Chris Koch

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How Manchester United Revolutionized Sports Marketing

Chris Koch

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

Chris Koch

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. A textbook example of pragmatic thought leadership. The article itself is one of the best examples of thought leadership I have ever read. The chattering classes intrude.

9 attributes of the best thought leadership content

Chris Koch

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.

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6 Freaky, Funny, and Scary Abilities of Computer Organisms

Chris Koch

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.

The B2B Demand Gen Marketing Playbook

To build integrated, data-driven programs, demand gen marketers need diverse, compelling content at every stage of the buyer's journey

7 reasons why social media success has nothing to do with social media

Chris Koch

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. 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. Marketing can’t do that on its own. But you can’t tweet a 50%-off coupon in B2B.

6 ideas for sifting the mobility chaos

Chris Koch

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.]“ In this increasingly global and interconnected world [hey, we can't deny the past, right?]

How to measure influence in social media marketing

Chris Koch

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.

Is “social media campaign” an oxymoron?

Chris Koch

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. I’m a content guy and I think thought leadership is the best way to build nurturing relationships with contacts in B2B marketing. Marketing automation vendor Eloqua released a SlideShare entitled 10 ways to “solve” Facebook for B2B. Let them win stuff.

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.

Is ghost writing in social media right or wrong?

Chris Koch

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.

The five stages of social media grief—have you passed through them yet?

Chris Koch

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. In my seven years as a social media acolyte, I’ve spoken with many marketers who grew up at the knee of message-based marketing. Image via Wikipedia.

Does integrity make you a social media loser?

Chris Koch

I’ve also done research asking B2B marketers how they engage and how they educate their employees and SMEs to engage. 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. Share and Enjoy: Latest Post Social Media B2B marketing Chris Brogan Google marketing Mitch Joel Online Communities social media management social media strategy Social network Triberr TwitterDo you?

Four reasons to hate thought leadership

Chris Koch

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 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). 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’ve seen the term applied to anything that carries a marketing message.

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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.

Why Companies Must Hire for Potential, Not Skills

Chris Koch

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? No dumpster diving going on there). Here are two reasons why: Schools can’t keep up.

3 ways to link marketing to revenue without metrics

Chris Koch

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.

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4 Reasons Why Facebook Stinks for B2B Marketing

Chris Koch

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?

6 lessons on how NOT to market to customers

Chris Koch

I realized that I really have become one of you marketing types. A marketing geek. (I 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. Send your top dog, most empathetic, articulate, industry-savvy, alpha salesperson in to market the service, and then show up to do the work with the freshly-minted biz school grads and the interns. Market your strengths. But healthcare sure could use some help on the marketing front.

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.

Eight attributes of a thought leader

Chris Koch

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.

The prerequisite to effective social media: the idea organization

Chris Koch

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. Latest Post Social Media Thought Leadership B2B marketing Boston Business Facebook Idea Marketing Idea Organization ITSMA marketing Marketing and Advertising New York Silicon Valley Subject matter expertEric Wittlake makes this point in a blog post this week and I heartily agree. Make it competitive.

15 things marketers should stop doing and thinking in 2011

Chris Koch

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. I don’t. Mobile.

2011: The year of personal brands

Chris Koch

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.” So when Ray leaves, Forrester banks that people will want to follow the replacement analyst in interactive marketing for Forrester. This is the year that the personal brand begins to do battle with the corporate brand. I think we need to let the personal brand win—especially in B2B.

How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. Generate more leads. Better leads. And content fuels it all

Marketing’s golden opportunity in innovation

Chris Koch

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. I 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.

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Why Brand Journalism Must Die

Chris Koch

It’s marketing. “It’s 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 It’s just an analogy!” you retort.

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We need a chief marketing analytics officer

Chris Koch

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? I 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.

How to write blog posts from a white paper

Chris Koch

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!). I decided to write down the ways. New point of view.

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Six Key Steps to Successful Marketing Automation Adoption

Selecting a Marketing Automation platform can be a daunting task. With so many options out there, your success with Marketing Automation depends on selecting the platform that best fits your needs

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

Chris Koch

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.

Why salespeople should sell ideas: an FAQ

Chris Koch

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.

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How to make social media add up to thought leadership

Chris Koch

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.

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

Chris Koch

I 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. I’m especially fond of the effect it has on my colleagues in SAP marketing: they understand that they no longer need to pitch products to get the attention of customers and prospects. A Step Toward Better B2B Marketing. Favorite Voices.

A Content Formula for Complex B2B Organizations

Content Marketing is essential for anyone who wants continued success and growth

Why Can’t Companies Be More Like the Iroquois?

Chris Koch

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.

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How to get employees involved in social media: focus on ideas

Chris Koch

Many marketers involved in social media management tell me that they struggle to get their subject matter experts engaged in social media. 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. Marketers need to help create that culture in the company by facilitating the idea process.

Where is the utility in mobile apps for B2B?

Chris Koch

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?

The 2 questions on every buyer’s mind

Chris Koch

Here’s why: Marketers who do this are more successful. In ITSMA’s Thought Leadership Survey, marketers with formal thought leadership processes segment their ideas this way 95% of the time. And those marketers tell us that they are much more satisfied with the quality of the ideas from their SMEs than marketers who have ad hoc processes for thought leadership development and dissemination. 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? Practical.

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Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful