How Manchester United Revolutionized Sports Marketing
APRIL 3, 2014
The franchise leadership also invested in marketing not just Man U but football itself as the true global sport. Brand, Reputation, and Positioning Latest Post Marketing Strategy Dallas Cowboys England Fantasy Sports Trade Association Liverpool Liverpool F.C. Premier League sports marketing Have a Backstory. But Man U also did something else really smart. Fantasy sports.
How social media muteness endangers your company: The crisis at McKinsey
JULY 29, 2011
McKinsey recently learned a difficult lesson about what happens when the world takes your thought leadership marketing seriously—and when you lack the ability to respond in the moment through social media. Such a bold and relevant piece of thought leadership was bound to capture mainstream media interest, and this one certainly did —another coup in McKinsey’s long string of thought leadership marketing successes. textbook example of pragmatic thought leadership. The article itself is one of the best examples of thought leadership I have ever read. That picture is stark and scary.
6 Freaky, Funny, and Scary Abilities of Computer Organisms
JUNE 18, 2014
Idea Marketing Latest Post Brazil EEG Electroencephalography Japan Miguel Nicolelis Robot Robotics San Francisco 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. Make humans shed tears.
What the slow death of B2B publishing means for marketers
MARCH 4, 2011
This cartoon making the rounds online captures the frustration journalists have with their online plight--and reveals the opportunity B2B marketers have to fill the content gap. Marketers always struggle with what to do next. But if you step back and think about where the real opportunity is for B2B marketers, it is idea marketing. The business model is broken.
150 Content Marketing Tips
Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more
9 attributes of the best thought leadership content
SEPTEMBER 29, 2011
Lately, I’ve been talking to B2B marketers about the content delivered by these thought leaders and asking, What defines good thought leadership content? Share and Enjoy: Latest Post Thought Leadership B2B marketing Business Education and Training Executive leadership Management marketing Sales Thought leaderSome time back, I blogged about the attributes of a thought leader. Here’s what I have so far. Surely, you have a suggestion that will get us to ten attributes? Visionary. It’s best to address a problem before customers realize that it’s a problem. Provocative. Timely.
Why Companies Must Hire for Potential, Not Skills
FEBRUARY 28, 2014
Idea Marketing Latest Post One of my former bosses said she literally fished my cover letter and resume out of the trash. Frustrated that HR wasn’t sending her the right people for a writing job, she demanded that they turn over the submissions that they had already discarded. Where’s the Flexibility? Companies Can’t Always Get What They Need Off the Street. Please tell me about it.
Is ghost writing in social media right or wrong?
JUNE 18, 2012
Blogging Idea Marketing Latest Post Social Media B2B marketing Blog blogs social media management social media strategyThis week, I posted the first of what may prove to be a series of controversial blog posts on the SAP community network (known to members as SCN). The posts won’t be controversial so much for the content itself (although I hope that that happens eventually) as for the way I’m presenting it. I’m going to channel other people’s ideas, not my own. You can read the entire post here. They may not like it and you may not either. Related articles.
7 reasons why social media success has nothing to do with social media
OCTOBER 7, 2011
This week I was asked to speak on a panel about social media to a group of B2B marketers in financial services. It was great getting the perspective of marketers outside of technology. When we surveyed B2B marketers last year, 50% said they do not have a social media policy. Before social media can happen, companies need an idea culture. A lot of B2C social media marketing can come out of the marketing group because consumers are looking for deals, product information, and peer reviews. Marketers can handle all that stuff. 30% said yes.
The last of the anti-social marketing tactics
NOVEMBER 11, 2011
Taglines are the last bastions of a classic, one-way marketing messaging strategy, preserving marketing’s perceived right to tell customers what to think. 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. Are the marketers at these companies not doing their jobs? Not that the defenses were much more than Maginot Lines to begin with. Many of these companies compete with one another. Agility made possible. Applying thought.
6 ideas for sifting the mobility chaos
MARCH 12, 2012
The problem is that this data sits in silos—and everybody’s silo says something different—sales’ is different from marketing’s, which is different from finance’s. Latest Post Mobile MarketingFor about 20 years (sad to say I was a journalist for even longer than that) it seemed that every white paper that crossed my desk began with some variant of this sentence: “As the world becomes more global and interconnected, businesses need a way to see through the complexity. Hire us.]“ Hire us.]“ “ Last week, I went looking for some good ideas on mobility.
Evangelizing a Content Marketing Program
Content Marketing: Why 7 IV. Content Marketing: When 12 V. Content Marketing: How 17 VI. Conclusion 25 Table of Contents ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY3 “ Content marketing is the atomic particle of all the. rest of a brand’s marketing campaigns.” of marketing legend. content marketers are faced with a task of consistently. brands.
How to measure influence in social media marketing
MAY 6, 2011
Measuring influence is the new obsession in the social media world—adding another layer of anxiety to the dark cloud of existential dread that is marketing ROI. 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.
Four reasons to hate thought leadership
FEBRUARY 4, 2012
First, because I’ve left ITSMA and joined SAP , where I will focus on marketing the good ideas of the many subject matter experts there. I’m going to share my experiences in helping to build an engine for developing and disseminating good ideas for SAP (with names changed to protect the innocent and guilty alike). I won’t be focusing on B2B marketing in the broadest sense anymore; I’ll be narrowing things to idea marketing (and the role that social media play in it). know because I have a column in my Twitter dashboard that searches the term.
Is “social media campaign” an oxymoron?
DECEMBER 2, 2011
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. These campaigns were the winners of this year’s ITSMA Marketing Excellence Awards. Actually, I’m not a slut. I’m more of a snob. I’m a content guy and I think thought leadership is the best way to build nurturing relationships with contacts in B2B marketing. Reasons Why Facebook Stinks for B2B Marketing (christopherakoch.com).
15 things marketers should stop doing and thinking in 2011
DECEMBER 28, 2010
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. Buying marketing automation tools or social media analysis tools aren’t enough. We must measure the ROI of social media (or any other individual marketing tactic). We have a crisis in marketing channels. Mobile.
Staffing and Launching Your Content Marketing Program
Playbook No. 3: Staffing and Launching Your Content Marketing Program Copyright © 2015 Contently. Conclusion 35 Table of Contents ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY3 On the evening of March 2, our content/marketing team. Platforms,” “7 Keys to SEO for Content Marketers,” and. What’s the Difference Between B2B and B2C Market- ing?” Marketers are humans too.
The five stages of social media grief—have you passed through them yet?
JUNE 15, 2011
Social media (along with skimpy marketing budgets) are causing a transformation in marketing to a degree that we haven’t seen for a lifetime. Think of me as your grief counselor for good ol’ message-based marketing. Another marketing channel on top of my existing workload, with no extra budget or headcount? Hey, marketing speaks, everybody listens. Denial. No way.
Does integrity make you a social media loser?
OCTOBER 14, 2011
In three plus years of tweeting, I’ve picked up what I perceive to be the general etiquette for engaging on Twitter. I’ve also done research asking B2B marketers how they engage and how they educate their employees and SMEs to engage. I’ve rolled all that up into an approach that I doubt constantly. I don’t seem to be alone. Here’s my list of what seem like the right things to do on Twitter so that I feel like I’m being a good member of the B2B marketing guild —i.e., helping my followers learn and discover new people who have smart things to say about marketing. Do you?
Why Brand Journalism Must Die
APRIL 10, 2014
It’s marketing. “It’s just an analogy!” That is marketing. Even if you do the heavy lifting, idea marketing kind of kind of stuff like the big services companies do, for example, where they interview people and do surveys, it isn’t journalism. You can say that you use journalistic techniques in order to create the materials, but it is still marketing. The best idea marketing is conceived, funded, created, and disseminated by a commercial interest in a commercial goal. Brand, Reputation, and Positioning Idea Marketing Latest Post you retort.
3 ways to link marketing to revenue without metrics
MARCH 18, 2011
In fact, our most recent thought leadership survey found that few marketers are measuring much besides consumption of their marketing content. I’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.
Content Marketing 2016: Staffing, Measurement, and Effectiveness
Marketing. EFFECTIVENESS ACROSS THE INDUSTRY 2Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry I. Introduction 4 Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry Red Bull has long been the strongest example of this. marketing technology into a seamless process. YOUR CONTENT MARKETING IN 2015.
How to use social media for B2B
MARCH 19, 2010
think it’s important to try to do this if we’re going to get social media integrated with the rest of marketing. The next step is to categorize how we use social media in these different areas and how our actions hook back into the rest of marketing. It’s up to marketing to find SMEs who can engage in the conversations that are most important to your target audience. Engage.
Eight attributes of a thought leader
FEBRUARY 18, 2011
Latest Post Thought Leadership B2B marketing Business Edelman Internet Marketing ITSMA ITSMA Research leadership Management Social Media Thought leader TwitterSocial 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. Interesting research from Edelman shows that there has been a decline in trust in “people like myself” and “regular employees.” Clearly, there’s a growing hunger for thought leadership in social media. Relevant experience. Presence. Rapport.
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? What is B2B marketing all about? Is it any wonder that B2C marketing techniques dominate? Latest Post Social Media B2B marketing Business-to-business Cisco Company EMC Corporation Facebook Intel LinkedIn marketing social media management social media strategy TwitterRecently, I was preparing a workshop on social media for an ITSMA client. We don’t see the value of it for B2B and we want it off the table. Why not?
Marketing’s golden opportunity in innovation
APRIL 22, 2011
This shift in innovation has big implications for marketing. ITSMA’s social media research (free excerpt available) shows that marketing is responsible for monitoring social media and for training, governing, and supporting the organization in using social media. think this means that marketing must be ready to take a larger role in facilitating the innovation process and in being the ears to the ground on all the innovation that’s happening externally to organizations out there on the internet. Marketing is in a similar position today to where IT was in the 90s.
Content Marketing Playbook: Strategy and Roadmap
planning for a future in which GE would be a publisher, not just a marketer. redefine the role of marketing,” Comstock reflected in. When you hear marketing, most people. more we expect from marketing. sure that marketing has been redefined as innovators. in their content marketing journey, GE went above and beyond in their. successful content marketers. B.
I have seen the future of B2B marketing. It’s on Forbes.
NOVEMBER 7, 2012
agree (journalism’s future will be determined by its ability to create a business model that pays better than the current one: giving away content for free and charging way too little for ads), but I think he missed the more important disruptive power that platforms like BrandVoice really do have: to disintermediate traditional marketing. As a practitioner of idea marketing at SAP, that’s music to my ears. The Forbes platform is Exhibit A for marketers who think what we do is a waste of time and money. Step Toward Better B2B Marketing. Reinforcing the no-pitch rule.
6 lessons on how NOT to market to customers
JULY 22, 2011
During my time on serious, hard drugs ( narcotics, shh!) I realized that I really have become one of you marketing types. marketing geek. (I thought drugs were supposed to prevent that sort of thing.). All of which is a lead-in to this week’s entry, which is what we as B2B marketers can learn from health-care marketing. Healthcare marketing is awful, practically non-existent. We have marketing designed for the C-level executive, the buyer, the influencer, and the front-line types. Market your strengths. Isn’t that sad? Hey, but that’s how it is.
The prerequisite to effective social media: the idea organization
MARCH 25, 2011
At the first of ITSMA’s series of road shows this week in Silicon Valley this week (there’s still time to sign up for New York and Boston next week!) I confirmed something I’ve been hearing in my research on idea marketing over the past month: idea marketing requires a deep commitment not just from marketing but from the entire organization. This process is usually facilitated by marketing. Eric Wittlake makes this point in a blog post this week and I heartily agree. What do I mean by an idea organization? Appeal to their egos. Give them the tools to think.
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. After circulating it with colleagues on my idea marketing team (who came up with good additions), we came up with this list. Blogs are the comfort food of idea marketing: quick, tasty, and not great for your long-term health. It’s an important part of social media management. Eeewww!). decided to write down the ways. New point of view. Humorous.
What is Predictive Marketing?
Predictive marketing = predictive demand generation + predictive scoring
2011: The year of personal brands
JANUARY 28, 2011
Then as marketers, we create a virtuous cycle that links these personal brands to the corporate brand. 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. So when Ray leaves, Forrester banks that people will want to follow the replacement analyst in interactive marketing for Forrester. What do you think?
Why Can’t Companies Be More Like the Iroquois?
SEPTEMBER 15, 2014
They don’t want duplicative or conflicting messages coming from different parts of the marketing organization. Instead of having sales, marketing, finance, and operations each develop their own strategic plans, these companies have introduced collaborative planning, which puts everyone in the same room to create a shared plan, with the customer at the center. Caught on the Wrong Side.
We need a chief marketing analytics officer
FEBRUARY 11, 2011
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? think the larger and more long-term need is for marketing to become data driven. So we need some important systems installed in the short-term.
Why salespeople should sell ideas: an FAQ
MAY 15, 2012
We all know the increasing importance of ideas in B2B marketing. But idea marketing doesn’t start and stop with marketers. Sales and marketing need to work together to develop an idea network —a group of internal and external SMEs that can help develop and vet new ideas and put them into the hands of salespeople. 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. It is an additional tool.
B2B Marketing Trends for 2016
B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.
How do you know when you’ve reached the next level in social media?
APRIL 8, 2011
The marketing team wanted to do the workshop because, as one executive told me, “We’re committed to social media and we’ve done some good things, but we want to take it to the next level.”. 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. Unless social media is embraced by respected subject or experts outside marketing and PR, you haven’t gotten past the first level yet.
Where is the utility in mobile apps for B2B?
DECEMBER 10, 2012
Mitch Joel has a nice post on HBR this week about bringing utility to marketing and social media. Mobile Marketing B2B social media Business Business-to-business Facebook LinkedIn Mobile apps Second Life Social Media Twitter UtilityAs is often the case, his advice pertains more to B2C than B2B, as I point out in a comment: “Utility” is a clear, succinct way of putting it. I am concerned about the B2B side of things, though, for complex technology solutions in particular. Perhaps we need to wait for the second coming of Second Life for that. Are you?
How to make social media add up to thought leadership
DECEMBER 16, 2010
In the nearly three years I’ve been writing this blog, I’ve been relentlessly chronicling my pursuit of the developing story of social media for B2B marketers and absorbing your comments and real-world stories. And while I know that others have already made the predatory strike in terms of trying to sum all this stuff up for marketers, at least I can be the first to digest and transform my stuff into a proper summation narrative. This week, we released my ITSMA Special Report: “How to Fit Social Media into your Overall Marketing Strategy and Make it Stick.”. Create new IP.
The Worst Source of Work Conflict
JUNE 9, 2014
Second, I spent most of my career as a journalist, which trained me to be vigilant about whether what people say is what they really mean – especially when it comes to marketing, which is the function I work in in SAP. I have two attributes that set me up for conflict with my current colleagues at SAP. 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. Institutionalizes the memo mindset. Culturally clueless. Americans?
Study: How Much of Your Content Marketing Is Effective?
Marketing is Effective? 700 content marketers. CONTENTLY STUDY: HOW MUCH OF YOUR CONTENT MARKETING IS EFFECTIVE? Content marketing is having a moment. billion dollars on content marketing this year, and that number is growing fast. As marketers dedi- cate more and more of their budgets to content, we wanted to understand more about where their. marketing.
How to get employees involved in social media: focus on ideas
MAY 20, 2011
Many marketers involved in social media management tell me that they struggle to get their subject matter experts engaged in social media. In an interview this week with Stephanie Tilton (thanks, Stephanie!) on the Savvy B2B Marketing Blog entitled How to Gain Real Traction with Thought Leadership, I talk about how marketers need to create an idea network within their organizations to spur their subject matter experts to start thinking. Marketers need to facilitate a process for internal development of ideas and for external feedback. Knowledge share sessions.