Paul Gillin

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Gems from Godin

Paul Gillin

Show up to lead one that already exists. Seth Godin keynoted the #Inbound13 conference in Boston this morning, serving up his usual bounty of great quotes. Godin’s overarching point: We are moving from the age of mass to the age of connection. Organizations must connect with their constituents individually or they’ll be ignored. Quotes are more or less word-for-word.

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8 Data Points about the Importance of Customer Experience

Paul Gillin

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.” 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. That’s gonna be a tall order.

Bidding Fond Farewell to BtoB Magazine

Paul Gillin

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. I was sad to learn this week that BtoB magazine , which has existed under various brands for nearly 100 years, will be swallowed by Advertising Age at the end of the year. My association with BtoB began as a happy accident. BtoB is a victim of those same forces.

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Five Often-Overlooked Reasons Senior Executives Should Use Social Media

Paul Gillin

Many executives create thought-leading content all the time in emails and posts on the company intranet. “I don’t have time to build my LinkedIn profile. already get more useless messages than I can handle anyway.”. Why would I want to be on Twitter? It’s a lot of noise, and no one cares about what I’m reading.”. “I want to be a thought leader, but I don’t have time for blogging.”.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

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

Paul Gillin

I was delighted when B2B Marketing Zone – a website and newsletter that I devour – asked me to be one of 25 contributors to its “ B2B Marketing Trends for 2016 ” e-book. love this content concept, and it’s an idea more B2B marketers could adopt. Your contributors will be flattered to be included and you will get to tap into their often substantial followings.

Delay Is Killing Major League Baseball

Paul Gillin

In the seventh inning, leading by five runs, Red Sox manager John Farrell replaced pitcher Alex Wilson with Craig Breslow despite the fact that Wilson had struck out the previous two men he faced, the last one on three pitches. Was this really necessary with a five-run lead? After all, it was already 10:30. The game ended to a nearly vacant ballpark. Timestamp: 10:51 p.m. Tough Love.

Live Blog: Lotusphere 2012 Opening Session

Paul Gillin

We use the power of collaboration to lead transformation to high-quality, cost-effective health care.” GAD is a leading provider of secure processing capabilities to 430 banks in Germany. Michael J. Fox kicks off as guest speaker, telling about his diagnosis with Parkinson’s Disease at the age of 29 and how it sparked his interest in the Internet. Content. Analytics.

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

Paul Gillin

Sales complains that marketing gives them lousy leads while marketers charge that sales wouldn’t know a good lead is it bit them on the nose. Improve lead quality and a lot of the bad karma disappears. 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. Short on content?

B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. preference, lead generation) isn't new, just more intense. its role beyond lead gen. Tom has been published on leading.

Social Marketing Hangover

Paul Gillin

There’s a period of exuberance, followed by the cold reality that the new tool won’t shorten the work week or lead to permanent weight loss. Traditional marketing is campaign-oriented: Put a message in the field and then sort through the surge of leads and responses that come in. responded that no slight was intended. Blaming the Tools. Disillusionment is starting to set in.

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Facebook, LinkedIn and Twitter in Plain English

Paul Gillin

This makes LinkedIn a compelling new tool for professional networking and lead generation. I prepared summaries for my upcoming Search & Social Double Whammy seminar on May 2 in Burlington, MA describing the “big three” social networks: Facebook, LinkedIn and Twitter. My goal was to describe in plain English the way these networks provide value to their users and the metaphors they use for interaction. Perhaps you’ll find these basic explanations useful in some context. And if I’ve missed or misstated anything, I’d appreciate your corrections.

Marketo Tells How to Use Social Media for Lead Generation

Paul Gillin

Marketo recently contacted several B2B social media marketing pros to get their tips on how to generate leads with social platforms. Check out “ How to Use Social Media for Lead Generation.” It’s 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.

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

Paul Gillin

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. The first goal was addressed by rethinking the traditional marketing process, which Beck characterized as “pushing messages down customers’ throats and then flogging the salespeople to pursue leads.”

What Social Media Marketers Should and Shouldn’t Do

Paul Gillin

Don’t lead with a sales pitch. Indium’s sales leads grew 600% in the year after the program was launched. 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. What are three or four things social media marketers should  do, and explain why they’re important. 1. Listen to your market and customers using tools like Twitter filters, Google Alerts and LinkedIn searches. Have metrics in place to measure results.

B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. preference, lead generation) isn't new, just more intense. its role beyond lead gen. Tom has been published on leading.

Recommended Reading – 7/9/15

Paul Gillin

It’s a great way to increase the visibility of your thought-leading content by sharing slide decks that would otherwise be put on a virtual shelf. Ninja Guide to Content Creation: Top 10 Writing Tools – Content Marketing Institute. We had never heard of most of these tools, and bet you haven’t either. Sounds simple, but if it is, then why do so few people do it? What 4.8

Unfair Rap on Gates

Paul Gillin

Most people would agree that capitalism in its purest form creates imbalances that lead to lead to things like the Great Depression, and that’s why some regulation is needed. Bill Gates at the World Economic Forum ,2007. Photo credit: Wikipedia). Bill Gates is getting bashed over comments he made that are critical of capitalism, and I think he’s getting a bad rap.

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

Paul Gillin

Buddy Media uses it to capture leads , as does e-mail marketing provider Infusionsoft. 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. Takeaways.

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How Twitter Amplifies a Customer Attack

Paul Gillin

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. 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. The target publication date is late 2012. I’ll be posting a few excerpts here during the next few months and would appreciate your comments. Now, thanks to the Internet, we know this is not true.

B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. preference, lead generation) isn't new, just more intense. its role beyond lead gen. Tom has been published on leading.

How to Calculate Social Marketing ROI

Paul Gillin

whose blog-driven search strategy yielded a six-fold increase in leads in just one quarter, and Clickable , whose Gurus drove a 400% one-year growth in billings. ROI analysis enforces rigor that leads to better decisions. In the example below, lead activity appears to correlate positively with traffic to a company blog. Our historical data tells us that a lead is worth $100.

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Surveys Show ‘Social Business’ Concept Gaining Traction

Paul Gillin

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. The concept has gained momentum in the form of “intranet 2.0″

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

Paul Gillin

This lead from a recent Bulldog Reporter case study on business blogging certainly caught my attention: “Recent  research  reveals that 64% of American companies will launch their own corporate blogs in 2014, and the average budget for corporate blogging will increase by nearly one-sixth. What’s more, 12% of American companies plan to hire a full-time blogger in 2014.”

‘The Truth about Leads’ Is Just That

Paul Gillin

My 15 months of hell taught me otherwise, and that’s why I was curious when Dan McDade sent me a copy of The Truth about Leads. McDade Is an entrepreneur whose company, PointClear , helps businesses improve their prospecting and lead nurturing. The Truth about Leads is a short book – only 101 pages – but it’s packed with sales wisdom.

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Book Review: Tales From a Veteran Blogger

Paul Gillin

Those glimpses into your experiences, hobbies and interests create touch points that lead to meaningful relationships. He introduces the concept of “progressive disclosure” as an alternative to the traditional Big Bang product announcement, with the idea being to use social media to build awareness and buzz leading up to the communication of the news. Telling Stories.

McKinsey Research Again Validates Social Technology Benefits

Paul Gillin

In larger numbers than respondents in other clusters, they think that social technologies will lead their companies to adopt entirely new processes under current conditions and to do so even more aggressively if all constraints were removed. However, the research also indicates that becoming a fully networked organization is difficult, and remaining fully networked may be even harder.

Organizing the Chaos of Social CRM

Paul Gillin

Unfortunately, many companies simply use CRM as a fancy lead management tool. 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. previously expressed my opinions about the whole concept of social CRM. They’re asking for input.

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A Chance for CIOs to Lead in Social Business

Paul Gillin

suggest in my presentation that there are several initiatives IT could lead that would give them a critical role in social business. I’m presenting a session at the CIO Solutions Gallery at the Fisher College of Business at Ohio State University  tomorrow on the topic of “Measuring Social ROI: The CIO’s Role.” The ” The subject got me thinking about a topic that’s close to my heart, which is the low profile IT executives have assumed in driving social business at their organizations. Not surprisingly, marketing topped the list.

Attack of the Customers: The Pampers Dry Max Crisis

Paul Gillin

It stepped up advertising about the benefits of Dry Max and posted videos by leading pediatricians about the causes and treatment of diaper rash. “If parents weren’t seeking medical attention or treating the diaper rash, that was a big concern,” Fox said. It’s due to be published this fall. However, Rosana Shah of Baton Rouge, LA was not impressed. Standoff. That was an important step.

Let Your People Speak!

Paul Gillin

Result: 600% jump in leads in six months. IBM engineers celebrate Watson's victory (from an IBM YouTube video). 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. Tell Stories.

Five Facebook Tips for Small Businesses

Paul Gillin

If you lead with your wall, you’re missing an opportunity. Fitness has a variety of other offers on its Facebook presence, but it leads with the simplest one. Most small businesses are terrible at marketing in general and online marketing in particular. That’s understandable: The founders are usually more passionate about what they do than about promoting themselves.

How Will Technology Affect Employment?

Paul Gillin

Probably, because it can lead to policies that are intended to preserve these positions instead of moving toward the jobs that are growing. Live-blogging from the IBM Watson University Symposium at Harvard Business School and MIT Sloan School of Management. . Panel discussion: How Will Technology Affect Productivity and Employment? Moderator: Erik Brynjolfsson – MIT Sloan, CDB.

New Video Series Shows How Mobile Marketing Can Work for B2B

Paul Gillin

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. CK has some great examples in this video series, which now includes six segments, each six to nine minutes in length. She’s promising to add a couple of new chapters each month.

Did Coke Respond Effectively to Former Marketer’s Attack?

Paul Gillin

Or that it is following, rather than leading the market. 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. ” New York City anti-obesity ad. Putnam said he now regrets his role in the campaign because it contributed to the nation’s obesity problem.

Tips For Making That “Networking” Meeting More Fruitful

Paul Gillin

He generously consented, and two years later put me onto a lead that got me my first real journalism job. Back in the early days of my career, I made a point to go on frequent informational interviews. These meetings, which were usually conducted in person, gave me a chance to sit down with people who were successful in their field and to learn from their experience. Have an agenda.

David Ferrucci on Building the World’s Smartest Computer

Paul Gillin

Example: “This actor, Audrey’s husband from 1954 to 1968, directed her as Rima the bird girl in ‘Green Mansions.’” You need to parse what “direct” means: to guide, to lead, to direct? Live blogging Dr. David Ferrucci’s address to the IBM Watson University Symposium at Harvard Business School and MIT Sloan School of Management. Ferrucci was director of the IBM Watson project. Guess what, pal?

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Direct Marketing Doesn’t Have to Suck

Paul Gillin

In the weeks leading up to the Direct Marketing Association annual conference in Boston this week, exhibitors were out strutting their best stuff. In the weeks leading up to DMA, vendors contacted me with offers of movie tickets, gift cards and a chance to win an iPad. Last week I got two letters in the mail that appeared to be personally addressed to me in a feminine hand (right).

Waiving Speaking Fee for Book Buyers

Paul Gillin

Generating Qualified B2B Leads with Social Media. 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.  It’s the first book devoted exclusively to B2B social media , and the most comprehensive collection of best practices and case studies currently available in print. B2B is hot topic these days as marketers look for applied wisdom and operational frameworks to help them integrate social media into their existing organizational outreach efforts. 

An Intelligent Approach to Influence Measurement

Paul Gillin

Integration with Salesforce.com is built into the first product and most of the leading platforms will be added over time, according to Mike Lewis, VP of marketing at Awareness. This addresses the problem of lead quality, which is the biggest cause of sales waste. Awareness Networks just announced a tool that takes an intelligent and customized approach to influence assessment.