Chris Koch

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How Manchester United Revolutionized Sports Marketing

Chris Koch

Teams are paying a lot more attention to social media, because that’s where the younger generation of fans talks about sports,” says Mark Lehew , SAP’s Global Head of Sports & Entertainment Industry. The NBA’s stats.NBA.com website, which houses player and team statistics from the league’s 67-year history, has helped double time spent on NBA.com while generating more than 9.5

6 Freaky, Funny, and Scary Abilities of Computer Organisms

Chris Koch

Anyone who’s had a first-generation GPS-equipped phone remembers how quickly these tiny chips sucked the life out of their phone hosts. I intended to write this blog about some of the amazing, helpful, and scary things that robots can do today, but even a quick look at the information out there demonstrates that robot is already an archaic term, like calling a car a horseless carriage.

How to measure influence in social media marketing

Chris Koch

These fall into two categories: The number generators. These social media monitoring tools have more use for marketers, but they require significant human intervention and can easily become very expensive versions of the number generators if not used with a goal in mind. Image via Wikipedia. Influence is the ability to affect others in their thinking or actions. The monitors.

The 2 questions on every buyer’s mind

Chris Koch

For example, buyers who are in the Epiphany Stage are looking for new ideas and industry news, while buyers who are actively getting ready to buy and are creating a short list of providers will be looking for case studies that profile how their peers have generated business results. At any moment in time, C-level executives are looking for answers to two questions: What should I be doing right now? What should I be preparing to do in the future? We need to create a mix of these two types of thought leadership content to maintain strong relationships with their target audiences.

Evangelizing a Content Marketing Program

B2C Marketers companies that excel at lead nurturing generate. in CMI’s recent survey: ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY14 LEAD GENERATION Through the use of marketing automa- tion software such as Marketo and Sales- force, one can easily track and attribute. how content marketing helps generate. their content marketing efforts—generate. All rights reserved.

Is Twitter “social?”

Chris Koch

study by Yahoo Research found that 50% of tweets are generated by an “elite” group of 20k users and that those users tend to follow one another rather than branching out—what many refer to as the social media echo chamber. Majority opinion seems to be that Twitter isn’t really a social platform it’s a broadcast medium. For these reasons, pundits say that Twitter isn’t much use for reaching B2B customers. But I treasure this “eliteness,” and while older, high-level executive technology buyers are not on Twitter, the younger ones (and those that wannabe C-level executives) are.

Media 16

How to Grab Readers’ Attention: Be Counterintuitive

Chris Koch

But it’s not just big business that’s benefitting from the next generation production tools. 3D printed bust (Photo credit: Gastev). How do you take a subject that’s been written about to death, 3D printing, and give readers a fresh approach? One way is to be counterintuitive. And they certainly have a lot of potential. 3D Scanners. The popular NextEngine 3D scanner retails for $2,995.

How Do You Market Something That’s Worthless?

Chris Koch

The missing piece of the puzzle that fell in place for me as I listened to him talk was that since the World Wide Web came along we have been continuously training generations of people to do things themselves and in collaboration with others. I come from an industry (publishing) where the cost to produce the product has dropped to zero. Today, anyone can go to WordPress.com, set up a Web site, and begin publishing news and information to the world – for free. (I know, tell you something you didn’t already know, right?). It Won’t Stop with Virtual Goods. But here’s the new wrinkle.

Why serious games are a serious form of thought leadership marketing

Chris Koch

Now in its second generation, the game is part PlayStation and part knowledge management repository. Image by Getty Images via @daylife. I’ve been looking at the growing connection between gaming and thought leadership this week. 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.

Staffing and Launching Your Content Marketing Program

all generated over 1,000 readers and 3,000 atten- tion minutes, just like they do every month. generates about 150 views on the first day, and about. post still generates about 18 views per day. stories generating traffic, which results in compounding. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY31 Whose job is it to generate story ideas? All rights reserved.

How much do you “charge” for your content?

Chris Koch

Tags: Customer Relationships Lead Management Advertising B2B marketing Business Business model Content Marketing Lady GaGa Lead Generation Lead Nurturing Lead Scoring marketing Money New York Times social media strategy Social network service Thought Leadership

How social media will change lead generation in B2B

Chris Koch

We are trying to generate demand during this stage, not create leads, because these people aren’t ready to become leads. We have to generate demand before we can generate a lead. As I said in my last post, social media simply makes starkly plain what we’ve known for some time but haven’t had to face yet: We don’t have a lot of content capable of generating trust and relationships. The era of the sales process beginning with a lead is over. We call it the epiphany stage. This is where social media comes in. The best way to do this is with thought leadership.

Why Tut would have been buried with his iPhone

Chris Koch

One of the most depressing aspects of PC applications is that they are basically time bombs that self-destruct with each passing generation of operating system or processor. Now, there’s no guarantee that our iPhone/iPad application collections will survive each new generation of device, but if they don’t, they’re cheap to replace. Image via Wikipedia. Collecting is fun.

There is no social media strategy, only marketing strategy

Chris Koch

Social media simply makes starkly plain what we’ve known for some time but haven’t had to face yet: We don’t have a lot of content capable of generating trust and relationships. 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. Social media is no silver bullet. What do you think?

Why the volume and quality of interactions with customers has to pass for social media ROI

Chris Koch

If the intention of your blog is to drive traffic to your main website for lead generation, then you should be using the keywords on your blog that matter most on your website. Image by LollyKnit via Flickr. wish I could say that social media leads to sales. really do. But I can’t. And I haven’t encountered anyone else who can either, have you? But you’re not going to like them.

Content Methodology: A Best Practices Report

generation Lead generation: Create. Content. Methodology: A Best. Practices Report Copyright © 2016 Contently. All rights reserved. contently.com by Rebecca Lieb and Joe Lazauskas 2Content Methodology: A Best Practices Report I. Definition II. Why a Content Methodology Is Needed III. Culture of Content: The Foundation. for Content Methodology IV. Components of a Content Methodology V.

Is Twitter “social?”

Chris Koch

study by Yahoo Research found that 50% of tweets are generated by an “elite” group of 20k users and that those users tend to follow one another rather than branching out—what many refer to as the social media echo chamber. Majority opinion seems to be that Twitter isn’t really a social platform it’s a broadcast medium. For these reasons, pundits say that Twitter isn’t much use for reaching B2B customers. But I treasure this “eliteness,” and while older, high-level executive technology buyers are not on Twitter, the younger ones (and those that wannabe C-level executives) are.

The 2 questions on every buyer’s mind

Chris Koch

For example, buyers who are in the Epiphany Stage are looking for new ideas and industry news, while buyers who are actively getting ready to buy and are creating a short list of providers will be looking for case studies that profile how their peers have generated business results. At any moment in time, C-level executives are looking for answers to two questions: What should I be doing right now? What should I be preparing to do in the future? We need to create a mix of these two types of thought leadership content to maintain strong relationships with their target audiences.

3 factors in winning the social media horse race

Chris Koch

Some say G+ is dead in the water because it hasn’t generated the mad rush that Facebook did and that growth and use is already starting to slow. Seems everyone has an opinion about Google’s G+. And as usual in a situation where little data exists (yet) to support fact-based opinions, most of them are extreme. Others say that G+ will rule because of its integration with Google’s other tools like Android, Gmail, Docs, and its media properties like YouTube and Google Music —in other words, the colossus effect that we’ve been waiting (for so long) to take effect. to explain it. That’s it.

How much do you “charge” for your content?

Chris Koch

Tags: Customer Relationships Lead Management Advertising B2B marketing Business Business model Content Marketing Lady GaGa Lead Generation Lead Nurturing Lead Scoring marketing Money New York Times social media strategy Social network service Thought Leadership

Content Marketing Playbook: Strategy and Roadmap

Our blog generated 2 million views. essential to Moz, a company that generates all of their. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Introduction 3 II. Back at GE and in. emerge.

When does content need to be mobile?

Chris Koch

One company’s mobile application is tied to a wiki-based sales enablement website that lets salespeople generate actions and updates and get updated information from the road. We got a question this week from an ITSMA client asking about developing a business case for creating mobile applications for their website content. said that I haven’t seen any of those business cases yet. And I don’t think I ever will. We’re seeing mobile be part of an integrated approach to social media, not as a standalone. And they both lead to content that benefits from being mobile. Continuity.

Four reasons to stop measuring marketing

Chris Koch

He or she emphasizes one revenue generating process that both groups contribute to. Posted in ITSMA Research, Marketing Automation, Marketing Metrics and Analytics, Sales and Marketing Collaboration Tagged: B2B marketing, Epiphany Stage, Lead Generation, Marketing and Sales Collaboration, Marketing Automation, Marketing Processes, Marketing ROI, Marketing Strategy. It’s time to declare marketing metrics a failure once and for all. ITSMA research has long showed that when we do it at all, we do it poorly. So we should just stop. Period. Stop apportioning blame.

Four reasons to stop measuring marketing

Chris Koch

He or she emphasizes one revenue generating process that both groups contribute to. 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 It’s time to declare marketing metrics a failure once and for all. ITSMA research has long showed that when we do it at all, we do it poorly. So we should just stop. We should be measuring revenue and what Julie calls the Cost per Order Dollar (CPOD). Period.

How old-school data capture is poisoning marketing and what to do about it

Chris Koch

We’re starting to see social media have a positive impact on driving traffic to websites and on lead generation. Increased lead generation” was farther down the list—24% are seeing it. Social media and lead generation go together. But there is a natural link between social media and lead generation. Indeed, some B2B early adopters are seeing 10-15% of their lead totals generated through social media, according to this survey by DemandGenReport. In our recent Web 2.0 efforts so far (by 67% of respondents). for at least that long. Stop collecting this data.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

OF IMPORTANCE TO YOUR COMPANY By average By first place votes 1 2 3 4 5 6 7 8 LEAD GENERATION (7.5/150) ENGAGEMENT RATE (7.2) Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. EFFECTIVENESS ACROSS THE INDUSTRY 2Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry I. But brands.

We need an app for that

Chris Koch

Posted in Lead Generation, Marketing Analytics, Marketing Automation, Marketing Strategy, Sales and Marketing Collaboration Tagged: Lead Generation, Lead Nurturing, Lead Qualification, Lead Scoring, Marketing Automation, Marketing Processes, Marketing Strategy. Tags: Lead Generation Marketing Analytics Marketing Automation Marketing Strategy Sales and Marketing Collaboration Lead Nurturing Lead Qualification Lead Scoring Marketing Processes We know from our research that we in marketing don’t do much with analytics—i.e., But we need to start doing that. Lead scoring.

We need an app for that

Chris Koch

Tags: Lead Generation Marketing Automation Marketing Metrics and Analytics Marketing Strategy Sales and Marketing Collaboration Lead Nurturing Lead Qualification Lead Scoring Marketing Processes

Want to understand your customers’ business needs? Give them an award.

Chris Koch

The number of entries we receive in each category and the quality of those entries give us a sense of marketers’ shifting priorities from year to year and reveal general strengths and weaknesses of the profession (for example, we’re great at sales enablement and demand generation; we suck at metrics—just not in our blood, it seems). For us, it’s an opportunity to build a closer relationship with the winners and generate some great thought leadership. It’s a struggle. But once a year around June, my life gets a little easier. It’s a beautiful thing. You have to check it out.

Three steps for B2B marketers to build a personal social media presence

Chris Koch

Here are some important B2B blogs that I track: Acquiring Minds: A B2B Lead Generation Blog. In my last post, I hope I convinced you why you should establish a personal presence in social media even if your company hasn’t done so yet. That was the why of social media. This time, I’d like to concentrate on the how. I’m going to attempt to explain it by humbly offering my own initiation into social media as a guide. We’ve already mastered the hardest part; the tools are something that anyone can learn. In pursuing a personal presence in social media, I had it easier than you will. Monitor.

B2B Marketing Trends for 2016

The first generation of digital natives expects to be able to complete most of their selection process. preference, lead generation) isn't new, just more intense. inbound lead generation with more targeted, proactive campaigns. ABM to become a standard part of any B2B marketer’s demand generation. CEO can understand, including revenue generation, client acquisition and.

Want to get along better with sales? Find a way to work together.

Chris Koch

For example, the trend towards creating a closed-loop lead generation and nurturing process between marketing and sales is a positive step, but it seems like a bridge across the chasm rather than a true route to collaboration. Right now, it seems that the gap between sales and marketing is mostly papered over with technology. Sales and marketing create a shared definition of a sales-ready lead, implement software to track leads from marketing to sales and back to marketing, and then go back to doing their respective jobs in isolation. And both know how to gain that understanding.

Why bother with thought leadership? Five questions and answers.

Chris Koch

Thus, while it does rely to some extent on research and peer review as an academic journal does, it is essentially a marketing vehicle because it focuses exclusively on ideas, research, and case studies generated by McKinsey consultants and an internal research group. This post is from a real query I received from a client this week. The questions display a healthy distrust for accepted wisdom, which I like, and provide a good test of the thinking behind thought leadership marketing. See what you think of my answers: How did thought leadership initiatives in companies begin?

Is B2B Lead Generation Really This Difficult?

The Point

Results are in from a recent survey on B2B Lead Generation by the B2B Technology Marketing Community on LinkedIn ( free report download here ), and the numbers tell a disheartening story. At face value, it’s hard not to conclude based on this data that many B2B marketers are struggling to even measure lead generation success, let alone achieve it. Why is that? Here are my theories: 1.

Lead Generation is Crippling Demand Generation

Digital B2B Marketing

Lead generation and demand generation, although related, are at odds with each other. When many B2B marketers say demand generation, they mean lead generation, and the program will be measured on leads and the value of those leads. The direct outcome of lead generation is new contacts available for sales or marketing. Unfortunately, it doesn’t work that way.

B2B Marketing Trends for 2016

The first generation of digital natives expects to be able to complete most of their selection process. preference, lead generation) isn't new, just more intense. inbound lead generation with more targeted, proactive campaigns. ABM to become a standard part of any B2B marketer’s demand generation. CEO can understand, including revenue generation, client acquisition and.

Building Your Strategic Lead Generation Portfolio

B2B Lead Generation Blog

Tweet To be successful at lead generation, marketers can’t rely on one specific tactic. while ago, I created a mind map of lead generation channels for my book Lead Generation for the Complex Sale. I’ve updated it to include more content marketing and social media channels. How do you determine which channels are the best for generating leads and finding future customers?

Getting Demand Generation Right: 5 Things You Need to Change

CMO Essentials

As marketing and sales work together to discover this information about their buyers and develop a demand generation strategy, they will begin to naturally align and drive better results. 4. Technology is not an answer unto itself, and if technology is being looked at to solve demand generation challenges, then the money spent is being wasted. 5. Unfortunately, my friend is right.

Why Demand Generation Requires More Than Marketing

ANNUITAS

I had a conversation with a prospect today about their demand generation challenges. My prospective customer, who is an executive on the marketing side of the organization, wanted to know how he could get sales to appropriately respond to the leads that would be generated from a perpetual demand generation program. Here are a few suggestions. 1. Ask Them-.

How the Halo Effect Drives Lead Generation

B2B Lead Generation Blog

My dad taught me many lessons growing up, and one that stands out as relevant to lead generation went something like this: He said, “Choose your friends carefully because we become like the people we spend most of our time with, and [like it or not] we’re judged by the company we keep.” In this post I’m going to explain how it applies to lead generation. You might also like.

B2B Marketing Trends for 2016

The first generation of digital natives expects to be able to complete most of their selection process. preference, lead generation) isn't new, just more intense. inbound lead generation with more targeted, proactive campaigns. ABM to become a standard part of any B2B marketer’s demand generation. CEO can understand, including revenue generation, client acquisition and.