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.). Examples of how you do this are: Make them visible on social networks.

PR 100

PR Peer-to-peer Press Public Relations 100

Chris Koch

JANUARY 15, 2010

At ITSMA, we’ve seen investments in the things that we used to identify as the key contributions of marketing—like advertising, brochures, events, and trade shows—shrink consistently. Pledging to do more with social media isn’t the answer. Getting into social media really means getting into publishing.

Social Media 100

Social Media Work Management Marketing Management Marketing Automation Services 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 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

MARCH 12, 2010

Social media is raising the bar on customer intimacy. Social media is making that fact plain. We’re all struggling to move from the traditional arm’s-length, temporary campaigns to the always-on, direct relationships inherent in social media management. Social media reduces the incremental cost of content.

Social Media 100

Social Media Media Thought Leadership Work Management 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 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

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. Culture, both corporate and social, affects the price that buyers are willing to pay for content.

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. Culture, both corporate and social, affects the price that buyers are willing to pay for content.

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 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. What are some qualities of a good social media voice?

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. Interactions substitute for relationships.

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. How strong do you think the arguments are?

Social Media 100

Social Media Social Marketing B2B Marketing Work Management 100