| | | Chris Koch | |  Analytics + Marketing | 13 articles |
| Page 1 of 1 | Previous | Next | CHRIS KOCH FEBRUARY 11, 2011 We need a chief marketing analytics officer There’s lots of talk out there these days about the need for a technology guru within the B2B marketing department. Maybe I’m splitting hairs here, but I wonder about the long-term need for a marketing technologist. In the short term, I think marketing has a lot of catching up to do in terms of technology. But once the system of record is installed (and many of them are SaaS), do we really need a CIO for marketing? We need to connect the analytical dots. think the larger and more long-term need is for marketing to become data driven. What do you think? | CHRIS KOCH MARCH 18, 2011 3 ways to link marketing to revenue without metrics In fact, our most recent thought leadership survey found that few marketers are measuring much besides consumption of their marketing content. m not saying that you should stop measuring consumption; but it’s clear that those kinds of metrics don’t give business people the answers they’re looking for when they ask about the value of marketing. They want more strategic answers, such as whether marketing is increasing the velocity of contacts through the buying process and reducing the time and effort that salespeople need to expend in making a sale. Tweet This Post. | | | | | |
| CHRIS KOCH DECEMBER 28, 2010 15 things marketers should stop doing and thinking in 2011 That’s why employees and subject matter experts should be on the front lines of social media rather than marketers or PR people. External social media marketing is more important than internal social media collaboration. ROI should be measured on a higher level—as in the ROI of all of marketing to the business. General Marketing. Analytics can wait. Buying marketing automation tools or social media analysis tools aren’t enough. You need people who know how to create analytical processes and algorithms and all that stuff. Social media has ROI. | CHRIS KOCH SEPTEMBER 17, 2010 Why our thought leadership is broken All of our talk about marketers becoming publishers is incomplete. Marketers, meanwhile, didn’t have a wall, so they filled their content with self-aggrandizing references to their own products and services that pissed off readers and sent them to other sources for advice. Lately, as traditional media fall away, marketers are getting the message and creating content that looks just like the stuff that readers love from traditional media: news, advice, and new thinking that is not meant to manipulate them into buying something. Marketing through association. Check. | CHRIS KOCH OCTOBER 22, 2010 Why Lead Management Automation Really Matters We should care more about lead management automation in B2B marketing. 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. This is where we as marketers need to provide more content—but not sales content. Tags: Lead Management Marketing Automation Automation B2B marketing Forbes Google ITSMA marketing Sales Social Media Maybe we don’t care enough because we’re focusing on the wrong reasons for doing it. No, there’s something bigger going on here. | CHRIS KOCH JULY 16, 2010  Have you created a waking dream for your customers? ve been reading through applications for ITSMA’s Marketing Excellence Awards this week and I have been blown away by the quality of innovation and creativity that’s going on out there among our members (and other B2B companies)—I mean, I’m talking about a quantum leap over what I’ve seen in the three years that I’ve been mingling with these folks. From marketing event to marketing retreat. | | | | | | | |
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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. MORE >> -
CHRIS KOCH | FRIDAY, JANUARY 22, 2010  Why the volume and quality of interactions with customers has to pass for social media ROI
We track the marketing mix (including PR) over time against trends in sales. So if you buy that leap of logic, let’s say that blogs are another channel, like PR, in a marketing mix designed to familiarize customers and prospects with our companies and us. 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. Image by LollyKnit via Flickr. really do. But I can’t. Lots of variables there. 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. MORE >> -
CHRIS KOCH | FRIDAY, JULY 31, 2009 Four reasons to stop measuring marketing
It’s time to declare marketing metrics a failure once and for all. It’s difficult to parse out the contribution that marketing makes to a sale and it’s even more difficult to get salespeople to spend the time figuring out/checking the box/giving credit in the quest to determine whether marketing played a role in making the sale. ve had some good conversations this week with ITSMA’s Julie Schwartz and with lead management guru Brian Carroll and we all agree that in the broadest sense, measuring marketing misses the point. So we should just stop. Period. 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. My CEO at ITSMA, Dave Munn is looking for stories about how marketers have come up with innovative ways to actually do things better during these tough times. Now we do have some research data about the impact that the recession is having on marketers and actions they are taking. And we have lists of marketing best practices that we can rattle off. What else are you doing to improve marketing? We need stories. Tweet This Post. 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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