Paul Gillin

FEBRUARY 2, 2012

The Truth about Leads is a short book – only 101 pages – but it’s packed with sales wisdom. McDade believes that most companies invest far too much in lead generation and far too little in lead qualification and nurturing. These tactics can generate a lot of names, but not many qualified leads.

Cost per Lead 50

Cost per Lead Sales Qualified Leads PointClear CPL 50

Paul Gillin

JANUARY 24, 2013

This new book comes from Mike Lewis, who is head of marketing at Awareness Networks, a personal friend and one of the nicest guys I know. The book’s initial focus on social listening tactics is somewhat incongruous in that context, but it gets rolling as Lewis moves along. This book is worth its cover price for chapter 4 alone.

Social Marketing 50

Social Marketing Marketing Management Social Media Youtube 50

Paul Gillin

AUGUST 9, 2012

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. It’s helped Twitter become a core utility for arranging everything from book signings to mass protests. The target publication date is late 2012.

Twitter 50

Twitter Work Management Paid Search Agency Tagging 50

Paul Gillin

NOVEMBER 28, 2011

In their book, How Companies Win: Profiting from Demand-Driven Business Models , Rick Kash and David Calhoun argue that developed economies are in the process of transitioning from supply-constrained to demand-driven. In the future, value will come from generating demand that never existed, as the iPhone has done.

Lead Ranking 50

Lead Ranking BtoB Business Enterprise Management 50

Paul Gillin

SEPTEMBER 15, 2011

My post last week about the shortcomings of Klout got several thousand views and generated quite a bit of discussion. One of the most illuminating books I’ve read on this topic is Influencer Marketing by Duncan Brown and Nick Hayes. However, decisions are more likely to be influenced at a micro, rather than a macro level.

Analysis 50

Analysis PR Correlation Advertising Agencies 50

Paul Gillin

JUNE 24, 2010

Return is payoff as measured in revenue generated or costs avoided. Revenue generated by rep. At the same time, the value generated by the community will enable us to cut an additional one-half customer support position each year. It’s easy to cast aside analytical tasks when everyone is focused on generating revenue.

ROI 50

ROI Paid Content Social Marketing Webcast 50

Paul Gillin

FEBRUARY 15, 2014

And I advised linking generously to influential bloggers as a way of generating reciprocal links that build search visibility. As social networks have grown, so has the amount of noise they generate. One of my comments is included in the book, but that isn’t why I recommend it.

Social Networks 50

Social Networks Ideal Customer Profiles Blogger Social Media 50