Chris Koch

MARCH 19, 2010

For example, when SMEs speak at conferences, they can engage conference attendees before, during, and after the event to follow threads of conversation through to their conclusion. By engaging, we can share links to the various other forms of marketing content that we produce, such as white papers, events, Webinars, etc.

Social Media 100

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

Chris Koch

JANUARY 31, 2014

What’s interesting about the video is that it captures the most important historical event in Fallon’s career while also offering insight into who Fallon is as a person. According to the article, Michaels offered Fallon his dream job soon after the audition. A New Kind of Online Bio. It’s a kind of encapsulated biography online.

Wikipedia 100

Wikipedia Youtube Profiling Video Marketing 100

Chris Koch

JANUARY 15, 2010

At ITSMA, we’ve seen investments in the things that we used to identify as the key contributions of marketing—like advertising, brochures, events, and trade shows—shrink consistently. We couldn’t measure the effectiveness of events and trade shows, but sales people saw the crowds at the booth and the bar and so it didn’t matter.

Social Media 100

Social Media Work Management Marketing Management Marketing Automation Services 100

Chris Koch

APRIL 30, 2010

One possibility is to use location at your events so that attendees can find each other or share schedules and information. At the MarketingProfs event next week, I’ll have two panelists who have sprouted shoots from the tree. Right now Foursquare is the Twitter of location. B2B mobile marketing case studies.

Mobile Marketing 100

Mobile Marketing Mobile Advertising Paid Search Agency Wiki 100

Chris Koch

APRIL 8, 2011

Social media supports an event, or an offering introduction, then ebbs. Social media is integrated with traditional marketing. Most companies need to use social media as adjuncts to traditional marketing practices before they can feel comfortable going farther with it. It’s hard to go to the always-on mode with social media at first.

Social Media 100

Social Media Media Paid Search Agency PR 100

Chris Koch

JUNE 15, 2011

We’ll make the events more targeted to the C-level. Those “theme” martinis offered during open bar receptions at marketing conferences are also reportedly on the way out—but it’s taking the FDA some time to catalogue all the different varieties.). Bargaining. Look, we’ll redesign the newsletter.

Social Media 100

Social Media B2B Thought Leadership Media Wikipedia 100

Chris Koch

AUGUST 5, 2011

I see brands investing effort in campaigns around a particular event or contest, but what about the space in between? But I notice a few things about B2B efforts on Facebook that leave me skeptical: Engagement is campaign focused and temporary.

Facebook 100

Facebook B2B Marketing B2B Thought Leadership B2B 100

Chris Koch

FEBRUARY 11, 2014

The next phase – and the bigger challenge – requires utilizing detailed fan data to extend engagement, convenience and recognition well beyond live events. Mobile apps are just the first step in this direction. Creating such a connection would be a clutch win for any sports team and its fan base.

Loyalty 100

Loyalty Eye-Tracking Mobile Marketing Stats 100

Chris Koch

APRIL 2, 2010

It’s why those expensive private events work so well. Blogs let us feature our subject matter experts (SMEs) not just as brainiacs but as people that customers can eventually feel comfortable reaching out to directly. Twitter , LinkedIn, etc. all do that, too. But let’s not get too hung up on social media. This has to permeate all that we do.

B2B Thought Leadership 100

B2B Thought Leadership B2B Marketing Marketing Budget Thought Leadership 100

Chris Koch

DECEMBER 29, 2009

Social media like Twitter are the offer engines for the valuable thought leadership content that we offer through our other channels like the website and events. We have to understand that in B2B, content—in the form of ideas, education, research and support—are our deals. What do you think? Tweet This Post.

Enterprise Management 100

Enterprise Management B2B Marketing B2B Thought Leadership Marketing Management 100

Chris Koch

OCTOBER 30, 2009

the other is the river of conversation that flows through the event at breaks, meals and receptions. There are two rivers of content at conferences. One is the river of planned content—the conference theme, the presentations, etc.; This is where you get the dope on the shared challenges of the attendees.

Social Media 100

Social Media Peer-to-peer Enterprise Management Media 100

Chris Koch

MARCH 4, 2011

The business side of these organizations is trying to maintain profitability by slashing staff and by maximizing online traffic to make up for lost print ad revenue (and other desiccated revenue streams like events).

B2B Thought Leadership 100

B2B Thought Leadership Advertising Agencies B2B Marketing Paid Search Agency 100

Chris Koch

OCTOBER 7, 2011

One of the reasons I know that B2B marketers get this is because the number one goal of marketers in our survey was to integrate social media into the larger marketing strategy —to link social media to their idea marketing process and their events—the channels that are proven and where the business has committed to contributing content.

Social Media 100

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

Chris Koch

OCTOBER 7, 2011

One of the reasons I know that B2B marketers get this is because the number one goal of marketers in our survey was to integrate social media into the larger marketing strategy —to link social media to their idea marketing process and their events—the channels that are proven and where the business has committed to contributing content.

Social Media 100

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

Chris Koch

FEBRUARY 24, 2010

The only way we can do that is by providing a range of different content—thought leadership, news, education, training, support—in a range of different channels—events, white papers, communities, private meetings—at all phases of the buying cycle.

Social Media 100

Social Media Marketing Strategy Marketing & Strategy B2B Thought Leadership 100

Chris Koch

DECEMBER 18, 2009

ITSMA research shows that B2B marketers are most successful when they use social media to drive prospects and customers to more “traditional” marketing channels such as the website and events. Yet while social media should not become a separate silo within the marketing organization, it does require some new skills and thinking.

Social Media 100

Social Media Peer-to-peer Social Marketing B2B Marketing 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.

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.

Social Media 100

Social Media Allocation Media Marketing & Strategy 100

Chris Koch

JANUARY 8, 2010

So for example, a tweet or a posting in a LinkedIn forum leads to blog post, which leads to a video, which leads to a conference presentation, white paper, or private event for top customers. Internal thought leaders should use social media as a test bed and developing ground for ideas that they later disseminate in more polished form.

Social Media 100

Social Media B2B Thought Leadership Thought Leadership Media 100

Chris Koch

MARCH 12, 2010

Social media that connects one live event with the next one lets us continue to build the relationship. Chunks and snippets of white papers sprinkled through social media like breadcrumbs in the forest let us deliver value and build trust by providing content at a higher level of frequency.

Social Media 100

Social Media Media Thought Leadership Work Management 100

Chris Koch

OCTOBER 6, 2009

salespeople screaming for a brochure today or an event tomorrow). And the publishing process works better than the marketing content development process because the publishing process developed without an overlord (e.g., To consistently beat competitors, that content needs to remain relevant and targeted.

Planning 100

Planning B2B Thought Leadership Paid Search Agency Thought Leadership 100

Chris Koch

OCTOBER 6, 2009

salespeople screaming for a brochure today or an event tomorrow). And the publishing process works better than the marketing content development process because the publishing process developed without an overlord (e.g., To consistently beat competitors, that content needs to remain relevant and targeted.

B2B Thought Leadership 100

B2B Thought Leadership Planning Thought Leadership Paid Search Agency 100

Chris Koch

OCTOBER 12, 2009

You realize that you don’t know everything, but you can walk away knowing that the day’s events haven’t totally escaped you. You reach the last page of the newspaper and you’re done for the day. Social media doesn’t do that for us right now. The tools are imperfect for informing us.

Social Media 100

Social Media Media Paid Search Agency Viral Marketing 100

Chris Koch

DECEMBER 28, 2010

All year, marketers have been telling me that they are having a harder and harder time getting noticed in traditional channels like white papers, email newsletters, and events. A few examples of things that ITSMA clients did this year: Combining a live event with a virtual event to extend the reach of both.

Planning 100

Planning Work Management Paid Search Agency B2B Thought Leadership 100

Chris Koch

OCTOBER 1, 2010

ITSMA research shows that nothing comes close to peer networking and small-scale events. Research them! How can marketers integrate thought leadership with traditional marketing tactics? So we should find ways to use social media to support and enhance the live meetings. IBM does that. What are some qualities of a good social media voice?

Thought Leadership 100

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