Paul Gillin

Nearly 40 Years Later, I’m Still Proud of This Article

Paul Gillin

While leafing through some old clip files recently I came upon this editorial I wrote way back in 1982 for The Patriot, which was an internal publication for Massachusetts employees of Honeywell.

We’re Coming Back to Boston

Paul Gillin

In retrospect, we should have know this was a bad idea when the wheel fell off the truck. It happened in Tolland, CT last August. I was driving a 27-foot UHaul packed to the ceiling with our stuff and with my car in tow. Just over the Connecticut line, the truck lurched violently to the left. I assumed I had a flat tire and steered into the breakdown lane. It was then that I noticed one wheel bouncing down the median strip and another rolling down the middle lane.

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3 Branded B2B News Services That Get It Right

Paul Gillin

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. What if you could go a step beyond the downloads and become a trusted and even indispensable information source that customers visit every day? Some B2B marketers have gone that. Here are three I think are worth emulating. CMO.com.

What You Probably Didn’t Know About Editors

Paul Gillin

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. I love editing, and I’m not ashamed to admit it. I also love my occasional roles as speaker, prognosticator and thought leader, but there’s something uniquely satisfying about taking someone else’s work and making it better.

The Retailer’s Guide to Marketing Data

Retailers are faced with extraordinary challenges – from changing consumer needs to unpredictable twists & turns in the economy. Learn how innovative retailers use zero-, first-, second-, and third-party data to find their best customers and drive repeat purchases.

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? Consider that the Fortune list of the world’s 10 most admired companies in 2013 includes seven that are renowned for excellence in that area: Apple, Google, Amazon, Starbucks, Southwest, Disney and FedEx.

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. And I advised linking generously to influential bloggers as a way of generating reciprocal links that build search visibility. Today I would recommend none of those things.

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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. Organizations must connect with their constituents individually or they’ll be ignored. A person’s value is defined by his or her platform, which is a function of connections. Quotes are more or less word-for-word. Unquoted comments are paraphrased.

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Can Someone Explain Printer Economics?

Paul Gillin

I just bought a very nice Ricoh SP C250DN color laser printer from Adorama for the crazy low price of $66, including shipping. The friggin’ think arrived 22 hours after I ordered it. Nice job, Adorama! Here’s what I don’t get. UPS shipping on a package of that weight is $56. Even accounting for Adorama’s discounts, that means they’re effectively selling a 52-pound color laser printer for no more than $20.

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. Sixty-two percent said social media has no influence at all. Only 5% said it has a great deal of influence. That’s a pretty grim assessment, given that US companies spent $5.1

Going to Market Smarter in the New Economy

In 2021, as companies continue to move more functions online, employees will take a more virtual -- and flexible -- mindset and lifestyle in parallel to the digitization of businesses. To succeed, you must change the way you conceive and build new products as a digital business. Download the report today to discover more!

Farewell, New England

Paul Gillin

Dorky college senior, 1979. On Aug. 31, 1975 my parents dropped me off at the Boston University dormitory at 700 Commonwealth Ave. with a suitcase, a box of basic living supplies and a squash racket. I have no idea why they gave me the squash racket. I was never any good at squash. The next few days were some of the loneliest of my life, but it didn’t matter. I was in Boston, the place where I had wanted to live since I was 13, and I knew this was where I belonged. My opinion has never changed.

Good Music, Cheap Eats, and the Music is Free

Paul Gillin

If you’re west of Boston (or even if you aren’t), come hear Seven Hills Symphony play at the UMass Medical Center in Worcester Friday evening. As you can see by the program, there’s a little bit of something for everyone, and the young violin soloist is out of this world. Admission is free (a donation is appreciated) and there’s a great bake sale. Personal classical music Seven Hills Symphony worcester

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Recommended Reading – 7/9/15

Paul Gillin

Ninja Guide to Content Creation: Top 10 Writing Tools – Content Marketing Institute. If you’ve ever experienced writers block, struggled to come up with a creative headline, fussed over keywords or just been out of ideas, then this post is well worth your time. Each of Robert Morris’ 10 tips points to a Web-based tool that will get you out of the starting blocks faster, improve your writing and boost your search engine visibility.

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. 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. Jeff Hoffman says he knows precisely why salespeople are so reluctant because he was one of them for a long time.

The Definitive Guide to Remote Sales Coaching

Have you struggled to onboard, train, and provide continuous learning opportunities to your salespeople due to the abrupt shift to remote work? If so, you’re not alone. Sellers are relying on virtual selling more than ever. With in-person sessions no longer feasible, many organizations are looking for alternative methods to support their salespeople.

What Social Media Marketers Should and Shouldn’t Do

Paul Gillin

A journalist contacted me with some questions about social media marketing that I hear quite often. I thought I’d share my responses here. 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. Listen to your market and customers using tools like Twitter filters, Google Alerts and LinkedIn searches.

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. Brill’s barbs were notable because IBM’s buttoned-down culture had historically discouraged direct public engagement.

Bidding Fond Farewell to BtoB Magazine

Paul Gillin

I was sad to learn this week that BtoB magazine , which has existed under various brands for nearly 100 years, will be swallowed by Advertising Age at the end of the year. I have worked with BtoB for nearly seven years, publishing about 120 columns and articles during that time. The staff has always been a joy to work with, and BtoB has played a critical role in my own education about the transformation of media.

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15 Tips for Getting the Most From LinkedIn Groups

Paul Gillin

I spend a lot of time in LinkedIn groups and have learned a bit about maximizing their potential as conversation-starters. Here are 15 of my favorite tips. Please add your own as comments. Ask Questions. The best way to provoke discussion on LinkedIn is to ask questions. Rather than sharing a link to an article, use it to kick off a discussion.

The Forrester Wave™: B2B Marketing Data Providers, Q2 2021

In our 24-criterion evaluation of B2B marketing data providers, we identified the 11 most significant vendors — Data Axle, Dun & Bradstreet, Enlyft, Global Database, InsideView, Leadspace, Oracle, SMARTe, Spiceworks Ziff Davis, TechTarget, and ZoomInfo Technologies — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2B marketing professionals select the right one for their needs.

Why Facebook Isn’t Worried About Ello

Paul Gillin

I haven’t yet tried Ello , the newest social network to aspire to the role of “Facebook killer” (though my request for access is pending), but I know already that it is doomed to fail in that role. I’ve seen this scenario play out again and again, and result is a foregone conclusion.

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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Attack of the Customers: The Pampers Dry Max Crisis

Paul Gillin

This an excerpt from the opening chapter of Attack of the Customers: Why Critics Assault Brands Online and What You Can Do About It by Paul Gillin and Greg Gianforte. It’s due to be published this fall. If you’d like to be notified when the book is available, please comment below or drop me a line. In March, 2010, Procter & Gamble announced the most significant technical advance in disposable diapers in a quarter century.

Facebook, LinkedIn and Twitter in Plain English

Paul Gillin

I prepared summaries for my upcoming Search & Social Double Whammy seminar on May 2 in Burlington, MA describing the “big three” social networks: Facebook, LinkedIn and Twitter. My goal was to describe in plain English the way these networks provide value to their users and the metaphors they use for interaction. Perhaps you’ll find these basic explanations useful in some context. And if I’ve missed or misstated anything, I’d appreciate your corrections.

11 Email Deliverability Strategies to Reach the Inbox

With nearly 1 in 5 emails from U.S. senders failing to reach the inbox, deliverability challenges still plague senders and prevent email campaign success. Check out this deliverability guide for actionable strategies and real-world examples of companies applying smart inboxing tactics.

Peer Reviews With a Difference

Paul Gillin

People love online review sites even if they don’t always trust them. Despite ongoing allegations that even the biggest customer review sites are routinely manipulated by businesses and their detractors, 85% of consumers in one recent survey said they consult online reviews for recommendations of local businesses at least occasionally. A 2012 Crowdtap survey found that online reviews are second only to recommendations from friends as the most trusted sources of buying advice.

LinkedIn Headline Tip: Stick to the Facts, Avoid Superlatives

Paul Gillin

A student in one recent Profitecture class sent me an interesting question, so I thought I post the answer here. “How do you find the balance between marketing yourself and sounding full of yourself?” ” she asked. “I think there is a thin line.” ” She attached a screen grab of a LinkedIn member who described himself as a “Remarkably Brilliant IT Professional.”

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. 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.

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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. Lately, I’ve been looking at Klout , the popular new tool that bills itself as “The Standard&# for influence measurement. The more I look at it, the less I like it.

The Ultimate Sales Coaching Guide

Sales coaching is a training format that allows the leaders in your organization to share their valuable experience with the rest of your sales teams. It’s an interactive approach to sales training where sellers get to practice what they’re taught and use information in real-life scenarios.

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

Paul Gillin

An idea I’ve been kicking around for a couple of years became a formal book project in January. Eleven months later, Attack of the Customers on sale on Amazon ! Now I’d like to ask for your support by liking the book on the Amazon page and registering your like on the book Facebook page. And if you can go the extra mile and plunk down $18.95, I think you’ll find it a pretty interesting read.

Marketo Tells How to Use Social Media for Lead Generation

Paul Gillin

I often cite marketing automation vendor Marketo as a shining example of a company that gives away great information as a way to promote its business. Marketo recently contacted several B2B social media marketing pros to get their tips on how to generate leads with social platforms. They report encouraging results. For example, 58% of marketers who have used social media for more than three years say it has helped boost sales.

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

Paul Gillin

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. Here’s a round up of what I’ve been scribbling about elsewhere of later. Social is the Future of Search (Profitecture Blog). Photo credit: Scott Beale). What could possibly unseat Google as the king of the Web? The answer might be incubating in fast-growing media operations like BuzzFeed (right) and Upworthy.

Social Marketing Wisdom from the Insurance Industry – Really

Paul Gillin

I was privileged to be on a panel with some outstanding social media practitioners from the insurance industry at the 2011 Social Media Conference for Financial Services put on by LOMA LIMRA this morning. Financial services firms – and insurance companies in general – are often seen as boring, but what these companies are doing within the confines of a heavily regulated business is anything but that. Farmers Insurance for example, hasn’t accumulated 2.3

4 AI Hacks to Make Sales Teams More Efficient

Over the last two years, there’s been a 76 percent increase in AI adoption across sales organizations. For sales teams, AI opens up a world of new possibilities, including automating outreach, identifying best-fit buyers, and keeping CRMs flush with fresh data. Read on to learn the four AI hacks sales teams need to improve their performance. Download the eBook today!

Constant Contact Colocates with Small Business Customers

Paul Gillin

Great companies go beyond just providing a product or service. They think of themselves as partners in the success of their customers. Three companies that do an outstanding job of advocating for the small business customer are American Express (with its Open Forum small business community and annual Small Business Saturday promotion, among other things), Intuit and Constant Contact , the Massachusetts-based e-mail marketing company.