Chris Koch

DECEMBER 2, 2011

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. Non-targets could win Hitachi consumer products and went to a separate database. HDS also did something cool. I’m not a slut, I’m a snob.

Social Media 100

Social Media Campaigns B2B Thought Leadership Media 100

Chris Koch

NOVEMBER 13, 2009

ITSMA research shows that there are other ways to reach these people that are much more effective than social media, such as small, thought leadership-based events, content-rich websites that are optimized for search, and robust reference programs, to name a few. For these companies, there is little reason to twitter into the wind.

Social Media 100

Social Media Allocation Media Marketing & Strategy 100

Chris Koch

NOVEMBER 13, 2009

ITSMA research shows that there are other ways to reach these people that are much more effective than social media, such as small, thought leadership-based events, content-rich websites that are optimized for search, and robust reference programs, to name a few. For these companies, there is little reason to twitter into the wind.

Social Media 100

Social Media Allocation Media Marketing & Strategy 100

Chris Koch

SEPTEMBER 17, 2010

Publishers (the good ones, anyway) gave some of the most prominent pages in their newspapers and magazines to advertisers in return for a lot of cash, access to a targeted group of customers, and editorial independence from advertiser influence. And they’re linking this content to their social media management strategies.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Advertising Agencies Paid Search Agency 100

Chris Koch

NOVEMBER 6, 2009

Like most marketers, I spend most of my time desperately seeking to understand my target audience (B2B marketers) and delivering content that they find relevant and engaging. If you haven’t considered creating an awards program for your target customers, you should. It’s a struggle.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Budget Programs Business 100

Chris Koch

JANUARY 28, 2011

It’s relevant but still a step removed from the truly personal connection. Testing the popularity of content. For example, Owyang’s replacement, Augie Ray, has his own personal blog, but his posts also appear on a group blog targeted at the business line he serves, “Interactive Marketing.” What about the customer’s view?

Personalization 100

Personalization Forrester Brand Identity Branding 100

Chris Koch

AUGUST 3, 2010

It’s worth our time to develop a brief guide to social media voice for employees that takes into account the unique attributes of your target audience. Lack of relevance is a ticket to deletionville. We need to understand their experiences and offer content that fits their needs. Rarely do those links lead to paid content.

Social Media 100

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

Chris Koch

AUGUST 3, 2010

It’s worth our time to develop a brief guide to social media voice for employees that takes into account the unique attributes of your target audience. Lack of relevance is a ticket to deletionville. Rarely do those links lead to paid content. I humbly offer these guidelines in the spirit of the B2B marketing guild.

Social Media 100

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