Paul Gillin

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3 Branded B2B News Services That Get It Right

Paul Gillin

While there’s nothing wrong with that, drive-by customers are hard to engage in conversation. What if you could go a step beyond the downloads and become a trusted and even indispensable information source that customers visit every day? The target audience is not Cisco’s traditional CIO customer but board room executives. Some B2B marketers have gone that. CMO.com.

8 Data Points about the Importance of Customer Experience

Paul Gillin

I was asked to prepare some background information on the importance of delivering a positive customer experience, and I thought I would share some of the research with you. How much does the market reward companies that deliver excellent customer experience? Consider One-fifth said they would spend 50% more on companies that they felt the company put the customer first.

The Trouble with Klout

Paul Gillin

Klout’s weaknesses have not stopped it from amassing an impressive list of more than 3,000 business customers and from being incorporated into popular applications like HootSuite as a standard metric. By revealing so little about how its ratings are calculated, Klout essentially asks customers to put their faith in the service to do the right thing. Beyond Followers.

What a Hotel Manager Taught Me About the Future of Business

Paul Gillin

“I try to get out of the office at least a couple of times a week and connect with the customers,&# he said. He ticks of the two factors that most influence customer loyalty: “Cleanliness is number one by far. Customer service is number two. But you’d be surprised how forgiving people can be about customer service if the room is clean,&# he says.

Content Methodology: A Best Practices Report

for customer service. Customer service teams are the experts on customer pain points. president of global creative and content marketing. “It’s customer-first thinking. A lot. Business Goal Content Objectives KPIs Customer. customers Customer service • Number of service issues resolved using. become customers. Content. Methodology: A Best.

Skepticism on Gallup’s Gloomy Social Media Assessment

Paul Gillin

In fact, the social media section of the report focuses almost entirely on how brands communicate with customers. There is almost no mention of how customers use social media to communicate with each other. Most people probably think of Facebook or Twitter, but not of blogs, customer review sites, video and other tools that also come under the social media umbrella.

When Bad News is Good

Paul Gillin

Customer Attack journalism mainstream media Social Media BuzzFeed Fox News Lauren Green Reza Aslan Zealot 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. As of this moment, his book is the top seller on Amazon.

My New Book, ‘Attack of the Customers,’ is now available

Paul Gillin

Eleven months later,  Attack of the Customers  on sale on Amazon ! Several of the case studies in New Influencers  involved customer attacks in the days when blogs were about all people had to work with. Today, Most customer attacks don’t go viral, but they can be effective even without big numbers. Farming Out Customer Care. Goodbye to all that, and good riddance.

As Business Goes Social, CIOs Sit on Sidelines

Paul Gillin

This is about the finding new ways of doing business with a customer base that’s empowered with information. The information-empowered customer will impact every business at every level. We are in the very early stages of the shift in market conditions from supplier push to customer pull. To my surprise, not a single tweet had been logged during the past hour.

Evangelizing a Content Marketing Program

percent of American pay TV custom- ers overall, including the 25–34 demographic. as sales, employee advocacy, customer service, audi- ence engagement, thought leadership, and hiring. CUSTOMER RETENTION & LOYALTY The “always-on sales funnel” is a mod- ern marketing cliché for a reason. customer. All rights reserved. Introduction 4 II. Why This Guide 6 III. Instead, most.

This Brand Ambassador Program Goes Against the Grain

Paul Gillin

It also claims to have more than 200 retail customers, including Sprinkles Cupcakes and SitnSleep, although I couldn’t find any mention of Social Rebate on either of their websites. Boston-based BzzAgent is a word-of-mouth marketing agency whose customer list would turn any ad agency executive green. have some strong feelings about this topic, so I’ll oblige. Not really.

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What Makes a Good B2B Online Video

Paul Gillin

Cisco has long done a good job of leveraging video in almost every kind of communications, from product announcements to contests to customer testimonials. Here’s one: I like IBM’s customer videos a lot ( example ). shared some opinions with him, but why not share them with everybody else as well? I’d like to hear your answers to these questions, too. Keep it brief.

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Peer Reviews With a Difference

Paul Gillin

Despite ongoing allegations that even the biggest customer review sites are routinely manipulated by businesses and their detractors, 85% of consumers in one recent survey said they consult online reviews for recommendations of local businesses at least occasionally. My recent book,  Attack of the Customers , has an extended analysis of online ratings and reviews. The Real Thing.

Cool & Useful Sites for the Holidays

Paul Gillin

SocialVest is an online retail platform that allows customers to buy and give at the same time. 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 YapTV. ShopWithYourFriends.com.

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Study: How Much of Your Content Marketing Is Effective?

And instead of relying on disruptive banner ads, brands are start- ing to get smart about targeting customers with original content. their most important marketing goal, lifetime customer value and. Copyright © 2015 Contently. All rights reserved. contently.com By Jordan Teicher Study: How Much of Your Content. Marketing is Effective? What’s working—and what’s not—for over. content.

How to Promote an Event with Social Media

Paul Gillin

If you can customize to the local language, that’s even better. Many services let you customize the short code to something that’s easy to remember, like your event name or hashtag (for example, bit.ly/AcmeForum Link to your landing page using a custom URL. All you have to do is give each badge-holder a unique registration code to promote and track who sends you customers.

How Much Should You Pay For Content?

Paul Gillin

Marketers often ask how they can train engineers and technical people to blog, podcast and otherwise engage in deep online conversations with customers. My advice: don’t bother. You’re better off investing in professional communicators and teaching them what they need to know about your business. What’s that going to cost you? Like most things in life, it depends. Media Dividend.

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Five Tips to Make Your Writing Sparkle

Paul Gillin

You may think your situation doesn’t lend itself to such emotion, but with a little imagination, you can get angry about even seemingly mundane things: the way people behave in meetings, the antics of an industry standards group or the way a company treats its customers. Now that we’re all publishers, writing has become a core skill for marketers. Write in Pictures. Tell stories.

Attack of the Customers: The Pampers Dry Max Crisis

Paul Gillin

This an excerpt from the opening chapter of  Attack of the Customers: Why Critics Assault Brands Online and What You Can Do About It  by Paul Gillin and Greg Gianforte. The thinner diapers addressed the number one complaint of diaper customers, which was bulk, while also reducing cost and environmental impact. However, few customers are fortunate enough to have that insight.

Definitive Guide to Planning a New Content Initiative

customers to help them think through their strategy and the realities of what it will take for. the needs and desires of its customers rather than explicitly expressing “We want to sell. like corporate website, blogs or all-customer email newsletters. what they’re hearing from prospects and customers. Hitting Close to Home All too often, new Divvy customers struggle.

How to Summarize Content for a Business Audience

Paul Gillin

Customer-centered objectives are the principal drivers of big data projects, the research revealed. In my previous post about How to Read and Summarize a 20-Page Research Report in 20 Minutes , I showed how to skim through a complex document and gather essential information to use in summarizing the material for a business audience. Just the Facts? Key Point. Important Data 1.

15 Tips for Getting the Most From LinkedIn Groups

Paul Gillin

When I see hash tags in a headline, it tells me one thing: This person was too lazy to customize the message for me. I spend a lot of time in LinkedIn groups and have learned a bit about maximizing their potential as conversation-starters. Here are 15 of my favorite tips. Please add your own as comments. 1. Ask Ask Questions. The best way to provoke discussion on LinkedIn is to ask questions. Rather than sharing a link to an article, use it to kick off a discussion. Do you agree?”. link]. 2. Make it Personal. Only people can post content. hope you’ll join me there.”. 3. Follow Up.

Social Marketing Wisdom From a True Practitioner

Paul Gillin

What makes Stand Out such a stand out is that Lewis not only brings years of field experience to the topic but also insight gleaned from hundreds of customer experiences. Lewis has the benefit of being able to tap into the knowledge that huge brands like Major League Baseball have gained from analyzing millions of customer reactions, and some of the insights are fascinating.

Social Marketing Hangover

Paul Gillin

They also must be backed by an organizational commitment to creating delightful customer experiences. 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.”

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Content Marketing Playbook: Strategy and Roadmap

customers to reimagine GE on the cutting edge, which. they end up becoming customers of Moz, that’s great, too, but that’s a side benefit. list that could include: its own investment trends data, data and queries gathered at its customer call center, the expertise of its financial advisors and other internal. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently.

I’ve Been Writing A Lot Lately, Just Not Here

Paul Gillin

report reveals a startling disconnect between B2B companies and their customers that should give every marketer pause to reflect on his or her priorities. Altimeter’s Brian Solis: ‘It’s the Customer Experience, Stupid’ (Huffington Post). He believes few CEOs know how dramatically their businesses will change as a result of customer empowerment.

What Social Media Marketers Should and Shouldn’t Do

Paul Gillin

Listen to your market and customers using tools like Twitter filters, Google Alerts and LinkedIn searches. Identify the social media channels that your customers use – if any – and stake out at least a basic presence there. You don’t need to be active on every social network, but you do need to understand the culture of the ones that matter and you do need to respond to customers when they ask questions or talk about you there. 3. A journalist contacted me with some questions about social media marketing that I hear quite often. Don’t lead with a sales pitch.

How B2B and B2C Marketing Are Different

Paul Gillin

My fourth book, Social Marketing to the Business Customer ,  came out this week. While the purpose of this e-mail is ultimately to convince you to buy it, I hope to also impart some insight I gained from immersing myself in business-to-business social marketing for six months. Invariably, someone stands up and asks, “What does this mean to me as a B2B marketer?&#. Group consensus.

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How Twitter Amplifies a Customer Attack

Paul Gillin

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.  It’s also established the popular microblog service as a prime channel for customer complaints and a favored tool of the critics we call “Casual Complainers.” For a problem affecting multiple customers, consider creating a unique hash tag for updates. Order From Chaos. Brandjacked!

Content Marketing 2016: Staffing, Measurement, and Effectiveness

platforms, and customer relationship management. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. EFFECTIVENESS ACROSS THE INDUSTRY 2Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry I. Introduction II. Methodology III. Key Findings IV. Results and Analysis V. But brands.

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

Paul Gillin

Contact influencers in your market – or even your own customers or subject matter experts – and ask them for short paragraphs on a topic, then combine that content into an e-book. 2016 will be the year where B2B marketers finally realize that, while they can always make more content, their customers can’t make any more time.” – Mike Moran  (l.).

B2B Blogging Gets Publishing Discipline

Paul Gillin

Another defined the blog’s mission as being “to provide actionable and thought-leadership content for customers and prospects on…topics the company’s product helps optimize.&#. I’ve spent some time over the last week judging the finalists in BtoB magazine’s annual social media awards. 27 of the PDF). For obvious reasons, I can’t identify the finalists).

Book Review: Tales From a Veteran Blogger

Paul Gillin

Brill’s engaging and readable book is aimed at product managers, those corporate jacks of all trades who fret about everything from market research to customer support. I’ve been a reader of Ed Brill’s blog for several years, not because of any particular  interest in the IBM/Lotus products that he long championed, but because he’s just so good at blogging. Telling Stories.

IDC Sees Massive Disruption From Industry’s Platform Shift

Paul Gillin

Volume is going way, way up and price is going way, way down,” he said of the new software market. “If [technology companies are] going to drive large-enough volumes to support the revenue levels they’re used to, they’re going to have to drive the number of customers way up. You’ll need millions of customers in order to compete.”. today to 82 cents.

B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. will be forced to value "fit" over "reach" where they target the customers that fit. or current customer is. B2B Marketing.

Recommended Reading – 7/9/15

Paul Gillin

Monitor conversations with customers, obsess over quality, research constantly, listen to complaints and always be curious are five useful habits they recommended. Ninja Guide to Content Creation: Top 10 Writing Tools – Content Marketing Institute. We had never heard of most of these tools, and bet you haven’t either. Sounds simple, but if it is, then why do so few people do it?

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