Paul Gillin

Trending Sources

3 Branded B2B News Services That Get It Right

Paul Gillin

While Adobe uses CMO.com to build thought leadership, it maintains a strict church-state separation between ownership and the editorial product. Most content marketing is currently delivered piecemeal in the form of white papers, e-books, webcasts and the like. While there’s nothing wrong with that, drive-by customers are hard to engage in conversation. CMO.com. Knowledge@Wharton.

Gems from Godin

Paul Gillin

Products advertised on TV are by definition mediocre.” 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. Mass won’t work any more.

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8 Data Points about the Importance of Customer Experience

Paul Gillin

survey of 2,000 adults last year found that 83% are willing to spend more on a product or service if they feel a personal connection to the company. 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.

How to Get Salespeople Aboard the Social Media Train

Paul Gillin

How good is a competitor’s product? One of the most common frustrations I hear B2B marketers express is about the difficulty of getting salespeople interested in social media. Outside of prospecting with LinkedIn, few sales pros are willing to make the investment of time to learn and use tools that promise a payoff months or years down the road. think they’re worth sharing.

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Define your business strategy: products, prospects, distribution, sales and. develop a highly productive online lead generation system.

Skepticism on Gallup’s Gloomy Social Media Assessment

Paul Gillin

When I speak to audiences I often ask who has made a recent travel reservation or product decision in which customer reviews have played a role. 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. Sixty-two percent said social media has no influence at all. More than Marketing.

This Brand Ambassador Program Goes Against the Grain

Paul Gillin

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. BzzAgent has a database of hundreds of thousands of consumers whom it activates to spread the word about products from the company’s clients. have some strong feelings about this topic, so I’ll oblige.

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Measuring the Immeasurable

Paul Gillin

We assume that conversation about a topic influences decisions, but are they the decisions we want? A lot of people have been talking about Hewlett-Packard lately, but I doubt it’s driving profitable sales of HP products. My post last week about the shortcomings of Klout got several thousand views and generated quite a bit of discussion. Coming from a 50-year-old, it’s an insult.

How Much Should You Pay For Content?

Paul Gillin

Journalists are quick learners by nature and their time to productivity is short. Marketers often ask how they can train engineers and technical people to blog, podcast and otherwise engage in deep online conversations with customers. My advice: don’t bother. You’re better off investing in professional communicators and teaching them what they need to know about your business. 10 per word.

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B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Define your business strategy: products, prospects, distribution, sales and. develop a highly productive online lead generation system.

Social Marketing Wisdom From a True Practitioner

Paul Gillin

For example, “Content should be focused on the needs of your prospects and customers – not on you, your company or your product.” 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 book is worth its cover price for chapter 4 alone.

Tips for Building a Quality Twitter Following

Paul Gillin

spend about 10 minutes a day checking my Twitter stream for spammers, product pitchers and others who don’t interest me, and unfollow them. I breached the 10,000-follower mark on Twitter yesterday. marked this milestone quietly because I’m not big on numbers games and have been outspoken against counting success solely in terms of fans and followers. Nevertheless, I have to admit to taking some pride in this number because of the way I reached it. have never played games to run up my follower count and I only tweet about stuff that interests me. The Road to 10K.

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

Paul Gillin

Customers had no easy way to share their frustrations, so there was little concern that a product or service deficiency would become a problem. The trouble is that the payoff of good customer satisfaction is a lot harder to measure than the benefit of a dime saved in production. An idea I’ve been kicking around for a couple of years became a formal book project in January.

How B2B and B2C Marketing Are Different

Paul Gillin

Business executives buy companies as much as they do products. They want to talk to the people who build the products they are considering, ask detailed questions and gain confidence that the company is a worthy long-term partner. My fourth book, Social Marketing to the Business Customer ,  came out this week. Download a sample chapter. Value-driven decision-making. Group consensus.

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

Paul Gillin

Clearly, we need to do better.” – Erika Goldwater. “If your marketing is great but your product is bad, that, ultimately, means your marketing is bad, too.” – Carla Johnson. 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.

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Define your business strategy: products, prospects, distribution, sales and. develop a highly productive online lead generation system.

B2B Blogging Gets Publishing Discipline

Paul Gillin

Another defined the blog’s mission as being “to provide actionable and thought-leadership content for customers and prospects on…topics the company’s product helps optimize.&#. Last October, the company announced a major overhaul of its product line and its approach to software development. 27 of the PDF). For obvious reasons, I can’t identify the finalists).

Live Blog: Lotusphere 2012 Opening Session

Paul Gillin

There are many ways to apply these benefits, ranking from improved product design to global sales contests. This helps a business to understand in near real-time how customers are reacting to news or a new product and how that’s reflected in sales from transaction systems. Michael J. “I found out I was part of a community.” Leverage skills and distribute workload.

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. responded that no slight was intended. Blaming the Tools. Disillusionment is starting to set in. So Now What?

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

Paul Gillin

Product and service innovation. Social business isn’t about tools and promises. It’s about giving people at every stage in the sales cycle the incentive to adopt tools that make their jobs easier and contribute to customer satisfaction. Photo via NigelBeck.com. The challenge was to make social business a win for the people doing the selling. The tools help build trusted relationships.”.

IBMer: ‘Social Selling’ Is a Sales Process in Itself

Paul Gillin

So when IBM began to introduce the concept of “social selling,” it chose a test base of a few hundred salespeople and their managers to build a set of integrated systems that improved productivity and reduced administrative overhead. Familiarity Breeds Intent. The tools made it easy to find information and expertise by consulting friends. Critical Success Factors.

What Social Media Marketers Should and Shouldn’t Do

Paul Gillin

good rule of thumb is to make about 90% of your contributions relevant to your audience’s needs, regardless of whether they promote your products or company. 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.

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. A couple of notable B2B efforts have caught my eye recently that I wanted to share. This is a commerce play, incidentally.

What You Probably Didn’t Know About Editors

Paul Gillin

Editors get little credit for what they do, but like film directors and record producers, their function is essential to a quality product. Editors take pride in seeing a product they can be proud of. This morning I spent 45 minutes cutting an article by a technology marketer by one-third. When I finished, the piece was better than when I started. And that made me happy. Wrong.

IDC: US Tech Firms Underestimate Emerging Market Opportunity

Paul Gillin

Many US vendors assume that success in emerging markets is a matter of selling their North American products at a lower price, but this ignores the different ways in which IT is evolving in these growing economies, Ng said. researcher. By 2018, those countries will outstrip the US on IT spending by nearly $100 billion. She listed five common misperceptions and realities. IDC Forecast.

Awareness E-Book Raises the Bar on Social Measurement

Paul Gillin

They also have multiple presences within each channel, such as product-specific pages on Facebook. The question of how to measure social media performance, particularly in a marketing context, continues to be one of the industry’s hottest topics. These numbers may be of little value, but at least they’re understandable. Monitor Social Conversations. Manage Social Content.

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

Paul Gillin

Earlier in the week it used an in-line poll app to ask “ What content are you most excited to see on our Facebook page? &# Interestingly, videos and product announcements topped the list. In my work with B2B organizations, the question of how to use Facebook is invariably front and center. Let’s look at some examples of what they do well. SAP plays inline videos. million likes*.

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Live Blog: How to Make Collaboration Cook

Paul Gillin

Liew told of one product manager who spotted a post on the company’s Facebook page that he couldn’t decipher: “Holi hay ghar me mat bhetto.” ” Google Translate couldn’t figure it out, so the product manager put the question on the network. The start with knowing what you want to accomplish. Don’t talk platforms to the users, Liew cautioned.

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How Twitter Amplifies a Customer Attack

Paul Gillin

Free Twitter clients like TweetDeck and HootSuite do a good job of catching mentions of your brand or products. If an attack appears to be forming, look for the following: Trending hash tags that include your company name (most Twitter clients display the top trending tags by default; Whatthetrend.com can give you more detail); Keywords that indicate high levels of emotion or that refer to serious problems that are unique to your product category; Complaints directed specifically at your company (denoted by messages that begin with your company’s Twitter handle). Order From Chaos.

Groupon Digs the Hole Deeper

Paul Gillin

Deforestation is a great tie-in to product discounts. It’s been a little more than 24 hours since Groupon aired the most offensive advertising campaign in history , and the company’s response to the outpouring of negative commentary has been a textbook example of how not to handle a crisis. Too bad Groupon didn’t mention any of those noble goals in the commercials themselves.

Best Gifts for Geeks: The Spiceworks List

Paul Gillin

In the category of Stuff That Has No Practical Value But Is Too Awesome Not to Own come products from WickedLasers.com. Many of this retailer’s products are simply super-bright flashlights, but a few might require FAA approval. As part of my work with IBM Midsize Business , I monitor and contribute to an active IT community called Spiceworks. Here are the highlights. For $9.75

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How to Calculate Social Marketing ROI

Paul Gillin

The basic features of the free Google Analytics service match the capabilities of products that cost thousands of dollars just a few years ago. This is a draft of chapter 10 of Social Marketing to the Business Customer by Paul Gillin and Eric Schwartzman. My biggest concern is that these ideas are overly simplistic. They include Indium Corp., any company, regardless of the financial impact.

Gordon Gekko is So Last Century

Paul Gillin

If they continue to build better products at lower cost than we do, we should pay attention to that. More evidence that the values of the modern workforce are changing not just in the U.S. but worldwide comes from a new  Thomson Reuters survey of  more than 1,000 professionals in Brazil, China, India, the U.K. and the U.S. Further evidence that Gordon Gekko is a historical relic.

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Book Review: Tales From a Veteran Blogger

Paul Gillin

I’ve been a reader of Ed Brill’s blog for several years, not because of any particular  interest in the IBM/Lotus products that he long championed, but because he’s just so good at blogging. Brill was a longtime product manager for IBM’s Social Business products, where he fought an uphill and often public battle against Microsoft. Telling Stories.

Attack of the Customers Press Release

Paul Gillin

Customers are taking their complaints about companies and products to the Internet in record numbers, and a new book tells what is driving this trend and how businesses can avoid being victims of customer attacks. I’ve read thousands of press releases over the years but don’t believe I ever wrote one until now. It was more difficult than I expected! Capacity to Destroy.

The End of ‘Social Media’

Paul Gillin

Weak products will disappear quickly from the market, and advertising won’t be able to save them. Our range of options for buying and selling products and services will expand by orders of magnitude thanks to global connectivity. This is the time of year when a lot of people make predictions. I’ll resist that urge, though, and instead present a plea: Let’s make 2011 the year we stop talking about “social media.”. It’s not that social media is no longer important. On the contrary, today there’s almost no media today that isn’t social. Stunning. Barnum, BTW). It’s already beginning.

McKinsey Research Again Validates Social Technology Benefits

Paul Gillin

McKinsey’s groundbreaking research in this area has consistently demonstrated that companies that leverage social technologies most aggressively see the payoff in market share gains, improved productivity and higher customer satisfaction. However, the research also indicates that becoming a fully networked organization is difficult, and remaining fully networked may be even harder.

Research Finds Expanded Marketing Role Correlates With Business Results

Paul Gillin

It finds that the best marketers have higher-than-average involvement in products, price, placement and promotion than average. 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. You can see a 28-slide summary of the top findings here. basically, they’re assuming a more central role in business strategy.

Attack of the Customers: The Pampers Dry Max Crisis

Paul Gillin

Shah believed P&G had substituted a cheaper Cruisers for its existing product and not told anyone about it. “I called Pampers and complained and was told this was the first they were hearing of these issues,” she wrote. In fact, Shah’s suspicions were correct. P&G had actually begun shipping the new product in August, 2008, more than 18 months before it was announced.

Let Your People Speak!

Paul Gillin

Why don’t more companies let the people who build and support their products come out of the shadows the way IBM did? B2B customers have intense information needs, and their questions are often best answered by the people who build and service the products they use. IBM engineers celebrate Watson's victory (from an IBM YouTube video). Let’s look at each in order.