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

JUNE 15, 2011

We’ll make the events more targeted to the C-level. Only slightly less embarrassing than the anger and bargaining stages, marketers in this stage ban the use of the word “Twitter” in lunch conversation and generally shun the annoyingly perky (unpaid) social media intern, muttering, “What’s he got to be so happy about?”. Bargaining.

Social Media 100

Social Media B2B Thought Leadership Media Wikipedia 100

Chris Koch

MARCH 19, 2010

Taking a poll in a LinkedIn or Facebook group, asking for input from Twitter followers, or asking for information through comments on blogs are some of the ways to gather information. 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

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

AUGUST 5, 2011

I see brands investing effort in campaigns around a particular event or contest, but what about the space in between? I keep waiting for Facebook to buy LinkedIn or Twitter and just put an end to the business vs. consumer distinction. The perception of Facebook as a consumer platform persists.

Facebook 100

Facebook B2B Marketing B2B Thought Leadership B2B 100

Chris Koch

OCTOBER 12, 2009

Lots of statistical analysis about the relative growth rates of Facebook and Twitter and the slowing of uptake for both. There won’t be nearly as much to link to through Twitter in the coming years, and that’s the revolutionary subtext that’s going on behind the evolution of Web 2.0.

Social Media 100

Social Media Media Paid Search Agency Viral Marketing 100

Chris Koch

OCTOBER 30, 2009

the other is the river of conversation that flows through the event at breaks, meals and receptions. These are not the people we imagine Twittering about their need for complex enterprise IT services. There are two rivers of content at conferences. One is the river of planned content—the conference theme, the presentations, etc.;

Social Media 100

Social Media Peer-to-peer Enterprise Management Media 100

Chris Koch

JANUARY 29, 2010

The price is the forms we make people fill out to download white papers or sign up for events. This price is one that high-level executives have been calculating for years as providers woo them with memberships in customer councils and invitations to private events. Trouble is, we take a one-price-for all approach to our content.

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 100

Chris Koch

JANUARY 29, 2010

The price is the forms we make people fill out to download white papers or sign up for events. This price is one that high-level executives have been calculating for years as providers woo them with memberships in customer councils and invitations to private events. Trouble is, we take a one-price-for all approach to our content.

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 100

Chris Koch

DECEMBER 10, 2012

The utility would be in making that easier to do than it is now (going to vendors for customer references, calling up their networks of peers for recommendations and advice, sifting through analyst reports and trade magazines, going to trade association events).

Peer-to-peer 100

Peer-to-peer B2B Social Media Mobile 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. 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

JANUARY 8, 2010

Whether it’s blogs, Twitter, LinkedIn, or private communities that we build ourselves, the common thread is that by focusing on learning we build and retain buyers’ interest. Here are the key elements of learning networks: Create an internal learning network. If learning is the objective, the rest falls into place. The rest is promotion.

Social Media 100

Social Media B2B Thought Leadership Thought Leadership Media 100

Chris Koch

DECEMBER 28, 2010

We all know twitter can’t start revolutions or substitute for gazing meaningfully into someone’s eyes over dinner, but what I don’t understand is why the critics can’t see a link between the bonds that we form on social media and the deeper links that we forge offline. Social media relationships are shallow and meaningless.

Planning 100

Planning Work Management Paid Search Agency B2B Thought Leadership 100

Chris Koch

OCTOBER 1, 2010

Earlier this week I participated in one of MarketingProfs’ TechChats (just do a Twitter search on the #TechChat hashtag to find the dialogue). Video, blogs, Twitter? ITSMA research shows that nothing comes close to peer networking and small-scale events. If you’re in B2B marketing, you gotta go to this thing. Research them!

Thought Leadership 100

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