Paul Gillin

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3 Branded B2B News Services That Get It Right

Paul Gillin

Most content marketing is currently delivered piecemeal in the form of white papers, e-books, webcasts and the like. Some B2B marketers have gone that. While there’s nothing wrong with that, drive-by customers are hard to engage in conversation. Here are three I think are worth emulating.

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Industrial Age Thinking Thwarts Potential of Internal Social Nets

Paul Gillin

That story popped into my mind last week as I was participating in a webcast with The Conference Board about internal social networks, their promise and the significant impediments that many organizations face to adopting them. The message was clear: Using the lab was equivalent to goofing off. Needless to say, people stayed away.

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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. The webcast is probably the smarter incentive to offer.

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