Chris Koch

JANUARY 8, 2010

Not in our businesses, though. Marketers must become publishers, with a process for refining and presenting thought leadership content through various vehicles, (such as conference presentations, white papers, social media, etc.). And yes, we are all unique. But in most things, we’re the same and we can usually acknowledge that.

Social Media 100

Social Media B2B Thought Leadership Thought Leadership Media 100

Chris Koch

OCTOBER 22, 2010

And finally, the trade press and general business media are dying. 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. That’s why lead management automation is important.

Lead Management 100

Lead Management Marketing Management Automation Marketing Automation Services 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

FEBRUARY 24, 2010

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. B2B marketing lays the path to a sales discussion and supports relationships with existing customers. christopherakoch.com). Why B2B marketers hate social media (christopherakoch.com).

Social Media 100

Social Media Marketing Strategy Marketing & Strategy B2B Thought Leadership 100

Chris Koch

MARCH 19, 2010

By engaging, we can share links to the various other forms of marketing content that we produce, such as white papers, events, Webinars, etc. For example, posting a link to a survey that you reference in a white paper or will discuss in an upcoming event helps drive interest—and may even provide valuable research.

Social Media 100

Social Media B2B Thought Leadership Peer-to-peer Media 100

Chris Koch

JANUARY 22, 2010

For example, the landing page could be for a LinkedIn group you manage rather than the traditional white paper, newsletter, or Webinar. Social media gives us ways to build relationships with customers that white papers or newsletters can’t. And sometimes social media becomes the end in itself. What do you think?

Social Media 100

Social Media ROI Lead Ranking RSS 100

Chris Koch

MARCH 12, 2010

Rooted in Michael Porter’s timeless work in business strategy, Treacy and Wiersema took it a step further with their three “value disciplines.”. Chunks and snippets of white papers sprinkled through social media like breadcrumbs in the forest let us deliver value and build trust by providing content at a higher level of frequency.

Social Media 100

Social Media Media Thought Leadership Work Management 100

Chris Koch

JANUARY 15, 2010

Today, more salespeople are able to have business and strategy discussions with customers and take the time to listen to their needs. Businesses are asking if you’re not doing all these things you used to do anymore, why should I give you more budget? But a white paper isn’t just content; it is data.

Social Media 100

Social Media Work Management Marketing Management Marketing Automation Services 100

Chris Koch

MARCH 12, 2012

For 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. My destination? New Jersey.

Enterprise Management 100

Enterprise Management Lock-In Marketing Management Paper 100

Chris Koch

DECEMBER 28, 2010

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. Filtered conversation reduces risk. Do you call that ROI? Hey, we’re humans.

Planning 100

Planning Work Management Paid Search Agency B2B Thought Leadership 100