Chris Koch

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How Manchester United Revolutionized Sports Marketing

Chris Koch

would expect that most other similarly ill-informed, old-fart American Boomers who were raised on other sports like me might say the same thing (Stones fans, don’t look for a “London” team to root for because it doesn’t exist). Ask me which English soccer, uh, football team I would support and I would say Liverpool. Have a Backstory. But Man U also did something else really smart.

How social media muteness endangers your company: The crisis at McKinsey

Chris Koch

That information vacuum led some bloggers to fill it with questions about the quality of McKinsey’s research and its motives. McKinsey recently learned a difficult lesson about what happens when the world takes your thought leadership marketing seriously—and when you lack the ability to respond in the moment through social media. textbook example of pragmatic thought leadership. The article itself is one of the best examples of thought leadership I have ever read. It is bold, clear, authoritative, and based on solid research. That picture is stark and scary. And so it did. Oh, I get it.

6 Freaky, Funny, and Scary Abilities of Computer Organisms

Chris Koch

I intended to write this blog about some of the amazing, helpful, and scary things that robots can do today, but even a quick look at the information out there demonstrates that robot is already an archaic term, like calling a car a horseless carriage. They are as dependent on the computing environment that surrounds them as living organisms are on their ecosystems. Make humans shed tears.

7 reasons why social media success has nothing to do with social media

Chris Koch

ITSMA research shows that 66% of buyers seek information themselves rather than waiting to hear from providers. They seek that information through search: 79% of c-level executives do at least three searches per day. Before social media can happen, companies need an idea culture. A lot of B2C social media marketing can come out of the marketing group because consumers are looking for deals, product information, and peer reviews. This week I was asked to speak on a panel about social media to a group of B2B marketers in financial services. Marketing can’t do that on its own.

B2B Marketing Trends for 2016

sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. Please contact john.moses@aggregage.com for more information. B2B Marketing. processes are fundamentally changing. They expect content to be relevant, easy to find, and mobile- friendly.

Eight attributes of a thought leader

Chris Koch

Good ideas aren’t enough; those ideas need to be informed by a wide-ranging exposure to other inputs and opinions. Thought leaders see the threads of insight lurking within a complex stream of information and use them to create a new idea or a new way of looking at an old problem. Social media are growing up. The initial thrill of connecting to a bunch of peers that we’ve never met is giving way to the desire to get something useful out of those connections. Clearly, there’s a growing hunger for thought leadership in social media. Relevant experience. Presence. Rapport. Curiosity.

We need a chief marketing analytics officer

Chris Koch

Latest Post Marketing Metrics and Analytics B2B marketing Business Chief information officer Chief technology officer marketing Marketing Analytics Marketing and Advertising Marketing Automation Paul Dunay Scott Brinker Software as a serviceThere’s lots of talk out there these days about the need for a technology guru within the B2B marketing department. Paul Dunay makes the case for one in this post, and Scott Brinker has been beating the drum for this for some time. Maybe I’m splitting hairs here, but I wonder about the long-term need for a marketing technologist. What do you think?

6 lessons on how NOT to market to customers

Chris Koch

Then, the day after surgery, the nurse informed me that I was being moved to be “with my own kind” over in orthopedics. Here’s the kind of pressure that social media puts on us: After not posting anything to my blog in nearly six weeks, I feel compelled to offer an explanation. Isn’t that sad? Hey, but that’s how it is. Social media are like a school of sharks; keep moving forward or sink lifelessly to the bottom. Well, I have an explanation, or an excuse, and a damned good one at that. Since I can’t resist that new hip smell, I opted for the stainless upgrade. The answer is: nothing.

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15 things marketers should stop doing and thinking in 2011

Chris Koch

Creating a temporary virtual community in the run up to an event to inform and liven up in-person meetings at the event. 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. Companies have a long and pointless history of resisting new forms of communication. From Facebook to email to putting telephones on employees’ desks (remember, the telephone started as a “consumer” communication technology, too), companies think that every new wave is going to lead to gajillions in lost productivity.

B2B Marketing Trends for 2016

sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. Please contact john.moses@aggregage.com for more information. B2B Marketing. processes are fundamentally changing. They expect content to be relevant, easy to find, and mobile- friendly.

How to write blog posts from a white paper

Chris Koch

That means lists and top tens and bullet points and lots of informative subheads. If you’re a corporate marketer like me, no doubt you’ve been put in the situation I faced this week: you have a white paper that an external content person created for the company and now you need to make that content social. It’s an important part of social media management. Let’s face it, there are some B2B executives who wouldn’t read a white paper even if you threatened them with lima beans (what, you like lima beans? Eeewww!). decided to write down the ways. What would you add (or take away)?

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How do you know when you’ve reached the next level in social media?

Chris Koch

Basic social media governance has been established. I’ve yet to see a B2B company have any success in social media that doesn’t have a social media policy, at least some training, and an informal social media center of excellence. 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. In other words, I didn’t have to spend any time defending the honor of social media and explaining why they should be doing it. What do you think?

The crisis of buyer information in B2B and how to fix it

Chris Koch

Generally I think we can say that the trend and sentiment among B2B buyers is to hand over less information over time rather than more. So how to stave off this impending crisis of buyer information? 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?

Why salespeople should sell ideas: an FAQ

Chris Koch

But I don’t have access to that kind of information. We all know the increasing importance of ideas in B2B marketing. But idea marketing doesn’t start and stop with marketers. For the program to be successful, those ideas must find their way into the hands of salespeople. And I’m not sure that salespeople share the same passion for ideas as we do. think they need to be convinced. Please tell me if you think the following does the job: Relationships are what matter in selling. Why should I start selling ideas instead? Relationship selling skills matter more than ever.

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Social media’s Hallmark Moment: the Twitter Auto DM

Chris Koch

Not if you’re auto DMing me. “We will do our very best to keep you informed and entertained.” I take a perverse pleasure in reading my Twitter DMs, 99% of which are of the automated variety, looking for the heartfelt sentiment that goes out to me and thousands of other close personal friends every day from people I’ve started following. I try to imagine the impulses that motivate the writers behind these parsimonious hanging chads of fake individualized attention. Technology is wonderful isn’t it? hope you enjoy that.”. See if you agree with mine. Yes, I’ll look into that right away.

B2B Marketing Trends for 2016

sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. Please contact john.moses@aggregage.com for more information. B2B Marketing. processes are fundamentally changing. They expect content to be relevant, easy to find, and mobile- friendly.

I have seen the future of B2B marketing. It’s on Forbes.

Chris Koch

But the Forbes platform is an important step in helping companies understand that there is a time for selling but there is also a time (generally much earlier in the sales process) when customers and prospects are simply looking to be informed, educated and entertained. I’m sure I don’t need to introduce you to Forbes’ “BrandVoice” program (used to be “AdVoice). He concludes that journalism (what little is left of it) is safe from the assault of brands like SAP. Reinforcing the no-pitch rule. As a practitioner of idea marketing at SAP, that’s music to my ears. But hey, I’m a known crank.

The 2 questions on every buyer’s mind

Chris Koch

What’s unspoken here is that you need to develop thought leadership that is appropriate to each stage of the buying process so that buyers (and salespeople) can get the right information at the right time. At any moment in time, C-level executives are looking for answers to two questions: What should I be doing right now? What should I be preparing to do in the future? We need to create a mix of these two types of thought leadership content to maintain strong relationships with their target audiences. Here’s why: Marketers who do this are more successful. Practical.

Why you need to turn your customers into stalkers

Chris Koch

It has made those little pictures and bios at the end of white papers seem inadequate when compared to the wealth of information we can see about people on such social media channels as LinkedIn and Twitter. At ITSMA , we’ve been busy preparing for our annual State of the Marketing Profession briefing next Tuesday. It’s where we introduce some of the top findings from our annual budget survey of marketers. But we don’t like to just parrot the numbers from the survey. So we spend weeks leading up to the briefing arguing about what the numbers actually mean and what marketers should do.

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How to use social media for B2B

Chris Koch

Gather information by asking questions. Asking for information helps deepen social media relationships. Taking a poll in a LinkedIn or Facebook group, asking for input from Twitter followers, or asking for information through comments on blogs are some of the ways to gather information. Image by HubSpot via Flickr. Here they are: Monitor. Engage. Manage. Monitor. Engage.

Thought leadership is still dead; long live idea marketing

Chris Koch

Gartner’s definition of thought leadership marketing is this: “The giving—for free or at a nominal charge—of information or advice that a client will value so as to create awareness of the outcome that a company’s product or service can deliver, in order to position and differentiate that offering and stimulate demand for it.”. Marketing needs to develop materials that are appropriate to each stage of the buying process so that customers and salespeople can get the right information at the right time. This week, Gartner proved why we need to make the change. Yikes.

Should we stop marketing to the CIO?

Chris Koch

Tags: Customer Relationships Marketing Strategy Application service provider B2B marketing Business Business process Chief information officer CIOs Cloud computing Corporate Executive Board E-Commerce Information technology Thought Leadership

What Pisses off the Man Who is the Face of 3D Printing

Chris Koch

They retained the information better when they watched the videos than they did when I taught in person,” he recalls. MakerBot , a manufacturer of desktop 3D printers priced at the level of a decent laptop, is the best known of companies producing a product that has already been raised to PC-level stature in terms of its potential impact on business and society. That background is why he was so pissed off at the recent Front End of Innovation conference, where he gave a speech about his approach to innovation. What Caused the F-Bomb. Viral How-Tos. Not that Pettis was a bad teacher.

Sports Analogies Suck, Right?

Chris Koch

Despite all these advances, few teams have all the information they need to get truly personal with their fans. How many times have you rolled your eyes at CEOs who use tired sports analogies like “getting to the goal line” or “our numbers show that we’re punching below our weight,” or “somebody dropped the ball on this one”? There are tons more like these. Please tweet your “favorite” or put it in a comment below.). But every once in awhile, sports analogies work. The second is fan loyalty – and no, that’s not a redundant term.

Is the era of PR over?

Chris Koch

On the contrary, they asked me to explain the story I was working on and supplied that information to the CIO or their subject matter experts prior to the interview. Among the many interesting ideas thrown around at ITSMA’s annual conference this week was that the era of PR is over. As in dead. Don’t do it anymore. First, let’s define what PR means from the perspective of the customer (i.e., a journalist) and the customer’s customer (i.e., the readers of the journalists’ publications). Looked at this way, there are only two types of PR: Guard dog PR and placement PR. Guard dog PR.

There is only one objective in social media: create learning networks

Chris Koch

Marketing needs to develop materials that are appropriate to each stage of the buying process, so that customers and salespeople can get the right information at the right time. There is too much wringing of hands and gnashing of teeth about social media objectives and strategy these days. We all assume that our organizations are unique and that we must devote great sums of time and money to figuring out what our particular motivation is for social media and how we will carry it out. And yes, we are all unique. little. Not in our businesses, though. That’s it. What is a learning network?

The crisis of buyer information in B2B and how to fix it

Chris Koch

Generally I think we can say that the trend and sentiment among B2B buyers is to hand over less information over time rather than more. So how to stave off this impending crisis of buyer information? 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? Are you making plans for a post-buyer information age? Image by roboppy via Flickr. The other day, I kept getting calls on my cell phone from the same number. Pushing the easy button.

How Do You Market Something That’s Worthless?

Chris Koch

Today, anyone can go to WordPress.com, set up a Web site, and begin publishing news and information to the world – for free. (I know, tell you something you didn’t already know, right?). We will have the power and information to invent or at least easily assemble many things that we have relied on companies to do for us and it means that for companies, innovation, rather than plants and machines, will be the key to survival. I come from an industry (publishing) where the cost to produce the product has dropped to zero. It Won’t Stop with Virtual Goods. But here’s the new wrinkle.

Patents Are Dead

Chris Koch

Because these bricks are information, they can be shared and recombined in numerous ways, says Lemley. I have always associated innovation with patents. It’s the classic vision of the lone, wild-haired inventor in a grimy white lab coat putting himself and his family (assuming they’re still hanging around – he spends all of his time in the basement tinkering and cursing) through abject poverty until he finally hits on something useful and a huge conglomerate buys his invention and he moves to a mansion. Thanks to something called a patent. Patents Make Things Valuable Through Scarcity.

The information gap between marketing and sales—and how to fill it

Chris Koch

Information. Information, not DNA, is the most important piece of the consultative sale and the executive-level relationship. With customers able to do so much research online, the way to get in the door these days is to have information that isn’t readily available elsewhere. Salespeople who can ameliorate those real or perceived fears with information—and keep doing it over time—will outsell the mere backslappers every time. Information is marketing’s responsibility. How to supply the information salespeople need. Hogwash. Here’s how: Get permission.

The information gap between marketing and sales—and how to fill it

Chris Koch

Information. Information, not DNA, is the most important piece of the consultative sale and the executive-level relationship. With customers able to do so much research online, the way to get in the door these days is to have information that isn’t readily available elsewhere. Salespeople who can ameliorate those real or perceived fears with information—and keep doing it over time—will outsell the mere backslappers every time. Information is marketing’s responsibility. How to supply the information salespeople need. Hogwash. Here’s how: Get permission.

Where is your mobile marketing center of gravity?

Chris Koch

The classic B2B mobile applications have been internally focused, giving maintenance people access to service information while they are out in the field. One possibility is to use location at your events so that attendees can find each other or share schedules and information. For marketers considering creating mobile device apps, the bar has been set very high. On the surface, yes.

GPS 2

How to build emotional engagement in B2B marketing

Chris Koch

And you never get any interesting assignments if you aren’t able to communicate information through a narrative structure—a story with a number of star characters and a beginning, middle, and end. I got a really interesting question last week through my Skribit box: How do you use emotional engagement when talking about dry technology? Where are thepeople and the stories? Respect.

How much do you “charge” for your content?

Chris Koch

For example, there is no way that the typical Webinar is worth as much as an in-depth research report, yet we make buyers give us the same amount of information for both—we charge them the same price. For example, research shows that Europeans value their privacy more than Americans—meaning that their information may cost you more. Image via Wikipedia. That has to change. Privacy.

Why the volume and quality of interactions with customers has to pass for social media ROI

Chris Koch

The only effective argument I’ve heard recently is that we embed calls to action in social media that drive readers to a landing page where we capture their information and start nurturing them as leads. Image by LollyKnit via Flickr. wish I could say that social media leads to sales. really do. But I can’t. And I haven’t encountered anyone else who can either, have you? Especially on blogs.

7 reasons why social media success has nothing to do with social media

Chris Koch

ITSMA research shows that 66% of buyers seek information themselves rather than waiting to hear from providers. They seek that information through search: 79% of c-level executives do at least three searches per day. Before social media can happen, companies need an idea culture. A lot of B2C social media marketing can come out of the marketing group because consumers are looking for deals, product information, and peer reviews. This week I was asked to speak on a panel about social media to a group of B2B marketers in financial services. Marketing can’t do that on its own.

The 2 questions on every buyer’s mind

Chris Koch

What’s unspoken here is that you need to develop thought leadership that is appropriate to each stage of the buying process so that buyers (and salespeople) can get the right information at the right time. At any moment in time, C-level executives are looking for answers to two questions: What should I be doing right now? What should I be preparing to do in the future? We need to create a mix of these two types of thought leadership content to maintain strong relationships with their target audiences. Here’s why: Marketers who do this are more successful. Practical.

Why Lead Management Automation Really Matters

Chris Koch

Yet buyers are hungrier than ever for this kind of information and insight. They want to become as informed as possible about current trends and their buying options before they ever speak to a salesperson. We should care more about lead management automation in B2B marketing. Maybe we don’t care enough because we’re focusing on the wrong reasons for doing it. It isn’t because the software for automating this stuff has improved, or because it’s available through the cloud so you don’t have to deal with those people over in IT. No, there’s something bigger going on here.

Should sales enablement be owned by sales rather than marketing?

Chris Koch

Salespeople remained dependent on marketers for information. If they don’t it’s because they don’t see the link between sharing information and fatter bonus checks. Sharing information in a way that doesn’t overly sap productivity (hard to do before social media came along) raises all boats. Aberdeen Research has found that salespeople that share information with each other make more money than those that don’t. I’m wondering if it’s time to take sales enablement away from marketing. What do I mean by sales enablement? Sales enablement used to mean brochures.

B2B social media lessons from Steven Slater and Mark Hurd

Chris Koch

The information from a social site like this changes how journalists can write about a huge company like HP. At first glance, Steven Slater seems like a total crackpot—cursing out a passenger on the intercom and snagging a few beers on the way to a fun-house exit on the inflatable emergency slide (admit it, haven’t you always wanted to slide down that thing yourself?). But we’re in the era of social media now, so there are breadcrumbs in the forest that lead us to a fuller explanation of who Slater is and why he did what he did. Social media fills in the background to the blowup.