Chris Koch

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Want to launch a new product or service faster? Do some research.

Chris Koch

I helped host an ITSMA round table this week and a near universal complaint from our B2B technology clients was how difficult it is to launch new services in a fast, efficient way. Will you share your war stories about new product or service launches? What do you think?

Research 100
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Want to launch a new product or service faster? Do some research.

Chris Koch

I helped host an ITSMA round table this week and a near universal complaint from our B2B technology clients was how difficult it is to launch new services in a fast, efficient way. Will you share your war stories about new product or service launches? Makes our jobs that much easier. What do you think? Tweet This Post.

Research 100
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Why B2B marketers need to embrace deal marketing

Chris Koch

Honestly, why do we think that sophisticated B2B buyers are going to follow our brands on Twitter or become our fans on Facebook? of consumers follow a brand on Twitter for “service, support, or product news.”. That would seem enough to end the debate about B2B social media participation right there. The answer is we don’t.

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What the slow death of B2B publishing means for marketers

Chris Koch

This cartoon making the rounds online captures the frustration journalists have with their online plight--and reveals the opportunity B2B marketers have to fill the content gap. But if you step back and think about where the real opportunity is for B2B marketers, it is idea marketing. Marketers always struggle with what to do next.

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How to build emotional engagement in B2B marketing

Chris Koch

This may be the ultimate question in B2B, especially as we struggle to integrate social media into the overall marketing mix. Let’s face it, even if it was possible to curl up in front of the fire with a glass of wine and our B2B products and services, no one would do it. It’s the same in B2B. Related articles by Zemanta.

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B2B social media lessons from Steven Slater and Mark Hurd

Chris Koch

So what can we take away from all this as B2B marketing professionals? The trajectory of Slater’s postings look a lot like the things that customers say about our complex B2B products and services, which have a much longer arc of relationship than B2C. Longtime customers look especially like Slater. What do you think?

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How social media will change lead generation in B2B

Chris Koch

The number of B2B buyers who are ready to buy as soon as they engage with our marketing is small—and social media will make it even smaller. This is the stage that occurs long before any discussion of products, services, or RFPs—indeed, it occurs before customers have even begun to think about a purchase. We call it the epiphany stage.