Paul Gillin

As Business Goes Social, CIOs Sit on Sidelines

Paul Gillin

In the future, value will come from generating demand that never existed, as the iPhone has done. The disconnect between CIOs and the emerging world of social business became clear to me at a conference I attended about two years ago.

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Cool & Useful Sites for the Holidays

Paul Gillin

All you need to submit is your first name, general location, and a picture of the gift you’re sending, and the site will generate a random address. 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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Trending Sources

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.

Stop Talking! I’m Trying to Listen!

Paul Gillin

And I advised linking generously to influential bloggers as a way of generating reciprocal links that build search visibility. As social networks have grown, so has the amount of noise they generate.

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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

Marketo Tells How to Use Social Media for Lead Generation

Paul Gillin

Marketo recently contacted several B2B social media marketing pros to get their tips on how to generate leads with social platforms. Check out “ How to Use Social Media for Lead Generation.”

Facebook, LinkedIn and Twitter in Plain English

Paul Gillin

This makes LinkedIn a compelling new tool for professional networking and lead generation. 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.

IBM’s Beck: Social Business is About Enablement, Not Control

Paul Gillin

When all those customer touches are documented, “the reports and graphs are generated in the background.” Social business isn’t about tools and promises.

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Unfair Rap on Gates

Paul Gillin

He said he planned to give away most of the money eventually and that he was in the best possible place to generate the maximum amount of wealth for that purpose While the Gates Foundation didn’t have a name at the time, it was clearly a goal in his mind.

Empathy: Your Lead Generation Superpower

Speaker: Brian Carroll, CEO & Founder of markempa

The single biggest issue for B2B growth is effective lead generation: increasing lead quality and quantity. Attend this webinar with Brian Carroll, author of Lead Generation for the Complex Sale , and learn the following: How to understand customer motivation and increase conversion.

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

Paul Gillin

LinkedIn is all about efficiency, but Facebook is about generating discussion, even if it’s around trivial things. Cisco is also terrific a generating discussion. That’s a great way to generate word-of-mouth, because posts are shared with people’s friends.

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How Twitter Amplifies a Customer Attack

Paul Gillin

The account attracted 160,000 followers – more than four times the following of BP’s real North American Twitter account – and generated huge amounts of media coverage. 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.

How to Calculate Social Marketing ROI

Paul Gillin

Return is payoff as measured in revenue generated or costs avoided. Revenue generated by rep. At the same time, the value generated by the community will enable us to cut an additional one-half customer support position each year.

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Surveys Show ‘Social Business’ Concept Gaining Traction

Paul Gillin

Only 40% are taking the time to understand and evaluate the impact of consumer-generated reviews, blogs and peer rankings on their brands.

‘The Truth about Leads’ Is Just That

Paul Gillin

McDade believes that most companies invest far too much in lead generation and far too little in lead qualification and nurturing. McDade (left) lays equal blame on both parties, concluding that the net effect is “about 95% of generated leads are not effectively pursued by sales.”

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9 Experts Rethinking Demand Generation

How to strategically target your content and lead generation campaigns to disrupt the status quo and facilitate the sale

CIO Challenges Educators to Stay Relevant

Paul Gillin

The analogy of the caveman may not be lost on an older generation that is falling further behind. Wichita State University CIO Dr. Ravi Pendse last month issued a provocative challenge to educators to rethink their tools and tactics if they are to remain relevant a decade from now.

Five Facebook Tips for Small Businesses

Paul Gillin

Depending on the business, goals might range from generating orders to attracting subscribers to building thought leadership. Most small businesses are terrible at marketing in general and online marketing in particular.

Facebook Tips for Midsize Businesses

Paul Gillin

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.

Attack of the Customers Roundup, July 25, 2013

Paul Gillin

3 Easy Steps To Turn Business Failures Into Customer-Generating Positive Case Studies. Recent stories of customer attacks, bad business behavior online and advice on how to prevent the latter. Don’t ignore customer service on social media. Social media gets discussed ad nauseam as a marketing tool, but it does have other business applications.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

IBM Expands Social Business Services

Paul Gillin

“It’s not just about demand generation but incorporating social it into all aspects of your business.”

Know Thy Customer

Paul Gillin

Is this a generational issue? I think the next generation of leaders is going to be not only aware of analytics but also masters of it. There’s a whole generation in corporate America who have never been to a corporate training program.

Social CRM: Curb Your Enthusiasm

Paul Gillin

For example, an automotive dealer should be able to generate sales by tracking public comments from nearby consumers who are looking to buy a car.

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Waiving Speaking Fee for Book Buyers

Paul Gillin

Generating Qualified B2B Leads with Social Media. My book Social Marketing to the Business Customer with co-author Eric Schwartzman was released last month and is now available through Amazon , Barnes & Noble , Borders and other booksellers. It’s the first book devoted exclusively to B2B social media , and the most comprehensive collection of best practices and case studies currently available in print.

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

Recent Posts: Expanding Social Authority and Enlivening Boring Predictions

Paul Gillin

Two new surveys cast doubt on the value of social media as a lead generation vehicle. One found that the top three value propositions of social media relate to ongoing customer engagement rather than lead generation.

Age of the Tablet Has Begun

Paul Gillin

A decade from now, a new generation of youngsters will think it funny to hear daddy tell about how he used to skulk around airports looking for power outlets.

My Favorite Productivity Apps – Multimedia & Web

Paul Gillin

That list is easily generated by Google Reader, and it changes whenever the feed list changes. Continuing on my post from two weeks ago about my favorite PC productivity tools, here’s another list of goodies. Most are free, all are bargains. Photo/video.

Content Curation on Steroids

Paul Gillin

For example, it can analyze content that generates a lot of views or clicks and deliver more source material just like it to the curator. All of a sudden, “ curation ” is one of the hottest words in the Web 2.0 world.

Developing a Conversational Approach

Speaker: Carlos Hidalgo, CEO & Founder of VisumCx

Join Carlos Hidalgo for a candid and in-depth conversation about: Developing a conversational approach to demand generation. B2B buyers are more sophisticated than ever before, from the customers’ initial discovery, to the moment they commit to buy.

The Appeal of B2B Social Networks

Paul Gillin

They are flexible gathering halls that can fill a wide variety of purposes ranging from product development to lead generation. Lead Generator,&# indicating that the value he provides to the community is good for his business.

Great Events This Week

Paul Gillin

There are a couple of events coming up in the Boston area this week that I hope you’ll attend. On Thursday, June 3, the Mass. Technology Leadership Council is hosting its second annual Social Media Summit.

Weinberger Wisdom

Paul Gillin

The social media generation now expects important information to find them. My definition of a good speech is one in which the speaker tells you something you already know in a way that you’ve never considered before. That’s why David Weinberger is one of my favorite speakers.

Seven Questions to Ask About Your Website

Paul Gillin

Are the titles and meta-tags clear or do they still have gibberish file names that machines generate? People usually call me for help setting up and optimizing their social marketing programs. But in the early stages of our engagement the conversation almost always takes another turn.

Seven Things Marketers Need to Know About Lead Generation

Speaker: Douglas Burdett, Host of The Marketing Book Podcast, Founder/Principal of ARTILLERY

Lead generation is the process of attracting and converting strangers and prospects into someone who has indicated interest in your company's product or service. One of the biggest responsibilities and challenges for marketers is generating leads.

The Changing Rules of B2B Marketing

Paul Gillin

Those sales are generated by the affinity that the staff has developed with these key corporate customers. Dell TechCenter and other initiatives like it are microcosms of the changes that are sweeping across corporate America as a consequence of the rapid growth of social media tools like blogs, communities and user-generated multimedia. Here is a draft of the first chapter of Social Marketing to the Business Customer by Paul Gillin and Eric Schwartzman.

The Power of B2B Communities

Paul Gillin

The social network is so essential to the company’s business that user generated content overflows onto the corporate homepage. It has also learned about the “1:9:90″ rule: the vast majority of its content is generated by about 1% of its members, with another 9% kicking in occasional additions. They are flexible gathering halls that can fill a wide variety of purposes ranging from product development to lead generation.


Infographic: Top 10 Types of Demand Generation Content

The Point

Choosing the right content offer for a demand generation campaign isn’t simply about aligning that content with a particular buying persona. The infographic below covers some of the most popular forms of B2B demand generation content, and some of the advantages and disadvantages of each.

12 Ways to Boost Your Website’s Lead Generation Performance


But any way you cut it, it’s still all about lead generation. There’s no shortage of lead generation tactics. So if you’d really like to make 2017 the year your website becomes a lead generation machine, take a look at the suggestions below. If you’re doing lead generation, you’re using forms. The good news is that if you create even a couple of landing pages, you’re going to see a significant jump in how many leads you generate.