Remove budget

Chris Koch

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The last of the anti-social marketing tactics

Chris Koch

In truth, customers have never listened, except in a few cases of companies with the budget muscle to pound the tagline into customers’ heads over and over again though mass marketing and TV. In B2B marketing, we’ve never been given the right to tell customers what to think, much less the budgets to pound a tagline into their minds.

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The last of the anti-social marketing tactics

Chris Koch

In truth, customers have never listened, except in a few cases of companies with the budget muscle to pound the tagline into customers’ heads over and over again though mass marketing and TV. In B2B marketing, we’ve never been given the right to tell customers what to think, much less the budgets to pound a tagline into their minds.

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The five stages of social media grief—have you passed through them yet?

Chris Koch

Image via Wikipedia. Social media (along with skimpy marketing budgets) are causing a transformation in marketing to a degree that we haven’t seen for a lifetime. Another marketing channel on top of my existing workload, with no extra budget or headcount? Think of me as your grief counselor for good ol’ message-based marketing.

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How to build emotional engagement in B2B marketing

Chris Koch

It’s why our latest ITSMA marketing budget survey shows (free summary available)that thought leadership has risen to a higher priority level than in any recent year. Image via Wikipedia. It’s the same in B2B. Ideas can create an emotional connection. Okay, so it’s not big emotion, but it hits some buttons: Gratitude.

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Have you created a waking dream for your customers?

Chris Koch

Image via Wikipedia. Since not all of us have the budget or ability to do that, however, let’s come up with ways that we can create waking dreams for our customers through our marketing. Can you imagine that putting some of your customer peers through a well-managed event over the course of a week could give them that kind of space?