Chris Koch

APRIL 2, 2010

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. Twitter , LinkedIn, etc.

B2B Thought Leadership 100

B2B Thought Leadership B2B Marketing Marketing Budget Thought Leadership 100

Chris Koch

JUNE 26, 2009

My job is to learn about how to become a better B2B marketer and to share what I learn with others. To get better, you should think of yourself as part of the emerging guild of B2B marketers in social media. I think of Paul Dunay as one of the model citizens of this online B2B guild. B2B Marketing POSTs by Laura Ramos.

Social Media 100

Social Media Social Marketing B2B Marketing Personalization 100

Chris Koch

MARCH 19, 2010

I’d like to create a guide for how to use social media in B2B that does not involve talking about the specific tools—as least not in the top line. Taking a poll in a LinkedIn or Facebook group, asking for input from Twitter followers, or asking for information through comments on blogs are some of the ways to gather information.

Social Media 100

Social Media B2B Thought Leadership Peer-to-peer Media 100

Chris Koch

DECEMBER 11, 2009

One of the great lures of Twitter is that we know that it is always changing. Would you dream of Twittering without a profile photo or image? Would you dream of Twittering without a profile photo or image? Twitter is every bit as visual as it is textual. IM and texting would be nothing without the real-time dynamic.

Mobile Marketing 100

Mobile Marketing B2B Marketing B2B Storytelling 100

Chris Koch

DECEMBER 10, 2012

As is often the case, his advice pertains more to B2C than B2B, as I point out in a comment: “Utility” is a clear, succinct way of putting it. I am concerned about the B2B side of things, though, for complex technology solutions in particular. I’m not seeing the killer app for B2B utility emerging yet.

Peer-to-peer 100

Peer-to-peer B2B Social Media Mobile Marketing 100

Chris Koch

NOVEMBER 13, 2009

Despite all the breathless hype about social media these days, what I hear most from B2B marketers is frustration. For these companies, there is little reason to twitter into the wind. We have reached the point where monitoring is an absolute requirement in any B2B marketing strategy. If you’re strapped for resources (who isn’t?)

Social Media 100

Social Media Allocation Media Marketing & Strategy 100

Chris Koch

NOVEMBER 13, 2009

Despite all the breathless hype about social media these days, what I hear most from B2B marketers is frustration. For these companies, there is little reason to twitter into the wind. We have reached the point where monitoring is an absolute requirement in any B2B marketing strategy. If you’re strapped for resources (who isn’t?)

Social Media 100

Social Media Allocation Media Marketing & Strategy 100

Chris Koch

OCTOBER 14, 2011

In three plus years of tweeting, I’ve picked up what I perceive to be the general etiquette for engaging on Twitter. I’ve also done research asking B2B marketers how they engage and how they educate their employees and SMEs to engage. Lots of people seem to be having Twitter identity crises these days. I don’t seem to be alone.

Social Media 100

Social Media Media Twitter Social Networks 100

Chris Koch

OCTOBER 14, 2011

In three plus years of tweeting, I’ve picked up what I perceive to be the general etiquette for engaging on Twitter. I’ve also done research asking B2B marketers how they engage and how they educate their employees and SMEs to engage. Lots of people seem to be having Twitter identity crises these days. I don’t seem to be alone.

Social Media 100

Social Media Media Twitter Social Networks 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

JUNE 25, 2009

That’s why it’s important for us to start building our expertise in social media today, even if social media isn’t yet at the top of our marketing agenda (and our research shows that among B2B marketers, it is not). Much of the thrill for Twitter users is the synchronous, real-time nature of this streaming flow of conversation.

Social Media 100

Social Media Paid Search Agency Social Marketing B2B Marketing 100

Chris Koch

AUGUST 23, 2011

For example, just when I was lamenting having to do over all the work I’ve done to build up a Twitter community with some true interaction and conversation in G+, along comes a browser extension called SGPlus that lets you post on G+ and share it across Twitter and Facebook at the same time. Twitter killed them all.

Social Media 100

Social Media Media Social Networks B2B Thought Leadership 100

Chris Koch

AUGUST 23, 2011

For example, just when I was lamenting having to do over all the work I’ve done to build up a Twitter community with some true interaction and conversation in G+, along comes a browser extension called SGPlus that lets you post on G+ and share it across Twitter and Facebook at the same time. Twitter killed them all.

Social Media 100

Social Media Media Social Networks B2B Thought Leadership 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. As we put together the questions, we struggled with the issue of social media strategy.

Social Media 100

Social Media Marketing Strategy Marketing & Strategy B2B Thought Leadership 100

Chris Koch

APRIL 30, 2010

I’m going to be moderating a panel on this question (among others) at next week’s MarketingProfs’ B2B Forum in Boston. I’m sure that there will be opportunities and reasons for B2B to advertise on these things eventually, but that’s the easy part. I think that’s how we have to view mobile apps for B2B marketing.

Mobile Marketing 100

Mobile Marketing Mobile Advertising Paid Search Agency Wiki 100

Chris Koch

FEBRUARY 4, 2012

I won’t be focusing on B2B marketing in the broadest sense anymore; I’ll be narrowing things to idea marketing (and the role that social media play in it). I know because I have a column in my Twitter dashboard that searches the term. I don’t know of another marketing term that gets so much hate mail.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Social Media Twitter 100

Chris Koch

MAY 6, 2011

The only difference between us and the monkeys is that we usually remember to eat while we watch the Oscars or check our Twitter follower counts. Others include Klout and Twitter Grader, which focus on the social networks. Influence is the ability to affect others in their thinking or actions.

Social Media 100

Social Media Social Marketing Work Management Media 100

Chris Koch

NOVEMBER 12, 2010

Get them twittering. Twitter’s viral relationship model means that your subject matter experts can build up their networks of influence much faster than through a press release. 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.

PR 100

PR Peer-to-peer Press Public Relations 100

Chris Koch

DECEMBER 2, 2011

Indeed, HDS initially started publicizing its contest across Twitter, LinkedIn , Google AdWords , and with media partners as well as Facebook, but soon shifted most of the budget to Facebook because response was so much better there. Marketing automation vendor Eloqua released a SlideShare entitled 10 ways to “solve” Facebook for B2B.

Social Media 100

Social Media Campaigns B2B Thought Leadership Media 100

Chris Koch

DECEMBER 2, 2011

Indeed, HDS initially started publicizing its contest across Twitter, LinkedIn , Google AdWords , and with media partners as well as Facebook, but soon shifted most of the budget to Facebook because response was so much better there. Marketing automation vendor Eloqua released a SlideShare entitled 10 ways to “solve” Facebook for B2B.

Social Media 100

Social Media Campaigns B2B Thought Leadership Media 100

Chris Koch

SEPTEMBER 18, 2009

Or will it be Twitter by a nose? This model was popularized by the folks at Twitter (others are also using the model, such as Yammer, which is a social network for use inside large organizations), who realized that technology could be an effective substitute for trust—up to a point. Will it be Facebook or MySpace? And we don’t mind.

Social Media 100

Social Media Viral Marketing Tools Media 100

Chris Koch

MAY 14, 2010

Shameless plug here: My favorite B2B blogger Paul Dunay is going to talk about how Avaya uses social media for customer support at ITSMA’s Marketing Leadership Forum on May 25-26.) We need to create an idea engine within the organization to help SMEs come up with things to Twitter and blog about. Ideas and content.

Organic Leads 100

Organic Leads Social Media Social Marketing Organization 100

Chris Koch

JUNE 15, 2011

Not gonna happen in B2B. Only slightly less embarrassing than the anger and bargaining stages, marketers in this stage ban the use of the word “Twitter” in lunch conversation and generally shun the annoyingly perky (unpaid) social media intern, muttering, “What’s he got to be so happy about?”. This can’t be happening—not to me.”

Social Media 100

Social Media B2B Thought Leadership Media Wikipedia 100

Chris Koch

SEPTEMBER 18, 2009

Or will it be Twitter by a nose? This model was popularized by the folks at Twitter (others are also using the model, such as Yammer, which is a social network for use inside large organizations), who realized that technology could be an effective substitute for trust—up to a point. Will it be Facebook or MySpace? And we don’t mind.

Social Media 100

Social Media Viral Marketing Tools Media 100

Chris Koch

APRIL 16, 2010

But the real successes I’m hearing about in B2B use social media to support and extend more traditional tactics. Tags: ITSMA Research Marketing Strategy Social Media B2B marketing Business Company Consulting Internet Marketing marketing Marketing and Advertising social media management Twitter. Tweet This Post.

Social Media 100

Social Media Work Management Marketing Management Social Marketing 100

Chris Koch

JANUARY 22, 2010

Use Twitter for blog PR. If Twitter isn’t one of your highest-ranking referral sites, you’re not using it properly. Twitter is the logical front end to a blog post. Regardless, blogs and Twitter accounts should be joined at the hip, because Twitter is a powerful traffic builder to blogs. startups.com).

Social Media 100

Social Media ROI Lead Ranking RSS 100

Chris Koch

OCTOBER 12, 2009

Lots of statistical analysis about the relative growth rates of Facebook and Twitter and the slowing of uptake for both. There won’t be nearly as much to link to through Twitter in the coming years, and that’s the revolutionary subtext that’s going on behind the evolution of Web 2.0.

Social Media 100

Social Media Media Paid Search Agency Viral Marketing 100

Chris Koch

JUNE 25, 2010

First, Paul Dunay (did I mention that Paul is my favorite B2B blogger yet today?) Twitter is like a virtual table in the bar that everyone is dancing on. Image via Wikipedia. Two interesting posts this week on how our personalities affect our online behavior. But how can we create more ways to share safely? What do you think?

Social Media 100

Social Media Peer-to-peer Media Wikipedia 100

Chris Koch

JANUARY 29, 2010

of the links I click on in Twitter take me directly to the content advertised in the tweets. And when there is a gate, most Twitterers take the precious real estate needed to say that registration is necessary. That possibility hit home with me this week as I read Steve Woods’ post about the B2B implications of the iPad.

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 100

Chris Koch

JANUARY 29, 2010

of the links I click on in Twitter take me directly to the content advertised in the tweets. And when there is a gate, most Twitterers take the precious real estate needed to say that registration is necessary. That possibility hit home with me this week as I read Steve Woods’ post about the B2B implications of the iPad.

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 100

Chris Koch

OCTOBER 30, 2009

Most of ITSMA’s clients are B2B marketers from big technology companies that sell big, complex products, services, and solutions. These are not the people we imagine Twittering about their need for complex enterprise IT services. Another surprise was that the big shots use all of the different social media tools pretty evenly.

Social Media 100

Social Media Peer-to-peer Enterprise Management Media 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. I’m just saying that we shouldn’t assume, as we do by default, that ours are much different from anyone else’s.

Social Media 100

Social Media B2B Thought Leadership Thought Leadership Media 100

Chris Koch

JULY 10, 2009

Now that may be due in part to the fact that most B2B marketers have only recently begun using Web 2.0 in their marketing—fewer than 35% of marketers in our survey have been using blogs or podcasts for more than one year, and just 3% have been using social media (LinkedIn, Twitter, Facebook, etc.) Check out the B2B Marketing Zone.

Web 2.0 100

Web 2.0 B2B Thought Leadership Ideal Customer Profiles Thought Leadership 100

Chris Koch

MAY 20, 2011

on the Savvy B2B Marketing Blog entitled How to Gain Real Traction with Thought Leadership, I talk about how marketers need to create an idea network within their organizations to spur their subject matter experts to start thinking. What we should be talking about instead is getting those experts involved in creating ideas.

Social Media 100

Social Media B2B Thought Leadership Media Thought Leadership 100

Chris Koch

OCTOBER 1, 2010

Earlier this week I participated in one of MarketingProfs’ TechChats (just do a Twitter search on the #TechChat hashtag to find the dialogue). 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.

Thought Leadership 100

Thought Leadership Social Media B2B Thought Leadership Peer-to-peer 100

Chris Koch

DECEMBER 28, 2010

We all know twitter can’t start revolutions or substitute for gazing meaningfully into someone’s eyes over dinner, but what I don’t understand is why the critics can’t see a link between the bonds that we form on social media and the deeper links that we forge offline. Social media relationships are shallow and meaningless.

Planning 100

Planning Work Management Paid Search Agency B2B Thought Leadership 100