Paul Gillin

JANUARY 26, 2016

The authors identified three powerful trends driving B2B marketing right now: –Changing buyer expectations fueled by the availability of rich information and ease of access and purchase; –Pressure to demonstrate ROI as marketers learn to do more with less; and. Clearly, we need to do better.” – Erika Goldwater. “If

Peer-to-peer 50

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

Paul Gillin

NOVEMBER 20, 2013

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. To be fair, I may have to make a purchase in order to do so. I’m sure the folks at Social Rebate researched their concept exhaustively. Not really.

Paid Search Agency 50

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

Paul Gillin

AUGUST 30, 2013

Sixty-two percent of B2B and 42% of B2C customers purchased more after a good experience , while 66% and 52%, respectively, stopped making purchases after a bad experience, according to a recent survey of 1,000 people who had had recent customer service interactions. rating on a 1-to-10 scale (see chart below).

Churn Rate 50

Churn Rate Social Networks Gartner Network Marketing 50

Paul Gillin

JUNE 26, 2014

The sound bite from this research is summed up in the title of the Gallup blog post: “ Americans Say Social Media Have Little Sway on Purchases.” 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.

Social Media 50

Social Media Media Peer-to-peer Social Networks 50

Paul Gillin

OCTOBER 19, 2011

“‘Excite, Educate, Motivate’ has replaced ‘Awareness, Trial, Purchase,’” Brody says. Conventional wisdom holds that product samples need to be distributed on the street or unsolicited to the mail. Buy ads against pages of competitors or similar products. Match the offer to the business.

Facebook 50

Facebook Tips Digital Asset Management Business 50

Paul Gillin

SEPTEMBER 15, 2011

I have yet to see a tool that can correlate influence with purchases or donations with any degree of certainty. A lot of people have been talking about Hewlett-Packard lately, but I doubt it’s driving profitable sales of HP products. What’s more, the larger the purchase, the greater their influence tends to be.

Analysis 50

Analysis PR Correlation Advertising Agencies 50

Paul Gillin

FEBRUARY 2, 2012

In 20 years as an editor I had developed an attitude that’s common for people who produce products: I believed that most salespeople were overpaid, under-worked and basically lazy. CPL drives marketers to outsource demand generation to unskilled contract telemarketers or to purchase lists of dubious quality.

Cost per Lead 50

Cost per Lead Sales Qualified Leads PointClear CPL 50