Chris Koch

MARCH 23, 2012

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. This person responded with a good question: How would you like it to read and sound? Too serious, in my mind.

Paper 100

Paper Social Media Social Marketing B2B Marketing 100

Chris Koch

AUGUST 16, 2011

Rather than trading information for value or simply stealing it through invisible cookies, what if we actually did it the way people do in real life: through a personal relationship? Marketers who let their subject matter experts get more personal with buyers will win in the end. It may seem facile, but social media are the answer.

B2B 100

B2B Privacy Click Rate Internet Marketing 100

Chris Koch

AUGUST 16, 2011

Rather than trading information for value or simply stealing it through invisible cookies, what if we actually did it the way people do in real life: through a personal relationship? Marketers who let their subject matter experts get more personal with buyers will win in the end. It may seem facile, but social media are the answer.

B2B 100

B2B Privacy Click Rate Internet Marketing 100

Chris Koch

DECEMBER 2, 2011

HP questioned Facebookers about their work styles and matched them to an “IT personality.” It drove them to a microsite featuring a hand-picked group of HP experts (such as these HP cloud experts) with the same “personality.” Facebook is the fun social network. Then HP did something cool.

Social Media 100

Social Media Campaigns B2B Thought Leadership Media 100

Chris Koch

DECEMBER 2, 2011

HP questioned Facebookers about their work styles and matched them to an “IT personality.” It drove them to a microsite featuring a hand-picked group of HP experts (such as these HP cloud experts) with the same “personality.” Facebook is the fun social network. Then HP did something cool.

Social Media 100

Social Media Campaigns B2B Thought Leadership Media 100

Chris Koch

MARCH 4, 2011

The number one suggestion for improvement: Focus more specifically on buyers’ particular business segment and needs (which B2B print publications used to be measured on each year in reader surveys). This longing for personalization isn’t just heard in the context of thought leadership, however.

B2B Thought Leadership 100

B2B Thought Leadership Advertising Agencies B2B Marketing Paid Search Agency 100

Chris Koch

JULY 22, 2011

But this guy still isn’t the surgeon. He’s a colleague. Then, as you are lying on a bed outside the O.R. waiting to be worked on, you meet the doctor who will be doing the work.

Work Management 100

Work Management Marketing Management Social Media B2B Marketing 100