Paul Gillin

JANUARY 16, 2012

Seeking accelerate its pole position as a leader in the emerging concept of “social business,” IBM introduced new programs, services and partnerships to help organizations grasp the concept and make it work for their organizations. The term “social business” has been gaining traction in the last year.

Work Management 50

Work Management Marketing Management Demand Generation Agencies Service 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. Hoffman listed four characteristics of salespeople that make them poor candidates for social media success: They’re reluctant to share. I think they’re worth sharing.

Social Media 50

Social Media Training Media Opinions 50

Paul Gillin

FEBRUARY 10, 2016

I hear these objections all the time when speaking to top executives about social media. The same applies to online interactions, and that’s why social networks can be so powerful for executives. It’s a lot of noise, and no one cares about what I’m reading.”. “I I want to be a thought leader, but I don’t have time for blogging.”.

Social Media 50

Social Media Media Thought Leadership Advertising Mediums 50

Paul Gillin

APRIL 24, 2012

Who are social customers? According to Paul Greenberg , they: Are savvy using social channels. Are social, mobile, local. Actively participate in effecting change by using social networks. Trust differently than they used to. Communicate with peers. Communicate with companies. Get what they want. Treat employees well.

Peer-to-peer 50

Peer-to-peer Social Networks High Quality Lead Advertising Channels 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

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. I previously expressed my opinions about the whole concept of social CRM. They’re asking for input.

CRM 50

CRM Marketing Management Organization Salesforce.com 50

Paul Gillin

DECEMBER 27, 2011

Here are highlights from the fifth annual McKinsey study, “ How social technologies are extending the organization ” (registration required). Seventy-two percent of the respondents report that their companies are deploying at least one technology, and more than 40 percent say that social networking and blogs are now in use.

Validation 50

Validation Research Correlation Customer Satisfaction 50

Paul Gillin

MARCH 10, 2011

LinkedIn is set to eclipse the 100 million member mark sometime this spring, and it is quickly becoming the social network of choice for B2B professionals. 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.

Social Networks 50

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

Paul Gillin

OCTOBER 7, 2010

If you’re a marketer in a medium-to large-sized B2B company, you’re almost certainly using customer relationship management (CRM) software to track your customers and prospects. And if you’re a CRM user, you’re almost certainly hearing about Social CRM, the hottest new craze in that 20-year-old field.

CRM 50

CRM B to B Marketing Management Eye-Tracking 50

Paul Gillin

DECEMBER 27, 2010

One of the social marketing practitioners I most admire is Maggie Fox, whose Social Media Group was a pioneer in creating new-media campaigns long before it was fashionable. It provides guidance for marketers to consider in publishing RFPs that are fair to the bidding agencies.

RFP 50

RFP Social Media Media Marketing Proposals 50

Paul Gillin

APRIL 24, 2012

Social business isn’t about tools and promises. 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. The challenge was to make social business a win for the people doing the selling. Photo via NigelBeck.com.

Business 50

Business Work Management Customer Satisfaction Marketing Management 50

Paul Gillin

MAY 15, 2012

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.” So why aren’t they more active in driving the socialization of business? Not surprisingly, marketing topped the list.

Business 50

Business Leads Lead Marketing Qualified Leads 50

Paul Gillin

MARCH 22, 2022

In any case, AI-generated content is already starting to appear in a variety of places, from social media to news articles. By using AI, businesses can more accurately target their marketing and advertising efforts, better understand their customers’ needs and wants, and improve customer satisfaction.

Marketing AI 50

Marketing AI Automation Customer Satisfaction User-Generated Content 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. Manage Social Content.

Multi-Channel 50

Multi-Channel Top of Funnel Correlation Social Media 50

Paul Gillin

SEPTEMBER 8, 2010

I’ve been looking forward to reading The Hyper-Social Organization since I first heard François Gossieaux and Ed Moran discuss the findings of their “Tribalization of Business&# research at a conference two years ago. The popularity of social networks and collaborative projects like Wikipedia attests to these instincts.

Rules 50

Rules Organization Work Management Peer-to-peer 50

Paul Gillin

FEBRUARY 14, 2012

That story popped into my mind last week as I was participating in a webcast with The Conference Board about internal social networks, their promise and the significant impediments that many organizations face to adopting them.

Enterprise Management 50

Enterprise Management Social Networks Webcast Paid Search Agency 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 15, 2011

The whole concept of enabling negativity to appear on your own website rubs a lot of marketers the wrong way, but I’d argue that it’s great for building integrity. Burson, which claims to be social media-savvy, did exactly the opposite of what it would counsel its crisis communications clients to do: It clammed up.

Case Studies 50

Case Studies Case Study Studies BtoB 50

Paul Gillin

APRIL 22, 2011

It makes social media marketing seem rather unimportant. I spent a fun half-hour chatting it up with Ed, who’s a good friend and fellow media enthusiast. He told me how he spends most of his time these days working with inner-city gang leaders to mediate disputes.

Social Media 50

Social Media CMO Media Video Marketing 50

Paul Gillin

JULY 18, 2013

Marketo calls the Big Marketing Activity Coloring Book “30 pages of pure, unadulterated marketing activity fun!” The theme of fun runs throughout this e-book, and the content maps perfectly to Marketo’s message that marketing is fun again. B2B Content Marketing marketing Social Media Marketo'

Marketo 50

Marketo Content Marketing Content Social Media 50

Paul Gillin

JANUARY 2, 2014

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. Earnest is a U.K.-based

Stats 50

Stats B2B Marketing Video Marketing Paid Search Agency 50

Paul Gillin

JANUARY 26, 2016

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. I love this content concept, and it’s an idea more B2B marketers could adopt. I picked a few quotes from the e-book that I really like.

Peer-to-peer 50

Peer-to-peer B2B Marketing Trends Sales Qualified Leads 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

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

JUNE 22, 2012

At the risk of beating a dead horse, here’s further evidence that IT organizations need to take a more active role in supporting social business. 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.

Correlation 50

Correlation Research Multi-Channel Paid Search Agency 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

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

DECEMBER 12, 2013

Social is the Future of Search (Profitecture Blog). 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. But my blog is still my home base. Photo credit: Scott Beale).

BtoB 50

BtoB Social Networks B2B Sales Network Marketing 50

Paul Gillin

NOVEMBER 20, 2013

The PR agency for a startup called Social Rebate has been asking bloggers to comment on the company’s somewhat novel approach to brand ambassadorship. Social Rebate is a service that creates brand ambassadors by offering cash and rebates to people who share recommendations of products and services in their social networks.

Paid Search Agency 50

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

Paul Gillin

OCTOBER 9, 2014

I haven’t yet tried Ello , the newest social network to aspire to the role of “Facebook killer” (though my request for access is pending), but I know already that it is doomed to fail in that role. The social network wars are over, Facebook won and it’s time to move on. Platform Markets are Different.

Facebook 50

Facebook Social Networks Cross-Selling Network Marketing 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.

ROI 50

ROI Paid Content Social Marketing Webcast 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

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

JULY 19, 2013

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. Nora Ganim Barnes, Ph.D.,

Social Media 50

Social Media Social Networks Statistics Facebook 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

OCTOBER 3, 2013

At the time I reconnected with Ellis I was becoming fascinated by the changes in the publishing world driven by social media. New Channels gave me an opportunity to share what I was learning with more than 30,000 subscribers and perhaps to materially impact the way B2B companies were thinking about social media adoption.

BtoB 50

BtoB Allocation Marketing Analytics Tools Social Media 50

Paul Gillin

JULY 25, 2013

Don’t ignore customer service on social media. Social media gets discussed ad nauseam as a marketing tool, but it does have other business applications. Slow Social Response Times Prove Annoying to Millennials. A Quick Guide to Social Customer Service. Attack of the Customers Crisis Social Media'

Case Studies 50

Case Studies Social Media Case Study Facebook 50