Chris Koch

How Manchester United Revolutionized Sports Marketing

Chris Koch

Ask me which English soccer, uh, football team I would support and I would say Liverpool.

Why Companies Must Hire for Potential, Not Skills

Chris Koch

One of my former bosses said she literally fished my cover letter and resume out of the trash. Frustrated that HR wasn’t sending her the right people for a writing job, she demanded that they turn over the submissions that they had already discarded.

Jobs Don’t Give Us Purpose and Meaning, Helping Does

Chris Koch

Face it, few of us can say that our work has a high degree of purpose and meaning in the greater scheme of things. True purpose and meaning implies a degree of selflessness that few of us can afford when considered against rent, mortgages, college funds, or car payments.

Help 139

Why Can’t Companies Be More Like the Iroquois?

Chris Koch

English: Flag of the Iroquois Confederacy, Hiawatha Belt Français : Drapeau de la Confédération Iroquoise (Photo credit: Wikipedia). If ever there was a cooperative organization that had less reason to endure until today, it is the Iroquois League.

The Sales Enablement Handbook

In the sphere of sales, it helps to get your definitions down. You might have thought sales operations and sales enablement are the same thing - but there are important differences. Both have the objective of improving sales performance, and although there is some overlap, they do this in different ways.

How Jimmy Fallon Redefined the Celebrity Biography

Chris Koch

English: Jimmy Fallon CES 2009 in Las Vegas, NV (Photo credit: Wikipedia). Jimmy’s Fallon’s career – and much of who he is as a person – can be summed up in eight minutes. Look, I don’t mean that as an insult. Fallon has risen to become a star by doing just one thing: being himself.

The Worst Source of Work Conflict

Chris Koch

I have two attributes that set me up for conflict with my current colleagues at SAP. First, I worked in small companies for my entire career leading up to 2012, when I joined SAP, which is a huge company, and like any huge company, has its share of bureaucracy that was absent from my previous workplaces.

Work 131

Sports Analogies Suck, Right?

Chris Koch

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.

How Do You Market Something That’s Worthless?

Chris Koch

I come from an industry (publishing) where the cost to produce the product has dropped to zero. Today, anyone can go to WordPress.com, set up a Web site, and begin publishing news and information to the world – for free. (I I know, tell you something you didn’t already know, right?). It Won’t Stop with Virtual Goods. But here’s the new wrinkle.

How to Prepare Contact & Account for an Account-Based Marketing Strategy

Among B2B communities, 2017 brought upon several new concepts, trends and technologies… But perhaps none captured more attention than the re-emergence of account-based marketing as a viable growth strategy.

What the slow death of B2B publishing means for marketers

Chris Koch

This cartoon making the rounds online captures the frustration journalists have with their online plight--and reveals the opportunity B2B marketers have to fill the content gap. Marketers always struggle with what to do next. There so many channels out there and so little time.

The Robot I’d Have a Beer with – After He Takes My Job

Chris Koch

The robots are taking over. I know, sounds like a teaser for a 1950s sci-fi movie. But it’s happening. It’s really happening. Actually, it’s starting with just two robots. One is named Baxter. If you haven’t heard of Baxter, he is to our traditional perception of robots as a salt lick is to a gourmet meal. Most robots are single-function creatures, welding roofs to cars or drilling holes or some other basic operation. But Baxter is a robot of refinement. He multitasks.

Patents Are Dead

Chris Koch

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.

How Technology Keeps Us from Being Citizens

Chris Koch

Repurposing this from my recent post for SAP because I think it’s really important: Every now and then we have to remind ourselves that not having access to a computer or a smartphone has more serious consequences than missing out on playing Candy Crush whenever we feel like it. That’s particularly true when it comes to being a citizen. For every person who tweeted during the Arab Spring, there were many others who could not.

Why Brand Journalism Must Die

Chris Koch

There is no such thing as brand journalism. I was a journalist for 25 years, so I should know. I know what you’re thinking, “Oh here goes the burnt-out old journalist on a self-righteous rant about the sanctity of his beloved profession” (some prefer not to put journalism in the rarefied company of the medical or legal professions and therefore call it a trade; if you’d seen my SAT scores you’d probably agree).

Brand 113

GDPR & Demand Generation: What Your Team Needs To Know

Speaker: David Crane, Head of Content & Thought Leadership, Integrate

The coming month will test the boundaries of change management for marketing organizations (and their colleagues in sales, finance, IT and legal) as they ready their teams for the EU’s General Data Protection Regulation (GDPR), which will go into effect May 2018. Much of what we’ve seen in B2B marketing publications, martech vendor blogs and from word-of-mouth borders on fear-mongering. Not to say this isn’t understandable – a lot of rather quick changes must be made to ensure GDPR compliance, and they can feel overwhelming. However, some of the wisest B2B marketing experts continue to reiterate one very important point: GDPR, while causing significant stress now, will lead to more efficient and effective marketing and sales down the road.

How to use social media for B2B

Chris Koch

Image by HubSpot via Flickr. I want to do something ambitious and I’m hoping you’ll help. I’d like to create a guide for how to use social media in B2B that does not involve talking about the specific tools—as least not in the top line.

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

Chris Koch

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.

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

Chris Koch

I’m sure I don’t need to introduce you to Forbes’ “BrandVoice” program (used to be “AdVoice). The guy who manages the platform at Forbes, Lewis Dvorkin, (if he also created the platform he’s a freakin’ genius) recently wrote about its power to disrupt traditional journalism , citing my new employer, SAP, as one of the companies that sometimes get more hits for the stuff it posts than Forbes’ own journalism.

How to build emotional engagement in B2B marketing

Chris Koch

I got a really interesting question last week through my Skribit box: How do you use emotional engagement when talking about dry technology? This may be the ultimate question in B2B, especially as we struggle to integrate social media into the overall marketing mix.

Build 161

Top 20 B2B Marketing Charts of 2017

Discover critical data and insights with MarketingCharts' most popular B2B marketing charts of 2017. This deck covers both the buyer’s and seller’s perspective across topics such as lead generation, vendor relationships, and content marketing.

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

Chris Koch

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.

In social media, no one knows you’re an introvert

Chris Koch

Image via Wikipedia. Two interesting posts this week on how our personalities affect our online behavior. First, Paul Dunay (did I mention that Paul is my favorite B2B blogger yet today?)

There is no social media strategy, only marketing strategy

Chris Koch

Image via Wikipedia. I’ve been working with my colleagues at ITSMA on another survey on social media for B2B marketers that I hope you’ll take by going here. As we put together the questions, we struggled with the issue of social media strategy. I resisted treating it as a standalone in the survey.

15 things marketers should stop doing and thinking in 2011

Chris Koch

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.

Rate 140

2018 B2B Marketing Mix Report

B2B marketers like you contributed their insights to Sagefrog’s annual B2B Marketing Mix Report, a valuable asset in planning your marketing strategy for the year ahead.

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

Chris Koch

Image by roboppy via Flickr. The other day, I kept getting calls on my cell phone from the same number. Never left a voice mail, (which my gut was telling me should have been a signal), but the number was local. Could it really be that someone I knew was trying to get hold of me?

Have you created a waking dream for your customers?

Chris Koch

Image via Wikipedia.

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

Chris Koch

Image by LollyKnit via Flickr. I wish I could say that social media leads to sales. I really do. But I can’t. And I haven’t encountered anyone else who can either, have you? So when we think about social media ROI, we need to make a leap of faith.

The five stages of social media grief—have you passed through them yet?

Chris Koch

Image via Wikipedia. Social media (along with skimpy marketing budgets) are causing a transformation in marketing to a degree that we haven’t seen for a lifetime. But in our rush to embrace the new, we haven’t taken adequate time to honor the painful transition we are experiencing.

Empathy: Your Lead Generation Superpower

Speaker: Brian Carroll, CEO & Founder of markempa

Today’s sales and marketing environment is a paradox. There has never been more marketing channels to reach potential customers. But, connecting and building trust with buyers has never been harder. That's why we need to go beyond rational-logic based marketing to understand how our customers feel. Empathy is not just a “soft” skill, it's an incredibly powerful tool to understand customer motivation and increase lead conversion.

Where is the utility in mobile apps for B2B?

Chris Koch

Mitch Joel has a nice post on HBR this week about bringing utility to marketing and social media. As is often the case, his advice pertains more to B2C than B2B, as I point out in a comment: “Utility” is a clear, succinct way of putting it. I am concerned about the B2B side of things, though, for complex technology solutions in particular.

Mobile 107

Is ghost writing in social media right or wrong?

Chris Koch

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. You can read the entire post here. It introduces me to the community and explains what I’m planning to do.

How to measure influence in social media marketing

Chris Koch

Image via Wikipedia. Measuring influence is the new obsession in the social media world—adding another layer of anxiety to the dark cloud of existential dread that is marketing ROI.

13 qualities of a good social media voice

Chris Koch

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. A good starting point is to create a social media policy for the organization.

Developing a Conversational Approach

Speaker: Carlos Hidalgo, CEO & Founder of VisumCx

B2B buyers are self-guiding their purchase journey, consuming more content along their purchase path and involving more stakeholders in the final decision. Therefore, it is necessary for B2B marketing teams to align to this purchase path and to the buying committees. This is not accomplished by creating more content or sending more communication, the key to success is establishing a conversation with your buyers that engages them in a meaningful dialogue and ultimately converts them to a customer.

How Facebook’s privacy disasters will change B2B marketing

Chris Koch

Have you ever noticed that your Facebook profile page looks like one of those horrible qualification forms that we make our customers fill out? If you go to Facebook and look at your profile, your immediate reaction is going to be that it’s asking for too much information. Social media is beginning to teach us that long qual forms are going the way of the dodo.

Four reasons to hate thought leadership

Chris Koch

You may have noticed that I’ve changed the name of my blog. I’ve changed it for two reasons. First, because I’ve left ITSMA and joined SAP , where I will focus on marketing the good ideas of the many subject matter experts there. I’m going to share my experiences in helping to build an engine for developing and disseminating good ideas for SAP (with names changed to protect the innocent and guilty alike).

Mail 113

Is the era of PR over?

Chris Koch

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. Let’s look at each in more detail. Guard dog PR.

PR 131

Why salespeople should sell ideas: an FAQ

Chris Koch

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. I 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?

FAQ 107

Seven Things Marketers Need to Know About Lead Generation

Speaker: Douglas Burdett, Host of The Marketing Book Podcast, Founder/Principal of ARTILLERY

If you are a marketer who needs to generate more high-quality leads that will turn into sales opportunities and revenue, register now for this special event that will show you how to get started and moving in a profitable direction.