Paul Gillin

JANUARY 26, 2016

“With marketing now responsible for helping to nurture and advance the buyer through 70% of the purchase cycle, there are monumental inefficiencies if the sales team is knocking on cold doors rather than closing sales-qualified, warm leads.” – Debra Andrews (l.). “If

Peer-to-peer 50

Peer-to-peer B2B Marketing Trends Sales Qualified Leads 50

Paul Gillin

JUNE 18, 2013

Don’t lead with a sales pitch. Look at social networks as a way to connect with your constituents, regardless of whether they buy from you, sell to you or partner with you. Indium’s sales leads grew 600% in the year after the program was launched. Be helpful and sales will come.

Social Media 50

Social Media Social Marketing Media Social Networks 50

Paul Gillin

OCTOBER 5, 2011

In the weeks leading up to the Direct Marketing Association annual conference in Boston this week, exhibitors were out strutting their best stuff. I may not buy from them, but I sure do help promote their wares. In the weeks leading up to DMA, vendors contacted me with offers of movie tickets, gift cards and a chance to win an iPad.

Direct Marketing 50

Direct Marketing BtoB Word of Mouth Conference 50

Paul Gillin

FEBRUARY 24, 2011

which built a constellation of search-optimized blogs that put their engineers directly in touch with the people who buy their highly specialized products. Result: 600% jump in leads in six months. One of my favorite stories from Social Marketing to the Business Customer is Indium Corp.,

Trade Show 50

Trade Show Youtube Statistics Social Media 50

Paul Gillin

JUNE 24, 2010

whose blog-driven search strategy yielded a six-fold increase in leads in just one quarter, and Clickable , whose Gurus drove a 400% one-year growth in billings. ROI analysis enforces rigor that leads to better decisions. In the example below, lead activity appears to correlate positively with traffic to a company blog.

ROI 50

ROI Paid Content Social Marketing Webcast 50

Paul Gillin

SEPTEMBER 15, 2011

A “like&# or retweet is a form of action, but not necessarily one that leads to a decision. The problem is that there are lots of variables and intangibles to influence that resist being boiled down to a single number. For example: What is action? Online actions have different gravity depending upon the stakes and the effort involved.

Analysis 50

Analysis PR Correlation Advertising Agencies 50