| | | Chris Koch | |  Analytics | 13 articles |
| Page 1 of 1 | Previous | Next | CHRIS KOCH MARCH 18, 2011 3 ways to link marketing to revenue without metrics Latest Post Marketing Metrics and Analytics B2B marketing Business IBM ITSMA ITSMA Research marketing New York Sales Social Media Thought leaderI’m looking forward to our annual ITSMA spring road trip. This time, I’ll be speaking about how to tie thought leadership to revenue, starting in Santa Clara, CA next Wednesday, and in New York and Newton, MA the following week. Hope you can join us. Alas, no such magic metric exists. We’re focusing on the wrong things. If you have the ability to measure those two things, then great. Here are three ways to do it: Connect ideas to offerings. | CHRIS KOCH DECEMBER 28, 2010 15 things marketers should stop doing and thinking in 2011 Analytics can wait. You need people who know how to create analytical processes and algorithms and all that stuff. 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. | | | | | |
| CHRIS KOCH FEBRUARY 11, 2011 We need a chief marketing analytics officer We need to connect the analytical dots. We need to use analytics to quantify and manage how fast we move prospects through the buying process and to increase loyalty and trust after they’ve bought from us. d rather see a chief marketing analytics officer than a chief technologist. Or if this person is going to be a technologist, he or she must have a serious grounding in analytics. There’s lots of talk out there these days about the need for a technology guru within the B2B marketing department. So we need some important systems installed in the short-term. | CHRIS KOCH JULY 16, 2010  Have you created a waking dream for your customers? For example, in the three categories I’ve looked at so far (there are six categories altogether), we have one company using analytics to predict customer buying patterns (and this ain’t diapers or laundry detergent, ladies and gents—we’re talking six-figure jumbles of complex products and services here). Image via Wikipedia. From marketing event to marketing retreat. What is a waking dream? | CHRIS KOCH SEPTEMBER 17, 2010 Why our thought leadership is broken The same web analytics that have destroyed publishing are now getting marketers fired because nobody’s clicking on their white papers and surveys. 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. wall existed between publishers and advertisers. What’s the point? And they’re linking this content to their social media management strategies. But that’s only part of the answer. But it happened. Check. | CHRIS KOCH OCTOBER 22, 2010 Why Lead Management Automation Really Matters We have fewer and fewer outlets to do the heavy lifting of thought leadership for us by featuring our subject matter experts in in-depth analytical articles. 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. Tweet This Post. | | | | | | | |
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CHRIS KOCH | FRIDAY, JULY 24, 2009 We need an app for that
I’ve been working on a report for ITSMA clients this week about analytics and it got me thinking about the proverbial bigger picture of B2B marketing. We know from our research that we in marketing don’t do much with analytics—i.e., Only 50% of marketers in our survey said they had analytics programs, and of these, few were focused on predicting behavior; most were simply reporting past behavior. Even rarer is the ability to carry those analytics all the way through to a sale. Make the analytics come to us. But we need to start doing that. Lead scoring. MORE >> -
CHRIS KOCH | FRIDAY, JANUARY 22, 2010  Why the volume and quality of interactions with customers has to pass for social media ROI
In Google analytics , you can drill down by country—even by city—to see where your traffic comes from. Google analytics also has a metric for loyalty—the numbers of repeat visits over time—that shows whether people are sticking with you. Tags: Blogging Marketing Metrics and Analytics Social Media Add new tag Advertising B2B marketing Blog blogs Business Google Google Analytics Marketing ROI RSS social media strategy Technorati Twitter Image by LollyKnit via Flickr. wish I could say that social media leads to sales. really do. But I can’t. Jumping through ROI hoops. MORE >> -
CHRIS KOCH | FRIDAY, JULY 24, 2009 We need an app for that
I’ve been working on a report for ITSMA clients this week about analytics and it got me thinking about the proverbial bigger picture of B2B marketing. We know from our research that we in marketing don’t do much with analytics—i.e., Only 50% of marketers in our survey said they had analytics programs, and of these, few were focused on predicting behavior; most were simply reporting past behavior. Even rarer is the ability to carry those analytics all the way through to a sale. Make the analytics come to us. But we need to start doing that. Lead scoring. MORE >> -
CHRIS KOCH | FRIDAY, JULY 31, 2009 Four reasons to stop measuring marketing
Tags: ITSMA Research Marketing Automation Marketing Metrics and Analytics Sales and Marketing Collaboration B2B marketing Epiphany Stage Lead Generation Marketing and Sales Collaboration Marketing Processes Marketing ROI Marketing Strategy MORE >> -
CHRIS KOCH | THURSDAY, OCTOBER 8, 2009 What are your best practices for "recession marketing?"
My web analytics tell me that there are at least 100 people who care enough to let me into their e-mail boxes before deleting me. Okay, so I’m not an “A-list&# blogger. But I’ve been at it long enough that I’ve earned the right to call in a favor now and then. So I’m going to go all Chris Brogan on you (I mean that in a nice way) and talk to you directly and ask you to be part of my community and talk to me. If nothing else, do it because you feel sorry for me. And he wants me, Mr. Research, to find them. But we’re looking for something more human. MORE >>
- What are your best practices for “recession marketing?” CHRIS KOCH | THURSDAY, OCTOBER 8, 2009
- Four reasons to stop measuring marketing CHRIS KOCH | FRIDAY, JULY 31, 2009
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