Paul Gillin

FEBRUARY 10, 2016

Building thought leadership – Most organizations want their executives to exhibit thought leadership, but placing articles in management magazines is both time-consuming and unpredictable. When Bill Gates compliments Code.org on Twitter, he’s giving that organization a publicity boost.

Social Media 50

Social Media Media Thought Leadership Advertising Mediums 50

Paul Gillin

JANUARY 25, 2012

He favors an approach like that of Fitness magazine , which rewards new fans with “our all-time favorite abs workout!” Intel’s Facebook welcome page features product promotions, a gateway to its international pages, jobs, discounts and even a Twitter feed.

Small Business Marketing 50

Small Business Marketing Facebook Tips A/B testing 50

Paul Gillin

DECEMBER 18, 2012

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. With YouTube views averaging about 25,000 per day, her story caught the eye of mainstream media, which is usually the turning point at which things happen. Farming Out Customer Care.

Paid Search Agency 50

Paid Search Agency Word of Mouth Amazon Viral Marketing 50

Paul Gillin

JULY 15, 2011

The recent example of this disparity ended up embarrassing a prominent PR firm , and I analyzed the story in BtoB magazine. PR practitioners who undertake influencer relations programs often discover an odd disconnect between them and traditional media relations: Bloggers don’t operate by the same rules as reporters.

Case Studies 50

Case Studies Case Study Studies BtoB 50

Paul Gillin

OCTOBER 5, 2011

With 9,400 Twitter followers, 1,200 LinkedIn connections and regular columns in BtoB magazine and The CMO Site , I can extend their reach at very little cost to them. With the exception of Gizmo, all the companies have something to sell. I may not buy from them, but I sure do help promote their wares. And I do, nearly every day.

Direct Marketing 50

Direct Marketing BtoB Word of Mouth Conference 50

Paul Gillin

DECEMBER 7, 2010

He had the talent and the smarts to jump to a bigger magazine, join an agency or just start his own business, but visibility and financial rewards seemed to motivate him less than familiarity and the chance to enjoy his many outside interests. Career success, at least as many people define it, didn’t interest him very much.

Design 50

Design Impressions Ad Agencies Studies 50

Paul Gillin

AUGUST 20, 2010

The strategy paid off for me when I was assigned to write a profile of Paul McPherson, then the president of McGraw-Hill Publishing, for an alumni magazine. At the very least, they're good practice for the firing line of a real job interview.

Tips 50

Tips Fulfillment Lead Scoring Lead Ranking 50

Paul Gillin

MARCH 10, 2011

It’s not surprising that in research conducted by B2B magazine last spring, marketers picked LinkedIn as their social network of choice by a substantial margin over Facebook. Spamming isn’t a problem, particularly in the moderated groups, and there’s none of the frat boy histrionics that you find on Facebook.

Social Networks 50

Social Networks Enterprise Management Peer-to-peer Work Management 50

Paul Gillin

AUGUST 4, 2011

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. This Is despite the fact that numerous surveys have shown that Facebook is one of the least effective social networks for B2B marketing.

Facebook 50

Facebook B2B Marketing Rules Salesforce.com 50

Paul Gillin

JANUARY 6, 2011

The souring of marketer attitudes toward social media first became evident to me last spring when I worked on a survey for B-to-B magazine that found that nearly half of 400 marketers surveyed were disappointed with the results they were getting from Twitter. Blaming the Tools.

Social Marketing 50

Social Marketing Marketing Analytics Tools Peer-to-peer Paid Search Agency 50

Paul Gillin

AUGUST 29, 2012

The product had been heralded as a breakthrough by Good Housekeeping magazine and had already received several awards. Staffers were convinced of Dry Max’s superiority. How could consumers not see its benefits? Many of the 11,000 members of the Facebook group didn’t.

Paid Search Agency 50

Paid Search Agency Advertising Agencies Facebook Customer Satisfaction 50

Paul Gillin

MARCH 24, 2011

I’ve spent some time over the last week judging the finalists in BtoB magazine’s annual social media awards. As I’ve pointed out here as well as in BtoB magazine , the social media space is getting mighty crowded. 27 of the PDF). Why spend time and money influencing the media if you can become the media instead?

BtoB 50

BtoB B2B B2B Thought Leadership Multi-Channel 50

Paul Gillin

DECEMBER 30, 2013

I’ve also written extensively for BtoB magazine , but with the folding of that magazine into Advertising Age , I probably won’t be contributing there in the future. I maintain another blog called Newspaper Death Watch , where I chronicle the changes going on in the news journalism.

Blogger 50

Blogger BtoB Paid Search Agency Companies 50

Paul Gillin

NOVEMBER 8, 2011

My column in BtoB magazine this month. Original here. The manager of the Mansion on Peachtree hotel in Atlanta has it pretty good these days. The Mansion is the top-rated hotel in the city on TripAdvisor.com, with 163 reviews, nearly all of them five stars.

Work Management 50

Work Management BtoB Marketing Management Vendors 50

Paul Gillin

NOVEMBER 28, 2011

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

Lead Ranking 50

Lead Ranking BtoB Business Enterprise Management 50

Paul Gillin

JUNE 9, 2011

I’ve been writing for BtoB magazine for nearly six years, some of it paid and some not. Most would rather work for a handful of reliable clients then constantly bid for the highest dollar. Paying within two weeks, rather than the corporate-mandated 60 days, will make you their best friend. Final Note: Be Reasonable.

BtoB 50

BtoB Burn Rate Blogger Sample 50

Paul Gillin

JUNE 24, 2010

The VP of marketing communications at SAP was recently asked by B-to-B magazine how she is measuring ROI on marketing efforts. In this chapter, we’ll suggest some approaches. Defining ROI. A lot of marketers would probably like to be in Susan Popper’s shoes.

ROI 50

ROI Paid Content Social Marketing Webcast 50