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. Indium has created a creative and successful inbound marketing campaign that connects engineers to customers to solve problems in exchange for contact information.

B2B Thought Leadership 50

B2B Thought Leadership Cost per Lead Lead Gen Thought Leadership 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

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

JUNE 18, 2013

These thoughts are particularly directed at B2B marketers. Since my main focus is on B2B, I’ll stick to that. Indium uses the blogs to provide those solutions and also to capture contact information for sales purposes. The other 90% is informational and advisory. I thought I’d share my responses here.

Social Media 50

Social Media Social Marketing Media Social Networks 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. Information is competitive advantage in sales. Many salespeople see no upside in sharing information, which is a practice which is essential to building social capital.

Social Media 50

Social Media Training Media Opinions 50

Paul Gillin

AUGUST 30, 2013

I was asked to prepare some background information on the importance of delivering a positive customer experience, and I thought I would share some of the research with you. Attack of the Customers B2B marketing Social Media social networks' How much does the market reward companies that deliver excellent customer experience?

Churn Rate 50

Churn Rate Social Networks Gartner Network Marketing 50

Paul Gillin

AUGUST 1, 2013

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. Then we plug our highlighted information into an “inverted pyramid” template.

Business 50

Business Content Paid Search Agency Analytics 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. Just try to get into CIO Forum.

Social Networks 50

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

Paul Gillin

APRIL 18, 2012

Friends can see information about each other that others can’t, and because connections are maintained by the social network rather than by individual members, they outlast job changes, relocations, relationship changes and other disruptions that often cause us to lose contact with others. Understanding Twitter.

Twitter 50

Twitter Linkedin Facebook Social Networks 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.

Trade Show 50

Trade Show Youtube Statistics Social Media 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. If you’re a B2B marketer, you probably haven’t, but I’ll bet your kids have. If you’re a B2B marketer, you probably haven’t, but I’ll bet your kids have. <a

Web 2.0 50

Web 2.0 Internet Marketing Mobile Marketing Marketing Proposals 50

Paul Gillin

JULY 8, 2010

The Oracle Code of Ethics and Business Conduct and Oracle’s corporate policies – including the Acceptable Use Policy, Information Protection Policy, and Copyright Compliance Policy – apply to your online conduct (blogging or other online activities) just as much as they apply to your offline behavior. Protect Confidential Information.

Social Media 50

Social Media Media Copyright B to B 50

Paul Gillin

NOVEMBER 24, 2010

The Oracle Code of Ethics and Business Conduct and Oracle’s corporate policies–including the Acceptable Use Policy, Information Protection Polic y , and Copyright Compliance Policy–apply to your online conduct (blogging or other online activities) just as much as they apply to your offline behavior. Protect Confidential Information.

Social Media 50

Social Media Copyright Media Wiki 50

Paul Gillin

JANUARY 24, 2013

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. Contact information: Paul Gillin. 508-656-0734. paul@gillin.com. Greg Gianforte.

Press 50

Press Peer-to-peer Amazon BtoB 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. And if you’re a CRM user, you’re almost certainly hearing about Social CRM, the hottest new craze in that 20-year-old field.

CRM 50

CRM B to B Marketing Management Eye-Tracking 50

Paul Gillin

JUNE 9, 2010

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. When people create friend relationships, they exchange information that is not visible to others and they form persistent connections based upon trust.

Social Networks 50

Social Networks Work Management B2B Marketing Management 50

Paul Gillin

NOVEMBER 16, 2011

More than seven in 10 respondents said they aren’t sure how to improve customer loyalty at a time when peer reviews and open sharing are making customers more informed, more critical and less loyal. Only 40% are taking the time to understand and evaluate the impact of consumer-generated reviews, blogs and peer rankings on their brands.

Customer Surveys 50

Customer Surveys Peer-to-peer SMB Business 50

Paul Gillin

FEBRUARY 14, 2012

They’re also incompatible with conventional organizational structures, which actually work against information sharing. They need to institutionalize practices that encourage the smooth flow of information and skills across the workplace. Factory Thought.

Enterprise Management 50

Enterprise Management Social Networks Webcast Paid Search Agency 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?&#. Download a sample chapter. Here are the six points we arrived at.

Work Management 50

Work Management Marketing Management B2B Marketing B2B 50

Paul Gillin

JULY 29, 2011

Awareness’ e-book is an important attempt to try to nudge marketers toward realizing the potential of the information they gather. Online marketing provides much richer options for understanding how people interact with our content.

Multi-Channel 50

Multi-Channel Top of Funnel Correlation Social Media 50

Paul Gillin

AUGUST 26, 2011

million likes, it’s doing pretty well. The insurance company’s YouTube channel has had more than five million views, many for its TV commercials. The ads have spawned parodies, but Thul says the company is pretty sanguine about them.

Social Marketing 50

Social Marketing Planning Marketing Management Word of Mouth 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. ROI calculations are rarely a precise science to begin with.

ROI 50

ROI Paid Content Social Marketing Webcast 50

Paul Gillin

JANUARY 24, 2013

This is what I call really actionable information. 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. An accompanying website provides bonus information that builds on many of the points raised in the book.

Social Marketing 50

Social Marketing Marketing Management Social Media Youtube 50

Paul Gillin

NOVEMBER 8, 2011

At Glassdoor.com , employees rate the companies they work for, review executive performances and swap salary information. It’s only a matter of time before review sites pop up in every category of business, including B2B. How do you think the recruiting business will be changed by this?

Work Management 50

Work Management BtoB Marketing Management Vendors 50

Paul Gillin

SEPTEMBER 6, 2011

If you want to grow your score, you can log in to the site and give it a bunch of information about your online activities. 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.

PageRank 50

PageRank Social Networks Wikipedia Ideal Customer Profiles 50

Paul Gillin

DECEMBER 15, 2010

People love to share images that creatively display information in formats that make data easier to visualize. Big graphics are a recent trend and a great way to attract attention. Wikibon.org did this to great effect this summer, presenting data storage growth in terms of iPads stacked on the playing field at Wembley Stadium.

Eloqua 50

Eloqua Blogger Tagging Display 50

Paul Gillin

JANUARY 12, 2011

There’s even a chapter devoted to B2B marketing, an often overlooked category that the authors assert can be just as innovative as the consumer marketing sector. There’s even advice on how to write headlines that are catchy but not cliché. Content Rules isn’t a book for corporate strategists or CEOs.

Rules 50

Rules Social Marketing Content Blogger 50