Chris Koch

SEPTEMBER 23, 2011

So I treat Twitter like a reporter rather than a cocktail party host. Rarely do I see people who believe that the tweet alone is content to be learned from (except those annoying people who think quotes from famous people are worth tweeting). Learning is social, isn’t it?

Twitter 100

Twitter Broadcasting Social Media B2B Marketing 100

Chris Koch

SEPTEMBER 24, 2010

That same report also found that salespeople that coached one another also made more money. Sharing information in a way that doesn’t overly sap productivity (hard to do before social media came along) raises all boats. Aberdeen Research has found that salespeople that share information with each other make more money than those that don’t.

Peer-to-peer 100

Peer-to-peer Wiki Marketing Management Internet Marketing 100

Chris Koch

JUNE 15, 2011

The American Marketing Association successfully lobbied the FDA to have Mojitos outlawed after research linked them to these unpredictable outbursts. Those “theme” martinis offered during open bar receptions at marketing conferences are also reportedly on the way out—but it’s taking the FDA some time to catalogue all the different varieties.).

Social Media 100

Social Media B2B Thought Leadership Media Wikipedia 100

Chris Koch

FEBRUARY 12, 2010

No doubt you’ve seen research showing the degree to which most web content leads back to a few, dependable sources like the New York Times —whose reporters do all the work (which, contrary to popular belief, very few people could do even if they had all the time and money in the world) so others can benefit.

Social Media 100

Social Media Forrester Media Transparency 100

Chris Koch

JULY 31, 2009

In this report (free with guest registration), Julie points out that marketing’s primary role is to make sales more efficient. We should be measuring revenue and what Julie calls the Cost per Order Dollar (CPOD). Stop apportioning blame. So why do we continue to measure marketing separately from sales?

B2B Thought Leadership 100

B2B Thought Leadership Paid Search Agency Work Management B2B Sales 100

Chris Koch

APRIL 16, 2010

I’ll be reporting some of the major findings here and at ITSMA.com over the coming weeks. We just completed our ITSMA survey on social media. But one finding sticks out. Marketing owns social media management. That’s right. It’s our job.

Social Media 100

Social Media Work Management Marketing Management Social Marketing 100

Chris Koch

JULY 31, 2009

In this report (free with guest registration), Julie points out that marketing’s primary role is to make sales more efficient. We should be measuring revenue and what Julie calls the Cost per Order Dollar (CPOD). Stop apportioning blame. So why do we continue to measure marketing separately from sales?

B2B Thought Leadership 100

B2B Thought Leadership Paid Search Agency Work Management B2B Sales 100

Chris Koch

OCTOBER 7, 2011

In our recent lead management survey, just 53% report consistent definitions of lead tracking that are adopted globally. They care about the size, speed, and quality of the pipeline. We need a lead management process to act as a place to bring people from social media. Only 65% have defined the lead flow process.

Social Media 100

Social Media B2B Thought Leadership Media Peer-to-peer 100

Chris Koch

OCTOBER 7, 2011

In our recent lead management survey, just 53% report consistent definitions of lead tracking that are adopted globally. They care about the size, speed, and quality of the pipeline. We need a lead management process to act as a place to bring people from social media. Only 65% have defined the lead flow process.

Social Media 100

Social Media B2B Thought Leadership Media Peer-to-peer 100

Chris Koch

FEBRUARY 24, 2010

I’m trying to get at the issues of integration in our survey, and will report on our findings. It’s why I left strategy and metrics out of the four components of social media management. The strategy is a marketing strategy and the metrics should happen across everything you do. What do you think? Please let me know.

Social Media 100

Social Media Marketing Strategy Marketing & Strategy B2B Thought Leadership 100

Chris Koch

AUGUST 13, 2010

Rather than trying to craft an objective view of what HP employees thought of Hurd based on a handful of interviews with a few (possibly disgruntled) ex-employees, the reporter is able to build a credible case for the fact that, as it says on the headline, “Few HP workers shed a tear for Hurd.”.

Social Media 100

Social Media Media B2B SME 100

Chris Koch

NOVEMBER 6, 2009

Establishing clear metrics before you start provides guard rails for the project and makes it easier to provide progress reports. Budget is the overriding limiter, but it’s important to quantify as many constraints as possible because the limiters help define the ambition of the project. How do you measure success?

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership Budget Programs Business 100

Chris Koch

JANUARY 8, 2010

Toyota’s market share wasn’t built by Toyota’s marketing; it was built by Consumer Reports. Recommend products and services that you haven’t thoroughly researched and you will most likely be out of a job. But it also applies in B2C. Every buyer wants to learn at all stages of the buying process.

Social Media 100

Social Media B2B Thought Leadership Thought Leadership Media 100

Chris Koch

OCTOBER 12, 2010

A report from the Corporate Executive Board entitled The Future of Corporate IT predicts that up to 80% of application spending will move outside the company. What will happen to CIOs.

Marketing Management 100

Marketing Management B2B Thought Leadership Paid Search Agency Thought Leadership 100

Chris Koch

JANUARY 29, 2010

For example, there is no way that the typical Webinar is worth as much as an in-depth research report, yet we make buyers give us the same amount of information for both—we charge them the same price. In many cases, we’re charging too much for our content and in other cases not enough. We’re the ones who don’t pay enough attention to it.

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 100

Chris Koch

JANUARY 29, 2010

For example, there is no way that the typical Webinar is worth as much as an in-depth research report, yet we make buyers give us the same amount of information for both—we charge them the same price. In many cases, we’re charging too much for our content and in other cases not enough. We’re the ones who don’t pay enough attention to it.

Lead Ranking 100

Lead Ranking Lead Scoring B2B Thought Leadership Mobile Advertising 100

Chris Koch

JANUARY 15, 2010

We tear our hair out trying to devise metrics that we can’t report on because we don’t have the data. There is no visual, visceral confirmation of its impact. But a white paper isn’t just content; it is data. It can be tracked and measured. Automation creates metrics. The funnel becomes electric.

Social Media 100

Social Media Work Management Marketing Management Marketing Automation Services 100

Chris Koch

DECEMBER 16, 2010

This week, we released my ITSMA Special Report: “How to Fit Social Media into your Overall Marketing Strategy and Make it Stick.”. The report is a combination of the reporting I’ve done here on this blog, case studies of social media that I’ve done for ITSMA, and two surveys that we’ve done at ITSMA over the past three years.

Thought Leadership 100

Thought Leadership Social Media B2B Thought Leadership Media 100

Chris Koch

MAY 5, 2014

For example, a government report found that patents in the field of genetics actually limited patient access to genomic testing that would have helped them determine whether they had potentially life-threatening genetically-based diseases.

Copyright 100

Copyright Distribution Youtube Internet Marketing 100

Chris Koch

JULY 29, 2011

The biggest credibility blow was struck by a blogger at the New Republic, who pointed out that unlike reports from the firm’s own “semi-autonomous think tank” the McKinsey Global Institute, the healthcare survey did not undergo a formal peer review process. Too late, transparency—and defensiveness.

Social Media 100

Social Media Thought Leadership Paid Search Agency Companies 100