Paul Gillin

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3 Branded B2B News Services That Get It Right

Paul Gillin

Some B2B marketers have gone that. B2B Content Marketing Adobe CMO.com Cisco Connected Futures Knowledge@Wharton thought leadership Tim MoranMost content marketing is currently delivered piecemeal in the form of white papers, e-books, webcasts and the like. While there’s nothing wrong with that, drive-by customers are hard to engage in conversation. CMO.com. Knowledge@Wharton.

8 Data Points about the Importance of Customer Experience

Paul Gillin

Sixty-two percent of B2B and 42% of B2C customers purchased more after a good experience , while 66% and 52%, respectively, stopped making purchases after a bad experience, according to a recent survey of 1,000 people who had had recent customer service interactions. Attack of the Customers B2B marketing Social Media social networks That’s gonna be a tall order.

Not Dead Yet: Blogging’s Popularity Surges Among F500

Paul Gillin

Did you know that e-mail still has a significantly higher conversion rate than any other B2B Web traffic source? There’s no fluff in the press release, so I’ll just excerpt it word for word. And they’ve been doing it every year since 2008, which makes the trending data particularly useful. What is surprising is the sudden popularity of corporate blogs. Charts.

The Trouble with Klout

Paul Gillin

In the interview with Schwartzman, who is the co-author of my B2B social media marketing book , Megan Berry said the company has “a million and one&# improvements it wants to make. Estimating influence is a delicate balance of art and science. People are drawn to quantitative methods because scores are easy to understand. The more I look at it, the less I like it. Beyond Followers.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

Contents GOING LONG: HOW 5 B2B TECH BRANDS BUILT VALUABLE AUDIENCES THROUGH HIGH-QUALITY, LONGFORM CONTENT CONTENTLY3 Brands aren’t just publishing. Thirty-one percent identified as B2B marketers, 18. 49 percent work across B2B and B2C businesses. marketing in B2B tech, even major brands like. B2B marketers. for B2B marketers than for B2C marketers. little.

How to Get Salespeople Aboard the Social Media Train

Paul Gillin

One of the most common frustrations I hear B2B marketers express is about the difficulty of getting salespeople interested in social media. B2B marketing Social Media Tips HubSpot Jeff Hoffman linkedin sales Twitter Outside of prospecting with LinkedIn, few sales pros are willing to make the investment of time to learn and use tools that promise a payoff months or years down the road.

Slides and Video Cover What You Need to Know About Search

Paul Gillin

B2B search Social Media social networks Tips Facebook google HubSpot Mike Moran Paul Gillin Search Engine Land Search engine optimizationA client asked me to prepare a one-hour seminar on the basics of search engine optimization (SEO), and I thought it was worth sharing. This is more than your standard chalk talk. Search Essentials – What You MUST Know from Paul Gillin.

What a Hotel Manager Taught Me About the Future of Business

Paul Gillin

These forces will affect B2B and B2C businesses, nonprofits and government agencies. Scott Wright is the general manager of the Wyndham Wingate Hotel in Erlanger, KY, and in a 15-minute ride to the airport yesterday morning he taught me something about the future of business. “I try to get out of the office at least a couple of times a week and connect with the customers,&# he said.

A Nice Collection of B2B Marketing Stats and Videos

Paul Gillin

based B2B marketing agency that says its mission is, “to chase out the humdrum and bring a lot of love and passion to B2B marketing.” Earnest’s B2B campaigns have a lot of B2C energy inside them. Here’s its latest collection of recent trends and statistics:  This is the year that was in B2B Marketing crunched. Be sure to check out the links to some of the year’s best B2B videos on slide 37. B2B Content Marketing Research Social Media Earnest is a U.K.-based ” Its work certainly bears out that goal.

Stats 61

Evangelizing a Content Marketing Program

Consider: Content Marketing on the Rise &86% B2B Marketers are now using content marketing in. strategic fashion 77% B2C Marketers 76% 69%& B2B Marketers are creating more content than they. report, only 21 percent of B2B marketers say that they’re. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. All rights reserved. Introduction 4 II. brands.

Here’s What 25 B2B Marketers Think Are the Key Trends in 2016

Paul Gillin

I was delighted when B2B Marketing Zone – a website and newsletter that I devour – asked me to be one of 25 contributors to its “ B2B Marketing Trends for 2016 ” e-book. love this content concept, and it’s an idea more B2B marketers could adopt. Your contributors will be flattered to be included and you will get to tap into their often substantial followings.

B2B Blogging Gets Publishing Discipline

Paul Gillin

Blogs may be declining in importance in the consumer realm as Facebook and Twitter grow in popularity, but they are still the most valued social platforms for B2B marketers as evidenced by recent research (see p. It’s clear to me that the best B2B companies are taking their blogging to the next level. B2B Corporate Blog blogging businessblog27 of the PDF). Holy cow!

How B2B and B2C Marketing Are Different

Paul Gillin

Co-author Eric Schwartzman and I wrote the book because we felt that B2B marketers were getting inadequate advice about how to apply social media constructs to their work. Invariably, someone stands up and asks, “What does this mean to me as a B2B marketer?&#. The fact is that much of what works in consumer markets would fail in B2B interactions. Group consensus. Read it!

B2C 76

How to Summarize Content for a Business Audience

Paul Gillin

B2B Content Marketing marketing Tips Big Data Executive summary Inverted pyramid In my previous post about How to Read and Summarize a 20-Page Research Report in 20 Minutes , I showed how to skim through a complex document and gather essential information to use in summarizing the material for a business audience. Now let’s build our summary from the material we highlighted. Key Point.

Two B2B Social Marketing Initiatives Worth Checking

Paul Gillin

A couple of notable B2B efforts have caught my eye recently that I wanted to share. No doubt this wasn’t cheap, but it’s impressive to see a B2B community demonstrate this kind of ingenuity. Two impressive B2B social media efforts by two companies addressing very different audiences. B2B communities marketing Social Media videoIt respects its audience.

Content Methodology: A Best Practices Report

benchmark report, 76 percent of B2B marketers and 77 percent of B2C marketers. and over half of both B2B and B2C marketers are not clear on what a successful. The Drum named the Best B2B Content Marketing of 2015. Content. Methodology: A Best. Practices Report Copyright © 2016 Contently. All rights reserved. Definition II. Why a Content Methodology Is Needed III. the stories.

Industrial Age Thinking Thwarts Potential of Internal Social Nets

Paul Gillin

B2B corporate Facebook social networks InformationWeek mckinseyAbout 15 years ago the CEO of the company where I worked decided that it was important that employees should learn to use the technology they were writing about. He asked my business unit to build a computer lab that employees could use at any time to play and experiment. There was even a NeXT machine. Unrealized Promise.

Aging 69

The Other Social Network

Paul Gillin

LinkedIn is set to eclipse the 100 million member mark sometime this spring, and it is quickly becoming the social network of choice for B2B professionals. This is the ideal B2B environment. It’s not surprising that in research conducted by B2B magazine last spring, marketers picked LinkedIn as their social network of choice by a substantial margin over Facebook.

Social Marketing Wisdom From a True Practitioner

Paul Gillin

Stand Out also has several excellent case studies from both B2C and B2B businesses that dramatize the advantages of engaging in conversation rather than spewing messages. Stand Out Social Marketing starts a little slow, but if you stick with it you’ll be rewarded with truly actionable insight that can help your whole company become more social. Mike Lewis manages to find one.

I’ve Been Writing A Lot Lately, Just Not Here

Paul Gillin

report reveals a startling disconnect between B2B companies and their customers that should give every marketer pause to reflect on his or her priorities. The research shows that the themes that B2B companies emphasize in their marketing messages are wildly inconsistent with the factors that B2B buyers care about most. But my blog is still my home base. Short on content?

Content Marketing Playbook: Strategy and Roadmap

According to CMI’s 2015 report, just 35 percent of B2B or- ganizations and 27 percent of B2C organizations have a. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Introduction 3 II. conference.

Facebook, LinkedIn and Twitter in Plain English

Paul Gillin

LinkedIn is a favorite of B2B marketers because its members go there mainly to discuss professional interests. B2B Facebook LinkedIn Social Media social networks TwitterI prepared summaries for my upcoming Search & Social Double Whammy seminar on May 2 in Burlington, MA describing the “big three” social networks: Facebook, LinkedIn and Twitter. My goal was to describe in plain English the way these networks provide value to their users and the metaphors they use for interaction. Perhaps you’ll find these basic explanations useful in some context.

What Social Media Marketers Should and Shouldn’t Do

Paul Gillin

These thoughts are particularly directed at B2B marketers. Since my main focus is on B2B, I’ll stick to that. CME Group (the former Chicago Mercantile Exchange) has amassed the largest Twitter following of any B2B company of which I’m aware. B2B marketing Social Media Tips Chicago Mercantile Exchange CME Group constant contact Facebook linkedin Social network Twitter A journalist contacted me with some questions about social media marketing that I hear quite often. thought I’d share my responses here. These Have metrics in place to measure results.

Facebook Can Work for B2B Marketers, But You Gotta Know the Rules

Paul Gillin

In my work with B2B organizations, the question of how to use Facebook is invariably front and center. This Is despite the fact that numerous surveys have shown that Facebook is one of the least effective social networks for B2B marketing. Nevertheless, some B2B companies have mined gold out of Facebook’s audience, particularly for recruiting young college graduates.

Rules 56

Interesting Threads in Dell’s 2013 Social Media Predictions

Paul Gillin

advertising B2B Facebook influence innovation LinkedIn marketing Social Media Anita Campbell ann handley Gaurav Mishra Geoff Livingston Lee Hopkins Lee Odden Michael Brito Philip Sheldrake Ray Wang Rohit Bhargava Shel Israel Toby Bloomberg Valeria MaltoniI happen to be one of the 14 people quoted in this Dell e-book,  Social Media Predictions for 2013 , but that’s not why I’m pointing out to you. have great respect for every one quoted in this book, and but what’s interesting is the common themes that emerge. agree completely. The more I use G+, the more I like it.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. B2B marketers will focus.

Awareness E-Book Raises the Bar on Social Measurement

Paul Gillin

B2B Book Review marketing Social Media social networks Awareness Networks e-book influence measurement metricsThe question of how to measure social media performance, particularly in a marketing context, continues to be one of the industry’s hottest topics. These numbers may be of little value, but at least they’re understandable. Monitor Social Conversations. Practice SEO.

Recommended Reading – 7/9/15

Paul Gillin

SlideShare continues to be one of the best-kept secrets in B2B marketing. B2B blogging Content Marketing influence Social Media Twitter Buffer Content Marketing Institute HubSpot slideshareNinja Guide to Content Creation: Top 10 Writing Tools – Content Marketing Institute. We had never heard of most of these tools, and bet you haven’t either. What 4.8

Marketo Tells How to Use Social Media for Lead Generation

Paul Gillin

Marketo recently contacted several B2B social media marketing pros to get their tips on how to generate leads with social platforms. B2B Content Marketing Social Media Marketo I often cite marketing automation vendor Marketo as a shining example of a company that gives away great information as a way to promote its business. They report encouraging results.

Thrilled to be Mentioned in the Company of These Phenomenal B2B Bloggers

Paul Gillin

DNN (formerly DotNetNuke) has posted a listing infographic of the Top 10 Blogs Every B2B Marketer Should Read. I was stunned and thrilled to be included with phenomenal bloggers like Jeremiah Owyang , Seth Godin , Ann Handley  and  Brian Solis. I’m assuming my position at the top of this infographic is a happy accident, because I don’t hold a candle to most of these people. Top 10 Blogs Every B2B Marketer Should Read from DNN In reality, I don’t blog very much at paulgillin.com anymore. Much of my recent work has appeared on the Profitecture blog.

BtoB 33

Staffing and Launching Your Content Marketing Program

What’s the Difference Between B2B and B2C Market- ing?” ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 3: Staffing and Launching Your Content Marketing Program Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Introduction 3 II. Building an Editorial Calendar 20 V.

How to Calculate Social Marketing ROI

Paul Gillin

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. In niche B2B markets with a small number of potential customers, that assumption may be optimistic. Let’s apply all the factors we’ve described above to two B2B social marketing scenarios. EMC Corp.

ROI 57

Surveys Show ‘Social Business’ Concept Gaining Traction

Paul Gillin

B2B communities marketing Social Media budgets constant contact IBM IT SMB spiceworksA quartet of new research reports suggested that small and midsize businesses (SMB) are rapidly waking up to the potential of social media and cloud-based infrastructure to create new operational efficiencies and better engage customers – and that they may also be leading the US out of recession.

Transforming P&G

Paul Gillin

The volunteer position would demand a few days of my time every year just as I was beginning to transition my focus to B2B and away from P&G’s consumer markets. When Stan Joosten first contacted me about joining Procter & Gamble’s Digital Advisory Board, I initially hesitated. said what the heck. It was the best decision I’ve made in the last five years.

My Video Interview About B2B Social Media on CMO Advantage with Ed Gaskin

Paul Gillin

B2B book podcast video cmo advantageI spent a fun half-hour chatting it up with Ed, who’s a good friend and fellow media enthusiast. He told me how he spends most of his time these days working with inner-city gang leaders to mediate disputes. It makes social media marketing seem rather unimportant.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. B2B marketers will focus.

Attack of the Customers Press Release

Paul Gillin

Using dozens of case studies from consumer and B2B brands, the book classifies attackers into four categories – Casual Complainers, Extortionists, Committed Crusaders and Indignant Influencers – and provides coping strategies for dealing with each. I’ve read thousands of press releases over the years but don’t believe I ever wrote one until now. Capacity to Destroy.

Let Your People Speak!

Paul Gillin

Earlier this week I wrote an article for SocialMediaB2B.com that made the case that last week’s IBM Watson Jeopardy challenge, in which an IBM computer thrashed the two greatest Jeopardy champions of all time, was the greatest B2B marketing campaign ever. B2B Corporate Blog Social Media blogging businessblog corporate marketingTheir passion was contagious and genuine. Tell Stories.

B2B 36

‘The Truth about Leads’ Is Just That

Paul Gillin

This behavior contributes to the chasm that exists between marketers and sales people in many organizations, particularly B2B companies. B2B Book Review marketing Dan McDade lead generation PointClear salesI spent 15 months as a sales manager, which was just long enough to learn how little aptitude I had for the job. Each party complains about the other’s incompetence.

CPL 30

New Video Series Shows How Mobile Marketing Can Work for B2B

Paul Gillin

Christina Kerley is a leading voice in B2B mobile marketing, and she’s starting posting engaging educational videos that show how mobile devices can be incorporated into the B2B marketing mix. B2B video Christina KerleyCK has some great examples in this video series, which now includes six segments, each six to nine minutes in length. Here’s an example.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. B2B marketers will focus.