Chris Koch
AUGUST 5, 2011
We don’t see the value of it for B2B and we want it off the table. Seemed a bit harsh, but I had to admit that I had been harboring my own doubts about the value of Facebook for B2B for a long time. I’m not saying that B2B companies shouldn’t be on Facebook. What is B2B marketing all about? Contests/giveaways/games.
Chris Koch
NOVEMBER 13, 2009
Despite all the breathless hype about social media these days, what I hear most from B2B marketers is frustration. This is why every B2B marketing leader needs a social media participation strategy even if he or she does not intend to actively market through social media. And there’s good reason to be terrified. What do you think?
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Chris Koch
NOVEMBER 13, 2009
Despite all the breathless hype about social media these days, what I hear most from B2B marketers is frustration. This is why every B2B marketing leader needs a social media participation strategy even if he or she does not intend to actively market through social media. And there’s good reason to be terrified. What do you think?
Chris Koch
APRIL 16, 2010
Back then, we could still run lush print ads, design fancy brochures and whitepapers, create monster trade show booths, and wine and dine CIOs at the Super Bowl. But the real successes I’m hearing about in B2B use social media to support and extend more traditional tactics. And to business people, that all represented value.
Chris Koch
NOVEMBER 12, 2010
PR tries to influence the placement of subject matter experts, content, and interviews in third-party channels (articles, conference and trade show speaking engagements, etc.). You can’t do what one B2B company did: require that subject matter experts submit tweets to PR for approval two weeks in advance of posting. Visibility.
Chris Koch
JANUARY 15, 2010
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. We couldn’t measure the effectiveness of events and trade shows, but sales people saw the crowds at the booth and the bar and so it didn’t matter.
Chris Koch
JANUARY 29, 2010
But it’s less familiar to lower-level buyers, who are only beginning to calculate this piece as the economics of social media open up the privileges of relationship from cheesy tchotckes at trade shows to online social networks. Account history. It has also changed the scope of our content process, as Jon Miller points out here.
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