Chris Koch

APRIL 3, 2014

Research by my colleague Rob O’Regan has found that hanging onto the kind of global popularity enjoyed by Man U requires focusing on four key channels: Social media. As part of its sponsorship of UK soccer team Tottenham Hotspur, Under Armour ran a social media contest that attracted entries from fans in more than 50 countries.

Planning 100

Planning Paid Search Agency Work Management Marketing & Strategy 100

Chris Koch

DECEMBER 10, 2012

Mitch Joel has a nice post on HBR this week about bringing utility to marketing and social media. 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

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? We don’t see the value of it for B2B and we want it off the table. Contests/giveaways/games. What do you think?

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.

Lead Management 100

Lead Management Marketing Management Automation Marketing Automation Services 100

Chris Koch

SEPTEMBER 17, 2010

Lately, as traditional media fall away, marketers are getting the message and creating content that looks just like the stuff that readers love from traditional media: news, advice, and new thinking that is not meant to manipulate them into buying something. And they’re linking this content to their social media management strategies.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Advertising Agencies Paid Search Agency 100

Chris Koch

NOVEMBER 12, 2010

Most journalists have discovered social media as an important research tool. PR tries to influence the placement of subject matter experts, content, and interviews in third-party channels (articles, conference and trade show speaking engagements, etc.). Okay, so if the traditional model for PR is failing, what do we do instead?

PR 100

PR Peer-to-peer Press Public Relations 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?

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?

B2B 100

B2B Privacy Click Rate Internet Marketing 100

Chris Koch

JANUARY 29, 2010

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

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

MAY 15, 2012

No doubt that number has continued to go up—especially with the rise of mobile and social media. With the decline of B2B trade publishing, B2B providers have to pick up the slack. A (fairly old) study by Forbes and Google found that 80% of C-level executives perform at least three web searches per day. That was in 2009.

FAQ 100

FAQ Custom Publishing B2B Sales 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. But the death of the media and the rise of the web and social media mean that the traditional model for PR, already creaky and inefficient, is becoming indefensible.

PR 100

PR Press Paid Search Agency Lead Ranking 100

Chris Koch

OCTOBER 1, 2010

It’s a warm-up for the great dialogues we’ll be having at MarketingProfs’ SocialTech conference later this month in San Jose, where I’ll be speaking about social media and the B2B buying process. All the top social media pros will be there and the focus will be all B2B. I can’t wait. Video, blogs, Twitter? IBM does that.

Thought Leadership 100

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

Chris Koch

DECEMBER 28, 2010

Here’s a list of things I wish we would stop doing and thinking as of December 31 st : Social media. Social media cause people to waste time at work. People who sell your trade secrets on the internet will go to jail. Social media relationships are shallow and meaningless.

Planning 100

Planning Work Management Paid Search Agency B2B Thought Leadership 100

Chris Koch

NOVEMBER 20, 2009

We’re all getting constant advice—hectoring, even—about how we need to make social media a key part of our B2B marketing strategies right now. Two main threads underpin the logic behind these urgings: Your customers are becoming more active in social media, so you’d better get with it. Customer factors.

Social Media 100

Social Media Social Marketing B2B Marketing Work Management 100