Paul Gillin

MAY 13, 2016

Most content marketing is currently delivered piecemeal in the form of white papers, e-books, webcasts and the like. While there’s nothing wrong with that, drive-by customers are hard to engage in conversation. The target audience is not Cisco’s traditional CIO customer but board room executives.

Marketing Management 50

Marketing Management B2B Thought Leadership Service Thought Leadership 50

Paul Gillin

JANUARY 17, 2012

Does somebody know whether (unnamed competitor’s product) is approved at (unnamed customer)?”. The group held live live webcasts and chats to explain the event and succeeded in getting 45 prototypes from across the U.S. A sampling: “I need information on 3M Japan products (name withheld) and what are the Eurpean substitutes?”.

Wiki 50

Wiki Peer-to-peer Work Management Marketing Management 50

Paul Gillin

MAY 13, 2010

Then ask them to tell you what your company does, what problems you address and who the target customer is. Do they include the keywords that customers use to find you? These can be in the form of newsletter sign-ups, white paper downloads, requests for more information or invitations to view a webcast.

B to B 50

B to B Marketing Websites Work Management Webcast 50

Paul Gillin

JANUARY 6, 2011

Stories of social media failures will become more frequent as practitioners realize that customer conversations are time-consuming to maintain and that peer conversations present as many problems as they do opportunities.”. They also must be backed by an organizational commitment to creating delightful customer experiences.

Social Marketing 50

Social Marketing Marketing Analytics Tools Peer-to-peer Paid Search Agency 50

Paul Gillin

OCTOBER 11, 2012

Don’t just copy and paste the promotion from a webcast. When I see hash tags in a headline, it tells me one thing: This person was too lazy to customize the message for me. Boil down the basic facts and tell the reader why you recommend it. Don’t Copy From Twitter.

Linkedin 50

Linkedin Webinar Metrics Tips Webcast 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