Chris Koch

MARCH 4, 2011

Publishers are left with a trickle of revenue and B2B companies discover just how uninterested a generic online audience is in their products and services. From the ashes of trade journalism, an opportunity for marketers. However, the tragedy that has become trade journalism is an opportunity for B2B marketers.

B2B Thought Leadership 100

B2B Thought Leadership Advertising Agencies B2B Marketing Paid Search Agency 100

Chris Koch

APRIL 10, 2009

This depends on whether the products and services themselves are knowledge intensive. In industries where the product or service is very information intensive, such as research, management consulting, technology, aerospace, etc., This led to the explosion of the trade magazine industry during the 1960s-1980s.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Peer-to-peer Work Management 100

Chris Koch

MAY 15, 2012

As buyers do more searching, they are stretching the buying process earlier and earlier, to the point where they may not have a specific product or service in mind when they search. Most salespeople are still focused on selling specific products and services. What does online search have to do with selling?

FAQ 100

FAQ Custom Publishing B2B Sales Work Management 100

Chris Koch

SEPTEMBER 17, 2010

Marketers, meanwhile, didn’t have a wall, so they filled their content with self-aggrandizing references to their own products and services that pissed off readers and sent them to other sources for advice. What’s the point? Marketing through association. This is where the advertising part comes in. The association was subtle, not overt.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Advertising Agencies Paid Search Agency 100

Chris Koch

MARCH 12, 2010

Product leadership. These are companies that rely heavily on innovative, exciting, status-conferring new products to hold customer interest. The good news is that we may look back on social media as the movement that made high levels of customer intimacy as achievable as product quality seems today. Intimacy through content.

Social Media 100

Social Media Media Thought Leadership Work Management 100

Chris Koch

NOVEMBER 5, 2010

The inefficiency and expense of this process for the agencies was tough to justify even in the glory days of trade journalism, conferences, and trade shows. They didn’t coach CIOs to talk only about how they used the products and services of the company. Now, it’s even harder to justify. Control kills placement.

PR 100

PR Press Paid Search Agency Lead Ranking 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.)?” Back then, we could still run lush print ads, design fancy brochures and whitepapers, create monster trade show booths, and wine and dine CIOs at the Super Bowl. That’s right.

Social Media 100

Social Media Work Management Marketing Management Social Marketing 100