Paul Gillin

JULY 9, 2012

Companies that dominate technology industries tend to become so addicted to the products that made them successful that they fail to respond to changes in the market and are done in either by low-cost competitors or a platform shift. This disease is described in Clayton Christiansen’s 1997 classic The Innovator’s Dilemma.

Work Management 50

Work Management Marketing Management Thought Leadership Blogger 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. And if you’re a CRM user, you’re almost certainly hearing about Social CRM, the hottest new craze in that 20-year-old field.

CRM 50

CRM B to B Marketing Management Eye-Tracking 50

Paul Gillin

MAY 13, 2010

People usually call me for help setting up and optimizing their social marketing programs. How about PDF documents? If you’re interested in social marketing, start with the social part. Tags: B-to-B marketing website. But in the early stages of our engagement the conversation almost always takes another turn.

B to B 50

B to B Marketing Websites Work Management 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. 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.,

ROI 50

ROI Paid Content Social Marketing Webcast 50

Paul Gillin

SEPTEMBER 17, 2014

This morning I spent 45 minutes cutting an article by a technology marketer by one-third. Content marketing, she writes, “has emphasized producing a high volume of content at the expense of producing content that people actually want to consume.” Marketing departments have no shortage of visionaries. And that made me happy.

Broadcasting 50

Broadcasting Network Marketing Press Efficiency 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. is the going per-word rate for marketing-commissioned pieces these days. My advice: don’t bother. The higher the level of technical expertise you need, the more it’s going to cost you.

BtoB 50

BtoB Burn Rate Blogger Sample 50

Paul Gillin

FEBRUARY 27, 2013

Here’s the embed, which links to the document on SlideShare. .” Lee Odden’s passage on hash tags is a riot: “#lets #just #stop #with #the #hashtagging #of #every #word #in #a #tweet #OK? You #keyword #spammer #you.” ” Completely agree. Social Media Predictions for 2013 from Dell Social Media.

Social Media 50

Social Media Media Facebook Social Networks 50

Paul Gillin

APRIL 13, 2011

Google Documents supports simple forms at no charge. The landing page should include calls to action to register for future events. A “repeat attendee” discount is a good idea. Set up a survey form to capture evaluations from attendees. Publish the best comments as validation of the quality of your content.

Social Media 50

Social Media Promotion Media Landing Pages 50

Paul Gillin

FEBRUARY 15, 2014

I recommended setting up multiple Twitter accounts for different functions like customer service and marketing. I guarantee that in five years much of it will be out of date, but it’s sure a useful document to read right now. Today I would recommend none of those things.

Social Networks 50

Social Networks Ideal Customer Profiles Blogger Social Media 50