Chris Koch

MAY 15, 2012

As buyers do more searching, they are stretching the buying process earlier and earlier, to the point where they may not have a specific product or service in mind when they search. They are looking for inspiration and guidance on the business problems they face. What does online search have to do with selling?

FAQ 100

FAQ Custom Publishing B2B Sales Work Management 100

Chris Koch

DECEMBER 2, 2011

Non-targets could win Hitachi consumer products and went to a separate database. It segmented its offers to get to the audience it really wanted: After running people through a qualification form, the target high-level executives got a chance to win a free IT storage assessment. Now, I know what you’re thinking: Koch, you slut.

Social Media 100

Social Media Campaigns B2B Thought Leadership Media 100

Chris Koch

DECEMBER 2, 2011

Non-targets could win Hitachi consumer products and went to a separate database. It segmented its offers to get to the audience it really wanted: After running people through a qualification form, the target high-level executives got a chance to win a free IT storage assessment. Now, I know what you’re thinking: Koch, you slut.

Social Media 100

Social Media Campaigns B2B Thought Leadership Media 100

Chris Koch

OCTOBER 7, 2011

A lot of B2C social media marketing can come out of the marketing group because consumers are looking for deals, product information, and peer reviews. Before social media can happen, companies need an idea culture. Marketers can handle all that stuff. But you can’t tweet a 50%-off coupon in B2B. Marketing can’t do that on its own.

Social Media 100

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

Chris Koch

OCTOBER 7, 2011

A lot of B2C social media marketing can come out of the marketing group because consumers are looking for deals, product information, and peer reviews. Before social media can happen, companies need an idea culture. Marketers can handle all that stuff. But you can’t tweet a 50%-off coupon in B2B. Marketing can’t do that on its own.

Social Media 100

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

Chris Koch

MARCH 4, 2011

Publishers are left with a trickle of revenue and B2B companies discover just how uninterested a generic online audience is in their products and services. It’s a no win for everybody except the ad agencies. From the ashes of trade journalism, an opportunity for marketers.

B2B Thought Leadership 100

B2B Thought Leadership Advertising Agencies B2B Marketing Paid Search Agency 100

Chris Koch

JULY 22, 2011

The highest production-value material I received upon discharge was a two-color, 24-page glossy magazine entitled “A Guide to Taking Warfarin.” Motivational. Market your strengths. They put me on blood thinners for a few weeks after surgery.)

Work Management 100

Work Management Marketing Management Social Media B2B Marketing 100