sales 
Paul Gillin
JUNE 18, 2013
A journalist contacted me with some questions about social media marketing that I hear quite often. These thoughts are particularly directed at B2B marketers. What are three or four things social media marketers should do, and explain why they’re important. Don’t lead with a sales pitch.
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. Strategy changes, turnover, layoffs and the like make the first step difficult enough, and we all know how analytically challenged sales managers can be.
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Paul Gillin
JUNE 24, 2010
This is a draft of chapter 10 of Social Marketing to the Business Customer by Paul Gillin and Eric Schwartzman. This chapter focuses on how to calculate ROI of social media and Internet marketing programs in general. In fact, many of the most successful marketers aren’t that concerned with ROI at all. They include Indium Corp.,
Paul Gillin
DECEMBER 16, 2010
Ten years ago, almost no one had heard of Google, there was no online video and consumer ratings were unknown. A friend who runs an auto dealership tells me that customers today typically know more about the cars they want to buy than his own salespeople do. And what’s happening in auto sales will happen in every single industry.
Paul Gillin
MARCH 9, 2012
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. Mark Pritchard, who heads global marketing, echoed the one-to-one theme, noting “Digital marketing is past. Brand building in the digital world is the future.”
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