2010

Chris Koch

Trending Sources

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 51

How to make social media add up to thought leadership

Chris Koch

Back in the eighties, when newspapers were only beginning to disappear, I worked for a local paper in a very competitive (journalistically, anyway) part of the world: the moneyed, New York City suburban area of Fairfield County, CT (Greenwich, Stamford, etc.). Among the five different newspapers that covered the same turf as I did was the New York Times, which had a section called “Connecticut Weekly” on Sundays.

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.

Stop doing PR. Start doing visibility.

Chris Koch

Thanks for the great comments on last week’s post, “Is the Era of PR Over.&# Okay, so if the traditional model for PR is failing, what do we do instead? Most journalists have discovered social media as an important research tool. And research shows that even the stodgiest C-level executive does at least three web searches per day.

7 Inspiring B2B Marketing Campaigns

Must-See Examples of Marketing Success That You Can Replicate.

Should we stop marketing to the CIO?

Chris Koch

Technology marketers have spent the last 25 years trying to get and keep the attention of the people with their hands on the technology tiller inside multi-billion dollar organizations, CIOs. And for nearly that long, pundits have been predicting that the CIO role would become extinct, and that the strategic decisions about technology would be subsumed into the business. Those pundits have always been wrong. But this time, they may finally be right—at least about certain types of CIOs.

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 9

13 questions about social media and thought leadership

Chris Koch

Earlier this week I participated in one of MarketingProfs’ TechChats (just do a Twitter search on the #TechChat hashtag to find the dialogue). 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. If you’re in B2B marketing, you gotta go to this thing. All the top social media pros will be there and the focus will be all B2B. I can’t wait.

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

Chris Koch

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. We’re wired as humans to believe that we are each unique and different—indeed, this perception shoulders the bulk of our self-esteem. And yes, we are all unique. A little.

B2B Marketing Trends for 2016

25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.

Do too many cooks spoil the blog?

Chris Koch

Image via Wikipedia. Companies who want to add their voices the blogosphere have a decision to make: Do we allow individual employees to be the dominant force in our efforts, or do we keep the focus on the company by creating group-authored blogs? In part, this is an issue of control.

Have you created a waking dream for your customers?

Chris Koch

Image via Wikipedia.

Why serious games are a serious form of thought leadership marketing

Chris Koch

Image by Getty Images via @daylife. I’ve been looking at the growing connection between gaming and thought leadership this week. I know, I know. It’s hard to utter thought leadership in the same breath as video games, avatars, and conversation balloons, but all of these pieces have converged.

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?)

Customer Success and Marketing Alignment: The Key to Unlocking Customer Advocacy

Most B2B companies say the customer experience is a priority, but their teams are not prepared or coordinated enough to make this a reality.

The power of self-regulation in customer relationships

Chris Koch

Simple things seem to be the most powerful, don’t they? I think that’s one of the reasons that when people write about an archetypal business, they often use bicycles. Image via Wikipedia. Clear, simple product that everyone understands, right? Everyone knows what a bike shop does.

Integrating mobile into B2B marketing

Chris Koch

Great conferences have impact that lasts long after the day (or two or three) that they occur. MarketingProfs’ B2B Forum is one of those conferences. For example, the Twitter stream from this thing (#MPB2B) is still going strong weeks later.

Why Tut would have been buried with his iPhone

Chris Koch

Sure, sure, I know it’s Apple and Apple is to the ’10s what Sony was to the ’80s. But there must be more to the fact that the iPhone/iTouch are the fastest growing technology launch in history (and the iPad so far is on pace to outdo them both).

Where is your mobile marketing center of gravity?

Chris Koch

For marketers considering creating mobile device apps, the bar has been set very high. I mean, c’mon, a free app that gives you voice directions to your destination? An app (also free) that lets you convert your spoken words into written emails? These are hard acts to follow. (I’m

7 B2B Marketing Strategies You Need to Know About

As B2B marketers, we know that our buyers' needs are ever-evolving, but it's not just our buyers that are changing.

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.

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.

How much do you “charge” for your content?

Chris Koch

Image via Wikipedia. Okay, so it’s difficult to actually pull money out of buyers for your marketing content (though there are rare exceptions: McKinsey has been doing it for years with the McKinsey Quarterly). Yet while generally we can’t put a price tag on our content, we do charge for it.

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.

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

I don’t want to lose you!

Chris Koch

Here’s why this sucks. I have to shut down the original carcass of my blog at wordpress.com because it has been dead for more than a year now and it’s starting to stink. I noticed the other day that it comes up right next to my new website in Google search when you’re looking for my blog. Trouble with that is, I stopped posting on that blog more than a year ago, so it makes it look like I have given up on blogging. For better or worse, that is not the case.

RSS 2

Why Lead Management Automation Really Matters

Chris Koch

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. And that is a huge change in the buying process. In part it is being driven by social media.

Should sales enablement be owned by sales rather than marketing?

Chris Koch

I’m wondering if it’s time to take sales enablement away from marketing. What do I mean by sales enablement? I heard a great definition from my former ITSMA colleague Jeff Sands the other day: Sales enablement is helping salespeople be more credible with customers. We all know how sales enablement got started in B2B. Marketers helped salespeople put words to the insanely complex products and services they were trying to sell. Sales enablement used to mean brochures.

Why our thought leadership is broken

Chris Koch

All of our talk about marketers becoming publishers is incomplete. We can’t just become publishers, we also have to become advertisers. Let me explain. For centuries, publishers had an uneasy, co-dependent relationship with advertisers. A wall existed between publishers and advertisers.

Flip My Funnel - Guide To B2B Account Based Marketing

As modern B2B marketers, we have been lucky enough to witness some of the most dramatic shifts in marketing strategies and technologies.

Will you tell me what you think of my blog?

Chris Koch

I'm going on vacation for two weeks so my blog will be going dark for a little while. I thought this would be a good time to ask you a big favor: Will you answer a few questions about my blog so I can make it better? I have an easy survey tool provided to me by the good folks at FUSE that specialize in automated online surveys like the one that you are (I hope) about to take (special thanks to Charles Martin at FUSE and Joe Saylor for giving me a chance to try it out).

B2B social media lessons from Steven Slater and Mark Hurd

Chris Koch

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.

15 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.

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.

Lead Generation Checklist

You spend a lot of time, energy, and money doing lead generation to capture leads but it's how you manage them that makes the difference between success and failure.

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.

Six ways that marketing needs to lead the organization in social media

Chris Koch

Social media creates the need for marketing to lead within the organization. At least that’s the conclusion we reached at ITSMA recently when we did our social media survey (there’s a free summary if you’re interested). Now what do we mean when we say that? We mean that within the organization the leadership of social media is falling to marketing. We think that’s because social media is seen primarily as a tool for marketing.

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

Chris Koch

We just completed our ITSMA survey on social media. I’ll be reporting some of the major findings here and at ITSMA.com over the coming weeks. But one finding sticks out. Marketing owns social media management. That’s right. It’s our job. In our survey, we asked, “In your company, is marketing the catalyst for social media being used by others in the company (product development, HR, etc.)?” 68% of our respondents said yes.

How to establish a voice of authority in a blog

Chris Koch

A few weeks ago, I wrote a post about how to get others to blog. But it’s not enough just to support bloggers. For them to be successful, we need to help them establish their voices in a blog. The way that we establish trust and relationships with buyers is through authority. We want readers of our SMEs’ blogs to see them as experts. But you can’t establish that authority by putting a link to their LinkedIn profile on the blog.

How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

Generate more leads. Better leads. Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. And content fuels it all.