How social media muteness endangers your company: The crisis at McKinsey
JULY 29, 2011
It is a textbook example of what we at ITSMA call pragmatic thought leadership: it takes a current issue of concern to the company’s target audience and evaluates what may happen in the near term without any mention of company methodologies or offerings. The survey predicts that 30% of employers will drop health care coverage for employees altogether, throwing them into the government-mandated health insurance pool of individuals without company coverage. Companies without a human face will suffer. Companies that can’t do it will suffer the consequences.
How Manchester United Revolutionized Sports Marketing
APRIL 3, 2014
Swiping a season ticket card when entering the stadium would tip off fan experience personnel to acknowledge fan milestones such as a child’s birthday. “A family receptionist would greet them and offer a surprise like a seat upgrade, a free gift, or a chance to meet a player,” says Mark Bradley, founder of The Fan Experience Company , a consultancy that worked with the club. Fantasy sports.
Why Companies Must Hire for Potential, Not Skills
FEBRUARY 28, 2014
My former boss was flooded with letters from technical writers and Marcom people from computer companies who knew something about technology but didn’t have the ability to write the journalistic-style materials she was publishing. Companies Can’t Always Get What They Need Off the Street. One of my former bosses said she literally fished my cover letter and resume out of the trash.
6 Freaky, Funny, and Scary Abilities of Computer Organisms
JUNE 18, 2014
But a French company has deployed a sub-internet in San Francisco that would let simple sensors send data frequently and far distances without requiring much power and at a much lower cost. There’s simply no way that everything we’ve come to expect from robots in sci-fi novels and movies will exist independently within whatever bodies we put robots in for the foreseeable future.
Evangelizing a Content Marketing Program
person to tell the company’s story, even though he. CEO’s office and pitch the idea of building a small me- dia company within a large corporation. B2C Marketers companies that excel at lead nurturing generate. It’s also worth noting that companies that. company? mistake brands often make is only considering companies in their in- dustry as potential competition.
7 reasons why social media success has nothing to do with social media
OCTOBER 7, 2011
But they call it “financial services” for a reason: They have all of the same struggles as technology services companies—with the added complication of tons of regulatory requirements. They had to do with other things that companies have to do before they can successfully engage in social media. It would be easy to say that B2B companies don’t have social media policies because they just don’t get it, or they’re slow and lack resources. They blame the channel rather than blaming their company’s lack of commitment. Marketers can handle all that stuff. 30% said yes.
6 ideas for sifting the mobility chaos
MARCH 12, 2012
When customers can take a picture of a check with their phones at home and banks can make the deposit based on the photo, suddenly the models of banking customer service, cost (ATMs and branches), and profitability comes into question—and must be rethought, said Vinod Kachroo, a senior IT executive who has spent decades managing corporate infrastructures in financial services companies. Companies have had big data since the first mainframe. Companies need to examine the usage patterns of the people who get mobile devices and apps. Hire us.]“ Hire us.]“
Four reasons to hate thought leadership
FEBRUARY 4, 2012
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. You may have noticed that I’ve changed the name of my blog. I’ve changed it for two reasons. 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. It’s a set up for failure. Truly great ideas are rare. It’s bastardized.
The last of the anti-social marketing tactics
NOVEMBER 11, 2011
In truth, customers have never listened, except in a few cases of companies with the budget muscle to pound the tagline into customers’ heads over and over again though mass marketing and TV. Many of these companies compete with one another. It is also interesting to note how many well-known B2B technology companies do not use taglines (at least not that I could see on their home pages): BMC, BT, Cisco, Deloitte , EMC , Juniper, Lenovo, Microsoft, Nokia-Siemens , Oracle, Pitney Bowes , Xerox. Are the marketers at these companies not doing their jobs? Freedom to care.
Content Marketing Playbook: Strategy and Roadmap
returned to the company after a 28-month stint leading. back the curtain on the groundbreaking work hap- pening inside a company Thomas Edison founded 130. with a better example of a brand building a more effec- tive content roadmap than GE. “It’s been a big change in our company—we’ve tried to. the powerful force that pushed the company forward. All rights reserved.
Is “social media campaign” an oxymoron?
DECEMBER 2, 2011
Companies are having success pulling in fans by linking to charitable cases. You’re just warming up to social media campaigns because you work for ITSMA and these are the companies who won your contest. I’m not a slut, I’m a snob. If you had asked me a few years ago whether the traditional marketing campaign had any place in social media I would have scoffed. Just more evidence of marketing’s old-fashioned, ADHD-driven, love-’em-and-leave-’em approach. would have had only slightly less disdain for the audience for these campaigns. You’ve heard of Farmville, right?
The five stages of social media grief—have you passed through them yet?
JUNE 15, 2011
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. Think of me as your grief counselor for good ol’ message-based marketing. Denial. This can’t be happening—not to me.”
How to measure influence in social media marketing
MAY 6, 2011
Since social media leave digital footprints, companies create complex algorithms to come up with simple answers to measuring social media influence. The two most important components of influence. I see successful marketers getting their companies to set two reference points to measure influence across all their marketing programs: Who we are. Image via Wikipedia. The monitors.
15 things marketers should stop doing and thinking in 2011
DECEMBER 28, 2010
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. Guess what companies, people wasted time at work long before Facebook came along. If the company is well managed, people who waste time will get fired. Most companies still try to sell what they have rather than figuring out what customers need.
Content Marketing 2016: Staffing, Measurement, and Effectiveness
fully formed media company. number of other companies like General Electric, Marriott, and Starbucks joined the club, competing. Full disclosure: GE and Marriott are Contently clients.) It may seem odd at first to liken companies known for. as media company.” challenge for any company, no matter its size or budget. of content marketing technology companies have.
Why Can’t Companies Be More Like the Iroquois?
SEPTEMBER 15, 2014
Why Can’t Companies Do This? So the obvious question becomes, why can’t companies cooperate like this? Most are riven by silo (tribal) warfare, as employees who are all supposed to be working for the same cause – serving the customer – engage in turf battles and subvert one another in an attempt to appear to be the most effective contributors to the company.
Why Brand Journalism Must Die
APRIL 10, 2014
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). We don’t report on the state of the world, we don’t investigate corruption, we don’t take controversial positions, and we focus only on the subject areas that further the interests of our companies’ missions to sell stuff. It’s marketing. “It’s just an analogy!”
4 Reasons Why Facebook Stinks for B2B Marketing
AUGUST 5, 2011
The marketer in charge of the company’s social media effort gave me a clear edict: “Look, I don’t want you focusing on Facebook, okay? Seemed a bit harsh, but I had to admit that I had been harboring my own doubts about the value of Facebook for B2B for a long time. I’m not saying that B2B companies shouldn’t be on Facebook. think every company should be on Facebook. So I think B2B businesses should have a Facebook page that shares whatever content the company is already producing. Recently, I was preparing a workshop on social media for an ITSMA client. Why not?
How to use social media for B2B
MARCH 19, 2010
First, here’s what we do as part of monitoring: Track conversations about your company. You need to know what’s being said about your company online. Trouble is, we’re finding in our research that most companies stop here. By monitoring conversations online, we can find the people inside and outside our companies that say smart things. Image by HubSpot via Flickr.
Study: How Much of Your Content Marketing Is Effective?
companies will spend in the neighborhood of 50. identify them by their names and companies. companies are devoting to content marketing. Companies like Coca-Cola have succeeded with a. companies for audience attention. and interests instead of just telling them about the company’s. These companies need to talk with. Copyright © 2015 Contently. in it.
Eight attributes of a thought leader
FEBRUARY 18, 2011
Meanwhile, trust in “credentialed experts” and “company technical specialists” is rising—we’re getting so desperate we even want to hear from the CEO. Usually, that means experience that is deeper than the target audience has, or breadth of experience working across multiple companies or industries, or all of the above. 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. Presence.
3 ways to link marketing to revenue without metrics
MARCH 18, 2011
Too much of our content just tries to look and sound smart—great focus on ideas, but no real connection to how our companies can solve the problem. Both of these themes give subject matter experts and marketers plenty of leeway to focus on ideas while maintaining a link to the company strategy and its offerings. I’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. Tweet This Post.
The prerequisite to effective social media: the idea organization
MARCH 25, 2011
Some management consulting companies have the commitment to ideas baked into the culture—you simply will not survive as a consultant if you do not create ideas that lead to new IP. Some companies get pretty formal about this, creating invitation-only SME councils with entry requirements. For example, one company required that its council members hold at least one patent before they’d be invited. We’re seeing some companies develop some creative tools for fostering idea development. Eric Wittlake makes this point in a blog post this week and I heartily agree.
Marketing’s golden opportunity in innovation
APRIL 22, 2011
Innovation is becoming more external to companies and more social. When Netflix’s internal engineers struggled to get more than incremental improvements in the company’s movie matching algorithm, the company put the problem to the internet and crowdsourced a 10% leap in accuracy (of course, it didn’t hurt that they offered a million dollar prize). They were the only C-level executives involved in all the efforts to rethink the ways that companies did work across the entire organization. Even funding for innovation is becoming more external and social.
Content Methodology: A Best Practices Report
company’s content across the enterprise. for their audience’s attention, including major publishers and media companies. suppliers, and can help facilitate corporate communications and build company culture. This virtuous circle is only possible when the company works to build a culture of. The studio helps unify the company around a. for the company’s newsroom.
2011: The year of personal brands
JANUARY 28, 2011
Co-branding the individual and the company. For example, Owyang’s replacement, Augie Ray, has his own personal blog, but his posts also appear on a group blog targeted at the business line he serves, “Interactive Marketing.” It’s a kind of co-branding strategy: individual analyst, line of business, and company brand all have equal billing at the top of the blog. And that’s a really good thing for Owyang’s new company, Altimeter Group. For smaller companies like Altimeter, the personal vs. corporate branding decision should be a no-brainer. What do you think?
I have seen the future of B2B marketing. It’s on Forbes.
NOVEMBER 7, 2012
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. Indeed, there is a sense among my colleagues (that has been voiced to me as a rule), that Forbes frowns on stuff that shills products or links back to stuff on our company’s website that does. give us a B- overall—not bad for a product company. Favorite Voices.
How to write blog posts from a white paper
MARCH 23, 2012
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!). ITSMA research shows that buyers want the whole menu of content—not just a white paper here or a video there. decided to write down the ways. Humorous.
How do you know when you’ve reached the next level in social media?
APRIL 8, 2011
The great thing about the experience was that this company is already doing social media. This company has established a highly visible presence in social media—indeed, it has won an award for it. We could all use some way to gauge our progress, especially in large, dispersed companies and marketing organizations. Companies need to give themselves permission to engage in social media, both within marketing and in the broader culture of the company. The company I worked with this week no longer has that problem. This was all about the how. Do you agree?
B2B Marketing Trends for 2016
Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. customer/stakeholder goals of my company, and what do I need to make. company sales rep, it becomes even more vital that both groups understand the buying process from. There will be more companies developing SLAs between sales and.
Why salespeople should sell ideas: an FAQ
MAY 15, 2012
Every B2B company has subject matter experts (SMEs) who are working with customers to solve problems and have deep backgrounds in customers’ processes, industries, and functions. Besides creating idea networks, B2B companies also have to become publishers. Traditional forms of marketing are still incredibly value later on in the sales cycle, but at the early stages, companies must produce articles and surveys that can compete with what the journalists used to provide. B2B companies that are serious about idea selling need to do the same thing. That was in 2009.
How to make social media add up to thought leadership
DECEMBER 16, 2010
In the process, I discovered five important steps that B2B companies must take to integrate social media into the overall marketing strategy. 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. The predatory strike of summation.
We need a chief marketing analytics officer
FEBRUARY 11, 2011
Most companies do not yet have closed-loop lead management processes supported by systems, for example. B2C companies have these “wonks” today. There’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. In the short term, I think marketing has a lot of catching up to do in terms of technology. What do you think?
The 2 questions on every buyer’s mind
SEPTEMBER 9, 2011
Consultant Fred Reichheld didn’t invent the concept of customer loyalty, but by identifying the marker for it, he changed how many companies approach managing customer loyalty. They identify a current trend, say a regulatory change, and offer perspective on what the trend means and how companies should react. Share and Enjoy: Latest Post Thought Leadership B2B marketing Business Fred Reichheld Health care reform in the United States IBM ITSMA ITSMA Research marketing Marketing Processes Marketing Strategy McKinsey & Company Sales Subject matter expert Thought leader
Staffing and Launching Your Content Marketing Program
companies around the globe: 1. JOE CHERNOV, VP OF MARKETING, HUBSPOT: “HubSpot is not only a company, but it’s also the cata- lyst of a movement. work at a small company without a lot of bureaucracy. company or in one of those industries, you might be. though a lot of their stories report on the company’s. the company has in place, the editorial team has the.
The Worst Source of Work Conflict
JUNE 9, 2014
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. The worst culprit in workplace conflict is technology – no matter the size of the company. Few companies have followed suit, however. I have two attributes that set me up for conflict with my current colleagues at SAP. But after two-and-a-half years working here, I’ve decided that both of those assumptions are completely wrong. Americans?