Paul Gillin

JULY 15, 2011

I haven’t had a chance to blog here lately because most of my writing is been on assignment for other publishers. Corporate case studies used to have a purpose in the days when customers couldn’t find each other, but today all it takes is a few searches or LinkedIn queries to identify experienced buyers. Love Your Critics.

Case Studies 50

Case Studies Case Study Studies BtoB 50

Paul Gillin

MARCH 24, 2011

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. A monthly editorial meeting was scheduled to review blog topics and assign writers.

BtoB 50

BtoB B2B B2B Thought Leadership Multi-Channel 50

Paul Gillin

JUNE 9, 2011

Marketers often ask how they can train engineers and technical people to blog, podcast and otherwise engage in deep online conversations with customers. So if you’re going to create your own blogs, white papers, e-books and such, you should probably use professional communicators to help you do it. My advice: don’t bother.

BtoB 50

BtoB Burn Rate Blogger Sample 50

Paul Gillin

SEPTEMBER 6, 2011

The fact that a single post on Shirky’s blog can draw more than 1,200 comments or that Andreessen’s occasional writings appear in The Wall Street Journal is of no consequence. A retweet, which is a one-button operation, is just as good as a thoughtful commentary on a blog. One is that she knows the system.

PageRank 50

PageRank Social Networks Wikipedia Ideal Customer Profiles 50

Paul Gillin

MARCH 4, 2014

This lead from a recent Bulldog Reporter case study on business blogging certainly caught my attention: “Recent research reveals that 64% of American companies will launch their own corporate blogs in 2014, and the average budget for corporate blogging will increase by nearly one-sixth. ” Holy cow! I e-mailed Ms.

Research 50

Research Lead Scoring Lead Ranking Validation 50