Paul Gillin

3 Branded B2B News Services That Get It Right

Paul Gillin

It’s trying to recruit the best students and faculty for its MBA program. 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.

Bidding Fond Farewell to BtoB Magazine

Paul Gillin

I sweated every one of the 450 words I was allocated each month and still think it was some of my best writing of the past six years.

BtoB 101

Trending Sources

How to Get Salespeople Aboard the Social Media Train

Paul Gillin

Ask for a blog entry on what they like best about sales, why they came to work for your company or 10 reasons to love the local football team. One of the most common frustrations I hear B2B marketers express is about the difficulty of getting salespeople interested in social media.

What a Hotel Manager Taught Me About the Future of Business

Paul Gillin

Conversely, the owner of the Best Western Premier Marlemont can cut the advertising and direct mail budget because customers are doing a better job of promoting the hotel than any marketing could do.

Best Practices for a Marketing Database Cleanse

A framework comprising of best practices to consider and red flags to avoid

Cool & Useful Sites for the Holidays

Paul Gillin

With a well-designed, streamlined interface and smart use of filters, Hipmunk makes it easy to find the right flight or the best hotel. 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, Wantful and Trippy. Definitely bookmarkable.

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When Bad News is Good

Paul Gillin

Getting attacked by Lauren Green is the best thing that could have happened to him. An attack may be the best publicity you can ask for. There is only one thing in the world worse than being talked about, and that is not being talked about.

Measuring the Immeasurable

Paul Gillin

Most experts I’ve spoken to on this topic say that sentiment analysis tools are at best 70% accurate. My post last week about the shortcomings of Klout got several thousand views and generated quite a bit of discussion.

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. Your speakers and fellow organizers are your best sources of social media promotion.

Secrets to Successful B2B Webinars

This best practice guide covers a variety of elements surrounding successful webinar strategy and execution

A Nice Collection of B2B Marketing Stats and Videos

Paul Gillin

Be sure to check out the links to some of the year’s best B2B videos on slide 37. 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.

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Five Tips to Make Your Writing Sparkle

Paul Gillin

It’s the single best piece of writing advice I’ve ever had. In writing The Joy of Geocaching with Dana two years ago, I had the chance to use one of the best opening sentence I’ve ever written: “In early 2003 Ed Manley decided to kill himself.&#.

The Other Social Network

Paul Gillin

Someone asked the Sales Best Practices group a couple of months ago “ What is YOUR Best Sales Advice — 20 words or less.&# Have you checked out LinkedIn lately?

How Much Should You Pay For Content?

Paul Gillin

In the computer industry, which is what I know best, $1 to $1.50 Paying within two weeks, rather than the corporate-mandated 60 days, will make you their best friend.

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Best Gifts for Geeks: The Spiceworks List

Paul Gillin

As part of my work with IBM Midsize Business , I monitor and contribute to an active IT community called Spiceworks. This collection of hard-core geeks (1.8

List 49

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

15 Tips for Getting the Most From LinkedIn Groups

Paul Gillin

The best way to provoke discussion on LinkedIn is to ask questions. The Sales Best Practices group on LinkedIn has a different membership than the Construction Professionals group. Here are a couple from the Sales Best Practices group: Eat that Frog! If it’s your job to eat a frog, it’s best to do it first thing in the morning. And If it’s your job to eat two frogs, it’s best to eat the biggest one first.

B2B Blogging Gets Publishing Discipline

Paul Gillin

This is a great chance to take a snapshot of best practices in the field, and I was struck by this year’s entries in the corporate blog category. It’s clear to me that the best B2B companies are taking their blogging to the next level.

Live Blog: Lotusphere 2012 Opening Session

Paul Gillin

Patients will have greater certainty they’re getting the most effective treatment possible and the platform integrates expertise from the best health care providers in the nation. Michael J.

Social Marketing Hangover

Paul Gillin

In many cases, the best group to run social campaigns is the customer service organization because they already understand one-to-one relationships. Avaya’s Paul Dunay (left) said it best in a recent webcast. “We

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Facebook, LinkedIn and Twitter in Plain English

Paul Gillin

You can find and engage with people on Twitter whom you could never reach by any other means, and it is arguably the world’s best source of breaking news. Users have adapted and modified this relatively simple publish-and-subscribe service in thousands of creative ways, making Twitter one of the best tools for finding out what’s going on now in a wide range of professional activities and leisure interests.

Awareness E-Book Raises the Bar on Social Measurement

Paul Gillin

Awareness outlines five priorities that companies should define in becoming a best-in-class social marketer: Measure and Grow Social Reach. The question of how to measure social media performance, particularly in a marketing context, continues to be one of the industry’s hottest topics.

Interesting Threads in Dell’s 2013 Social Media Predictions

Paul Gillin

They feel the best way to be right is to demean people who disagree with them.” I happen to be one of the 14 people quoted in this Dell e-book, Social Media Predictions for 2013 , but that’s not why I’m pointing out to you. I have great respect for every one quoted in this book, and but what’s interesting is the common themes that emerge.

Here’s What 25 B2B Marketers Think Are the Key Trends in 2016

Paul Gillin

Rather, marketers will configure an email campaign and technology will determine the best time and day to deliver the message.” – Brian Neufeld (l.).

What You Probably Didn’t Know About Editors

Paul Gillin

The best editors have spent years in the field with their constituents and continue to speak to them every day. 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.

Unfair Rap on Gates

Paul Gillin

It’s the best economic model humans have yet invented, but it isn’t perfect. Bill Gates at the World Economic Forum ,2007. Photo credit: Wikipedia). Bill Gates is getting bashed over comments he made that are critical of capitalism, and I think he’s getting a bad rap.

Facebook Can Work for B2B Marketers, But You Gotta Know the Rules

Paul Gillin

Now that we’ve looked at examples of Facebook best practices, what can we learn from them? The style that works best is relaxed, informal and a little edgy. The best welcome pages have lots of entry points and a vigorous, hip feel.

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Live Blog: How to Make Collaboration Cook

Paul Gillin

Best practices are recognized through online nomination and voting in which people recognize the accomplishments of their peers. When building a collaborative workplace, a “build it and they will come” attitude is a recipe for disappointment.

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How Twitter Amplifies a Customer Attack

Paul Gillin

Best Defense. The best defense against a Twitter attack is to listen. The following is an excerpt for the forthcoming book, Attack of the Customers: Why Critics Assault Brands Online and How to Avoid Becoming a Victim , by Paul Gillin and Greg Gianforte. The target publication date is late 2012. I’ll be posting a few excerpts here during the next few months and would appreciate your comments.

Groupon Digs the Hole Deeper

Paul Gillin

If people don’t get the joke in the first place, then attempting to tell people why it’s funny just looks pathetic at best and arrogant at worst.

Recommended Reading – 7/9/15

Paul Gillin

Million Tweets Say About the Best Time to Tweet – Buffer Social. People have been arguing about the best time to send tweets practically since the dawn of Twitter. The best overall time to tweet is between noon and 1 PM.

Sensible Talk About Social Media Measurement

Paul Gillin

The point isn’t for organizations to argue about tools but to figure out the best ways to measure success. The Internet is the most measurable medium ever invented, but the perception that returns on online social interactions can’t be quantified stubbornly persists.

Transforming P&G

Paul Gillin

It was the best decision I’ve made in the last five years. When Stan Joosten first contacted me about joining Procter & Gamble’s Digital Advisory Board, I initially hesitated.

How to Calculate Social Marketing ROI

Paul Gillin

The best way to select relevant metrics is to work backwards. This is a draft of chapter 10 of Social Marketing to the Business Customer by Paul Gillin and Eric Schwartzman. This chapter focuses on how to calculate ROI of social media and Internet marketing programs in general.

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ComScore Data Illustrates But Also Obfuscates

Paul Gillin

Facebook has responded to competitors by co-opting their best features without trying to stamp them – Microsoft-like – into oblivion.

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The End of ‘Social Media’

Paul Gillin

The best book I’ve ever read on media transformation is The Chaos Scenario by Bob Garfield. This is the time of year when a lot of people make predictions. I’ll resist that urge, though, and instead present a plea: Let’s make 2011 the year we stop talking about “social media.”. It’s not that social media is no longer important. On the contrary, today there’s almost no media today that isn’t social.

Research Finds Expanded Marketing Role Correlates With Business Results

Paul Gillin

It finds that the best marketers have higher-than-average involvement in products, price, placement and promotion than average. At the risk of beating a dead horse, here’s further evidence that IT organizations need to take a more active role in supporting social business. IBM just released a global survey of more than 360 marketing practitioners and one of the key findings is that marketers want to be better aligned with their IT organizations.

Let Your People Speak!

Paul Gillin

B2B customers have intense information needs, and their questions are often best answered by the people who build and service the products they use. The best way to encourage individual contributors to participate in your social media programs is to celebrate them.

How to Read and Summarize a 20-Page Research Report in 20 Minutes

Paul Gillin

After all, they know a lot more about the topic than you do and they want to show off their best stuff. You were just handed a 20-page research report with the assignment to write a headline and four-paragraph summary that will entice your target audience of business and IT executives to read it. Where do you begin? Marketing professionals face this problem all the time.

Did Coke Respond Effectively to Former Marketer’s Attack?

Paul Gillin

Did Coca-Cola articulate the best possible response to this problem? Coca-Cola is dealing with a minor crisis this week because of comments by a former marketing executive expressing remorse over his contributions to America’s obesity problem.