Chris Koch

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

Chris Koch

Maybe if we had all gone to the upper two percent of business grad schools like the folks at McKinsey we would have known better. 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.

9 attributes of the best thought leadership content

Chris Koch

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. Lately, I’ve been talking to B2B marketers about the content delivered by these thought leaders and asking, What defines good thought leadership content? Here’s what I have so far. Surely, you have a suggestion that will get us to ten attributes? Visionary.

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6 Freaky, Funny, and Scary Abilities of Computer Organisms

Chris Koch

It opens up many more possibilities for monitoring technologies for health, business, fitness, and other activities because the sensors can essentially live longer and more independently without an external power source.

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

Chris Koch

They hold back because they know that they need the full support, commitment, and participation of the business in social media. One of the reasons I know that B2B marketers get this is because the number one goal of marketers in our survey was to integrate social media into the larger marketing strategy —to link social media to their idea marketing process and their events—the channels that are proven and where the business has committed to contributing content.

What the slow death of B2B publishing means for marketers

Chris Koch

The business model is broken. It’s not that the journalists have gotten lazy; it’s a problem with the business model for B2B publishing. When they do, they win business.

3 ways to link marketing to revenue without metrics

Chris Koch

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. One great way to connect ideas to offerings is to create a business theme—think IBM’s Smarter Planet or Cognizant’s Future of Work. Latest Post Marketing Metrics and Analytics B2B marketing Business IBM ITSMA ITSMA Research marketing New York Sales Social Media Thought leader

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4 Reasons Why Facebook Stinks for B2B Marketing

Chris Koch

So I think B2B businesses should have a Facebook page that shares whatever content the company is already producing. I keep waiting for Facebook to buy LinkedIn or Twitter and just put an end to the business vs. consumer distinction. Latest Post Social Media B2B marketing Business-to-business Cisco Company EMC Corporation Facebook Intel LinkedIn marketing social media management social media strategy Twitter

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.”

The prerequisite to effective social media: the idea organization

Chris Koch

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 expertAt 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!)

6 lessons on how NOT to market to customers

Chris Koch

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.” Latest Post Marketing Strategy B2B marketing Business Business-to-business Health care Internet Marketing marketing Marketing and Advertising Social Media

2011: The year of personal brands

Chris Koch

But Owyang didn’t just post on his own blog; he also posted on a Forrester blog that was created around his business line. 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.

15 things marketers should stop doing and thinking in 2011

Chris Koch

I’ve formed a handful of excellent business relationships on Twitter this year—we know each other on sight and (gasp) we’ve even spoken to one another. The ultimate risk in business is that your customers stop buying from you because they don’t trust you. ROI should be measured on a higher level—as in the ROI of all of marketing to the business. Wall Street is already trying to make sense of the massive river of online conversation for business purposes.

How to write blog posts from a white paper

Chris Koch

Blogging Idea Marketing Latest Post B2B marketing Blog Business Business-to-business ITSMA Research marketing Paper Social Media social media management White paperIf 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. It’s an important part of social media management.

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

Chris Koch

Latest Post Social Media Business Business-to-business Internet Marketing ITSMA marketing Marketing and AdvertisingI was thrilled to run a social media workshop this week with a large B2B technology and services provider (and ITSMA member). The great thing about the experience was that this company is already doing social media. In other words, I didn’t have to spend any time defending the honor of social media and explaining why they should be doing it.

We need a chief marketing analytics officer

Chris Koch

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 serviceThere’s lots of talk out there these days about the need for a technology guru within the B2B marketing department. Paul Dunay makes the case for one in this post, and Scott Brinker has been beating the drum for this for some time.

Why salespeople should sell ideas: an FAQ

Chris Koch

They are looking for inspiration and guidance on the business problems they face. They are looking for good ideas, facts, and data about how to solve their specific business problems. Idea Marketing Latest Post B2B marketing Business-to-business Customer Forbes Google marketing Marketing and Advertising Publishing Sales Sales EnablementWe all know the increasing importance of ideas in B2B marketing. But idea marketing doesn’t start and stop with marketers.

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Where is the utility in mobile apps for B2B?

Chris Koch

Mobile Marketing B2B social media Business Business-to-business Facebook LinkedIn Mobile apps Second Life Social Media Twitter UtilityMitch Joel has a nice post on HBR this week about bringing utility to marketing and social media. 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.

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

Chris Koch

Latest Post Social Media Thought Leadership B2B marketing Business Facebook Idea marketing Marketing and Advertising social media management social media strategy Subject matter expert TwitterMany marketers involved in social media management tell me that they struggle to get their subject matter experts engaged in social media. But focusing solely on engagement is the wrong goal. What we should be talking about instead is getting those experts involved in creating ideas.

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?

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 Watching For… Great ideas to help businesses and IT.

Why you need to turn your customers into stalkers

Chris Koch

At ITSMA , we’ve been busy preparing for our annual State of the Marketing Profession briefing next Tuesday. And what’s worse, when asked why they had corporate blogs, more than 50% said it’s the cost of doing business. It’s where we introduce some of the top findings from our annual budget survey of marketers. But we don’t like to just parrot the numbers from the survey.

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How to use social media for B2B

Chris Koch

Tags: Blogging Social Media B2B marketing Blog Business Facebook ITSMA ITSMA Research LinkedIn marketing Marketing and Advertising social media strategy Thought Leadership Twitter

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

Chris Koch

Latest Post Lead Management Social Media B2B marketing Business Business-to-business Facebook IBM iPhone marketing Marketing Strategy social media strategy Wall StreetImage by roboppy via Flickr. The other day, I kept getting calls on my cell phone from the same number.

Stop doing PR. Start doing visibility.

Chris Koch

Make sure they have business profiles on the different networks (LinkedIn, Facebook, etc.). Consequently, they know everybody’s business but don’t intervene unless asked. 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? Most journalists have discovered social media as an important research tool.

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Is lead generation killing marketing?

Chris Koch

The perceptions that marketers send nothing but junk leads to sales and fail to measure the impact of those leads on revenue have been hurting marketers’ relationships with salespeople—and the business—for at least a decade. But can we ever say that marketers will become the leading contributors of leads that wind up as closed business? Tags: Lead Generation Lead Management Apple Business marketing Marketing and Advertising Marketing B2B Sales Technology

Should we stop marketing to the CIO?

Chris Koch

And for nearly that long, pundits have been predicting that the CIO role would become extinct, and that the strategic decisions about technology would be subsumed into the business. They are too important not to be made by the business. CIOs’ power has, to a certain extent, always been rooted in something that business people hate: complexity. It began with Application Service Providers (ASPs) that promised to surgically remove the hairball from the throat of the business.

Is Twitter “social?”

Chris Koch

Share and Enjoy: Latest Post Social Media B2B marketing Business-to-business Content (media) Facebook ITSMA ITSMA Research marketing social media management social media strategy Social network TweetDeck Twitter YahooMajority opinion seems to be that Twitter isn’t really a social platform it’s a broadcast medium.

What Pisses off the Man Who is the Face of 3D Printing

Chris Koch

MakerBot , a manufacturer of desktop 3D printers priced at the level of a decent laptop, is the best known of companies producing a product that has already been raised to PC-level stature in terms of its potential impact on business and society.

Sports Analogies Suck, Right?

Chris Koch

The example I’m about to give focuses on the fact that if you think of sports fans as business customers, they are the most loyal in the world. See if you agree about this post that I worked on with my colleague Rob O’Regan: “Professional sports teams have two problems that most businesses will recognize.

Is the era of PR over?

Chris Koch

The agency must go through the guard dogs to get permission for the subject matter experts to speak, then they must get the attention of the busy interviewee, then they must coordinate with the busy executive and the external parties to make it all come together. Tags: Marketing Strategy PR Strategy B2B marketing Business Journalism Journalist Press release Promotion Public relations Risk management Web Design and Development

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13 questions about social media and thought leadership

Chris Koch

Ideas that educate customers and prospects about important business and technology issues and help them solve those issues—without selling. Just because their business model doesn’t work anymore, that doesn’t mean that their model for developing ideas and getting them out into the marketplace should also be tossed out. Anywhere there’s a business process you have the possibility to create thought leadership. But I guess it keeps consultants in business.

There is only one objective in social media: create learning networks

Chris Koch

Not in our businesses, though. There is too much wringing of hands and gnashing of teeth about social media objectives and strategy these days. We all assume that our organizations are unique and that we must devote great sums of time and money to figuring out what our particular motivation is for social media and how we will carry it out. We’re wired as humans to believe that we are each unique and different—indeed, this perception shoulders the bulk of our self-esteem.

Why marketers must become the new publishers

Chris Koch

The publishing model is also relevant because as a business model, it is dying—especially for trade magazines. Demand for that content hasn’t gone away however, and companies that can provide an adequate alternative will grow their businesses more than those that can’t. If it doesn’t, circulation drops, ad revenue drops, and the publication goes out of business. One of the great trends were seeing at ITSMA is increased automation of the lead process.

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.

How Jimmy Fallon Redefined the Celebrity Biography

Chris Koch

From a business perspective the question becomes, what should the entertainment industry do with video moments that capture the history and personalities of their stars like this. English: Jimmy Fallon CES 2009 in Las Vegas, NV (Photo credit: Wikipedia).

The Robot I’d Have a Beer with – After He Takes My Job

Chris Koch

Business leaders and politicians need to get ready for the wave of job displacement that’s going to come when robots like Victor and Baxter get their mojos really working. The robots are taking over. I know, sounds like a teaser for a 1950s sci-fi movie. But it’s happening. It’s really happening. Actually, it’s starting with just two robots. One is named Baxter. If you haven’t heard of Baxter, he is to our traditional perception of robots as a salt lick is to a gourmet meal.

The power of self-regulation in customer relationships

Chris Koch

I think that’s one of the reasons that when people write about an archetypal business, they often use bicycles. But Chris Zane thinks of this simple business model differently. He sees it entirely as a service business. Simple things seem to be the most powerful, don’t they?

Integrating mobile into B2B marketing

Chris Koch

Tags: Mobile Marketing B2B marketing Business Kipp Bodnar marketing Marketing and Advertising MarketingProfs Social Media Social network Twitter

There is no social media strategy, only marketing strategy

Chris Koch

I’m also hoping that the excitement (and the needs of social media consultants and authors to drive their businesses) will not drive us to distraction. Image via Wikipedia.

How much do you “charge” for your content?

Chris Koch

Just as the web has gutted the business model of publishing it has also reduced the price of marketing content. Image via Wikipedia.