Paul Gillin

3 Branded B2B News Services That Get It Right

Paul Gillin

What if you could go a step beyond the downloads and become a trusted and even indispensable information source that customers visit every day? Most content marketing is currently delivered piecemeal in the form of white papers, e-books, webcasts and the like.

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.

Trending Sources

The Trouble with Klout

Paul Gillin

If you want to grow your score, you can log in to the site and give it a bunch of information about your online activities. Estimating influence is a delicate balance of art and science. People are drawn to quantitative methods because scores are easy to understand.

How to Get Salespeople Aboard the Social Media Train

Paul Gillin

Information is competitive advantage in sales. Many salespeople see no upside in sharing information, which is a practice which is essential to building social capital.

As Business Goes Social, CIOs Sit on Sidelines

Paul Gillin

Today, the people who can quickly find, organize and interpret information are among the most valuable in the workforce. This is about the finding new ways of doing business with a customer base that’s empowered with information.

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

They’re the little nuggets of information that delight and reward readers for staying with us. Now that we’re all publishers, writing has become a core skill for marketers.

Industrial Age Thinking Thwarts Potential of Internal Social Nets

Paul Gillin

They’re also incompatible with conventional organizational structures, which actually work against information sharing. They need to institutionalize practices that encourage the smooth flow of information and skills across the workplace.

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The Other Social Network

Paul Gillin

You can use this information to prepare for a meeting, find skills or identify prospects within a region. 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.

Tips for Building a Quality Twitter Following

Paul Gillin

The people who follow me have no incentive to do so other than to discover and learn from information I share. I make it easy to post tweets to interesting information I find. 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.

Social Marketing Wisdom From a True Practitioner

Paul Gillin

This is what I call really actionable information. An accompanying website provides bonus information that builds on many of the points raised in the book.

How B2B and B2C Marketing Are Different

Paul Gillin

These people typically come from many different areas of the organization, and each has different information needs. Intense need for information. A B2B decision usually requires information from a lot of sources about a lot of topics.

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

Paul Gillin

Newspapers and magazines may be suffering financially right now, but they’re just as important as they always have been to validate and spread information. An idea I’ve been kicking around for a couple of years became a formal book project in January.

15 Tips for Getting the Most From LinkedIn Groups

Paul Gillin

They are: Headline – Keep it brief and use it to communicate basic information or arouse interest. Add more details - Provide background and explanatory information. Tell people why you think this information is important. 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.

Live Blog: Lotusphere 2012 Opening Session

Paul Gillin

The IBM Customer Experience Suite is aimed at making it as easy as possible to reach mobile customers, deliver engaging experiences and apply analytics for informed decision-making. They think nothing about connecting with people and sharing actionable information. Michael J.

Social Marketing Hangover

Paul Gillin

I’ve talked to several companies recently that have information-rich community websites that are going nowhere. People’s attention spans are shorter than ever and their willingness to find information is giving way to the expectation that information will find them.

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Facebook, LinkedIn and Twitter in Plain English

Paul Gillin

Friends can see information about each other that others can’t, and because connections are maintained by the social network rather than by individual members, they outlast job changes, relocations, relationship changes and other disruptions that often cause us to lose contact with others. Good Facebook marketers provide a constant stream of information that provokes conversation and interaction among members.

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

Paul Gillin

Amadori is an Italian food processor specializing in poultry that created a network of micro sites that combine company and public information to answer common questions. Social business isn’t about tools and promises.

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

Paul Gillin

Earned media is more valuable because people volunteer to share your information. 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.

IBMer: ‘Social Selling’ Is a Sales Process in Itself

Paul Gillin

It’s no secret that the factors that motivate salespeople to change the way they work have to be pretty simple: Help them spend more time selling and less time scrounging for information and telling managers what they’re doing.

What Social Media Marketers Should and Shouldn’t Do

Paul Gillin

Indium uses the blogs to provide those solutions and also to capture contact information for sales purposes. Finally, Constant Contact has used Facebook and Twitter to deliver a constant stream of useful information to its small-business clientele about how to better market their companies. The other 90% is informational and advisory. A journalist contacted me with some questions about social media marketing that I hear quite often.

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

Paul Gillin

The authors identified three powerful trends driving B2B marketing right now: –Changing buyer expectations fueled by the availability of rich information and ease of access and purchase; –Pressure to demonstrate ROI as marketers learn to do more with less; and.

IDC: US Tech Firms Underestimate Emerging Market Opportunity

Paul Gillin

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. researcher.

Awareness E-Book Raises the Bar on Social Measurement

Paul Gillin

Awareness’ e-book is an important attempt to try to nudge marketers toward realizing the potential of the information they gather. The question of how to measure social media performance, particularly in a marketing context, continues to be one of the industry’s hottest topics.

What You Probably Didn’t Know About Editors

Paul Gillin

Editing is also about knowing where gaps exist and directing the content creators to gather more information. A longtime Wall Street Journal writer and editor, Blundell documents the almost obsessive culture at that newspaper with packing more information into less space.

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

Paul Gillin

The style that works best is relaxed, informal and a little edgy. In my work with B2B organizations, the question of how to use Facebook is invariably front and center.

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Live Blog: How to Make Collaboration Cook

Paul Gillin

Informal networking is important, Liew said, and don’t start the session with lunch. When building a collaborative workplace, a “build it and they will come” attitude is a recipe for disappointment.

Wiki 52

How Twitter Amplifies a Customer Attack

Paul Gillin

To the uninitiated, it’s a cacophony of voices sharing mostly useless information. Instead of relying on just one channel for information, you tap into the collective reports of many. However, even that small number can unleash a breathtaking amount of information. Then tweet follow-up information as you receive it.

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.

How to Calculate Social Marketing ROI

Paul Gillin

Good ROI analysis almost always requires accurate historical information, which few companies have, in our experience. This is a draft of chapter 10 of Social Marketing to the Business Customer by Paul Gillin and Eric Schwartzman.

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Surveys Show ‘Social Business’ Concept Gaining Traction

Paul Gillin

More than seven in 10 respondents said they aren’t sure how to improve customer loyalty at a time when peer reviews and open sharing are making customers more informed, more critical and less loyal.

Gordon Gekko is So Last Century

Paul Gillin

Eighty-three percent of emerging market professionals and 49% of developed market professionals agree that carefully filtered information from blogs, social media or crowd-sourcing can be as accurate and useful as traditional media information.

Attack of the Customers Press Release

Paul Gillin

Contact information: Paul Gillin. I’ve read thousands of press releases over the years but don’t believe I ever wrote one until now. It was more difficult than I expected! Links and tweets are appreciated, but Amazon reviews will get you undying devotion.

The End of ‘Social Media’

Paul Gillin

Seven years, 200 million blogs, nearly 600 million Facebook members and a few billion YouTube videos later the information landscape has been completely transformed. We have achieved a goal Bill Gates coined 20 years ago called “information at your fingertips.” This new reality of instant information access will transform our economy and our culture fundamentally. This is the time of year when a lot of people make predictions.

Bulldog Reporter’s Faux Pas Shows Why Not to Take Research at Face Value

Paul Gillin

This is kind of critical information to know if you’re going to cite the results in a responsible publication. The real problem is when respected brands like Bulldog Reporter put the badge of legitimacy on information that is so clearly wrong.

CareOne Cashes In On Community

Paul Gillin

Word-of-mouth recommendations help drive inbound inquiries, and the presence of so much helpful information in the community lowers the barrier to conversion.

Research Finds Expanded Marketing Role Correlates With Business Results

Paul Gillin

Two thirds of marketers don’t integrate e-mail data with other customer information or they integrate data manually, which doesn’t scale. 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.

Attack of the Customers: The Pampers Dry Max Crisis

Paul Gillin

Fox called the collusion allegation “an insult” and said the only information missing from the report is that which was mutually agreed to be proprietary, a statement the CPSC spokesman confirmed.

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. IBM engineers celebrate Watson's victory (from an IBM YouTube video).

Five Facebook Tips for Small Businesses

Paul Gillin

Each company matches its offer to its goal, whether it’s a free trial, information or downloadable assets like ringtones. Most small businesses are terrible at marketing in general and online marketing in particular.