Chris Koch

JANUARY 21, 2011

Social media have created so much noise that it’s becoming more difficult for the good old white paper to stand out. It has made those little pictures and bios at the end of white papers seem inadequate when compared to the wealth of information we can see about people on such social media channels as LinkedIn and Twitter.

Social Media 100

Social Media Budget Programs Paper Stats 100

Chris Koch

JUNE 18, 2012

As I say in the SCN post and as I’ve mentioned here plenty of times, I think we are kidding ourselves if we think that many of our best SMEs are going to take the time to blog. One of the best aspects of social media is the opportunity to put ideas to the community and gather feedback. Others call it ghost writing.

Social Media 100

Social Media Media Communities Transparency 100

Chris Koch

MARCH 25, 2011

Some companies have companywide competitions for the best ideas or the best white paper. One company has created an internal portal where project members submit ideas that are vetted and voted on by the project customers. The winning ideas are implemented. Make it competitive. This process is usually facilitated by marketing.

Social Media 100

Social Media Organization Peer-to-peer SME 100

Chris Koch

SEPTEMBER 23, 2011

99% of the time, they’re sharing links to content—blogs, research papers, news stories, etc.—that The best truly “social” interactions I see on Twitter are organized chats. I have a search column in TweetDeck for “B2B.” I try to check it every day to see what people are sharing. that they think is relevant.

Twitter 100

Twitter Broadcasting Social Media Advertising Mediums 100

Chris Koch

SEPTEMBER 23, 2011

99% of the time, they’re sharing links to content—blogs, research papers, news stories, etc.—that The best truly “social” interactions I see on Twitter are organized chats. I have a search column in TweetDeck for “B2B.” I try to check it every day to see what people are sharing. that they think is relevant.

Twitter 100

Twitter Broadcasting Social Media B2B Marketing 100

Chris Koch

SEPTEMBER 17, 2010

The same web analytics that have destroyed publishing are now getting marketers fired because nobody’s clicking on their white papers and surveys. The best example of this that I can think of is IBM’s Smarter Planet. But from the ashes of publishing, subtle association is making a comeback. Association in action: Smarter Planet.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Advertising Agencies Paid Search Agency 100

Chris Koch

MAY 1, 2009

Right now, it seems that the gap between sales and marketing is mostly papered over with technology. Salespeople are best equipped and most motivated to understand the “now” of the account: what has already been sold to customers and what they are most likely to buy next. And both know how to gain that understanding.

B2B Thought Leadership 100

B2B Thought Leadership Cross-Selling B2B Sales Thought Leadership 100