Paul Gillin

Gems from Godin

Paul Gillin

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.

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Not Dead Yet: Blogging’s Popularity Surges Among F500

Paul Gillin

There’s no fluff in the press release, so I’ll just excerpt it word for word.

Trending Sources

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. How much does the market reward companies that deliver excellent customer experience?

The Trouble with Klout

Paul Gillin

Estimating influence is a delicate balance of art and science. People are drawn to quantitative methods because scores are easy to understand. The downside of reducing influence to a number, though, is oversimplification.

The AdRoll Guide to Account-Based Marketing

Personalize your marketing to convert your highest-value accounts.

How to Get Salespeople Aboard the Social Media Train

Paul Gillin

One of the most common frustrations I hear B2B marketers express is about the difficulty of getting salespeople interested in social media.

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.

What a Hotel Manager Taught Me About the Future of Business

Paul Gillin

Scott Wright is the general manager of the Wyndham Wingate Hotel in Erlanger, KY, and in a 15-minute ride to the airport yesterday morning he taught me something about the future of business.

Five Often-Overlooked Reasons Senior Executives Should Use Social Media

Paul Gillin

“I don’t have time to build my LinkedIn profile. I already get more useless messages than I can handle anyway.”. Why would I want to be on Twitter? 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.”. Sound familiar?

Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales.

What Makes a Good B2B Online Video

Paul Gillin

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.

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Who Should I Interview at White House Correspondents’ Events?

Paul Gillin

By sheer dumb luck (and knowing the right people) I’ve scored invitations to several activities around the White House Correspondents’ Dinner in Washington the weekend of April 27. I’m not invited to the dinner itself (I’m not that well connected!),

Slides and Video Cover What You Need to Know About Search

Paul Gillin

A client asked me to prepare a one-hour seminar on the basics of search engine optimization (SEO), and I thought it was worth sharing. This is more than your standard chalk talk.

As Business Goes Social, CIOs Sit on Sidelines

Paul Gillin

The disconnect between CIOs and the emerging world of social business became clear to me at a conference I attended about two years ago. I entered the room late, but figured I could quickly catch up on the proceedings by checking the Twitter stream of attendees.

Cool & Useful Sites for the Holidays

Paul Gillin

The folks at the Webby Awards sent along a super-helpful list of Web resources to use over the holidays. They range from social shopping to gift recommendations to real-time TV and music sharing. While I was familiar with several of these sites, I hadn’t heard of gems like Yap.tv, Wantful and Trippy. Definitely bookmarkable. The descriptions below were provided by the Webby Awards. Skype .

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Stop Killing Your Content: 3 Reasons Your Content Falls Flat

Each year B2B organizations spend more than $5.2 billion on content creation.

When Bad News is Good

Paul Gillin

There is only one thing in the world worse than being talked about, and that is not being talked about. –Oscar Wilde, The Picture of Dorian Gray. Consider the case of Reza Aslan , a religious scholar and author of the controversial new book, Zealot: The Life and Times of Jesus of Nazareth.

Skepticism on Gallup’s Gloomy Social Media Assessment

Paul Gillin

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. Gallup asked 18,000 consumers about the influence of social media on their buying decisions.

Measuring the Immeasurable

Paul Gillin

My post last week about the shortcomings of Klout got several thousand views and generated quite a bit of discussion. it also got me several e-mails from companies that claim to have built a better mousetrap than Klout.

This Brand Ambassador Program Goes Against the Grain

Paul Gillin

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. I have some strong feelings about this topic, so I’ll oblige.

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5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

Marketing firm piggybacks on March Madness for fun social media “bracket”

Paul Gillin

Big sports events are a great opportunity to show off your products and services, particularly if you can apply them to the combatants on the field. Here’s a good example I that came over the transom from Blue Fountain Media , a design an online media firm.

Stop Talking! I’m Trying to Listen!

Paul Gillin

Three years ago I routinely advised clients to spread their content around liberally through multiple channels as a way to reach the largest possible audience. I recommended setting up multiple Twitter accounts for different functions like customer service and marketing.

How to Promote an Event with Social Media

Paul Gillin

As a frequent speaker at events of all sizes, I’ve had a chance to observe some of the best practices conference organizers used to promote their events through social media.

How to Run a Great Dinner Meeting

Paul Gillin

I had the pleasure of being invited to a dinner last night with some local technology luminaries and guest of honor Reid Hoffman , the co-founder of LinkedIn and already a Silicon Valley legend at the age of 44.

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Flip My Funnel - Guide To B2B Account Based Marketing

As modern B2B marketers, we have been lucky enough to witness some of the most dramatic shifts in marketing strategies and technologies.

A Nice Collection of B2B Marketing Stats and Videos

Paul Gillin

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. Its research and how-to presentations on SlideShare are an excellent resource for companies that want to get into content marketing.

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Peer Reviews With a Difference

Paul Gillin

People love online review sites even if they don’t always trust them.

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.

Five Tips to Make Your Writing Sparkle

Paul Gillin

Now that we’re all publishers, writing has become a core skill for marketers. I love good writing, and whenever I get the chance to teach it, I share these five tricks I’ve learned to make anyone’s writing better. Write in Pictures.

Lead Generation Checklist

You spend a lot of time, energy, and money doing lead generation to capture leads but it's how you manage them that makes the difference between success and failure.

Security Tips for Social Netizens

Paul Gillin

I’ll admit that I was taken in the first time I got a tweet like this: “You gotta see this! lolol bit.ly/ZUT… ZUT… ” I haven’t been fooled since, but I’m sure plenty of people are fooled every day, particularly when the come-on is from a person they know.

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Industrial Age Thinking Thwarts Potential of Internal Social Nets

Paul Gillin

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. He asked my business unit to build a computer lab that employees could use at any time to play and experiment.

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How Much Should You Pay For Content?

Paul Gillin

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.

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The Other Social Network

Paul Gillin

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.

A Content Formula for Complex B2B Organizations

Content Marketing is essential for anyone who wants continued success and growth.

Tips for Building a Quality Twitter Following

Paul Gillin

I breached the 10,000-follower mark on Twitter yesterday. I 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. I have never played games to run up my follower count and I only tweet about stuff that interests me.

Delay Is Killing Major League Baseball

Paul Gillin

The Boston Red Sox beat the Colorado Rockies 11 – 4 last night in a game that lasted three hours and 40 minutes. The first four innings alone took more than two hours to play. I was among the 7,000 or so fans who stayed till the end.

Social Marketing Wisdom From a True Practitioner

Paul Gillin

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.

How B2B and B2C Marketing Are Different

Paul Gillin

My fourth book, Social Marketing to the Business Customer , came out this week. While the purpose of this e-mail is ultimately to convince you to buy it, I hope to also impart some insight I gained from immersing myself in business-to-business social marketing for six months.

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8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust.