Chris Koch

JUNE 9, 2014

Research has found that e-mail communications strip away trust, and lack of trust lights a can of Sterno under employee relationships, starting a slow burn that can lead to overheated conversations. Blogs, social media, and even videos have much more power to offend people. From infancy, we are trained to respond to social cues.

Distribution 100

Distribution Training Opinions Trust Marketing 100

Chris Koch

JANUARY 29, 2010

Relationship. But it’s less familiar to lower-level buyers, who are only beginning to calculate this piece as the economics of social media open up the privileges of relationship from cheesy tchotckes at trade shows to online social networks. We should expect those prices to change as social media takes hold among buyers.

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 100

Chris Koch

JANUARY 29, 2010

Relationship. But it’s less familiar to lower-level buyers, who are only beginning to calculate this piece as the economics of social media open up the privileges of relationship from cheesy tchotckes at trade shows to online social networks. We should expect those prices to change as social media takes hold among buyers.

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 100

Chris Koch

AUGUST 23, 2011

It’s way too early to make a call, so I’m not going to presume to know G+’s prospects for success (especially when it hasn’t even been officially launched), but there are a few things that the rise of a possible new giant in social networking points out: Social networks are porous. There are only two types of content in social media.

Social Media 100

Social Media Media Social Networks B2B Thought Leadership 100

Chris Koch

AUGUST 23, 2011

It’s way too early to make a call, so I’m not going to presume to know G+’s prospects for success (especially when it hasn’t even been officially launched), but there are a few things that the rise of a possible new giant in social networking points out: Social networks are porous. There are only two types of content in social media.

Social Media 100

Social Media Media Social Networks B2B Thought Leadership 100

Chris Koch

JUNE 25, 2010

expresses shock that he turned out to be an extrovert on the Myers-Briggs personality test and wonders if you need to be an extrovert to be in social media. Reading these got me thinking that we probably need to rethink the concepts of introversion and extroversion in social media marketing. and, of course, came up with a theory.

Social Media 100

Social Media Peer-to-peer Media Wikipedia 100

Chris Koch

FEBRUARY 24, 2010

I’ve been working with my colleagues at ITSMA on another survey on social media for B2B marketers that I hope you’ll take by going here. As we put together the questions, we struggled with the issue of social media strategy. B2B marketing lays the path to a sales discussion and supports relationships with existing customers.

Social Media 100

Social Media Marketing Strategy Marketing & Strategy B2B Thought Leadership 100

Chris Koch

OCTOBER 12, 2009

We’ve all heard a lot of debate lately about whether social media is an evolution or a revolution. Look at it this way and social media inevitably becomes evolution, as social media researcher Josh Chasin convincingly argues here. But I think we lose sight of the revolution by looking at social media in isolation.

Social Media 100

Social Media Media Paid Search Agency Viral Marketing 100

Chris Koch

APRIL 2, 2010

This may be the ultimate question in B2B, especially as we struggle to integrate social media into the overall marketing mix. Social media offers some new ways for us to build emotional connections with customers by connecting them with other people and their stories. But let’s not get too hung up on social media.

B2B Thought Leadership 100

B2B Thought Leadership B2B Marketing Marketing Budget Thought Leadership 100

Chris Koch

DECEMBER 18, 2009

In a recent post, I offered some hard research data to support the growing importance of social media to B2B. But this time I want to address the legitimate concerns that ITSMA clients give us when we talk about the wonders of social media. What’s really different with social media? Social media is different.

Social Media 100

Social Media Peer-to-peer Social Marketing B2B Marketing 100

Chris Koch

AUGUST 5, 2011

Recently, I was preparing a workshop on social media for an ITSMA client. The marketer in charge of the company’s social media effort gave me a clear edict: “Look, I don’t want you focusing on Facebook, okay? Relationships, right? And I just don’t see what’s good about Facebook for creating relationships in B2B.

Facebook 100

Facebook B2B Marketing B2B Thought Leadership B2B 100

Chris Koch

OCTOBER 22, 2010

In part it is being driven by social media. ITSMA’s annual survey of IT buyers found that this year, for the first time, a majority of buyers in the US—and 75% when you include other countries—are using social media in the purchasing process—especially the younger ones. No, there’s something bigger going on here. Tweet This Post.

Lead Management 100

Lead Management Marketing Management Automation Marketing Automation Services 100

Chris Koch

DECEMBER 2, 2011

If you had asked me a few years ago whether the traditional marketing campaign had any place in social media I would have scoffed. After all, “engaging” is one of the four components of social media management. Facebook is the fun social network. I would have had only slightly less disdain for the audience for these campaigns.

Social Media 100

Social Media Campaigns B2B Thought Leadership Media 100

Chris Koch

DECEMBER 2, 2011

If you had asked me a few years ago whether the traditional marketing campaign had any place in social media I would have scoffed. After all, “engaging” is one of the four components of social media management. Facebook is the fun social network. I would have had only slightly less disdain for the audience for these campaigns.

Social Media 100

Social Media Campaigns B2B Thought Leadership Media 100

Chris Koch

DECEMBER 29, 2009

Even if we believe deeply in the power of social media, we all have that gnawing feeling deep in our guts that says that there’s little reason for a busy, intelligent person to want to receive frequent updates about our brands when those brands produce complex services and products with two-year sales cycles. The answer is we don’t.

Enterprise Management 100

Enterprise Management B2B Marketing B2B Thought Leadership Marketing Management 100

Chris Koch

APRIL 16, 2010

We just completed our ITSMA survey on social media. Marketing owns social media management. 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.)?” Will social become a silo within marketing? But one finding sticks out.

Social Media 100

Social Media Work Management Marketing Management Social Marketing 100

Chris Koch

APRIL 22, 2011

Innovation is becoming more external to companies and more social. Even funding for innovation is becoming more external and social. Even funding for innovation is becoming more external and social. Social media management and innovation. This shift in innovation has big implications for marketing.

Enterprise Management 100

Enterprise Management Work Management Marketing Management Social Media 100

Chris Koch

APRIL 8, 2011

I was thrilled to run a social media workshop this week with a large B2B technology and services provider (and ITSMA member). The great thing about the experience was that this company is already doing social media. This company has established a highly visible presence in social media—indeed, it has won an award for it.

Social Media 100

Social Media Media Paid Search Agency PR 100

Chris Koch

MARCH 19, 2010

I’d like to create a guide for how to use social media in B2B that does not involve talking about the specific tools—as least not in the top line. I think it’s important to try to do this if we’re going to get social media integrated with the rest of marketing. Find and track the relevant conversations in social media and online.

Social Media 100

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

Chris Koch

NOVEMBER 13, 2009

Despite all the breathless hype about social media these days, what I hear most from B2B marketers is frustration. For these marketers, the pool of customers and prospects is small and many of them do not want to engage publicly in social media or are simply ignoring it altogether. I think that’s the right decision—up to a point.

Social Media 100

Social Media Allocation Media Marketing & Strategy 100

Chris Koch

NOVEMBER 13, 2009

Despite all the breathless hype about social media these days, what I hear most from B2B marketers is frustration. For these marketers, the pool of customers and prospects is small and many of them do not want to engage publicly in social media or are simply ignoring it altogether. I think that’s the right decision—up to a point.

Social Media 100

Social Media Allocation Media Marketing & Strategy 100

Chris Koch

JUNE 16, 2009

To someone her age, the concept of following immediately conjures up the issue of personal relationships—who you hate and who you like—and status—who is popular and who isn’t. Thankfully, adults have another context for developing relationships: communities of learning. Follow to learn. An entrée to the cocktail party.

Twitter 100

Twitter Web 2.0 Social Media Communities 100

Chris Koch

OCTOBER 7, 2011

This week I was asked to speak on a panel about social media to a group of B2B marketers in financial services. But when the panel was over, I realized something scary: Most of the success factors we wound up talking about had nothing to do with social media. Social doesn’t happen in B2B without a culture change.

Social Media 100

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

Chris Koch

OCTOBER 7, 2011

This week I was asked to speak on a panel about social media to a group of B2B marketers in financial services. But when the panel was over, I realized something scary: Most of the success factors we wound up talking about had nothing to do with social media. Social doesn’t happen in B2B without a culture change.

Social Media 100

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

Chris Koch

JULY 16, 2009

Consider pairing one of your top executives with a top executive from a customer to build relationship and shepherd participation in various customer programs. Integrate the council into other activities, such as conferences, social media, and reference programs. Offer access to something that customers can get nowhere else.

Peer-to-peer 100

Peer-to-peer Thought Leadership Practices Best Practices 100

Chris Koch

JANUARY 21, 2011

Social media have created so much noise that it’s becoming more difficult for the good old white paper to stand out. The social media noise is personal. But let’s look at the social media noise more carefully. All through 2010, marketers have been telling us that they are having a harder time getting their content noticed.

Social Media 100

Social Media Budget Programs Paper Stats 100

Chris Koch

JULY 16, 2009

Consider pairing one of your top executives with a top executive from a customer to build relationship and shepherd participation in various customer programs. Integrate the council into other activities, such as conferences, social media, and reference programs. Offer access to something that customers can get nowhere else.

Peer-to-peer 100

Peer-to-peer Practices Thought Leadership Best Practices 100

Chris Koch

MAY 15, 2012

Please tell me if you think the following does the job: Relationships are what matter in selling. Relationship selling skills matter more than ever. No doubt that number has continued to go up—especially with the rise of mobile and social media. And I’m not sure that salespeople share the same passion for ideas as we do.

FAQ 100

FAQ Custom Publishing B2B Sales Work Management 100

Chris Koch

NOVEMBER 12, 2010

Most journalists have discovered social media as an important research tool. Examples of how you do this are: Make them visible on social networks. Twitter’s viral relationship model means that your subject matter experts can build up their networks of influence much faster than through a press release. Get them twittering.

PR 100

PR Peer-to-peer Press Public Relations 100

Chris Koch

APRIL 9, 2010

The way that we establish trust and relationships with buyers is through authority. Tags: Blogging B2B marketing Blog LinkedIn marketing Social Media social media management Subject matter expert. A few weeks ago, I wrote a post about how to get others to blog. But it’s not enough just to support bloggers. Tweet This Post.

SME 100

SME Aggregators Blogger Social Media 100

Chris Koch

FEBRUARY 11, 2014

Capturing this opportunity requires stoking fans’ passion not just during game days, but 365 days a year, through every conceivable channel – in person, on the web and through mobile and social media. Some teams have set up “war rooms” that monitor social media to engage with fans. Improving the in-game experience extends beyond apps.

Loyalty 100

Loyalty Eye-Tracking Mobile Marketing Stats 100

Chris Koch

MARCH 26, 2010

One of the biggest challenges for B2B social media marketers isn’t creating content, it’s helping others create content. Marketing is the default head of social media management in most companies. How to use social media for B2B (christopherakoch.com). What have I left out? How do you encourage your content creators?

B2B Thought Leadership 100

B2B Thought Leadership RSS Enterprise Management Thought Leadership 100

Chris Koch

AUGUST 16, 2011

It may seem facile, but social media are the answer. Rather than trading information for value or simply stealing it through invisible cookies, what if we actually did it the way people do in real life: through a personal relationship? So how to stave off this impending crisis of buyer information? They really do.

B2B 100

B2B Privacy Click Rate Internet Marketing 100

Chris Koch

AUGUST 16, 2011

It may seem facile, but social media are the answer. Rather than trading information for value or simply stealing it through invisible cookies, what if we actually did it the way people do in real life: through a personal relationship? So how to stave off this impending crisis of buyer information? They really do.

B2B 100

B2B Privacy Click Rate Internet Marketing 100

Chris Koch

NOVEMBER 11, 2011

And yet we keep spending hard-earned shareholders’ dollars creating these shallow soundbites that are supposed to protect our brands, even though the transparency of the internet, and now social media, have rendered such defenses useless. Not that the defenses were much more than Maginot Lines to begin with.

Social Marketing 100

Social Marketing Tactics B2B Thought Leadership Enterprise Management 100

Chris Koch

NOVEMBER 11, 2011

And yet we keep spending hard-earned shareholders’ dollars creating these shallow soundbites that are supposed to protect our brands, even though the transparency of the internet, and now social media, have rendered such defenses useless. Not that the defenses were much more than Maginot Lines to begin with.

Social Marketing 100

Social Marketing Tactics B2B Thought Leadership Enterprise Management 100

Chris Koch

JUNE 26, 2009

In my last post, I hope I convinced you why you should establish a personal presence in social media even if your company hasn’t done so yet. That was the why of social media. I’m going to attempt to explain it by humbly offering my own initiation into social media as a guide. Social Media B2B. Conversations.

Social Media 100

Social Media Social Marketing B2B Marketing Personalization 100