Chris Koch

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.

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.

Trending Sources

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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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

Increase Marketing ROI 10X and Prove It

See how a marketing team demonstrated 10X ROI and increased sales by 35% with marketing automation

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.]“

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. How to measure social media influence in a marketing context. But I think as marketers, we need to think bigger.

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.

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.

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

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. Hey, marketing speaks, everybody listens.

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. In three plus years of tweeting, I’ve picked up what I perceive to be the general etiquette for engaging on Twitter.

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). I don’t know of another marketing term that gets so much hate mail. I’ve seen the term applied to anything that carries a marketing message.

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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.

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. Creating good idea-based marketing content is hard and takes a long time if done right.

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5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

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 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

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 expert

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.

7 Common Marketing Mistakes and strategies to avoid them

This white paper addresses the 7 most common challenges marketers hit when marketing products, solutions, or services and offers proven advice on how to avoid these missteps and improve the success of your marketing efforts

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.

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 have a crisis in marketing channels.

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. Marketing is in a similar position today to where IT was in the 90s. Marketing is essentially in charge of collaboration both inside and outside the company through its leading role in social media.

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.

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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

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?

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.

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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.

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. No, you have to work with marketing to get those ideas translated into a form you can use with customers—whether that be idea salescards, demos, etc.

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The Marketing Landscape: Where Data and Content Merge

Understand the importance of good data and good content and how they work together to help your marketing efforts

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.

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. As a practitioner of idea marketing at SAP, that’s music to my ears. A Step Toward Better B2B Marketing.

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.

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.

Empathy: Your Lead Generation Superpower

Speaker: Brian Carroll, CEO & Founder of markempa

Today’s sales and marketing environment is a paradox. There has never been more marketing channels to reach potential customers. That's why we need to go beyond rational-logic based marketing to understand how our customers feel.

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.

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. Latest Post Sales and Marketing Collaboration American Revolution Canada Iroquois Iroquois League New York New York City North America United States

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. It’s where we introduce some of the top findings from our annual budget survey of marketers. So we spend weeks leading up to the briefing arguing about what the numbers actually mean and what marketers should do. All through 2010, marketers have been telling us that they are having a harder time getting their content noticed. Marketers as paparazzi.

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How to use social media for B2B

Chris Koch

I think it’s important to try to do this if we’re going to get social media integrated with the rest of marketing. The next step is to categorize how we use social media in these different areas and how our actions hook back into the rest of marketing. Promote other types of marketing.

Best Practices for a Marketing Database Cleanse

A framework comprising of best practices to consider and red flags to avoid