Paul Gillin

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3 Branded B2B News Services That Get It Right

Paul Gillin

It’s presented in a variety of formats, including research reports, articles and podcasts. 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. Some B2B marketers have gone that. Here are three I think are worth emulating.

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. blogging corporate Facebook Research Social Media social networks Charts.

8 Data Points about the Importance of Customer Experience

Paul Gillin

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. Recent research worth noting: Dell has published internal metrics showing that 97% of dissatisfied customers can be rescued with proactive intervention and more than 40% of those people actually become raving fans.

Skepticism on Gallup’s Gloomy Social Media Assessment

Paul Gillin

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.” Gallup is a first-class research organization and its methodology was no doubt rock solid, but even Gallup admits that “question wording and practical difficulties in conducting surveys can introduce error and bias.” More than Marketing.

Content Methodology: A Best Practices Report

Product and research divisions can provide dynamic. Testing and Optimization 33 Content Methodology: A Best Practices Report This report is based on research and a methodology by. case studies, research from Altimeter Group, and external. sources such as company websites, industry publications, and secondary research. Content. Methodology: A Best. All rights reserved.

As Business Goes Social, CIOs Sit on Sidelines

Paul Gillin

The most recent research by Robert Half Technology found that 31% of U.S. The disconnect between CIOs and the emerging world of social business became clear to me at a conference I attended about two years ago. entered the room late, but figured I could quickly catch up on the proceedings by checking the Twitter stream of attendees. Same Old Song and Dance. Playing pays off.

This Brand Ambassador Program Goes Against the Grain

Paul Gillin

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. 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. have some strong feelings about this topic, so I’ll oblige. Not really. Related articles.

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What Makes a Good B2B Online Video

Paul Gillin

He drove his critics crazy because of his ability to shoot down a well-researched and  supported argument with a single anecdote. 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. would add Cisco to that list.

Video 87

I’m Quoted in HBR – Kinda. And Like Three Years Ago…

Paul Gillin

The type is about as small as they could make it and the quote comes from 2007, but this research report does bear the Harvard Business Review logo, so I’m going with that. The publication date is 2010, but I didn’t find out about it until just now. Thanks for my old pal John Dodge for pointing it out. guess Google Alerts doesn’t find everything. 

Evangelizing a Content Marketing Program

numbers, as Altimeter explains in their excellent “Cul- ture of Content” research report: “Companies that evangelize, reinforce, and institution- alize the importance of content throughout and beyond. Those numbers aligns with our own research from. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. All rights reserved. Introduction 4 II. The hotel giant.

What You Probably Didn’t Know About Editors

Paul Gillin

They know when more research is needed and also when to stop researching and start writing. 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. love editing, and I’m not ashamed to admit it. The solution is better editing. Editors take words out. Wrong.

A Nice Collection of B2B Marketing Stats and Videos

Paul Gillin

Its research and how-to presentations on SlideShare are an excellent resource for companies that want to get into content marketing. B2B Content Marketing Research Social Media Earnest is a U.K.-based 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 work certainly bears out that goal. Earnest’s B2B campaigns have a lot of B2C energy inside them. Here’s its latest collection of recent trends and statistics:  This is the year that was in B2B Marketing crunched.

Stats 60

Bulldog Reporter’s Faux Pas Shows Why Not to Take Research at Face Value

Paul Gillin

This lead from a recent Bulldog Reporter case study on business blogging certainly caught my attention: “Recent  research  reveals that 64% of American companies will launch their own corporate blogs in 2014, and the average budget for corporate blogging will increase by nearly one-sixth. What new research now predicts this kind of mind-blowing growth? ” Holy cow!

How to Summarize Content for a Business Audience

Paul Gillin

In my previous post about How to Read and Summarize a 20-Page Research Report in 20 Minutes , I showed how to skim through a complex document and gather essential information to use in summarizing the material for a business audience. Highlights of IBM Analytics Research Report from Paul Gillin. How to Read and Summarize a 20-Page Research Report in 20 Minutes. Just the Facts?

Content Marketing Playbook: Strategy and Roadmap

STEP TWO: As you spend time researching each publisher’s ap- proach to content, make a list of: • Audience types those publishers are targeting. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I.

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. Have you checked out LinkedIn lately? If you thought the world’s largest professional network was little more than a place to post your resume, you owe yourself another visit. This is the ideal B2B environment.

What Social Media Marketers Should and Shouldn’t Do

Paul Gillin

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. Recent research has shown that people are twice as likely to interact with companies over social media for customer support purposes as for marketing. 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. Have metrics in place to measure results. Indium Corp.

How B2B and B2C Marketing Are Different

Paul Gillin

Research by marketing Sherpa and TechWeb found that 41% of technology buying decisions involved 15 or more people in the process. My fourth book, Social Marketing to the Business Customer ,  came out this week. Co-author Eric Schwartzman and I wrote the book because we felt that B2B marketers were getting inadequate advice about how to apply social media constructs to their work. Read it!

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

Paul Gillin

The research shows that the themes that B2B companies emphasize in their marketing messages are wildly inconsistent with the factors that B2B buyers care about most. I only update this blog occasionally because most of my writing these days appears on other people’s websites. But my blog is still my home base. Social is the Future of Search (Profitecture Blog). Short on content?

Staffing and Launching Your Content Marketing Program

CREATE EN G A G E. O P T IM I Z E ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY18 QUICK HITTER 250–500 words to introduce breaking news, research, or. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 3: Staffing and Launching Your Content Marketing Program Copyright © 2015 Contently. All rights reserved. Introduction 3 II. 200,000 readers. night.

Industrial Age Thinking Thwarts Potential of Internal Social Nets

Paul Gillin

Recent research by InformationWeek found that less than 40% of users of internal social networks rated their usefulness as good or excellent. 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.

Aging 65

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. I’ve spent some time over the last week judging the finalists in BtoB magazine’s annual social media awards. 27 of the PDF). That’s another great idea. Holy cow!

Book Review: Tales From a Veteran Blogger

Paul Gillin

Brill’s engaging and readable book is aimed at product managers, those corporate jacks of all trades who fret about everything from market research to customer support. 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. Telling Stories.

IDC Sees Massive Disruption From Industry’s Platform Shift

Paul Gillin

That was the message from IDC Senior Vice President & Chief Analyst Frank Gens as he kicked off the research firm’s Directions 2012 conference in Boston this morning. Gens, who has tracked the computer industry since the days when mainframes ruled the earth, outlined a dramatically new economic structure that will emerge as economies of scale take hold. today to 82 cents.

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Reference content can include research, surveys and guides. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. They expect content to be relevant, easy to find, and mobile- friendly. know which half."

Recommended Reading – 7/9/15

Paul Gillin

Monitor conversations with customers, obsess over quality, research constantly, listen to complaints and always be curious are five useful habits they recommended. Ninja Guide to Content Creation: Top 10 Writing Tools – Content Marketing Institute. We had never heard of most of these tools, and bet you haven’t either. Sounds simple, but if it is, then why do so few people do it?

How to Calculate Social Marketing ROI

Paul Gillin

Market share research; awareness research; media citations; analyst research. Market share research; lift studies; media/social media citations; speaking invitations; analyst research. Attitudinal research; growth rate; media citations; copycat competitors. However, research statistics aren’t sufficient. They include Indium Corp., EMC Corp. 100,000.

ROI 71

Sensible Talk About Social Media Measurement

Paul Gillin

For the past five years I have worked with her closely as a member of the Society for New Communications Research , which awarded her its “Fellow of the Year” distinction in November. I am also quoted on the back cover of the book, although I did not get a chance to read the full volume until recently. If that means counting mentions of a brand in newspaper headlines, so be it.

Awareness E-Book Raises the Bar on Social Measurement

Paul Gillin

Not surprisingly, the company has tools that help in many of these areas, but that’s one reason its research is so useful: The recommendations are based upon the experiences of more than 100 customers. The question of how to measure social media performance, particularly in a marketing context, continues to be one of the industry’s hottest topics. Monitor Social Conversations.

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Reference content can include research, surveys and guides. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. They expect content to be relevant, easy to find, and mobile- friendly. know which half."

Two B2B Social Marketing Initiatives Worth Checking

Paul Gillin

Over the last quarter alone, more than 500,000 people visited the online community, spending over 65,000 hours researching, collaborating and communicating with fellow engineers. Value – Constant Contact says it surveyed small businesses to discover that many didn’t know how to get started in social media, but you didn’t need research to figure that out.

IDC: US Tech Firms Underestimate Emerging Market Opportunity

Paul Gillin

researcher. Latin America, Central & Eastern Europe, Middle East, Africa (CEMA) and Asia Pacific economies are will spend nearly as much on IT as the US in 2012, said Sandra Ng , Group Vice President of the Information & Communications Technology Market Group at IDC in an address to the research company’s Directions 2012 conference this morning. IDC Forecast.

Facebook Tips for Midsize Businesses

Paul Gillin

Research has shown that few people who “like” a Facebook page ever return to it. With Facebook presenting a tempting target of 800 million potential customers, small businesses are flocking to social network as a fast and easy way to generate business. The series is underwritten by IBM Midsize Business , but the content is entirely my own. It’s not about the likes.

Unfair Rap on Gates

Paul Gillin

Wired reported on comments Gates made in London last week in which he complained that more funding is directed to male baldness research than to malaria vaccines because the wealthy people who write the checks are more concerned with their own problems than bigger humanitarian issues. Bill Gates at the World Economic Forum ,2007. Photo credit: Wikipedia). Gates’ answer surprised me.

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Reference content can include research, surveys and guides. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. They expect content to be relevant, easy to find, and mobile- friendly. know which half."

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.