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.

Is ghost writing in social media right or wrong?

Chris Koch

As I interview SMEs around SAP and external influencers like analysts and customers, I want to be able to share the raw ideas in their earliest stages so that I can inform people and get their feedback. This week, I posted the first of what may prove to be a series of controversial blog posts on the SAP community network (known to members as SCN). The posts won’t be controversial so much for the content itself (although I hope that that happens eventually) as for the way I’m presenting it. I’m going to channel other people’s ideas, not my own. Related articles.

Content Methodology: A Best Practices Report

feedback on its content from financial advisors via surveys that, in turn, inform the. personas already seek information relevant to. and informative content, or utility content—and. Content. Methodology: A Best. Practices Report Copyright © 2016 Contently. All rights reserved. contently.com by Rebecca Lieb and Joe Lazauskas 2Content Methodology: A Best Practices Report I.

Four reasons to hate thought leadership

Chris Koch

Mostly what we do with thought leadership is educate and inform. You may have noticed that I’ve changed the name of my blog. I’ve changed it for two reasons. Second, I’m changing the name because I’m going to make it my personal mission to end the use of the term thought leadership to describe this method of marketing B2B companies. I don’t know of another marketing term that gets so much hate mail. know because I have a column in my Twitter dashboard that searches the term. Not a week goes by when someone doesn’t serve up the hate on the term.

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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.

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.

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.

Content Marketing Playbook: Strategy and Roadmap

of information. The primary source of information is specialized. source of information is specialized investment media and financial. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. Introduction 3 II. Adopting a Winning Perspective 7 III. Back at GE and in.

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)?

Paper 37

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.

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.

Staffing and Launching Your Content Marketing Program

and information. give you information you can’t find anywhere else on the. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY17 This is another step that should be informed by the. INFOGRAPHIC Graphic visual representation of information, data, or. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. All rights reserved. Introduction 3 II. growth.

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.

FAQ 32

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?

B2C 23

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.

Definitive Guide to Planning a New Content Initiative

trying to inform a specific type of influencer who regularly recommends your product. Using your website’s blog to post weekly fitness video snippets and informative. you getting the information you need to read your gauges? THE DEFINITIVE GUIDE 1 THE DEFINITIVE GUIDE 2 Introduction For the last decade, DivvyHQ’s founders have been helping the world’s leading marketers. target.

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.

Stats 30

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.

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.

Evangelizing a Content Marketing Program

metrics are the core components that inform how you. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Introduction 4 II. Why This Guide 6 III. Instead, most.

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

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.

PR 20

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.

13 qualities of a good social media voice

Chris Koch

Here are some of the qualities that social media voices should have: (More) Informal. Sure, social media are more informal by default, but informal doesn’t mean you should sound like an idiot. When people ask about how to use social media tools like Twitter, LinkedIn, or Facebook, I suspect that they are really asking about how they should sound in those tools. After all, the tools themselves are dead simple. You need a second hand on your watch to track how long it takes to set up a Twitter account, for example. But these policies are more like guardrails than signposts.

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 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.

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.

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?

15 qualities of a good social media voice

Chris Koch

More) Informal. Sure, social media are more informal by default, but informal doesn’t mean you should sound like an idiot. When people ask about how to use social media tools like Twitter, LinkedIn, or Facebook, I suspect that they are really asking about how they should sound in those tools. After all, the tools themselves are dead simple. You need a second hand on your watch to track how long it takes to set up a Twitter account, for example. But developing a social media voice is a more complicated proposition. But these policies are more like guardrails than signposts.

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.

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.