Remove prospect

Chris Koch

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How customers will react to a crisis in your company and what to do about it

Chris Koch

Coca Cola’s disastrous introduction of New Coke nearly destroyed the company because it broke the promise of continuity and reliability that had been built up with customers over the course of decades. If the crisis radiates widely beyond the company and damages other companies, the impact on the brand may increase.

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

Chris Koch

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.

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Why bother with thought leadership? Five questions and answers.

Chris Koch

See what you think of my answers: How did thought leadership initiatives in companies begin? Other companies have adopted pieces of the academic research publishing model for their own thought leadership marketing. Why did companies start focusing on it? The journals have boards made up of top academics in a given field.

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3 ways to link marketing to revenue without metrics

Chris Koch

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.

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We need a chief marketing analytics officer

Chris Koch

Most companies do not yet have closed-loop lead management processes supported by systems, for example. 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. B2C companies have these “wonks” today.

Analytics 100
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How do you know when you’ve reached the next level in social media?

Chris Koch

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.

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The prerequisite to effective social media: the idea organization

Chris Koch

In other words, unless we become idea organizations, we’re not going to have much to say to customers, prospects, and influencers in social media. 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.