult to generalize about the profession, beyond a handful of universal problems such as alignment with the business and the complexities and the voracious needs of the IT infrastructure. And that has big implications for marketers.

Planning 100

Planning Segmentation Work Management Gartner 100

Chris Koch

AUGUST 7, 2009

When I covered CIOs for 13 years at CIO Magazine, I found that it was very difficult to generalize about the profession, beyond a handful of universal problems such as alignment with the business and the complexities and the voracious needs of the IT infrastructure. And that has big implications for marketers. Tweet This Post.

Planning 100

Planning Segmentation Work Management Gartner 100

Chris Koch

MARCH 26, 2010

One of the biggest challenges for B2B social media marketers isn’t creating content, it’s helping others create content. That’s why magazines and newspapers have pitch meetings, where writers blurt out their rough ideas and get feedback from others on how to turn those ideas into cogent stories. Have regular pitch meetings.

B2B Thought Leadership 100

B2B Thought Leadership RSS Enterprise Management Thought Leadership 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

JANUARY 22, 2010

This is what it would cost to place an ad in a magazine vs. the cost of getting the story placement. Tags: Blogging Marketing Metrics and Analytics Social Media Add new tag Advertising B2B marketing Blog blogs Business Google Google Analytics Marketing ROI RSS social media strategy Technorati Twitter. Again, tough to isolate PR’s role.

Social Media 100

Social Media ROI Lead Ranking RSS 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

FEBRUARY 5, 2010

At CIO magazine, I spent years writing about one of those Gartner-coined acronyms: Enterprise Resource Planning (ERP) software. Tags: Thought Leadership Add new tag B2B marketing Gartner marketing Marketing Strategy. I guess I’m a little bitter, through. Whose Reputation is Your Marketing Content Building? myventurepad.com).

Thought Leadership 100

Thought Leadership B2B Thought Leadership Gartner Planning 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