Paul Gillin

OCTOBER 3, 2013

I was sad to learn this week that BtoB magazine , which has existed under various brands for nearly 100 years, will be swallowed by Advertising Age at the end of the year. The staff has always been a joy to work with, and BtoB has played a critical role in my own education about the transformation of media.

BtoB 50

BtoB Allocation Marketing Analytics Tools Social Media 50

Paul Gillin

JUNE 17, 2010

Dell conceived of the community in 2007 as a way to enhance loyalty among its largest customers. The site is free of advertising and the member list may never be used for promotions. In fact, B2B companies were among the earliest adopters of social media. Yet B2B applications of social media get remarkably little attention.

Enterprise Management 50

Enterprise Management B2B Marketing Rules B to B 50

Paul Gillin

JUNE 24, 2010

This chapter focuses on how to calculate ROI of social media and Internet marketing programs in general. Much of the money that B2B marketers have poured into direct mail campaigns, trade show exhibitions and trade print advertising for the last 50 years has questionable returns. Profit margin. Net profit. Reputation. Market influence.

ROI 50

ROI Paid Content Social Marketing Webcast 50