Paul Gillin

JUNE 18, 2013

Recent research has shown that people are twice as likely to interact with companies over social media for customer support purposes as for marketing. CME Group (the former Chicago Mercantile Exchange) has amassed the largest Twitter following of any B2B company of which I’m aware. What social network is right for your business?

Social Media 50

Social Media Social Marketing Media Social Networks 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. CareOne has invested time and money to encourage the minority who interact. A busy online community has been a remarkably effective engine of growth.

Communities 50

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

Paul Gillin

JULY 15, 2011

After he posted the e-mail exchange online, some USA Today reporters dug up the fact that Facebook was behind the whisper campaign. They are delegating social interactions to one person, but they’re shortcutting the learning process by hiring people who can train others.

Case Studies 50

Case Studies Case Study Studies BtoB 50

Paul Gillin

MAY 27, 2010

The SMB market is coveted by technology firms, and many of them pay Spiceworks for the chance to interact with the audience of over one million IT professionals for activities ranging from market research to product design. Spiceworks sells advertising space on the software console its members use to monitor their networks.

Communities 50

Communities B2B Work Management Marketing Management 50

Paul Gillin

JANUARY 16, 2012

” Getting health care providers to interact social is a big challenge. Participants can then interact through avatars to transfer knowledge and discuss. A Web-based office suite enables live documents to be exchanged between people with full audit tranils to show who worked on a document and when.

Enterprise Management 50

Enterprise Management Work Management Social Networks Ideal Customer Profiles 50

Paul Gillin

JANUARY 20, 2011

The fact is that much of what works in consumer markets would fail in B2B interactions. Most prefer to work with a small number of favored vendors who get a large share of their budget in exchange for high-quality service and “one throat to choke&# accountability. Download a sample chapter. Long-term relationships.

Work Management 50

Work Management Marketing Management B2B Marketing B2B 50