Paul Gillin

JANUARY 26, 2016

It’s time for B2B marketers to let go of their obsession with perfect production values and get on with just putting good content out there for customers and prospects.” – Elizabeth Williams (l.). If your marketing is great but your product is bad, that, ultimately, means your marketing is bad, too.” – Carla Johnson.

Peer-to-peer 50

Peer-to-peer B2B Marketing Trends Sales Qualified Leads 50

Paul Gillin

AUGUST 20, 2013

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. Telling them that social media prospecting will pay off in a year or two doesn’t interest them. How good is a competitor’s product?

Social Media 50

Social Media Training Media Opinions 50

Paul Gillin

JULY 15, 2011

The fact that one out of 10 customers may displeased with product can be looked at another way: 90% are happy. Case studies also don’t answer the questions prospective buyers really have. That’s why prospects have always viewed case studies with suspicion. Today, they mainly ignore them.

Case Studies 50

Case Studies Case Study Studies BtoB 50

Paul Gillin

MAY 13, 2010

Messages are often focused on selling a solution rather than solving a problem, but people don’t care about your product; they care about what’s troubling them right now. Put yourself in the shoes of a typical prospect visiting your website. Every page of your website should have an invitation for visitors to become prospects.

B to B 50

B to B Marketing Websites Work Management Webcast 50

Paul Gillin

APRIL 27, 2012

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. It was about returning value and time to our sales teams for their time invested.”.

Process 50

Process Word of Mouth Forecasting Lock-In 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. A contact within a person’s social circle may be valuable in reaching that person (that’s just good prospecting).

CRM 50

CRM B to B Marketing Management Eye-Tracking 50

Paul Gillin

JULY 29, 2011

They also have multiple presences within each channel, such as product-specific pages on Facebook. Nearly 80% of the companies Awareness surveyed use social media channels to identify and respond to customer service issues and two-thirds use them for prospecting. And they measure like crazy.

Multi-Channel 50

Multi-Channel Top of Funnel Correlation Social Media 50