Paul Gillin

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3 Branded B2B News Services That Get It Right

Paul Gillin

It’s trying to recruit the best students and faculty for its MBA program. Most 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. Some B2B marketers have gone that. Here are three I think are worth emulating. CMO.com.

Bidding Fond Farewell to BtoB Magazine

Paul Gillin

sweated every one of the 450 words I was allocated each month and still think it was some of my best writing of the past six years. I was sad to learn this week that BtoB magazine , which has existed under various brands for nearly 100 years, will be swallowed by Advertising Age at the end of the year. My association with BtoB began as a happy accident. BtoB is a victim of those same forces.

BtoB 101

How to Get Salespeople Aboard the Social Media Train

Paul Gillin

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. One of the most common frustrations I hear B2B marketers express is about the difficulty of getting salespeople interested in social media. think they’re worth sharing. Information is competitive advantage in sales. Lemons into Lemonade.

What a Hotel Manager Taught Me About the Future of Business

Paul Gillin

Conversely, the owner of the Best Western Premier Marlemont can cut the advertising and direct mail budget because customers are doing a better job of promoting the hotel than any marketing could do. 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.

Six Key Steps to Successful Marketing Automation Adoption

With so many options out there, your success with Marketing Automation depends on selecting the platform that best fits your needs Selecting a Marketing Automation platform can be a daunting task.

When Bad News is Good

Paul Gillin

Getting attacked by Lauren Green is the best thing that could have happened to him. An attack may be the best publicity you can ask for. There is only one thing in the world worse than being talked about, and that is not being talked about. –Oscar Wilde, The Picture of Dorian Gray. Green, who had clearly not even cracked the cover on Aslan’s book. Related articles.

Cool & Useful Sites for the Holidays

Paul Gillin

With a well-designed, streamlined interface and smart use of filters, Hipmunk makes it easy to find the right flight or the best hotel. The folks at the Webby Awards sent along a super-helpful list of Web resources to use over the holidays. They range from social shopping to gift recommendations to real-time TV and music sharing. While I was familiar with several of these sites, I hadn’t heard of gems like Yap.tv, Wantful and Trippy. Definitely bookmarkable. The descriptions below were provided by the Webby Awards. 1.  Skype . Google+ Hangouts. Crackle. Turntable.fm. Turntable.fm

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Measuring the Immeasurable

Paul Gillin

Most experts I’ve spoken to on this topic say that sentiment analysis tools are at best 70% accurate. My post last week about the shortcomings of Klout got several thousand views and generated quite a bit of discussion. it also got me several e-mails from companies that claim to have built a better mousetrap than Klout. Sentiment analysis is devilishly difficult to get right, however.

How to Promote an Event with Social Media

Paul Gillin

As a frequent speaker at events of all sizes, I’ve had a chance to observe some of the best practices conference organizers used to promote their events through social media. Your speakers and fellow organizers are your best sources of social media promotion. Content from past events is your best promotion for future events. Events of all sizes. AcmeForums). AcmeForum ).

B2B Marketing Trends for 2016

them the best rather than reaching for more eyeballs. the workforce around social business best practices. in training to enable their teams to make the best use of these new capabilities. technology will determine the best time and day to deliver the message. B2B Marketing. processes are fundamentally changing. know which half." Everything is now measurable. Look for.

A Nice Collection of B2B Marketing Stats and Videos

Paul Gillin

Be sure to check out the links to some of the year’s best B2B videos on slide 37. Earnest is a U.K.-based 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.” ” Its work certainly bears out that goal. Earnest’s B2B campaigns have a lot of B2C energy inside them. Its research and how-to presentations on SlideShare are an excellent resource for companies that want to get into content marketing. B2B Content Marketing Research Social Media

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Five Tips to Make Your Writing Sparkle

Paul Gillin

It’s the single best piece of writing advice I’ve ever had. In writing The Joy of Geocaching with Dana two years ago, I had the chance to use one of the best opening sentence I’ve ever written: “In early 2003 Ed Manley decided to kill himself.&#. We write best about topics that stir our passion. Write in Pictures. Human beings think visually. Get angry.

How Much Should You Pay For Content?

Paul Gillin

In the computer industry, which is what I know best, $1 to $1.50 is the going per-word rate for marketing-commissioned pieces these days. Paying within two weeks, rather than the corporate-mandated 60 days, will make you their best friend. My advice: don’t bother. You’re better off investing in professional communicators and teaching them what they need to know about your business.

The Other Social Network

Paul Gillin

Someone asked the Sales Best Practices group a couple of months ago “ What is YOUR Best Sales Advice — 20 words or less.&# It has 532 responses. Have you checked out LinkedIn lately? If you thought the world’s largest professional network was little more than a place to post your resume, you owe yourself another visit. This is the ideal B2B environment. And they’re busy.

Best Gifts for Geeks: The Spiceworks List

Paul Gillin

As part of my work with IBM Midsize Business , I monitor and contribute to an active IT community called Spiceworks. This collection of hard-core geeks (1.8 million as of this writing) loves to get down and dirty about the day-to-day issues of managing infrastructure at small and midsize businesses, but they also like to have fun. There’s a curious fascination with bacon. Superheroes. For $9.75

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B2B Marketing Trends for 2016

them the best rather than reaching for more eyeballs. the workforce around social business best practices. in training to enable their teams to make the best use of these new capabilities. technology will determine the best time and day to deliver the message. B2B Marketing. processes are fundamentally changing. know which half." Everything is now measurable. Look for.

15 Tips for Getting the Most From LinkedIn Groups

Paul Gillin

The best way to provoke discussion on LinkedIn is to ask questions. The Sales Best Practices group on LinkedIn has a different membership than the Construction Professionals group. Here are a couple from the Sales Best Practices group: Eat that Frog! If it’s your job to eat a frog, it’s best to do it first thing in the morning. And If it’s your job to eat two frogs, it’s best to eat the biggest one first. I spend a lot of time in LinkedIn groups and have learned a bit about maximizing their potential as conversation-starters. link]. 2.

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

Paul Gillin

Rather, marketers will configure an email campaign and technology will determine the best time and day to deliver the message.” – Brian Neufeld  (l.). 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. picked a few quotes from the e-book that I really like.

B2B Blogging Gets Publishing Discipline

Paul Gillin

This is a great chance to take a snapshot of best practices in the field, and I was struck by this year’s entries in the corporate blog category. It’s clear to me that the best B2B companies are taking their blogging to the next level. I’ve spent some time over the last week judging the finalists in BtoB magazine’s annual social media awards. 27 of the PDF).

Live Blog: Lotusphere 2012 Opening Session

Paul Gillin

Patients will have greater certainty they’re getting the most effective treatment possible and the platform integrates expertise from the best health care providers in the nation. Michael J. Fox kicks off as guest speaker, telling about his diagnosis with Parkinson’s Disease at the age of 29 and how it sparked his interest in the Internet. Leverage skills and distribute workload.

B2B Marketing Trends for 2016

them the best rather than reaching for more eyeballs. the workforce around social business best practices. in training to enable their teams to make the best use of these new capabilities. technology will determine the best time and day to deliver the message. B2B Marketing. processes are fundamentally changing. know which half." Everything is now measurable. Look for.

Social Marketing Hangover

Paul Gillin

In many cases, the best group to run social campaigns is the customer service organization because they already understand one-to-one relationships. Avaya’s Paul Dunay (left) said it best in a recent webcast. “We treat every customer as if he or she could bring down our company.” responded that no slight was intended. Blaming the Tools. Disillusionment is starting to set in.

Facebook, LinkedIn and Twitter in Plain English

Paul Gillin

You can find and engage with people on Twitter whom you could never reach by any other means, and it is arguably the world’s best source of breaking news. Users have adapted and modified this relatively simple publish-and-subscribe service in thousands of creative ways, making Twitter one of the best tools for finding out what’s going on now in a wide range of professional activities and leisure interests. My goal was to describe in plain English the way these networks provide value to their users and the metaphors they use for interaction. Facebook & LinkedIn.

What You Probably Didn’t Know About Editors

Paul Gillin

The best editors have spent years in the field with their constituents and continue to speak to them every day. This morning I spent 45 minutes cutting an article by a technology marketer by one-third. When I finished, the piece was better than when I started. And that made me happy. love editing, and I’m not ashamed to admit it. The solution is better editing. Editors take words out. Wrong.

Interesting Threads in Dell’s 2013 Social Media Predictions

Paul Gillin

They feel the best way to be right is to demean people who disagree with them.” I 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. For example: Several of these experts see a strong year for Google+, while most believe Facebook is in for slow growth or even decline. agree completely. The more I use G+, the more I like it. You #keyword #spammer #you.”

Awareness E-Book Raises the Bar on Social Measurement

Paul Gillin

Awareness outlines five priorities that companies should define in becoming a best-in-class social marketer: Measure and Grow Social Reach. The 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. Practice SEO.

Unfair Rap on Gates

Paul Gillin

It’s the best economic model humans have yet invented, but it isn’t perfect. He said he planned to give away most of the money eventually and that he was in the best possible place to generate the maximum amount of wealth for that purpose  While the Gates Foundation didn’t have a name at the time, it was clearly a goal in his mind. Photo credit: Wikipedia).

Recommended Reading – 7/9/15

Paul Gillin

Million Tweets Say About the Best Time to Tweet – Buffer Social. People have been arguing about the best time to send tweets practically since the dawn of Twitter. The most popular time to tweet and the best times to tweet for engagement differ across time zones, so it’s still important to experiment. The best overall time to tweet is between noon and 1 PM.

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

Paul Gillin

Now that we’ve looked at examples of Facebook best practices, what can we learn from them? The style that works best is relaxed, informal and a little edgy. The best welcome pages have lots of entry points and a vigorous, hip feel. In my work with B2B organizations, the question of how to use Facebook is invariably front and center. SAP plays inline videos. Takeaways.

Rules 56

Live Blog: How to Make Collaboration Cook

Paul Gillin

Best practices are recognized through online nomination and voting in which people recognize the accomplishments of their peers. When building a collaborative workplace, a “build it and they will come” attitude is a recipe for disappointment. Effective deployment strategies demand a mix of promotion, training and tolerance of the adoption strategies that employees choose.

How Twitter Amplifies a Customer Attack

Paul Gillin

Best Defense. The best defense against a Twitter attack is to listen. The following is an excerpt for the forthcoming book, Attack of the Customers: Why Critics Assault Brands Online and How to Avoid Becoming a Victim , by Paul Gillin and Greg Gianforte. The target publication date is late 2012. I’ll be posting a few excerpts here during the next few months and would appreciate your comments. We’ve all heard that a million monkeys banging on a million typewriters will eventually reproduce the entire works of Shakespeare. Now, thanks to the Internet, we know this is not true.

Groupon Digs the Hole Deeper

Paul Gillin

If people don’t get the joke in the first place, then attempting to tell people why it’s funny just looks pathetic at best and arrogant at worst. I don’t know who counsels Groupon about public relations. The Groupon ads, which were intended to be parodies, used celebrities to stage mock public service announcements that ended in pitches for Groupon’s coupon service. advertising marketing

Sensible Talk About Social Media Measurement

Paul Gillin

The point isn’t for organizations to argue about tools but to figure out the best ways to measure success. The Internet is the most measurable medium ever invented, but the perception that returns on online social interactions can’t be quantified stubbornly persists. This is an important point because many of the tools Paine recommends work well in any medium. Volume 2.

Transforming P&G

Paul Gillin

It was the best decision I’ve made in the last five years. When Stan Joosten first contacted me about joining Procter & Gamble’s Digital Advisory Board, I initially hesitated. 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. said what the heck.

How to Calculate Social Marketing ROI

Paul Gillin

The best way to select relevant metrics is to work backwards. This is a draft of chapter 10 of Social Marketing to the Business Customer by Paul Gillin and Eric Schwartzman. My biggest concern is that these ideas are overly simplistic. They do assume that a company has a rich set of historical data to work with, which is often not the case. They include Indium Corp., EMC Corp. Of course not.

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ComScore Data Illustrates But Also Obfuscates

Paul Gillin

Facebook has responded to competitors by co-opting their best features without trying to stamp them – Microsoft-like – into oblivion. This graphic, which appeared in The Wall Street Journal on Tuesday , says a whole lot about Facebook’s success and Google+ ‘s struggles, but it’s an incomplete picture of the true value of social networks. It does that very well.

The End of ‘Social Media’

Paul Gillin

The best book I’ve ever read on media transformation is The Chaos Scenario by Bob Garfield. This is the time of year when a lot of people make predictions. I’ll resist that urge, though, and instead present a plea: Let’s make 2011 the year we stop talking about “social media.”. It’s not that social media is no longer important. On the contrary, today there’s almost no media today that isn’t social. The problem with much of the discussion is that it’s been focused on tools, and tools are far less interesting than what people do with them. Stunning. Barnum, BTW).

Research Finds Expanded Marketing Role Correlates With Business Results

Paul Gillin

It finds that the best marketers have higher-than-average involvement in products, price, placement and promotion than average. At the risk of beating a dead horse, here’s further evidence that IT organizations need to take a more active role in supporting social business. IBM just released a global survey of more than 360 marketing practitioners and one of the key findings is that marketers want to be better aligned with their IT organizations. You can see a 28-slide summary of the top findings here. basically, they’re assuming a more central role in business strategy.

Let Your People Speak!

Paul Gillin

B2B customers have intense information needs, and their questions are often best answered by the people who build and service the products they use. The best way to encourage individual contributors to participate in your social media programs is to celebrate them. IBM engineers celebrate Watson's victory (from an IBM YouTube video). Their passion was contagious and genuine.

How to Read and Summarize a 20-Page Research Report in 20 Minutes

Paul Gillin

After all, they know a lot more about the topic than you do and they want to show off their best stuff. You were just handed a 20-page research report with the assignment to write a headline and four-paragraph summary that will entice your target audience of business and IT executives to read it. Where do you begin? Marketing professionals face this problem all the time. They have to take a voluminous amount of data and analysis on a topic about which they may know very little and make it not only accessible but sexy. It doesn’t have to be that way. Here are some labels I use.