Paul Gillin

MARCH 4, 2014

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. ” Holy cow! Um, no, they won’t.

Research 50

Research Lead Scoring Lead Ranking Validation 50

Paul Gillin

AUGUST 30, 2013

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.

Churn Rate 50

Churn Rate Social Networks Gartner Network Marketing 50

Paul Gillin

FEBRUARY 20, 2013

500′s use of social media , and once again small companies outpace large ones. 500 companies that were blogging in 2011. Also notable is the surge of interest in LinkedIn, which is being used by 81% of companies compared to 67% for Facebook and Twitter. Ninety-two percent of the Inc. 500 after for years. Related articles.

Social Media 50

Social Media Studies Media Linkedin 50

Paul Gillin

MAY 13, 2016

If the parent company ever misused its popular property it would violate reader trust, and that’s the most important asset CMO.com has. In companies as large as Cisco, such siloed behavior is unfortunately common. Adobe doesn’t even have access to the 30,000-name newsletter mailing list. Cisco Connected Futures. Knowledge@Wharton.

Marketing Management 50

Marketing Management B2B Thought Leadership Service Thought Leadership 50

Paul Gillin

JULY 19, 2013

This is the seventh year that Barnes has tracked social media usage by this sector, and it is the only statistically sound longitudinal study of its kind with every company in the Fortune 500 included. In 2012 one hundred fifteen companies (23%) had neither a Twitter account nor a Facebook account.

Social Media 50

Social Media Social Networks Statistics Facebook 50

Paul Gillin

NOVEMBER 20, 2013

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. BzzAgent has a database of hundreds of thousands of consumers whom it activates to spread the word about products from the company’s clients. Not really.

Paid Search Agency 50

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

Paul Gillin

DECEMBER 12, 2013

report reveals a startling disconnect between B2B companies and their customers that should give every marketer pause to reflect on his or her priorities. 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.

BtoB 50

BtoB Social Networks B2B Sales Network Marketing 50

Paul Gillin

JUNE 18, 2013

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. A good rule of thumb is to make about 90% of your contributions relevant to your audience’s needs, regardless of whether they promote your products or company.

Social Media 50

Social Media Social Marketing Media Social Networks 50

Paul Gillin

JULY 9, 2012

I followed Microsoft closely for many years when I was in the technology press, visited the company every year or so and even sat down with Bill Gates for interviews a few times. It seems that great tech companies only stay on top as long as there are technical visionaries at the helm, and it’s clear that Microsoft lost its vision years ago.

Work Management 50

Work Management Marketing Management Thought Leadership Blogger 50

Paul Gillin

FEBRUARY 14, 2012

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. The lab was christened with fanfare and highlighted in the company newsletter. Why did the directive from the CEO of the company go unheeded?

Enterprise Management 50

Enterprise Management Social Networks Webcast Paid Search Agency 50

Paul Gillin

MARCH 22, 2016

The company decided to show off its social media savvy by analyzing the Facebook, Instagram and Twitter accounts of each March Madness team to see how they did with social media engagement. 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.

Social Media 50

Social Media Media Social Marketing Click Rate 50

Paul Gillin

MARCH 9, 2012

This week I sat in an auditorium at P&G headquarters in Cincinnati and heard CEO Bob McDonald talk about the centrality of one-to-one relationships to the company’s future and declare “We want to be the most digitized company in the world.”. P&G has been called the world greatest marketing company.

Peer-to-peer 50

Peer-to-peer Paid Search Agency Sample Impressions 50

Paul Gillin

AUGUST 29, 2012

The company typically logs two complaints for every one million diapers sold, and there was nothing to indicate that Dry Max had moved that needle. The company was well aware that the entire Pampers franchise depended upon customer trust. Not that P&G expected big problems. Let’s seek treatment.’”.

Paid Search Agency 50

Paid Search Agency Advertising Agencies Facebook Customer Satisfaction 50

Paul Gillin

AUGUST 4, 2011

Nevertheless, some B2B companies have mined gold out of Facebook’s audience, particularly for recruiting young college graduates. This is an under-utilized tool that enables companies to present an HTML page as their default front door. Use welcome pages to present an attractive and exciting introduction to your company.

Facebook 50

Facebook B2B Marketing Rules Salesforce.com 50

Paul Gillin

JANUARY 17, 2012

At Lotusphere today, two representatives to 3M outlined some ways the company is using collaboration platforms to improve access to expertise and information across the far-flung company, which has people in more than 60 countries. 3M’s track record of innovation is legendary, but globalization has presented new challenges. “We’re

Wiki 50

Wiki Peer-to-peer Work Management Marketing Management 50

Paul Gillin

JUNE 11, 2012

Todd Putnam, who was a top marketing executive at Coca-Cola from 1997 to mid-2000, told an audience at the National Soda Summit last week about a Coke strategy to replace all beverages in the American diet with its own products, a campaign the company called “share of stomach.” ” New York City anti-obesity ad.

Effectiveness 50

Effectiveness Opinions Paid Search Agency Advertisements 50

Paul Gillin

MARCH 13, 2012

Outdated perceptions about emerging markets blind North American technology companies to the substantial IT investments being made there, according to a top International Data Corp. There is demand for the expertise that western companies can bring. researcher. Misperception: Emerging markets have large and low-cost labor forces.

Planning 50

Planning Forecasting Mobile Marketing Paid Search Agency 50

Paul Gillin

APRIL 24, 2012

Communicate with companies. Also according to Greenberg, companies that trust their customers: Listen to customer needs and feedback. Get what they want. Are social, mobile, local. Expect immediate response or nearly immediate response. Expect information available nearly instantly when searching.

Peer-to-peer 50

Peer-to-peer Social Networks High Quality Lead Advertising Channels 50

Paul Gillin

DECEMBER 27, 2011

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.

Validation 50

Validation Research Correlation Customer Satisfaction 50

Paul Gillin

JANUARY 2, 2015

It’s paying off so well that the company can afford to increase its focus on lead quality because it has more than enough leads in the hopper. John Fox has led the launch or re-launch of 44 companies, resulting in double and triple-digit growth for every client served. FIR B2B #19: Doubts about Social Media’s Lead Gen Potential.

B2B Thought Leadership 50

B2B Thought Leadership Cost per Lead Lead Gen Thought Leadership 50

Paul Gillin

AUGUST 26, 2011

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. Everyone in this room has the power to change things at your company. million Facebook likes by boring people.

Social Marketing 50

Social Marketing Planning Marketing Management Word of Mouth 50

Paul Gillin

MAY 15, 2012

The absence of IT at the strategy table perplexes me, since social technologies are arguably the most important force guiding the evolution of relationships between companies and their constituents. The survey asked which group within the company had primary responsibility for social business. Surprising is that IT isn’t even on it.

Business 50

Business Leads Lead Marketing Qualified Leads 50

Paul Gillin

JULY 29, 2011

Awareness outlines five priorities that companies should define in becoming a best-in-class social marketer: Measure and Grow Social Reach. Most use at least three major social media channels, compared to less than two for the average company. Monitor Social Conversations. Manage Social Content. Practice SEO.

Multi-Channel 50

Multi-Channel Top of Funnel Correlation Social Media 50

Paul Gillin

JANUARY 24, 2013

Customers are taking their complaints about companies and products to the Internet in record numbers, and a new book tells what is driving this trend and how businesses can avoid being victims of customer attacks. Recent research has shown that 70% of large companies have experienced an attack on their reputations during last two years.“Decision-makers

Press 50

Press Peer-to-peer Amazon BtoB 50

Paul Gillin

OCTOBER 3, 2013

New Channels gave me an opportunity to share what I was learning with more than 30,000 subscribers and perhaps to materially impact the way B2B companies were thinking about social media adoption. I’ve never been paid for it, but I would probably pay BtoB for the privilege. The association with the BtoB brand has been invaluable to me.

BtoB 50

BtoB Allocation Marketing Analytics Tools Social Media 50

Paul Gillin

FEBRUARY 10, 2016

As the people who are called upon to represent their businesses in public, they can use media like Twitter to communicate important business news and reinforce the image and culture of the companies they represent to the people who matter most to them. Without the red tape.

Social Media 50

Social Media Media Thought Leadership Advertising Mediums 50

Paul Gillin

FEBRUARY 2, 2012

McDade Is an entrepreneur whose company, PointClear , helps businesses improve their prospecting and lead nurturing. McDade believes that most companies invest far too much in lead generation and far too little in lead qualification and nurturing. Sales people don’t effectively follow up on longer-term opportunities.

Cost per Lead 50

Cost per Lead Sales Qualified Leads PointClear CPL 50

Paul Gillin

AUGUST 9, 2012

The #fail tag, which denotes poor performance by a person or company, is monitored by millions and is not one you want to see next to your name. Many create filtered tweet streams of the companies, government agencies and celebrities they cover. You should do the same for your own company and brands. Order From Chaos.

Twitter 50

Twitter Work Management Paid Search Agency Tagging 50

Paul Gillin

MARCH 10, 2011

Here are a few ways B2B companies can leverage LinkedIn for prospecting and promotion: Ask and Answer. Cross-post new entries from the company blog or new presentations on SlideShare to appropriate groups of which you’re a member. Use Company Profiles for Prospecting. LinkedIn has a unique approach to company profiles.

Social Networks 50

Social Networks Enterprise Management Peer-to-peer Work Management 50

Paul Gillin

MARCH 13, 2012

If [technology companies are] going to drive large-enough volumes to support the revenue levels they’re used to, they’re going to have to drive the number of customers way up. Technology companies will need to overhaul their business models to accommodate these shifts. today to 82 cents.

Work Management 50

Work Management Marketing Management Word of Mouth Mobile Marketing 50

Paul Gillin

APRIL 11, 2014

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.

Marketo 50

Marketo Social Media Lead Generation Marketing Automation Services 50

Paul Gillin

MAY 16, 2012

One of my favorite CIOs is Tom Murphy , who long headed IT at AmerisourceBergen and who is now in transition to a new role (any company will be lucky to have him). It is a tool, but companies should not lose that direct contact with customers. Social media is not a technical expertise. It’s a cultural expertise.

Business 50

Business Social Media Opinions CMO 50

Paul Gillin

OCTOBER 10, 2012

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. What companies have succeeded/failed at using videos for B2B marketing?

Video Marketing 50

Video Marketing B2B Storytelling Youtube 50

Paul Gillin

JUNE 28, 2012

Now a petition on change.org demands that the company remove BPA from the linings of its soup cans. It’ll be interesting to see if the company learns from past mistakes of brands like Nestle and Chapstick , which inadvertently escalated customer attacks by deleting Facebook comments they didn’t like.

Facebook 50

Facebook Demand Research Brand Identity 50

Paul Gillin

NOVEMBER 28, 2011

companies block social networks completely and 51% limit access to business purposes only. BtoB magazine asked 375 marketers last year who was primarily responsible for social media within their companies. A decade ago, CIOs played a key role in implementing ERP and optimizing supply chains in many companies around the globe.

Lead Ranking 50

Lead Ranking BtoB Business Enterprise Management 50

Paul Gillin

JUNE 17, 2010

This chapter focuses on drawing the major distinctions between business-to-business (B2B) and business-to-consumer (B2C) markets and where social marketing has particular value to B2B companies. Companies like Dell, which does 80% of its sales volume with corporate customers, are ideally positioned to take advantage of these new channels.

Enterprise Management 50

Enterprise Management B2B Marketing Rules B to B 50

Paul Gillin

JANUARY 2, 2014

Its research and how-to presentations on SlideShare are an excellent resource for companies that want to get into content marketing. .” Its work certainly bears out that goal. Earnest’s B2B campaigns have a lot of B2C energy inside them. Be sure to check out the links to some of the year’s best B2B videos on slide 37.

Stats 50

Stats B2B Marketing Video Marketing Paid Search Agency 50