Paul Gillin

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3 Branded B2B News Services That Get It Right

Paul Gillin

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. While there’s nothing wrong with that, drive-by customers are hard to engage in conversation.

Gems from Godin

Paul Gillin

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. Godin’s overarching point: We are moving from the age of mass to the age of connection.

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8 Data Points about the Importance of Customer Experience

Paul Gillin

How much does the market reward companies that deliver excellent customer experience? Consider 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. That’s gonna be a tall order.

Not Dead Yet: Blogging’s Popularity Surges Among F500

Paul Gillin

Nora Ganim Barnes and her team at the Charlton College of Business Center for Marketing Research at the University of Massachusetts Dartmouth continue to produce some of the most consistent, rigorous and comprehensive research on social media adoption by both small and large businesses. There’s no fluff in the press release, so I’ll just excerpt it word for word. Charts.

The B2B Marketer's Field Guide To Customer Engagement

Leverage customer engagement and advocacy to drive brand, demand and profitable growth

How to Get Salespeople Aboard the Social Media Train

Paul Gillin

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 think they’re worth sharing. Information is competitive advantage in sales. Lemons into Lemonade.

Marketing firm piggybacks on March Madness for fun social media “bracket”

Paul Gillin

Content Marketing innovation marketing Research Social Media social networks Blue Fountain Media infographic March MadnessBig 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.

What a Hotel Manager Taught Me About the Future of Business

Paul Gillin

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. Customer service is number two. Certainly not with advertising.

What Makes a Good B2B Online Video

Paul Gillin

I spent some time with comic video whiz Tim Washer  (also @timwasher ) at B2B Forum last week, and he followed up with a few questions about how B2B companies are using online video as part of their content marketing programs. What companies have succeeded/failed at using videos for B2B marketing? That’s why “content marketing” is now so hot. Keep it brief.

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B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

Slides and Video Cover What You Need to Know About Search

Paul Gillin

Top Internet And Marketing Blogs To Follow. A client asked me to prepare a one-hour seminar on the basics of search engine optimization (SEO), and I thought it was worth sharing. This is more than your standard chalk talk. You can download the presentation and read the notes or watch the video. I’m not an SEO expert by any stretch, but I’ve learned a lot by osmosis.

Skepticism on Gallup’s Gloomy Social Media Assessment

Paul Gillin

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 Gallup asked 18,000 consumers about the influence of social media on their buying decisions. Related articles.

As Business Goes Social, CIOs Sit on Sidelines

Paul Gillin

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. We are awash in goods and services today, they point out, and prices are flat to declining in many markets.

When Bad News is Good

Paul Gillin

In today’s hyper-caffeinated media market, you have to make a scene to get noticed. Aslan’s There is only one thing in the world worse than being talked about, and that is not being talked about. –Oscar Wilde, The Picture of Dorian Gray. Green, who had clearly not even cracked the cover on Aslan’s book. As of this moment, his book is the top seller on Amazon.

Measuring the Immeasurable

Paul Gillin

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. One of the most illuminating books I’ve read on this topic is Influencer Marketing by Duncan Brown and Nick Hayes. advertising influence mainstream media marketing PR Influencer Marketing Klout Radian6 Seth Godin Topaz Partners

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

This Brand Ambassador Program Goes Against the Grain

Paul Gillin

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. imagine most people feel the same way.

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Stop Talking! I’m Trying to Listen!

Paul Gillin

recommended setting up multiple Twitter accounts for different functions like customer service and marketing. blogging How to marketing Social Media social networks Tips Charlene Li David Spark ebook Giovanni Rodriguez Leo Laporte Stowe Boyd And I advised linking generously to influential bloggers as a way of generating reciprocal links that build search visibility. Shhhhhh!

How to Promote an Event with Social Media

Paul Gillin

Social Media Tips Twitter events marketing podcastAs a frequent speaker at events of all sizes, I’ve had a chance to observe some of the best practices conference organizers used to promote their events through social media. We’ll look first at tactics the can work for any event, then I’ll propose a few ideas for large conferences covering multiple days and many speakers.

A Nice Collection of B2B Marketing Stats and Videos

Paul Gillin

based B2B marketing agency that says its mission is, “to chase out the humdrum and bring a lot of love and passion to B2B marketing.” Its research and how-to presentations on SlideShare are an excellent resource for companies that want to get into content marketing. Here’s its latest collection of recent trends and statistics:  This is the year that was in B2B Marketing crunched. B2B Content Marketing Research Social Media Earnest is a U.K.-based ” Its work certainly bears out that goal.

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B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

How to Summarize Content for a Business Audience

Paul Gillin

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 Now let’s build our summary from the material we highlighted.

Social Marketing Wisdom From a True Practitioner

Paul Gillin

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. This new book comes from Mike Lewis, who is head of marketing at Awareness Networks, a personal friend and one of the nicest guys I know. This book is worth its cover price for chapter 4 alone.

How B2B and B2C Marketing Are Different

Paul Gillin

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. Invariably, someone stands up and asks, “What does this mean to me as a B2B marketer?&#.

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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.

The Rise of the Customer Marketer

Explore the changes taking place in customer marketing from the perspective of customer marketers themselves

Five Tips to Make Your Writing Sparkle

Paul Gillin

Now that we’re all publishers, writing has become a core skill for marketers. blogging journalism marketing Social Media Tipslove 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. It’s the single best piece of writing advice I’ve ever had. Tell stories.

Social Marketing Hangover

Paul Gillin

I was recently quoted on Internetnews.com making the following prediction: “Look for marketing’s love affair with social media to give way in 2011 to the sobering reality that a Facebook fan page and Twitter account don’t solve problems of poor products or positioning. Over the past year marketers have decorated their websites like Christmas trees with Twitter and Facebook logos.

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Industrial Age Thinking Thwarts Potential of Internal Social Nets

Paul Gillin

The marketing department can discover the manufacturing employee who has outstanding Web design skills by simply posting an inquiry to the network. About 15 years ago the CEO of the company where I worked decided that it was important that employees should learn to use the technology they were writing about. There was even a NeXT machine. None of the executives used the lab themselves.

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How Much Should You Pay For Content?

Paul Gillin

Marketers often ask how they can train engineers and technical people to blog, podcast and otherwise engage in deep online conversations with customers. In the computer industry, which is what I know best, $1 to $1.50 is the going per-word rate for marketing-commissioned pieces these days. My advice: don’t bother. What’s that going to cost you? Like most things in life, it depends.

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A Blueprint for Content Marketing Success

84% of marketers plan to increase their content marketing spend over the next 5 years but less than half have any real confidence such content investments are paying off, based on a recent CEB survey

The Other Social Network

Paul Gillin

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. search for “Chicago Marketing Jobs” returns 20 opportunities posted in the last 72 hours. Have you checked out LinkedIn lately? This is the ideal B2B environment. And they’re busy. Choose Open Groups.

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

Paul Gillin

Social networks are also sufficiently mature that good word-of-mouth can potentially replace traditional marketing. 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 ! Most customer attacks don’t go viral, but they can be effective even without big numbers.

15 Tips for Getting the Most From LinkedIn Groups

Paul Gillin

Instead of “Spot Market Pricing, New Services Fuel Amazon GovCloud Growth,” try “What You Need to Know about Amazon’s Government Strategy”. 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. Rather than sharing a link to an article, use it to kick off a discussion. Do you agree?”. link]. 2. Make it Personal. Only people can post content. Follow Up. Use Them All.

IDC Sees Massive Disruption From Industry’s Platform Shift

Paul Gillin

The global IT industry is in the middle of an epic platform shift and the rules for survival in a market built on mobility, big data analytics, social business and cloud computing will be very different than those that applied to the previous client/server generation. China will surpass Japan to become the world’s second largest IT market at about $170 billion.

Six Key Steps to Successful Marketing Automation Adoption

Selecting a Marketing Automation platform can be a daunting task. With so many options out there, your success with Marketing Automation depends on selecting the platform that best fits your needs

What Social Media Marketers Should and Shouldn’t Do

Paul Gillin

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. 1. Listen to your market and customers using tools like Twitter filters, Google Alerts and LinkedIn searches. This is free research that complements your existing market intelligence and provides real-time insight on what people are saying about your company and your market. 2. Indium Corp.

Two B2B Social Marketing Initiatives Worth Checking

Paul Gillin

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. B2B communities marketing Social Media videoThis is a commerce play, incidentally. It respects its audience.

B2B Blogging Gets Publishing Discipline

Paul Gillin

Blogs may be declining in importance in the consumer realm as Facebook and Twitter grow in popularity, but they are still the most valued social platforms for B2B marketers as evidenced by recent research (see p. Alan Belniak is director of social media marketing at PTC, a very large software company. 27 of the PDF). For obvious reasons, I can’t identify the finalists).

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

Paul Gillin

Marketing’s big miss (BtoB magazine). A new McKinsey & Co. 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. But my blog is still my home base.

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