Chris Koch

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How Manchester United Revolutionized Sports Marketing

Chris Koch

Ask me which English soccer, uh, football team I would support and I would say Liverpool.

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

Chris Koch

We understand how the language in the article could lead the reader to think the research was a prediction, but it is not.”. 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.

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

Chris Koch

We need a lead management process to act as a place to bring people from social media. In our recent lead management survey, just 53% report consistent definitions of lead tracking that are adopted globally. Only 65% have defined the lead flow process. Without a process for integrating social media into lead management, the ROI of social media in B2B will never move beyond brand awareness and website traffic.

What the slow death of B2B publishing means for marketers

Chris Koch

But most marketing organizations don’t measure relevance; they measure output—whether it’s in leads or downloads. 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.

Lead Generation Checklist

You spend a lot of time, energy, and money doing lead generation to capture leads but it's how you manage them that makes the difference between success and failure

4 Reasons Why Facebook Stinks for B2B Marketing

Chris Koch

Every time we talk about it, we have an endless argument that leads nowhere.”. Recently, I was preparing a workshop on social media for an ITSMA client. 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? 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.

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The prerequisite to effective social media: the idea organization

Chris Koch

Some management consulting companies have the commitment to ideas baked into the culture—you simply will not survive as a consultant if you do not create ideas that lead to new IP. 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!)

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. Here’s the kind of pressure that social media puts on us: After not posting anything to my blog in nearly six weeks, I feel compelled to offer an explanation. Isn’t that sad? Hey, but that’s how it is. Social media are like a school of sharks; keep moving forward or sink lifelessly to the bottom. Well, I have an explanation, or an excuse, and a damned good one at that.

15 things marketers should stop doing and thinking in 2011

Chris Koch

From Facebook to email to putting telephones on employees’ desks (remember, the telephone started as a “consumer” communication technology, too), companies think that every new wave is going to lead to gajillions in lost productivity. Here’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. Companies have a long and pointless history of resisting new forms of communication.

B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. its role beyond lead gen.

Marketing’s golden opportunity in innovation

Chris Koch

Marketing is essentially in charge of collaboration both inside and outside the company through its leading role in social media. Innovation is becoming more external to companies and more social. When Netflix’s internal engineers struggled to get more than incremental improvements in the company’s movie matching algorithm, the company put the problem to the internet and crowdsourced a 10% leap in accuracy (of course, it didn’t hurt that they offered a million dollar prize).

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We need a chief marketing analytics officer

Chris Koch

Most companies do not yet have closed-loop lead management processes supported by systems, for example. There’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. Maybe I’m splitting hairs here, but I wonder about the long-term need for a marketing technologist.

How to make social media add up to thought leadership

Chris Koch

In instances like this, the Times would hire a talented freelancer to swoop in like a predatory bird, scanning everything that me and all the other beat reporters on the other local papers had written on the subject in the months leading up to this point and nail the story with a killing strike—a single, cogent, engaging, original (never plagiarized) narrative leading up to the dramatic denouement of the protest.

Why Can’t Companies Be More Like the Iroquois?

Chris Koch

Women hold a strong place in Iroquois society, leading individual clans within tribes, helping determine chiefs, and holding veto power over treaties and declarations of war (the Iroquois declared war on Germany in both world wars).

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

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

Chris Koch

Living in a country that leads the world in promoting freedom, compassion, and honesty (hope it continues to be the US–I’m beginning to have my doubts). I’m sure I don’t need to introduce you to Forbes’ “BrandVoice” program (used to be “AdVoice).

Why you need to turn your customers into stalkers

Chris Koch

So we spend weeks leading up to the briefing arguing about what the numbers actually mean and what marketers should do. At ITSMA , we’ve been busy preparing for our annual State of the Marketing Profession briefing next Tuesday. 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.

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.”. How could emphasizing leads not improve the relationship? But his point was that marketers will never be as good at handling leads as salespeople are.

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

Chris Koch

Yet even in B2B, we have a growing concern over privacy in lead management. 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.

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust

Thought leadership is still dead; long live idea marketing

Chris Koch

Having been a journalist for years, I know that these acronyms lead even the most feeble-minded of us journos to the next obvious question: What do you mean when you say (insert acronym here)? I think that this definition will lead to the perpetuation of the brochure-on-steroids interpretation of thought leadership. These are the key components: Install a lead tracking and nurturing system. Agree with sales on the definition of a sales-ready lead.

The Worst Source of Work Conflict

Chris Koch

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. There are five ways that technology (current technology, anyway) leads to work conflict. They give off social cues that viewers automatically pick up, which can lead to a negative bias, which can lead to conflict.

Is the era of PR over?

Chris Koch

The pressures on the guard dogs lead to a lot of problems: The emphasis is on risk avoidance. For example, if the agency-managed interview leads to bad press, the guard dogs can show that they are managing risk for the company by blaming and firing the agency (agencies are used to this and work with many different companies in order to manage the ever-present risk of getting fired).

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13 questions about social media and thought leadership

Chris Koch

But marketers must lead and support SMEs in the development and publishing processes. Earlier this week I participated in one of MarketingProfs’ TechChats (just do a Twitter search on the #TechChat hashtag to find the dialogue). It’s a warm-up for the great dialogues we’ll be having at MarketingProfs’ SocialTech conference later this month in San Jose, where I’ll be speaking about social media and the B2B buying process. If you’re in B2B marketing, you gotta go to this thing.

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

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

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

Chris Koch

So for example, a tweet or a posting in a LinkedIn forum leads to blog post, which leads to a video, which leads to a conference presentation, white paper, or private event for top customers. There is too much wringing of hands and gnashing of teeth about social media objectives and strategy these days.

Why marketers must become the new publishers

Chris Koch

One of the great trends were seeing at ITSMA is increased automation of the lead process. If we now have a system measuring how long it takes marketing to nurture a lead until it is sales ready, we will now also have a measure of whether the nurturing period increases or decreases over time. That metric is going to be critically important as we automate the lead process because nurturing is marketing’s special sauce.

How Jimmy Fallon Redefined the Celebrity Biography

Chris Koch

The moment Fallon says he had been waiting for all his life came when he was just 24: an audition for Lorne Michaels , the creator and lead producer of SNL. English: Jimmy Fallon CES 2009 in Las Vegas, NV (Photo credit: Wikipedia).

Patents Are Dead

Chris Koch

Lemley, who is one of the world’s leading authorities on patent law, isn’t so sure. I have always associated innovation with patents. It’s the classic vision of the lone, wild-haired inventor in a grimy white lab coat putting himself and his family (assuming they’re still hanging around – he spends all of his time in the basement tinkering and cursing) through abject poverty until he finally hits on something useful and a huge conglomerate buys his invention and he moves to a mansion.

B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. its role beyond lead gen.

How much do you “charge” for your content?

Chris Koch

Even the most basic lead scoring mechanism raises the price of content as buyers consume more of it—i.e., Maybe I’m focusing too much on semantics, but I think lead scoring only gets it half right. Lead scores don’t ask, “But what are they willing (and happy) to pay for our content?

Why Lead Management Automation Really Matters

Chris Koch

We should care more about lead management automation in B2B marketing. That’s why lead management automation is important. It’s too difficult to track that relationship and know when someone is ready to do more than just read your white papers unless you have a process for lead management and can automate it. What is stopping your company from creating an automated lead management process?

Have you created a waking dream for your customers?

Chris Koch

Coppola was just leading me by the hand through his vision of the Godfather (and I’m really grateful that he did, don’t get me wrong). The trick is to do it in a way that leads to constructive thinking. Image via Wikipedia.

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How social media will change lead generation in B2B

Chris Koch

The era of the sales process beginning with a lead is over. We have to come to terms with the fact that there is a stage of the buying process that comes before the buyers we are pursuing are ready to become leads. We are trying to generate demand during this stage, not create leads, because these people aren’t ready to become leads. We have to generate demand before we can generate a lead. These people are not leads—they are not ready to be contacted by anyone.

B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. its role beyond lead gen.

There is no social media strategy, only marketing strategy

Chris Koch

What’s been proven to work in B2B is for marketers to reach out to prospects with smart, engaging, educational content that leads to trust. The trust leads to a more personal relationship and hopefully, a purchase. Image via Wikipedia.

Why the volume and quality of interactions with customers has to pass for social media ROI

Chris Koch

I wish I could say that social media leads to sales. We need to believe that more engagement between our companies and the people we want to reach is a good thing that ultimately leads to sales—but down a long, narrow, winding path with a few jumps between cliffs thrown in there.

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

Chris Koch

Yet even in B2B, we have a growing concern over privacy in lead management. 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. Never left a voice mail, (which my gut was telling me should have been a signal), but the number was local.

Is “social media campaign” an oxymoron?

Chris Koch

Can campaigns coexist comfortably with a thought leadership lead nurturing strategy? 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. I would have had only slightly less disdain for the audience for these campaigns. Fly-by-night opportunists hoping to win your Facebook sweepstakes.