Chris Koch

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4 Reasons Why Facebook Stinks for B2B Marketing

Chris Koch

Much as people at trade shows will do just about anything for a t-shirt, it seems pretty easy to get people to click the like button if they can get free swag or get a chance to win something. Much of what works on Facebook seems to fall into two camps: Charity. Contests/giveaways/games.

Facebook 100
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It’s official: Marketing owns social media management. Now what?

Chris Koch

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. The Great Recession certainly has played a role in that, but the percentage has been dropping more or less steadily since before the dotcom crash, when it averaged about 3%.

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Social media isn’t enough. We need a marketing transformation.

Chris Koch

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. We couldn’t measure the effectiveness of events and trade shows, but sales people saw the crowds at the booth and the bar and so it didn’t matter.

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Stop doing PR. Start doing visibility.

Chris Koch

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.). Here’s a new that model cuts out the two middle steps and rethinks the first and last steps. Visibility. This is the new primary role for PR.

PR 100
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Social media strategy for B2B: what’s required and what’s optional

Chris Koch

Larger companies can shift budget from dying categories like advertising and trade shows into social media without affecting other programs, but many smaller companies never had much budget in those areas to begin with. And there’s good reason to be terrified. As effort increases, resource allocation and ROI become issues.

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Social media strategy for B2B: what’s required and what’s optional

Chris Koch

Larger companies can shift budget from dying categories like advertising and trade shows into social media without affecting other programs, but many smaller companies never had much budget in those areas to begin with. And there’s good reason to be terrified. As effort increases, resource allocation and ROI become issues.

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Social media raises the bar for customer intimacy

Chris Koch

I will never forget the live encounters I have had with readers while attending trade shows when I was at CIO or my bike magazine—people I had never seen or spoken to before—who approached me to tell me how much they loved or hated my magazine without even introducing themselves. Magazines have been doing it for years.