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? Facebook, new to the Fortune 500 list, has the highest number of followers on Twitter, followed by Google, Starbucks, Whole Foods Market, Walt Disney, JetBlue Airways and Southwest Airlines.

Social Media 50

Social Media Social Networks Statistics Facebook 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. For example, when I consult TripAdvisor to make a hotel reservation or Google Maps to find a restaurant, I put faith in the advice of total strangers.

CRM 50

CRM B to B Marketing Management Eye-Tracking 50

Paul Gillin

JULY 15, 2011

In case you missed it, early last month a pair of new employees at Burson Marsteller, both of them veteran journalists, contacted a security blogger and offered to help him write and place an op-ed piece that exposed “sweeping violations of user privacy” by Google. Read more and comment on BtoBOnline. Do You Need A Social Media Specialist?

Case Studies 50

Case Studies Case Study Studies BtoB 50

Paul Gillin

MARCH 8, 2013

For those who are mystified by Google magic, this deck will get you up to speed. You can download the presentation and read the notes or watch the video. I’m not an SEO expert by any stretch, but I’ve learned a lot by osmosis. Thanks to Mike Moran , HubSpot and McDougall Interactive for permitting me to steal from them.

Video Marketing 50

Video Marketing Hubspot Mobile Marketing SEO 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? Google also does a great job.

Video Marketing 50

Video Marketing B2B Storytelling Youtube 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

AUGUST 26, 2011

These four criteria provide a framework for making a rapid and relevant decision about new platforms and opportunities like Google Plus. State Farm evaluates social media opportunities using four criteria: Relevance to business strategy; Role clarity: who is responsible for talking and responding; Measurement criteria; Activating platforms.

Social Marketing 50

Social Marketing Planning Marketing Management Word of Mouth 50

Paul Gillin

NOVEMBER 8, 2011

Recommendation engines like TripAdvisor, TravelPod , Google Places and Yelp are transforming the hospitality industry, and they’re coming to your town. When I’m looking at a vendor, I don’t Google it; I Spiceworks it,” wrote one forum member. People can tell everybody about a bad stay with the push of a button.

Work Management 50

Work Management BtoB Marketing Management Vendors 50

Paul Gillin

SEPTEMBER 6, 2011

If Google did that, Congress would be holding hearings. 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. In effect, Klout pays you to endorse its service by rewarding you with a higher rank.

PageRank 50

PageRank Social Networks Wikipedia Ideal Customer Profiles 50

Paul Gillin

JUNE 24, 2010

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. PUTTING IT ALL TOGETHER. Start with historical data.

ROI 50

ROI Paid Content Social Marketing Webcast 50

Paul Gillin

FEBRUARY 27, 2013

For example: Several of these experts see a strong year for Google+, while most believe Facebook is in for slow growth or even decline. I have great respect for every one quoted in this book, and but what’s interesting is the common themes that emerge. I agree completely. The more I use G+, the more I like it.

Social Media 50

Social Media Media Facebook Social Networks 50

Paul Gillin

MARCH 9, 2012

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. About 300 P&Gers crowded the John G.

Peer-to-peer 50

Peer-to-peer Paid Search Agency Sample Impressions 50