Chris Koch

AUGUST 16, 2011

Obviously, this is less of an issue in B2B than B2C. Cookies help us learn more about our website visitors, but you won’t learn nearly as much about the spending patterns of B2B executives through web cookies as you do with B2C buyers. And people’s B2C experiences have a habit of leaking over to their B2B behavior.

B2B 100

B2B Privacy Click Rate Internet Marketing 100

Chris Koch

AUGUST 16, 2011

Obviously, this is less of an issue in B2B than B2C. Cookies help us learn more about our website visitors, but you won’t learn nearly as much about the spending patterns of B2B executives through web cookies as you do with B2C buyers. And people’s B2C experiences have a habit of leaking over to their B2B behavior.

B2B 100

B2B Privacy Click Rate Internet Marketing 100

Chris Koch

FEBRUARY 11, 2011

Or if this person is going to be a technologist, he or she must have a serious grounding in analytics. B2C companies have these “wonks” today. We need to use analytics to quantify and manage how fast we move prospects through the buying process and to increase loyalty and trust after they’ve bought from us.

Analytics 100

Analytics Paid Search Agency Marketing Management Loyalty 100

Chris Koch

DECEMBER 29, 2009

Even if we believe deeply in the power of social media, we all have that gnawing feeling deep in our guts that says that there’s little reason for a busy, intelligent person to want to receive frequent updates about our brands when those brands produce complex services and products with two-year sales cycles. That’s a B2C thing.

Enterprise Management 100

Enterprise Management B2B Marketing B2B Thought Leadership Marketing Management 100

Chris Koch

FEBRUARY 24, 2010

But I think the nature of B2B makes it harder for companies and customers to have a satisfying relationship that’s entirely virtual than it is for B2C companies. It’s hard to imagine that kind of a complex, long-term, multi-person relationship ever happening entirely or even mostly in social media.

Social Media 100

Social Media Marketing Strategy Marketing & Strategy B2B Thought Leadership 100

Chris Koch

AUGUST 13, 2010

Following the trail of bread crumbs leads us to a caring, thoughtful person. 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. Our customers aren’t going to do a United breaks guitars on us.

Social Media 100

Social Media Media SME B2B 100

Chris Koch

MARCH 12, 2010

They are focused on lifetime customer value and are willing to incur short-term costs in order to build long-term loyalty and satisfaction—Nordstrom and Amex are a couple of B2C examples. We tend to think of intimacy as being personal—something for the salespeople. Operational excellence. Unspoken intimacy.

Social Media 100

Social Media Media Thought Leadership Work Management 100