Chris Koch

DECEMBER 10, 2012

For customers in this realm, I think utility has long meant access to their peers and to expert advice during the purchasing and post-sales processes. Social media hasn’t taken off for B2B because it doesn’t provide any more utility for making those things happen (except perhaps for finding old colleagues on LinkedIn).

Peer-to-peer 100

Peer-to-peer B2B Social Media Mobile Marketing 100

Chris Koch

FEBRUARY 24, 2010

B2B marketing lays the path to a sales discussion and supports relationships with existing customers. It’s tempting to say that because B2B sales are highly dependent on relationships, social media will eventually reign supreme. It’s too early to reach any definitive conclusions on effectiveness. Tweet This Post.

Social Media 100

Social Media Marketing Strategy Marketing & Strategy B2B Thought Leadership 100

Chris Koch

JANUARY 22, 2010

I wish I could say that social media leads to sales. We need to believe that more engagement between our companies and the people we want to reach is a good thing that ultimately leads to sales—but down a long, narrow, winding path with a few jumps between cliffs thrown in there. Did the social media impression really lead to the sale?

Social Media 100

Social Media ROI Lead Ranking RSS 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. Integrate the internal learning network and content processes with social media.

Social Media 100

Social Media B2B Thought Leadership Thought Leadership Media 100

Chris Koch

JULY 10, 2009

in their marketing—fewer than 35% of marketers in our survey have been using blogs or podcasts for more than one year, and just 3% have been using social media (LinkedIn, Twitter, Facebook, etc.) Now that may be due in part to the fact that most B2B marketers have only recently begun using Web 2.0 for at least that long.

Web 2.0 100

Web 2.0 B2B Thought Leadership Ideal Customer Profiles Thought Leadership 100

Chris Koch

DECEMBER 28, 2010

Unless you are selling products, and inexpensive ones at that, it is impossible to track a tweet or a blog post directly to a sale. CEOs don’t care about individual tactics; they want to know whether marketing in general reduces the time to revenue and improves the productivity of sales. Sales support is marketing’s primary role.

Planning 100

Planning Work Management Paid Search Agency B2B Thought Leadership 100