customer Paper Related Topics 
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.
Chris Koch
MARCH 12, 2010
Social media is raising the bar on customer intimacy. Though it has become a generic term, customer intimacy was first coined by Michael Treacy and Fred Wiersema who worked at CSC/Index back in the 90s when I was a thought leadership marketer there. The theory is that every company competes in three disciplines: Customer intimacy.
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Chris Koch
JULY 16, 2010
For example, in the three categories I’ve looked at so far (there are six categories altogether), we have one company using analytics to predict customer buying patterns (and this ain’t diapers or laundry detergent, ladies and gents—we’re talking six-figure jumbles of complex products and services here). What is a waking dream?
Chris Koch
JANUARY 22, 2010
So if you buy that leap of logic, let’s say that blogs are another channel, like PR, in a marketing mix designed to familiarize customers and prospects with our companies and us. And if that’s true, then we should try to increase the volume and quality of interactions with have with customers and prospects through social media, no?
Chris Koch
MARCH 18, 2011
Now, you may think that because I’m using revenue and thought leadership together in the same sentence that I’m going to reveal some secret way to measure the link between the white paper you published last month and the complex solution sale you make six months from now. Most salespeople don’t know what to do with a 20-page white paper.
Chris Koch
MAY 21, 2010
Have you ever noticed that your Facebook profile page looks like one of those horrible qualification forms that we make our customers fill out? Both Facebook and we have traditionally believed that the content services that we provide—in our case studies, white papers, webinars, etc.—come come at a price. What do you think?
Chris Koch
JANUARY 8, 2010
Companies that made commodity products would tell me with straight faces that even their financial processes were unique—GAAP be damned—and that they needed to customize their software to fit “our ways of doing things.” Your internal learning network should integrate with the ones you want to build for customers. The rest is promotion.
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