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

MAY 31, 2012

Christina Kerley is a leading voice in B2B mobile marketing, and she’s starting posting engaging educational videos that show how mobile devices can be incorporated into the B2B marketing mix.

Mobile Marketing 50

Mobile Marketing Video Marketing B2B Thought Leadership B2B Marketing 50

Paul Gillin

AUGUST 4, 2011

This Is despite the fact that numerous surveys have shown that Facebook is one of the least effective social networks for B2B marketing. In a survey of marketers conducted by BtoB magazine last year , Facebook was ranked last in usefulness among the top five social networks, trailing blogs, LinkedIn, YouTube and Twitter, in that order.

Facebook 50

Facebook B2B Marketing Rules Salesforce.com 50

Paul Gillin

FEBRUARY 28, 2022

Artificial intelligence has become something of a buzzword in marketing, but not everybody is clear on how this technology can be used for content generation. This could potentially lead to a world where content is written by machines rather than humans. Can AI Replace Content Writers?

Marketing AI 50

Marketing AI Generation Tools Content 50

Paul Gillin

JANUARY 2, 2015

Organic Facebook Marketing Is Dead; Think Customer Service Instead – Midsize Insider, Dec. This may finally be a wake-up call to marketers to share Facebook responsibility with customer service and to use Facebook as a listening post and customer-retention vehicle. FIR B2B #19: Doubts about Social Media’s Lead Gen Potential.

B2B Thought Leadership 50

B2B Thought Leadership Cost per Lead Lead Gen Thought Leadership 50

Paul Gillin

DECEMBER 12, 2013

Marketing’s big miss (BtoB magazine). report reveals a startling disconnect between B2B companies and their customers that should give every marketer pause to reflect on his or her priorities. Marketing and sales organizations at most B2B companies have a relationship that can be politely described as strained.

BtoB 50

BtoB Social Networks B2B Sales Network Marketing 50

Paul Gillin

JULY 9, 2015

Ninja Guide to Content Creation: Top 10 Writing Tools – Content Marketing Institute. SlideShare Secrets to Stack the Decks in Your Favor – Content Marketing Institute. SlideShare continues to be one of the best-kept secrets in B2B marketing. 15 Habits of Highly Effective Content Marketers – HubSpot Blog.

Hubspot 50

Hubspot Blogger Ideal Customer Profiles Twitter 50

Paul Gillin

APRIL 24, 2012

IBM started with that simple premise when it tackled the task of convincing its sales and marketing people to adopt a new way of doing business. IBM has been a leading adopter of social business principles, which Beck defined as “the application of social tools and culture to business processes and outcomes. Photo via NigelBeck.com.

Business 50

Business Work Management Customer Satisfaction Marketing Management 50

Paul Gillin

AUGUST 6, 2012

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. This information can be imported into CRM and marketing automation packages, easing what is usually a laborious manual process.

Marketing Automation Services 50

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

Paul Gillin

NOVEMBER 16, 2011

A quartet of new research reports suggested that small and midsize businesses (SMB) are rapidly waking up to the potential of social media and cloud-based infrastructure to create new operational efficiencies and better engage customers – and that they may also be leading the US out of recession.

Customer Surveys 50

Customer Surveys Peer-to-peer SMB Business 50

Paul Gillin

APRIL 10, 2013

Brill’s engaging and readable book is aimed at product managers, those corporate jacks of all trades who fret about everything from market research to customer support. Those glimpses into your experiences, hobbies and interests create touch points that lead to meaningful relationships.

Blogger 50

Blogger Opt-in Guidelines Social Media 50

Paul Gillin

JANUARY 25, 2012

Most small businesses are terrible at marketing in general and online marketing in particular. But with Facebook becoming the place you just have to be for businesses of all sizes, a little marketing know-how comes in handy. If you lead with your wall, you’re missing an opportunity. Tip #2: Make your offer shareable.

Small Business Marketing 50

Small Business Marketing Facebook Tips A/B testing 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. They are flexible gathering halls that can fill a wide variety of purposes ranging from product development to lead generation. Tags: B2B Facebook communities marketing social_media socialnetworks.

Social Networks 50

Social Networks Work Management B2B Marketing Management 50

Paul Gillin

FEBRUARY 22, 2011

Software Advice has posted a grid that presents a new way of looking at the social CRM market. More importantly, Marketing Director Houston Neal argues that social CRM actually doesn’t exist. Unfortunately, many companies simply use CRM as a fancy lead management tool. Have a look at the grid and see what you think.

CRM 50

CRM Marketing Management Organization Salesforce.com 50

Paul Gillin

AUGUST 30, 2013

How much does the market reward companies that deliver excellent customer experience? Gartner estimated last year that by 2014 “ failure to respond via social channels can lead to up to a 15% increase in churn rate for existing customers.” Attack of the Customers B2B marketing Social Media social networks'

Churn Rate 50

Churn Rate Social Networks Gartner Network Marketing 50

Paul Gillin

JUNE 11, 2012

Coca-Cola is dealing with a minor crisis this week because of comments by a former marketing executive expressing remorse over his contributions to America’s obesity problem. Or that it is following, rather than leading the market. ” New York City anti-obesity ad.

Effectiveness 50

Effectiveness Opinions Paid Search Agency Advertisements 50

Paul Gillin

AUGUST 20, 2013

Do consumers want more marketing?” ” The Internet shifts markets from normal to extreme because enthusiasts can find each other and drive each other to greater extremes. ” Generosity will be essential to marketing because no one wants to connect with a selfish person. Show up to lead one that already exists.

Conference 50

Conference Internet Marketing Lead Scoring Lead Ranking 50

Paul Gillin

FEBRUARY 22, 2011

My book Social Marketing to the Business Customer with co-author Eric Schwartzman was released last month and is now available through Amazon , Barnes & Noble , Borders and other booksellers. Some of the topics we can address include: Building the Business Case for B2B Social Marketing. We look forward to hearing from you!

Sales Qualified Leads 50

Sales Qualified Leads Case Studies Conference Amazon 50

Paul Gillin

DECEMBER 27, 2011

McKinsey’s groundbreaking research in this area has consistently demonstrated that companies that leverage social technologies most aggressively see the payoff in market share gains, improved productivity and higher customer satisfaction.

Validation 50

Validation Research Correlation Customer Satisfaction 50

Paul Gillin

OCTOBER 3, 2013

Here was a chance to learn by talking to practitioners on the leading edge and earn a few bucks and a byline in the process. If you want a top-notch business editor and writer who understands B2B markets, be sure to give John a call. In late 2006 Ellis offered me a monthly column on the editorial page called “ New Channels.”

BtoB 50

BtoB Allocation Marketing Analytics Tools Social Media 50

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. They are flexible gathering halls that can fill a wide variety of purposes ranging from product development to lead generation.

Communities 50

Communities B2B Work Management Marketing Management 50

Paul Gillin

SEPTEMBER 15, 2011

I haven’t reviewed these tools in detail just yet, but it appears that influence is a red-hot topic in PR and marketing circles right now. A “like&# or retweet is a form of action, but not necessarily one that leads to a decision. For example: What is action?

Analysis 50

Analysis PR Correlation Advertising Agencies 50

Paul Gillin

NOVEMBER 28, 2011

In its formative years, social media has been largely relegated to marketing departments under the assumption that it’s just another form of communications. BtoB magazine asked 375 marketers last year who was primarily responsible for social media within their companies. Playing pays off.

Lead Ranking 50

Lead Ranking BtoB Business Enterprise Management 50

Paul Gillin

FEBRUARY 24, 2011

Earlier this week I wrote an article for SocialMediaB2B.com that made the case that last week’s IBM Watson Jeopardy challenge, in which an IBM computer thrashed the two greatest Jeopardy champions of all time, was the greatest B2B marketing campaign ever. Result: 600% jump in leads in six months. Some companies understand this.

Trade Show 50

Trade Show Youtube Statistics Social Media 50

Paul Gillin

AUGUST 19, 2011

None is very appealing, but a customer-driven market doesn’t permit the luxury of spending your way out of trouble. Conversely, the owner of the Best Western Premier Marlemont can cut the advertising and direct mail budget because customers are doing a better job of promoting the hotel than any marketing could do.

Marketing Management 50

Marketing Management Advertising Agencies Business Marketing Budget 50

Paul Gillin

MAY 31, 2010

We’re bringing together a lot of smart practitioners from the area who are putting social marketing to work in real business scenarios. Technology Leadership Council is hosting its second annual Social Media Summit. David Weinberger (right) kicks it all off as our keynote speaker.

Forrester 50

Forrester Social Media Tagging Communities 50

Paul Gillin

APRIL 18, 2012

Marketers can think of these communications as a Web 2.0 Good Facebook marketers provide a constant stream of information that provokes conversation and interaction among members. LinkedIn is a favorite of B2B marketers because its members go there mainly to discuss professional interests.

Twitter 50

Twitter Linkedin Facebook Social Networks 50

Paul Gillin

MAY 13, 2010

People usually call me for help setting up and optimizing their social marketing programs. Why would you want to miss any chance to turn an interested passerby into a lead? If you’re interested in social marketing, start with the social part. Tags: B-to-B marketing website. Clients are sometimes frustrated by this.

B to B 50

B to B Marketing Websites Work Management Webcast 50

Paul Gillin

FEBRUARY 10, 2016

Many executives create thought-leading content all the time in emails and posts on the company intranet. Building thought leadership – Most organizations want their executives to exhibit thought leadership, but placing articles in management magazines is both time-consuming and unpredictable.

Social Media 50

Social Media Media Thought Leadership Advertising Mediums 50

Paul Gillin

MAY 25, 2010

There I got a chance to meet some remarkable people who took chances on social marketing before it was fashionable and won. Blogging isn’t just pushing out information, it’s responding to the interests of your market.”. I was privileged to moderate the BtoB magazine Social Media Awards Breakfast in New York this week.

BtoB 50

BtoB B2B B to B Blogger 50

Paul Gillin

AUGUST 29, 2012

The practice is called slipstreaming, and it’s common in high-volume consumer packaged goods markets that manufacture products by the millions at facilities around the world. During that time you’ve got a mix of the old and new product on the market.” That was the case with Pampers Dry Max.

Paid Search Agency 50

Paid Search Agency Advertising Agencies Facebook Customer Satisfaction 50

Paul Gillin

AUGUST 9, 2012

People with large Twitter followings can quickly magnify a complaint with a single retweet, and the media has learned to use Twitter both as an amplifier and a leading indicator of developing news. Retweets of negative messages by people who are influential in your market. Do not let that happen to you. [1]

Twitter 50

Twitter Work Management Paid Search Agency Tagging 50

Paul Gillin

OCTOBER 31, 2011

Probably, because it can lead to policies that are intended to preserve these positions instead of moving toward the jobs that are growing. It’s a good living, but it’s a small piece of the market. What we see is a decline in operative production jobs and clerical/administrative support jobs.

Enterprise Management 50

Enterprise Management Training Work Management Education 50