Paul Gillin

JUNE 18, 2013

A journalist contacted me with some questions about social media marketing that I hear quite often. 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. Don’t treat social media as a marketing channel.

Social Media 50

Social Media Social Marketing Media Social Networks 50

Paul Gillin

OCTOBER 5, 2011

In the weeks leading up to the Direct Marketing Association annual conference in Boston this week, exhibitors were out strutting their best stuff. And then I thought about what that says about the state of direct marketing today. Both turned out to be promotions for companies exhibiting at the conference. Dump the Junk.

Direct Marketing 50

Direct Marketing BtoB Word of Mouth Conference 50

Paul Gillin

MARCH 13, 2012

Outdated perceptions about emerging markets blind North American technology companies to the substantial IT investments being made there, according to a top International Data Corp. Misperception: Emerging markets are extremely cost-sensitive. Misperception: The principal appeal of emerging markets is growth. researcher.

Planning 50

Planning Forecasting Mobile Marketing Paid Search Agency 50

Paul Gillin

JUNE 22, 2012

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. Marketers say they work pretty well with IT organizations in general, but those at top-performing companies have better-than-average relationships.

Correlation 50

Correlation Research Multi-Channel Paid Search Agency 50

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

JUNE 17, 2010

Here is a draft of the first chapter of Social Marketing to the Business Customer by Paul Gillin and Eric Schwartzman. This chapter focuses on drawing the major distinctions between business-to-business (B2B) and business-to-consumer (B2C) markets and where social marketing has particular value to B2B companies.

Enterprise Management 50

Enterprise Management B2B Marketing Rules B to B 50

Paul Gillin

JANUARY 20, 2011

My fourth book, Social Marketing to the Business Customer , came out this week. While the purpose of this e-mail is ultimately to convince you to buy it, I hope to also impart some insight I gained from immersing myself in business-to-business social marketing for six months. Download a sample chapter. Long-term relationships.

Work Management 50

Work Management Marketing Management B2B Marketing B2B 50

Paul Gillin

MARCH 22, 2016

Big sports events are a great opportunity to show off your products and services, particularly if you can apply them to the combatants on the field. Here’s a good example I that came over the transom from Blue Fountain Media , a design an online media firm.

Social Media 50

Social Media Media Social Marketing Click Rate 50

Paul Gillin

JUNE 29, 2011

Other new stuff that they’re doing (and this comes directly from the press release): The industry’s first online design hub – the element14 knode – designed to help engineers accelerate design and development and bring products to market faster than ever before.

Social Marketing 50

Social Marketing B2B Marketing B2B B to B 50

Paul Gillin

AUGUST 26, 2011

His best story actually had nothing to do with insurance but everything to do with using social marketing to build loyalty and word-of-mouth awareness. His advice to social media marketers: “Think big. New York Life has carefully cultivated more than 100,000 likes on Facebook. “We “It was a huge win for them. “.

Social Marketing 50

Social Marketing Planning Marketing Management Word of Mouth 50

Paul Gillin

JANUARY 12, 2011

This is a practical and useful book that every marketer who’s struggling with the new world of democratized publishing will find of value. There’s even a chapter devoted to B2B marketing, an often overlooked category that the authors assert can be just as innovative as the consumer marketing sector.

Rules 50

Rules Social Marketing Content Blogger 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

JANUARY 25, 2011

Check out the new video Eric Schwartzman put together for our book about B2B social media marketing !

Video Marketing 50

Video Marketing Social Marketing Business Social Media 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

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 #20: Indium’s Awesome Engineers.

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

APRIL 11, 2014

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. B2B Content Marketing Social Media Marketo'

Marketo 50

Marketo Social Media Lead Generation Marketing Automation Services 50

Paul Gillin

JANUARY 16, 2014

Three companies that do an outstanding job of advocating for the small business customer are American Express (with its Open Forum small business community and annual Small Business Saturday promotion, among other things), Intuit and Constant Contact , the Massachusetts-based e-mail marketing company. This press release has more.

Small Business Marketing 50

Small Business Marketing Contacts Ideal Customer Profiles Word of Mouth 50

Paul Gillin

SEPTEMBER 17, 2014

This morning I spent 45 minutes cutting an article by a technology marketer by one-third. Content marketing, she writes, “has emphasized producing a high volume of content at the expense of producing content that people actually want to consume.” Marketing departments have no shortage of visionaries. And that made me happy.

Broadcasting 50

Broadcasting Network Marketing Press Efficiency 50

Paul Gillin

MAY 13, 2016

Most content marketing is currently delivered piecemeal in the form of white papers, e-books, webcasts and the like. Some B2B marketers have gone that. This site launched nearly seven years ago as part of a bigger Adobe plan to evangelize digital marketing to a core audience. Here are three I think are worth emulating.

Marketing Management 50

Marketing Management B2B Thought Leadership Service Thought Leadership 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. Here are the essential insights and recommendations for how to implement AI-generated content into your business strategy. Can AI Replace Content Writers?

Marketing AI 50

Marketing AI Generation Tools Content 50

Paul Gillin

MARCH 9, 2012

The volunteer position would demand a few days of my time every year just as I was beginning to transition my focus to B2B and away from P&G’s consumer markets. Mark Pritchard, who heads global marketing, echoed the one-to-one theme, noting “Digital marketing is past. Brand building in the digital world is the future.”

Peer-to-peer 50

Peer-to-peer Paid Search Agency Sample Impressions 50

Paul Gillin

JUNE 26, 2014

A new Gallup study appears to throw cold water on the whole concept of social media marketing, but I’d be careful about taking the findings at face value. More than Marketing. influence Research Social Media Gallup Social media marketing' Sixty-two percent said social media has no influence at all.

Social Media 50

Social Media Media Peer-to-peer Social Networks 50

Paul Gillin

FEBRUARY 2, 2012

This behavior contributes to the chasm that exists between marketers and sales people in many organizations, particularly B2B companies. Marketers throw large numbers of leads over the wall to sales because that’s what they’re paid to do. Sales people don’t effectively follow up on longer-term opportunities.

Cost per Lead 50

Cost per Lead Sales Qualified Leads PointClear CPL 50

Paul Gillin

JULY 29, 2011

The question of how to measure social media performance, particularly in a marketing context, continues to be one of the industry’s hottest topics. Awareness outlines five priorities that companies should define in becoming a best-in-class social marketer: Measure and Grow Social Reach.

Multi-Channel 50

Multi-Channel Top of Funnel Correlation Social Media 50

Paul Gillin

NOVEMBER 20, 2013

According to the company’s website: Upon check-out, consumers are given the option to earn a pre-determined percentage back from their current purchase when they share your marketing on their favorite social network. Boston-based BzzAgent is a word-of-mouth marketing agency whose customer list would turn any ad agency executive green.

Paid Search Agency 50

Paid Search Agency Brand Identity Branding Peer-to-peer 50

Paul Gillin

AUGUST 1, 2013

The decline shows the job market continues to strengthen. Still, the trend in weekly unemployment claims has been positive and offered hope that a better job market could help lift a sluggish economy later this year. B2B Content Marketing marketing Tips Big Data Executive summary Inverted pyramid' Important Data 1.

Business 50

Business Content Paid Search Agency Analytics 50

Paul Gillin

NOVEMBER 16, 2011

A 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. It should be noted that the majority of respondents to the Constant Contact survey were customers, which means they are already marketing online.

Customer Surveys 50

Customer Surveys Peer-to-peer SMB Business 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

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. Field of Dreams’ was a horrible move for people who are learning about marketing,” Schmulen says.

Small Business Marketing 50

Small Business Marketing Facebook Tips A/B testing 50

Paul Gillin

FEBRUARY 20, 2013

The Center for Marketing Research at the University of Massachusetts Dartmouth is out with its latest survey of the Inc. This is the sixth year The Center for Marketing Research at UMass Dartmouth has conducted the study. 500′s use of social media , and once again small companies outpace large ones. Ninety-two percent of the Inc.

Social Media 50

Social Media Studies Media Linkedin 50

Paul Gillin

AUGUST 20, 2013

One of the most common frustrations I hear B2B marketers express is about the difficulty of getting salespeople interested in social media. Hey, Marketers: Shove This in Your Salesperson’s Face! B2B marketing Social Media Tips HubSpot Jeff Hoffman linkedin sales Twitter' How to Ease Your Sales Team Into Social Sales.

Social Media 50

Social Media Training Media Opinions 50

Paul Gillin

JUNE 29, 2013

.” The Beast also notes that the gender gap is rapidly closing, particularly in developing markets. “Ultimately, 52% of professionals in emerging markets see an equal number of male and female corporate executives within the next 25 years,” compared to 36% of professionals in developed markets.

Social Media 50

Social Media Internet Marketing Facebook Class 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. The people at Software Advice had been a voice of skepticism in this somewhat over-hyped market, and I think that’s needed.

CRM 50

CRM Marketing Management Organization Salesforce.com 50

Paul Gillin

AUGUST 4, 2016

Last week I had the opportunity, for the second year in a row, to teach social media marketing to a group of former NFL players under a league program call The Trust, which helps former players set up and run their own businesses. The group of 12 was like a brotherhood.

Class 50

Class Work Management Marketing Management Press 50

Paul Gillin

AUGUST 30, 2013

How much does the market reward companies that deliver excellent customer experience? Attack of the Customers B2B marketing Social Media social networks' 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.

Churn Rate 50

Churn Rate Social Networks Gartner Network Marketing 50