Chris Koch

NOVEMBER 13, 2009

Most of the marketers I talk to are trying to reach a few top executives in big organizations who make buying decisions about big, complex products and services. Decide whether to take an active role in creating conversations and fostering a community.

Social Media 100

Social Media Allocation Media Marketing & Strategy 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. No doubt, they would like to expand that circle beyond the company—30% say they rely on peers from councils and communities they belong to, and 29% say they speak to colleagues at other companies for referrals.

Social Media 100

Social Media Peer-to-peer Enterprise Management Media 100

Chris Koch

APRIL 16, 2010

In our survey, we asked, “In your company, is marketing the catalyst for social media being used by others in the company (product development, HR, etc.)?” Such as using online communities and social media to build up interest and discussion about our traditional live events both up to, during, and after those events. That’s right.

Social Media 100

Social Media Work Management Marketing Management Social Marketing 100

Chris Koch

MAY 14, 2010

We’re seeing companies use social media to bring customers into the product and service development processes to collaborate on new ideas and improvements. We’re also seeing directors of community— Jeremiah Owyang tracks these people on his blog. Our subject matter experts (SMEs) are talking to customers. Governance.

Organic Leads 100

Organic Leads Social Media Social Marketing Organization 100

Chris Koch

JANUARY 22, 2010

This is the number of articles or blog posts that mention the product or service measured against the trend in sales. The communities you belong to should all Your LinkedIn profile should display your most recent posts and tweets, and your blog should display all of the above. Lots of variables there. Return on media impact.

Social Media 100

Social Media ROI Lead Ranking RSS 100

Chris Koch

DECEMBER 28, 2010

From Facebook to email to putting telephones on employees’ desks (remember, the telephone started as a “consumer” communication technology, too), companies think that every new wave is going to lead to gajillions in lost productivity. Creating compelling offers and descriptions of products and services is an art, it really is.

Planning 100

Planning Work Management Paid Search Agency B2B Thought Leadership 100

Chris Koch

FEBRUARY 7, 2014

But research by my colleague Stephanie Overby has found that the real workhorse driving increased customization of manufactured goods on the production line is the Computer Numerical Control (CNC) Machine. CNC machines make it easier for companies to customize products; alterations are just a matter of reprogramming the software.

Startups 100

Startups High Quality Lead Cost Order 100

Chris Koch

MAY 5, 2014

The Costs of Production Approach Zero for Everything. There are three other areas where the costs of production will soon reach zero, according to a fascinating academic article (in this rare case that’s not an oxymoron) by Mark A. But publishing and entertainment aren’t anomalies. Patents will not disappear anytime soon, Lemley says.

Copyright 100

Copyright Distribution Youtube Internet Marketing 100

Chris Koch

NOVEMBER 20, 2009

The need to maximize web hits means that trade journalists are being pushed to create more shorter stories that appeal to the largest possible audience—not a fertile ground for in-depth analyses of complex B2B products and services. Marketers are building online communities—fast. Marketing factors.

Social Media 100

Social Media Social Marketing B2B Marketing Work Management 100