Paul Gillin

Gems from Godin

Paul Gillin

Products advertised on TV are by definition mediocre.” 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.

8 Data Points about the Importance of Customer Experience

Paul Gillin

A survey of 2,000 adults last year found that 83% are willing to spend more on a product or service if they feel a personal connection to the company.

Trending Sources

3 Branded B2B News Services That Get It Right

Paul Gillin

While Adobe uses to build thought leadership, it maintains a strict church-state separation between ownership and the editorial product. Most content marketing is currently delivered piecemeal in the form of white papers, e-books, webcasts and the like.

How to Get Salespeople Aboard the Social Media Train

Paul Gillin

How good is a competitor’s product? One of the most common frustrations I hear B2B marketers express is about the difficulty of getting salespeople interested in social media.

Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales

Measuring the Immeasurable

Paul Gillin

A lot of people have been talking about Hewlett-Packard lately, but I doubt it’s driving profitable sales of HP products. My post last week about the shortcomings of Klout got several thousand views and generated quite a bit of discussion.

This Brand Ambassador Program Goes Against the Grain

Paul Gillin

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. The only compensation brand advocates receive is free samples and perhaps an advance look at a new product.

Brand 72

Marketing firm piggybacks on March Madness for fun social media “bracket”

Paul Gillin

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.

How Much Should You Pay For Content?

Paul Gillin

Journalists are quick learners by nature and their time to productivity is short. Marketers often ask how they can train engineers and technical people to blog, podcast and otherwise engage in deep online conversations with customers. My advice: don’t bother.

BtoB 75

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.

Tips for Building a Quality Twitter Following

Paul Gillin

I spend about 10 minutes a day checking my Twitter stream for spammers, product pitchers and others who don’t interest me, and unfollow them. 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. Nevertheless, I have to admit to taking some pride in this number because of the way I reached it.

How B2B and B2C Marketing Are Different

Paul Gillin

Business executives buy companies as much as they do products. They want to talk to the people who build the products they are considering, ask detailed questions and gain confidence that the company is a worthy long-term partner.

B2C 76

Social Marketing Wisdom From a True Practitioner

Paul Gillin

For example, “Content should be focused on the needs of your prospects and customers – not on you, your company or your product.”

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

Paul Gillin

Customers had no easy way to share their frustrations, so there was little concern that a product or service deficiency would become a problem. The trouble is that the payoff of good customer satisfaction is a lot harder to measure than the benefit of a dime saved in production.

B2B Blogging Gets Publishing Discipline

Paul Gillin

Another defined the blog’s mission as being “to provide actionable and thought-leadership content for customers and prospects on…topics the company’s product helps optimize.&#.

7 Common Marketing Mistakes and strategies to avoid them

This white paper addresses the 7 most common challenges marketers hit when marketing products, solutions, or services and offers proven advice on how to avoid these missteps and improve the success of your marketing efforts

Live Blog: Lotusphere 2012 Opening Session

Paul Gillin

There are many ways to apply these benefits, ranking from improved product design to global sales contests. This helps a business to understand in near real-time how customers are reacting to news or a new product and how that’s reflected in sales from transaction systems.

Social Marketing Hangover

Paul Gillin

I was recently quoted on making the following prediction: “Look for marketing’s love affair with social media to give way in 2011 to the sobering reality that a Facebook fan page and Twitter account don’t solve problems of poor products or positioning.

Dwell 73

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

Paul Gillin

Product and service innovation. Social business isn’t about tools and promises. It’s about giving people at every stage in the sales cycle the incentive to adopt tools that make their jobs easier and contribute to customer satisfaction. Photo via

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

Paul Gillin

So when IBM began to introduce the concept of “social selling,” it chose a test base of a few hundred salespeople and their managers to build a set of integrated systems that improved productivity and reduced administrative overhead.

Developing a Conversational Approach

Speaker: Carlos Hidalgo, CEO & Founder of VisumCx

With information at their fingertips, the chances are that potential customers have already met you, judged you and have a firm impression on your company and products. B2B buyers are more sophisticated than ever before, from the customers’ initial discovery, to the moment they commit to buy.

Two B2B Social Marketing Initiatives Worth Checking

Paul Gillin

Other new stuff that they’re doing (and this comes directly from the press release): The industry’s first online design hub – the element14 knode – designed to help engineers accelerate design and development and bring products to market faster than ever before.

What Social Media Marketers Should and Shouldn’t Do

Paul Gillin

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. 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.

IDC: US Tech Firms Underestimate Emerging Market Opportunity

Paul Gillin

Many US vendors assume that success in emerging markets is a matter of selling their North American products at a lower price, but this ignores the different ways in which IT is evolving in these growing economies, Ng said.

Awareness E-Book Raises the Bar on Social Measurement

Paul Gillin

They also have multiple presences within each channel, such as product-specific pages on Facebook. The question of how to measure social media performance, particularly in a marketing context, continues to be one of the industry’s hottest topics.

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

Paul Gillin

It’s time for B2B marketers to let go of their obsession with perfect production values and get on with just putting good content out there for customers and prospects.” – Elizabeth Williams (l.).

What You Probably Didn’t Know About Editors

Paul Gillin

Editors get little credit for what they do, but like film directors and record producers, their function is essential to a quality product. Editors take pride in seeing a product they can be proud of.

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

Paul Gillin

Earlier in the week it used an in-line poll app to ask “ What content are you most excited to see on our Facebook page? &# Interestingly, videos and product announcements topped the list.

Rules 56

Live Blog: How to Make Collaboration Cook

Paul Gillin

Liew told of one product manager who spotted a post on the company’s Facebook page that he couldn’t decipher: “Holi hay ghar me mat bhetto.” ” Google Translate couldn’t figure it out, so the product manager put the question on the network.

Wiki 52

How Twitter Amplifies a Customer Attack

Paul Gillin

Free Twitter clients like TweetDeck and HootSuite do a good job of catching mentions of your brand or products. 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

Deforestation is a great tie-in to product discounts. It’s been a little more than 24 hours since Groupon aired the most offensive advertising campaign in history , and the company’s response to the outpouring of negative commentary has been a textbook example of how not to handle a crisis.

Best Gifts for Geeks: The Spiceworks List

Paul Gillin

In the category of Stuff That Has No Practical Value But Is Too Awesome Not to Own come products from Many of this retailer’s products are simply super-bright flashlights, but a few might require FAA approval.

List 49

How to Calculate Social Marketing ROI

Paul Gillin

The basic features of the free Google Analytics service match the capabilities of products that cost thousands of dollars just a few years ago. This is a draft of chapter 10 of Social Marketing to the Business Customer by Paul Gillin and Eric Schwartzman.

ROI 57

Gordon Gekko is So Last Century

Paul Gillin

If they continue to build better products at lower cost than we do, we should pay attention to that. More evidence that the values of the modern workforce are changing not just in the U.S.

Attack of the Customers Press Release

Paul Gillin

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.

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. Fellow product managers will relate to all of this.

The End of ‘Social Media’

Paul Gillin

Weak products will disappear quickly from the market, and advertising won’t be able to save them. Our range of options for buying and selling products and services will expand by orders of magnitude thanks to global connectivity. 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.

McKinsey Research Again Validates Social Technology Benefits

Paul Gillin

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.

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.

Attack of the Customers: The Pampers Dry Max Crisis

Paul Gillin

Shah believed P&G had substituted a cheaper Cruisers for its existing product and not told anyone about it. “I P&G had actually begun shipping the new product in August, 2008, more than 18 months before it was announced.