Chris Koch

How social media muteness endangers your company: The crisis at McKinsey

Chris Koch

Latest Post Social Media Thought Leadership B2B marketing Blogging Congressional Budget Office Employment Health care Health care reform in the United States ITSMA Marketing Strategy McKinsey & Company social media management social media strategy Urban Institute White HouseMcKinsey 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.

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.

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Trending Sources

What the slow death of B2B publishing means for marketers

Chris Koch

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. But if you step back and think about where the real opportunity is for B2B marketers, it is idea marketing.

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. Social doesn’t happen in B2B without a culture change. When we surveyed B2B marketers last year, 50% said they do not have a social media policy. It would be easy to say that B2B companies don’t have social media policies because they just don’t get it, or they’re slow and lack resources. But you can’t tweet a 50%-off coupon in B2B.

Secrets to Successful B2B Webinars

This best practice guide covers a variety of elements surrounding successful webinar strategy and execution

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

Chris Koch

Not gonna happen in B2B. Latest Post Social Media American Marketing Association B2B marketing marketing social media management social media strategy TwitterImage via Wikipedia.

How to measure influence in social media marketing

Chris Koch

For example, many ITSMA members are companies that began by selling B2B products but are now trying to become known as full-service solution companies. 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., 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 Twitter

Four reasons to hate thought leadership

Chris Koch

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. You may have noticed that I’ve changed the name of my blog. I’ve changed it for two reasons.

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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

4 Reasons Why Facebook Stinks for B2B Marketing

Chris Koch

We don’t see the value of it for B2B and we want it off the table. Seemed a bit harsh, but I had to admit that I had been harboring my own doubts about the value of Facebook for B2B for a long time. I’m not saying that B2B companies shouldn’t be on Facebook. So I think B2B businesses should have a Facebook page that shares whatever content the company is already producing. What is B2B marketing all about?

3 ways to link marketing to revenue without metrics

Chris Koch

Latest Post Marketing Metrics and Analytics B2B marketing Business IBM ITSMA ITSMA Research marketing New York Sales Social Media Thought leaderI’m looking forward to our annual ITSMA spring road trip. This time, I’ll be speaking about how to tie thought leadership to revenue, starting in Santa Clara, CA next Wednesday, and in New York and Newton, MA the following week. Hope you can join us.

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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.”

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The prerequisite to effective social media: the idea organization

Chris Koch

I’m hearing B2B companies tell me that they are starting to make idea development part of the yearly goals of their subject matter experts. 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 expert

2011: The year of personal brands

Chris Koch

I think we need to let the personal brand win—especially in B2B. Blogging Brand, Reputation, and Positioning Altimeter Group Augie Ray B2B marketing Brand Brand Management Business Corporate Brand Corporate Branding Forrester Research Interactive marketing Jeremiah Owyang Personal Brand Personal Branding Social MediaThis is the year that the personal brand begins to do battle with the corporate brand.

Flip My Funnel - Guide To B2B Account Based Marketing

As modern B2B marketers, we have been lucky enough to witness some of the most dramatic shifts in marketing strategies and technologies

6 lessons on how NOT to market to customers

Chris Koch

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. Many of us in B2B can be proud of how we educate our customers and prospects on the business issues they face—from current regulatory changes to future “sea changes.” Unfortunately, this one does often ring true in B2B, at least in my experience in consulting. In both B2B and B2C, we’re getting better about throwing unhappy customers a bone.

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15 things marketers should stop doing and thinking in 2011

Chris Koch

For expensive, complex B2B products and services, social media can improve relationships with customers and increase awareness. Latest Post Marketing Strategy Mobile Marketing Social Media B2B marketing Business Facebook ITSMA Research LinkedIn Marketing ROI Rate of return Smartphones Social network TwitterHere’s a list of things I wish we would stop doing and thinking as of December 31 st : Social media. Social media cause people to waste time at work.

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Marketing’s golden opportunity in innovation

Chris Koch

Latest Post Social Media B2B marketing Chief executive officer Chief marketing officer Innovation ITSMA Kickstarter marketing Netflix social media managementInnovation is becoming more external to companies and more social.

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How to write blog posts from a white paper

Chris Koch

Let’s face it, there are some B2B executives who wouldn’t read a white paper even if you threatened them with lima beans (what, you like lima beans? Blogging Idea Marketing Latest Post B2B marketing Blog Business Business-to-business ITSMA Research marketing Paper Social Media social media management White paper

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A Content Formula for Complex B2B Organizations

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

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

Chris Koch

I was thrilled to run a social media workshop this week with a large B2B technology and services provider (and ITSMA member). What is the next level of social media in B2B and how do you know when you’ve gotten there? I speak to many regulated B2B companies who (still) don’t believe their employees can engage in uncontrolled conversations with customers and prospects. Most B2B companies I work with are much farther ahead with internal social media efforts than with external.

Where is the utility in mobile apps for B2B?

Chris Koch

As 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. Social media hasn’t taken off for B2B because it doesn’t provide any more utility for making those things happen (except perhaps for finding old colleagues on LinkedIn).

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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. I think B2B marketing groups need the same emphasis–and that need will never go away once the systems are installed. Latest Post Marketing Metrics and Analytics B2B marketing Business Chief information officer Chief technology officer marketing Marketing Analytics Marketing and Advertising Marketing Automation Paul Dunay Scott Brinker Software as a service

Why salespeople should sell ideas: an FAQ

Chris Koch

We all know the increasing importance of ideas in B2B marketing. Every B2B company has subject matter experts (SMEs) who are working with customers to solve problems and have deep backgrounds in customers’ processes, industries, and functions. In a recent ITSMA survey, 88% of B2B buyers said that ideas are important or critical for providers that want to make it to their short lists. Besides creating idea networks, B2B companies also have to become publishers.

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Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales

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

Chris Koch

A Step Toward Better B2B Marketing. I’m sure I don’t need to introduce you to Forbes’ “BrandVoice” program (used to be “AdVoice). 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.

How to use social media for B2B

Chris Koch

I’d like to create a guide for how to use social media in B2B that does not involve talking about the specific tools—as least not in the top line. B2B buyers value peer connections above all else. Image by HubSpot via Flickr. I want to do something ambitious and I’m hoping you’ll help.

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. In the process, I discovered five important steps that B2B companies must take to integrate social media into the overall marketing strategy. ITSMA Research Latest Post Thought Leadership B2B marketing Marketing Strategy Social Media

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

Chris Koch

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. Latest Post Social Media Thought Leadership B2B marketing Business Facebook Idea marketing Marketing and Advertising social media management social media strategy Subject matter expert Twitter

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

The 2 questions on every buyer’s mind

Chris Koch

Share and Enjoy: Latest Post Thought Leadership B2B marketing Business Fred Reichheld Health care reform in the United States IBM ITSMA ITSMA Research marketing Marketing Processes Marketing Strategy McKinsey & Company Sales Subject matter expert Thought leaderAt 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?

The crisis of buyer information in B2B and how to fix it

Chris Koch

Obviously, this is less of an issue in B2B than B2C. Cookies help us learn more about our website visitors, but you won’t learn nearly as much about the spending patterns of B2B executives through web cookies as you do with B2C buyers. Privacy is a concern in B2B, too.

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Stop doing PR. Start doing visibility.

Chris Koch

You can’t do what one B2B company did: require that subject matter experts submit tweets to PR for approval two weeks in advance of posting. Tags: Latest Post Marketing Strategy B2B marketing Facebook LinkedIn PR PR Strategy Press release Public relations Social Media Social network Subject matter expert Twitter Thanks for the great comments on last week’s post, “Is the Era of PR Over.&# Okay, so if the traditional model for PR is failing, what do we do instead?

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Thought leadership is still dead; long live idea marketing

Chris Koch

Tags: Thought Leadership Add new tag B2B marketing Gartner marketing Marketing Strategy

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

Each year B2B organizations spend more than $5.2 billion on content creation

Is lead generation killing marketing?

Chris Koch

This was the gist of a very controversial assertion made by a senior marketer from a very well known B2B technology company during dinner at our ITSMA Marketing Leadership Forum (download highlights from the ITSMA Marketing Leadership Forum) when he said: “An overemphasis on leads is damaging our relationship with sales.”. Maybe if you’re selling Apple iPads, but if you’re selling complex B2B services and solutions?

3 factors in winning the social media horse race

Chris Koch

The reason that blogs are so popular (and the cornerstone for social media in B2B social media marketing) is that they are long. Blogging Latest Post Social Media B2B marketing Blog Facebook Google LinkedIn social media management social media strategy Social network Tumblr Twitter YouTubeSeems 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.

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Should we stop marketing to the CIO?

Chris Koch

The importance of audience segmentation in B2B will increase. Tags: Customer Relationships Marketing Strategy Application service provider B2B marketing Business Business process Chief information officer CIOs Cloud computing Corporate Executive Board E-Commerce Information technology Thought Leadership

Is Twitter “social?”

Chris Koch

For these reasons, pundits say that Twitter isn’t much use for reaching B2B customers. These days, my audience is B2B marketers and my goal is to help you learn. I have a search column in TweetDeck for “B2B.” Then I click through to see if the content is something that I think B2B marketers might learn from. Am I wrong to believe that B2B audiences will gradually come to social media channels like Twitter to learn?

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