Paul Gillin

MAY 27, 2010

Here are the first 1,100 words of the chapter on B2B social communities from my forthcoming book, co-authored with Eric Schwartzman, entitled Social Marketing to the Business Customer. Forums and discussion groups date back to the late 1960s and have been a staple of customer support for technology companies for 30 years.

Communities 50

Communities B2B Work Management Marketing Management 50

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. The problem is that most of their customers are still struggling to get CRM 1.0 I encourage you to restrain your enthusiasm.

CRM 50

CRM B to B Marketing Management Eye-Tracking 50

Paul Gillin

FEBRUARY 7, 2011

By enabling customers to freely exchange experiences, CareOne helps shatter suspicions that dissuade people in debt from seeking professional help. Not only do community members convert at dramatically higher rates, but the boost in sign-ups is only one of several business benefits CareOne has realized from its customer community.

Communities 50

Communities Cost per Acquisition Peer-to-peer Work Management 50

Paul Gillin

OCTOBER 5, 2011

With 9,400 Twitter followers, 1,200 LinkedIn connections and regular columns in BtoB magazine and The CMO Site , I can extend their reach at very little cost to them. Think Like the Customer. When you think in terms of what your customer wants, rather than what you need to sell, you create new channels of word-of-mouth awareness.

Direct Marketing 50

Direct Marketing BtoB Word of Mouth Conference 50

Paul Gillin

APRIL 27, 2012

The program began with the assumption that nearly every salesperson was already familiar with the value provided by Facebook and LinkedIn in their personal lives. All members of the team can now apply social tools like tagging and profiling to identify and recommend experts who can help solve customer problems and closed deals.

Process 50

Process Word of Mouth Forecasting Lock-In 50

Paul Gillin

APRIL 13, 2011

If you can customize to the local language, that’s even better. Use a unique tracking code with each promotion and make sure to use a different code for Facebook, Twitter, LinkedIn and e-mail. 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

Social Media 50

Social Media Promotion Media Landing Pages 50

Paul Gillin

JUNE 9, 2010

Following is an excerpt from Social Marketing to the Business Customer , which is due to be published in January, 2011 by John B. Forums and discussion groups date back to the late 1960s and have been a staple of customer support operations at technology companies for 30 years. Maskin refers to himself as “Mr.

Social Networks 50

Social Networks Work Management B2B Marketing Management 50

Paul Gillin

AUGUST 6, 2012

Awareness Networks just announced a tool that takes an intelligent and customized approach to influence assessment. The Social Marketing Automation suite enables customers to identify patterns in public online conversations, extract profile information and create what amounts to custom Klout scores.

Marketing Automation Services 50

Marketing Automation Services Salesforce.com Ideal Customer Profiles Social Networks 50

Paul Gillin

SEPTEMBER 6, 2011

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. Schwartzman has 44 recommendations on LinkedIn, while Berry has three. The more I look at it, the less I like it.

PageRank 50

PageRank Social Networks Wikipedia Ideal Customer Profiles 50

Paul Gillin

NOVEMBER 8, 2011

personally contacts every single customer who posts a complaint about his hotel on an online review site. Facebook and LinkedIn already make polling easy, and Quora is awash with questions about recommended vendors. Customers will share their opinions whether you want them to or not. Fortunately, it’s not a big job.

Work Management 50

Work Management BtoB Marketing Management Vendors 50

Paul Gillin

MARCH 24, 2011

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.&#. Two of the four finalists had hired professional journalists to oversee content.

BtoB 50

BtoB B2B B2B Thought Leadership Multi-Channel 50

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. Rather, they invest in social marketing because they believe that the benefits – customer engagement, market awareness, continuous feedback and professional development – are good for. Of course not.

ROI 50

ROI Paid Content Social Marketing Webcast 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. There are several large groups of freelancers on LinkedIn, including The Freelance Writers Connection with 5,600 members. My advice: don’t bother. Search for others.

BtoB 50

BtoB Burn Rate Blogger Sample 50