Paul Gillin

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3 Branded B2B News Services That Get It Right

Paul Gillin

What if you could go a step beyond the downloads and become a trusted and even indispensable information source that customers visit every day? 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. CMO.com. Cisco Connected Futures.

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 The world’s two most valuable brands – Apple and Google – are considered world-class.

The Trouble with Klout

Paul Gillin

If you want to grow your score, you can log in to the site and give it a bunch of information about your online activities. Estimating influence is a delicate balance of art and science. People are drawn to quantitative methods because scores are easy to understand. The downside of reducing influence to a number, though, is oversimplification. The more I look at it, the less I like it.

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How to Get Salespeople Aboard the Social Media Train

Paul Gillin

Information is competitive advantage in sales. Many salespeople see no upside in sharing information, which is a practice which is essential to building social capital. One of the most common frustrations I hear B2B marketers express is about the difficulty of getting salespeople interested in social media. think they’re worth sharing. They’re short-term thinkers.

B2B Marketing Trends for 2016

sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. Please contact john.moses@aggregage.com for more information. B2B Marketing. processes are fundamentally changing. They expect content to be relevant, easy to find, and mobile- friendly.

Stop Talking! I’m Trying to Listen!

Paul Gillin

The opportunity to talk with constituents was the reason many brands went online in the first place, but it’s getting harder and harder to converse with an audience that’s overwhelmed with information. Three years ago I routinely advised clients to spread their content around liberally through multiple channels as a way to reach the largest possible audience. Shhhhhh!

How to Summarize Content for a Business Audience

Paul Gillin

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. Then we plug our highlighted information into an “inverted pyramid” template. Inverted Just the Facts? Key Point. Important Data 1.

Five Tips to Make Your Writing Sparkle

Paul Gillin

They’re the little nuggets of information that delight and reward readers for staying with us. Now that we’re all publishers, writing has become a core skill for marketers. love good writing, and whenever I get the chance to teach it, I share these five tricks I’ve learned to make anyone’s writing better. 1. Write in Pictures. Human beings think visually. Get angry.

Industrial Age Thinking Thwarts Potential of Internal Social Nets

Paul Gillin

They’re also incompatible with conventional organizational structures, which actually work against information sharing. They need to institutionalize practices that encourage the smooth flow of information and skills across the workplace. He asked my business unit to build a computer lab that employees could use at any time to play and experiment. There was even a NeXT machine.

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B2B Marketing Trends for 2016

sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. Please contact john.moses@aggregage.com for more information. B2B Marketing. processes are fundamentally changing. They expect content to be relevant, easy to find, and mobile- friendly.

The Other Social Network

Paul Gillin

You can use this information to prepare for a meeting, find skills or identify prospects within a region. Have you checked out LinkedIn lately? If you thought the world’s largest professional network was little more than a place to post your resume, you owe yourself another visit. LinkedIn gets none of the buzz of Facebook, and no one’s going to make a movie about it. And they’re busy.

Social Marketing Wisdom From a True Practitioner

Paul Gillin

This is what I call really actionable information. An accompanying website provides bonus information that builds on many of the points raised in the book. Stand Out Social Marketing starts a little slow, but if you stick with it you’ll be rewarded with truly actionable insight that can help your whole company become more social. Mike Lewis manages to find one.

Tips for Building a Quality Twitter Following

Paul Gillin

The people who follow me have no incentive to do so other than to discover and learn from information I share. make it easy to post tweets to interesting information I find. I use Dlvr.it to automatically post links to new entries on my blogs. I breached the 10,000-follower mark on Twitter yesterday. marked this milestone quietly because I’m not big on numbers games and have been outspoken against counting success solely in terms of fans and followers. Nevertheless, I have to admit to taking some pride in this number because of the way I reached it. The Road to 10K.

How B2B and B2C Marketing Are Different

Paul Gillin

These people typically come from many different areas of the organization, and each has different information needs. 3. Intense need for information. A B2B decision usually requires information from a lot of sources about a lot of topics. The business buyer’s appetite for information also doesn’t end with the sale (see item 4). Download a sample chapter.

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

Paul Gillin

Newspapers and magazines may be suffering financially right now, but they’re just as important as they always have been to validate and spread information. An idea I’ve been kicking around for a couple of years became a formal book project in January. Eleven months later,  Attack of the Customers  on sale on Amazon ! Farming Out Customer Care. Self-Publishing Experiment.

B2B Marketing Trends for 2016

sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. Please contact john.moses@aggregage.com for more information. B2B Marketing. processes are fundamentally changing. They expect content to be relevant, easy to find, and mobile- friendly.

15 Tips for Getting the Most From LinkedIn Groups

Paul Gillin

They are: Headline – Keep it brief and use it to communicate basic information or arouse interest. Add more details - Provide background and explanatory information. Tell people why you think this information is important. 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. Do you agree?”. link]. 2. Make it Personal. Follow Up. Use Active Voice.

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

Paul Gillin

The authors identified three powerful trends driving B2B marketing right now: –Changing buyer expectations fueled by the availability of rich information and ease of access and purchase; –Pressure to demonstrate ROI as marketers learn to do more with less; and. love this content concept, and it’s an idea more B2B marketers could adopt.

Live Blog: Lotusphere 2012 Opening Session

Paul Gillin

The IBM Customer Experience Suite is aimed at making it as easy as possible to reach mobile customers, deliver engaging experiences and apply analytics for informed decision-making. social analytics demo shows data from SAP overlaid on sentiment analysis information from social monitoring tools (below). Health care information is easy to find, but useful data is hard to find.

Social Marketing Hangover

Paul Gillin

Lack of understanding. I’ve talked to several companies recently that have information-rich community websites that are going nowhere. People’s attention spans are shorter than ever and their willingness to find information is giving way to the expectation that information will find them. responded that no slight was intended. Blaming the Tools. Lack of patience.

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Facebook, LinkedIn and Twitter in Plain English

Paul Gillin

Friends can see information about each other that others can’t, and because connections are maintained by the social network rather than by individual members, they outlast job changes, relocations, relationship changes and other disruptions that often cause us to lose contact with others. Good Facebook marketers provide a constant stream of information that provokes conversation and interaction among members. Facebook fan pages focus on conversation with followers while LinkedIn stresses information about the companies. Facebook & LinkedIn. Good content sells itself.

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

Paul Gillin

Earned media is more valuable because people volunteer to share your information. I only update this blog occasionally because most of my writing these days appears on other people’s websites. But my blog is still my home base. Here’s a round up of what I’ve been scribbling about elsewhere of later. Social is the Future of Search (Profitecture Blog). Short on content?

IBM’s Beck: Social Business is About Enablement, Not Control

Paul Gillin

Amadori is an Italian food processor specializing in poultry that created a network of micro sites that combine company and public information to answer common questions. Social business isn’t about tools and promises. It’s about giving people at every stage in the sales cycle the incentive to adopt tools that make their jobs easier and contribute to customer satisfaction.

IBMer: ‘Social Selling’ Is a Sales Process in Itself

Paul Gillin

It’s no secret that the factors that motivate salespeople to change the way they work have to be pretty simple: Help them spend more time selling and less time scrounging for information and telling managers what they’re doing. The tools made it easy to find information and expertise by consulting friends. Familiarity Breeds Intent. Critical Success Factors.

What Social Media Marketers Should and Shouldn’t Do

Paul Gillin

Indium uses the blogs to provide those solutions and also to capture contact information for sales purposes. Finally, Constant Contact has used Facebook and Twitter to deliver a constant stream of useful information to its small-business clientele about how to better market their companies. The other 90% is informational and advisory. A journalist contacted me with some questions about social media marketing that I hear quite often. thought I’d share my responses here. These These thoughts are particularly directed at B2B marketers. Be helpful and sales will come.

What You Probably Didn’t Know About Editors

Paul Gillin

Editing is also about knowing where gaps exist and directing the content creators to gather more information. longtime Wall Street Journal writer and editor, Blundell documents the almost obsessive culture at that newspaper with packing more information into less space. The reason for taking words out, though, is to fit more information in. And that made me happy. Wrong.

IDC: US Tech Firms Underestimate Emerging Market Opportunity

Paul Gillin

Latin America, Central & Eastern Europe, Middle East, Africa (CEMA) and Asia Pacific economies are will spend nearly as much on IT as the US in 2012, said Sandra Ng , Group Vice President of the Information & Communications Technology Market Group at IDC in an address to the research company’s Directions 2012 conference this morning. researcher. IDC Forecast.

Awareness E-Book Raises the Bar on Social Measurement

Paul Gillin

Awareness’ e-book is an important attempt to try to nudge marketers toward realizing the potential of the information they gather. The question of how to measure social media performance, particularly in a marketing context, continues to be one of the industry’s hottest topics. These numbers may be of little value, but at least they’re understandable. Manage Social Content.

Facebook Can Work for B2B Marketers, But You Gotta Know the Rules

Paul Gillin

The style that works best is relaxed, informal and a little edgy. In my work with B2B organizations, the question of how to use Facebook is invariably front and center. This Is despite the fact that numerous surveys have shown that Facebook is one of the least effective social networks for B2B marketing. Let’s look at some examples of what they do well. SAP plays inline videos. Share.

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Live Blog: How to Make Collaboration Cook

Paul Gillin

Informal networking is important, Liew said, and don’t start the session with lunch. When building a collaborative workplace, a “build it and they will come” attitude is a recipe for disappointment. Effective deployment strategies demand a mix of promotion, training and tolerance of the adoption strategies that employees choose. Speak in terms that make business sense.

How Twitter Amplifies a Customer Attack

Paul Gillin

To the uninitiated, it’s a cacophony of voices sharing mostly useless information. Instead of relying on just one channel for information, you tap into the collective reports of many. However, even that small number can unleash a breathtaking amount of information. Then tweet follow-up information as you receive it. 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. Now, thanks to the Internet, we know this is not true.

Marketo Tells How to Use Social Media for Lead Generation

Paul Gillin

I often cite marketing automation vendor Marketo as a shining example of a company that gives away great information as a way to promote its business. Marketo recently contacted several B2B social media marketing pros to get their tips on how to generate leads with social platforms. They report encouraging results. Check out “ How to Use Social Media for Lead Generation.” It’s

How to Calculate Social Marketing ROI

Paul Gillin

Good ROI analysis almost always requires accurate historical information, which few companies have, in our experience. simple example of how you might use this information is to measure traffic to a landing page and analyze the number of visitors who fill out a registration form according to the referring source. My biggest concern is that these ideas are overly simplistic. EMC Corp.

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Gordon Gekko is So Last Century

Paul Gillin

Just like they did with e-mail and the Internet, Eighty-two percent of emerging market professionals and 41% of developed market professionals agree that blogs, information from social media or crowd-sourced information on the Internet are highly useful in helping to understanding an issue or news item.  and the U.S. Further evidence that Gordon Gekko is a historical relic.

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Surveys Show ‘Social Business’ Concept Gaining Traction

Paul Gillin

More than seven in 10 respondents said they aren’t sure how to improve customer loyalty at a time when peer reviews and open sharing are making customers more informed, more critical and less loyal. recent survey of more than 2,000 small businesses by e-mail marketing provider Constant Contact found that 81% say they now use social media for marketing, up from 73% in the spring.

Attack of the Customers Press Release

Paul Gillin

Contact information: Paul Gillin. I’ve read thousands of press releases over the years but don’t believe I ever wrote one until now. It was more difficult than I expected! Links and tweets are appreciated, but Amazon reviews will get you undying devotion. Recent research has shown that 70% of large companies have experienced an attack on their reputations during last two years.“Decision-makers

Bulldog Reporter’s Faux Pas Shows Why Not to Take Research at Face Value

Paul Gillin

This is kind of critical information to know if you’re going to cite the results in a responsible publication. The real problem is when respected brands like Bulldog Reporter put the badge of legitimacy on information that is so clearly wrong. Bulldog Reporter publishes a lot of good information, but it dropped the ball on this one. ” Holy cow!

The End of ‘Social Media’

Paul Gillin

Seven years, 200 million blogs, nearly 600 million Facebook members and a few billion YouTube videos later the information landscape has been completely transformed. We have achieved a goal Bill Gates coined 20 years ago called “information at your fingertips.” This new reality of instant information access will transform our economy and our culture fundamentally. Over the next few years we will learn to take for granted that advice from people just like us is available whenever we need it, and the tools to deliver this information will get much better. Stunning.

CareOne Cashes In On Community

Paul Gillin

Word-of-mouth recommendations help drive inbound inquiries, and the presence of so much helpful information in the community lowers the barrier to conversion. CareOne Debt Relief Services contends with a business climate that few of us (thankfully) have to face: Its industry has a terrible reputation. busy online community has been a remarkably effective engine of growth. Happy Accident.

Research Finds Expanded Marketing Role Correlates With Business Results

Paul Gillin

Two thirds of marketers don’t integrate e-mail data with other customer information or they integrate data manually, which doesn’t scale. At the risk of beating a dead horse, here’s further evidence that IT organizations need to take a more active role in supporting social business. IBM just released a global survey of more than 360 marketing practitioners and one of the key findings is that marketers want to be better aligned with their IT organizations. You can see a 28-slide summary of the top findings here. Other interesting data: E-mail is kind of a mess.