Paul Gillin

MAY 31, 2012

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. CK has some great examples in this video series, which now includes six segments, each six to nine minutes in length.

Mobile Marketing 50

Mobile Marketing Video Marketing B2B Thought Leadership B2B Marketing 50

Paul Gillin

AUGUST 4, 2011

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. Use welcome pages to present an attractive and exciting introduction to your company.

Facebook 50

Facebook B2B Marketing Rules Salesforce.com 50

Paul Gillin

MAY 25, 2010

I have the e-mail from that company on my wall next to a sign that asks ‘Is there any value in blogging?’” He isn’t an engineer, but with more than 20 years at the company, he understands the lingo and is able to write in the customer’s language. And as we know, Google loves blogs. Cahill approaches his job with a reporter’s eye.

BtoB 50

BtoB B2B B to B Blogger 50

Paul Gillin

JANUARY 2, 2015

FIR B2B #20: Indium’s Awesome Engineers. In Episode 20 of the For Immediate Release B2B podcast, we speak to Rick Short, Director of Marketing Communications at Indium Corp. It’s paying off so well that the company can afford to increase its focus on lead quality because it has more than enough leads in the hopper.

B2B Thought Leadership 50

B2B Thought Leadership Cost per Lead Lead Gen Thought Leadership 50

Paul Gillin

DECEMBER 12, 2013

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.

BtoB 50

BtoB Social Networks B2B Sales Network Marketing 50

Paul Gillin

JANUARY 16, 2014

Great companies go beyond just providing a product or service. I often use Constant Contact’s Twitter and Facebook profiles as models for other B2B companies to follow. About 90% of the content the company posts in social networks is intended to help customers succeed in small business marketing.

Small Business Marketing 50

Small Business Marketing Contacts Ideal Customer Profiles Word of Mouth 50

Paul Gillin

APRIL 22, 2011

It’s an unfair vantage that small companies have. I recently chatted over Skype video with Eric Lundquist about how small and medium-sized businesses can use social networks to reach their customers. I made the point that social media plays perfectly to the passion that small business owners bring to their work.

Social Media 50

Social Media Skype Video Marketing Media 50

Paul Gillin

APRIL 11, 2014

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. 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'

Marketo 50

Marketo Social Media Lead Generation Marketing Automation Services 50

Paul Gillin

OCTOBER 2, 2014

American Express OPEN , the hugely popular community for small businesses sponsored by the credit card company, and Etsy are partnering ahead of Small Business Saturday on Nov. B2B communities events' Here’s an example of a B2B2C initiative that looks like a potential winner for all parties involved.

Communities 50

Communities Small Business Marketing Press Impressions 50

Paul Gillin

JUNE 18, 2013

These thoughts are particularly directed at B2B marketers. This is free research that complements your existing market intelligence and provides real-time insight on what people are saying about your company and your market. Since my main focus is on B2B, I’ll stick to that. I thought I’d share my responses here.

Social Media 50

Social Media Social Marketing Media Social Networks 50

Paul Gillin

OCTOBER 3, 2013

New Channels gave me an opportunity to share what I was learning with more than 30,000 subscribers and perhaps to materially impact the way B2B companies were thinking about social media adoption. If you want a top-notch business editor and writer who understands B2B markets, be sure to give John a call. Related articles.

BtoB 50

BtoB Allocation Marketing Analytics Tools Social Media 50

Paul Gillin

AUGUST 30, 2013

How much does the market reward companies that deliver excellent customer experience? Consider that the Fortune list of the world’s 10 most admired companies in 2013 includes seven that are renowned for excellence in that area: Apple, Google, Amazon, Starbucks, Southwest, Disney and FedEx.

Churn Rate 50

Churn Rate Social Networks Gartner Network Marketing 50

Paul Gillin

MARCH 10, 2011

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. Facebook is about mass, but LinkedIn is about focus, which is one reason it rocks for B2B. Use Company Profiles for Prospecting.

Social Networks 50

Social Networks Enterprise Management Peer-to-peer Work Management 50

Paul Gillin

FEBRUARY 22, 2011

It’s the first book devoted exclusively to B2B social media , and the most comprehensive collection of best practices and case studies currently available in print. So if you’d like to have myself or Paul present on B2B social media at your company or conference, we’ll present and autograph your 200 copies in person.

Sales Qualified Leads 50

Sales Qualified Leads Case Studies Conference Amazon 50

Paul Gillin

AUGUST 20, 2013

One of the most common frustrations I hear B2B marketers express is about the difficulty of getting salespeople interested in social media. Ask for a blog entry on what they like best about sales, why they came to work for your company or 10 reasons to love the local football team. Make it safe to express opinions.

Social Media 50

Social Media Training Media Opinions 50

Paul Gillin

FEBRUARY 24, 2011

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. Some companies understand this. Their passion was contagious and genuine.

Trade Show 50

Trade Show Youtube Statistics Social Media 50

Paul Gillin

JULY 19, 2013

Did you know that e-mail still has a significantly higher conversion rate than any other B2B Web traffic source? This is the seventh year that Barnes has tracked social media usage by this sector, and it is the only statistically sound longitudinal study of its kind with every company in the Fortune 500 included.

Social Media 50

Social Media Social Networks Statistics Facebook 50

Paul Gillin

AUGUST 1, 2013

By dragging and dropping the highlighted information into this outline and then rewriting for consistency, we come up with this summary: New research finds that midsize businesses are applying the same principles as big companies to extracting untapped value from data both inside and outside the organization. Related articles.

Business 50

Business Content Paid Search Agency Analytics 50

Paul Gillin

JANUARY 24, 2013

Customers are taking their complaints about companies and products to the Internet in record numbers, and a new book tells what is driving this trend and how businesses can avoid being victims of customer attacks. Recent research has shown that 70% of large companies have experienced an attack on their reputations during last two years.“Decision-makers

Press 50

Press Peer-to-peer Amazon BtoB 50

Paul Gillin

DECEMBER 1, 2010

This is one reason we’re seeing a race by B2B marketers in particular to give away tactics and information that were once their source of competitive advantage. Did you know that 320 million people have played a Zynga game and that the company now employs 1,300 people? Service had little to do with it. Service had little to do with it.

Web 2.0 50

Web 2.0 Internet Marketing Mobile Marketing Marketing Proposals 50

Paul Gillin

APRIL 18, 2012

Facebook is the overwhelming favorite of business-to-consumer companies because the action is free-wheeling and fun. LinkedIn is a favorite of B2B marketers because its members go there mainly to discuss professional interests. Contests, polls and games work particularly well there. Understanding Twitter.

Twitter 50

Twitter Linkedin Facebook Social Networks 50

Paul Gillin

OCTOBER 7, 2010

If you’re a marketer in a medium-to large-sized B2B company, you’re almost certainly using customer relationship management (CRM) software to track your customers and prospects. It’s incumbent on all companies these days to track comments from customers that might indicate an opportunity or a problem. But it’s not 2.0

CRM 50

CRM B to B Marketing Management Eye-Tracking 50

Paul Gillin

JULY 15, 2011

My latest column in B2B was actually sparked by a conversation I overheard on a plane. In his opinion, everyone in a company should learn to use the tools. Nearly every company I’ve encountered that is succeeding in social media has a center of excellence. Read more and comment on BtoBOnline.

Case Studies 50

Case Studies Case Study Studies BtoB 50

Paul Gillin

OCTOBER 10, 2012

I spent some time with comic video whiz Tim Washer (also @timwasher ) at B2B Forum last week, and he followed up with a few questions about how B2B companies are using online video as part of their content marketing programs. What companies have succeeded/failed at using videos for B2B marketing?

Video Marketing 50

Video Marketing B2B Storytelling Youtube 50

Paul Gillin

DECEMBER 30, 2013

DNN (formerly DotNetNuke) has posted a listing infographic of the Top 10 Blogs Every B2B Marketer Should Read. Profitecture is a small start up that provides social media training to B2B companies and their channel partners, and I’m happy to be a founding associate. Top 10 Blogs Every B2B Marketer Should Read from DNN.'

Blogger 50

Blogger BtoB Paid Search Agency Companies 50

Paul Gillin

JULY 8, 2010

Don’t use company resources to set-up your own blogging environment, even if you are blogging about matters related to Oracle. This applies to potential acquisitions regardless of their status–in diligence, announced but not closed, integration plans for acquired companies, etc. Don’t Misuse Oracle Resources.

Social Media 50

Social Media Media Copyright B to B 50

Paul Gillin

MARCH 24, 2011

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. 27 of the PDF).

BtoB 50

BtoB B2B B2B Thought Leadership Multi-Channel 50

Paul Gillin

NOVEMBER 24, 2010

Don’t use company resources to set-up your own blogging environment, even if you are blogging about matters related to Oracle. This applies to potential acquisitions regardless of their status–in diligence, announced but not closed, integration plans for acquired companies, etc. Don’t Misuse Oracle Resources.

Social Media 50

Social Media Copyright Media Wiki 50

Paul Gillin

JUNE 9, 2010

Forums and discussion groups date back to the late 1960s and have been a staple of customer support operations at technology companies for 30 years. The modern features that have made social networks the fastest-growing consumer phenomenon in history have created all kinds of new use scenarios, including some compelling B2B examples.

Social Networks 50

Social Networks Work Management B2B Marketing Management 50

Paul Gillin

FEBRUARY 14, 2012

About 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. The lab was christened with fanfare and highlighted in the company newsletter. Why did the directive from the CEO of the company go unheeded?

Enterprise Management 50

Enterprise Management Social Networks Webcast Paid Search Agency 50

Paul Gillin

FEBRUARY 10, 2016

As the people who are called upon to represent their businesses in public, they can use media like Twitter to communicate important business news and reinforce the image and culture of the companies they represent to the people who matter most to them. Without the red tape.

Social Media 50

Social Media Media Thought Leadership Advertising Mediums 50

Paul Gillin

AUGUST 26, 2011

Financial services firms – and insurance companies in general – are often seen as boring, but what these companies are doing within the confines of a heavily regulated business is anything but that. Everyone in this room has the power to change things at your company. million Facebook likes by boring people.

Social Marketing 50

Social Marketing Planning Marketing Management Word of Mouth 50

Paul Gillin

JULY 29, 2011

Awareness outlines five priorities that companies should define in becoming a best-in-class social marketer: Measure and Grow Social Reach. Most use at least three major social media channels, compared to less than two for the average company. Monitor Social Conversations. Manage Social Content. Practice SEO.

Multi-Channel 50

Multi-Channel Top of Funnel Correlation Social Media 50

Paul Gillin

JANUARY 20, 2011

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?&#. Business executives buy companies as much as they do products.

Work Management 50

Work Management Marketing Management B2B Marketing B2B 50

Paul Gillin

NOVEMBER 16, 2011

Indian companies were three times as likely to have embraced social business concepts as Russian companies. An IBM study of more than 4,000 Information Technology (IT) professionals from 93 countries and 25 industries found that adoption of the social business concept is erratic and geographically influenced.

Customer Surveys 50

Customer Surveys Peer-to-peer SMB Business 50

Paul Gillin

JUNE 24, 2010

They do assume that a company has a rich set of historical data to work with, which is often not the case. We’ve told you about a few companies that have achieved a notable return on investment (ROI) from their social marketing initiatives. any company, regardless of the financial impact. Of course not.

ROI 50

ROI Paid Content Social Marketing Webcast 50

Paul Gillin

FEBRUARY 2, 2012

McDade Is an entrepreneur whose company, PointClear , helps businesses improve their prospecting and lead nurturing. McDade believes that most companies invest far too much in lead generation and far too little in lead qualification and nurturing. Sales people don’t effectively follow up on longer-term opportunities.

Cost per Lead 50

Cost per Lead Sales Qualified Leads PointClear CPL 50