Paul Gillin

Gems from Godin

Paul Gillin

The great new ideas come from people working at the extreme outer edges, not the normal middle. Mass won’t work any more. Seth Godin keynoted the #Inbound13 conference in Boston this morning, serving up his usual bounty of great quotes.

Bidding Fond Farewell to BtoB Magazine

Paul Gillin

I have worked with BtoB for nearly seven years, publishing about 120 columns and articles during that time. The staff has always been a joy to work with, and BtoB has played a critical role in my own education about the transformation of media.

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 Makes a Good B2B Online Video

Paul Gillin

You see this in a lot of do-it-yourself videos, particularly if they’re composed in a work environment.

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The Marketing Landscape: Where Data and Content Merge

Understand the importance of good data and good content and how they work together to help your marketing efforts

This Brand Ambassador Program Goes Against the Grain

Paul Gillin

Founder Dave Balter (right) has worked on hundreds of brand ambassador program since 2001. Human beings just don’t work that way.

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Stop Talking! I’m Trying to Listen!

Paul Gillin

He also tweaks the practice of content curation if it’s done simply to build one’s social profile on the back of others’ work.

How to Promote an Event with Social Media

Paul Gillin

We’ll look first at tactics the can work for any event, then I’ll propose a few ideas for large conferences covering multiple days and many speakers. Tell me what works for you and for conferences you’ve attended.

A Nice Collection of B2B Marketing Stats and Videos

Paul Gillin

” Its work certainly bears out that goal. 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.” Earnest’s B2B campaigns have a lot of B2C energy inside them. Its research and how-to presentations on SlideShare are an excellent resource for companies that want to get into content marketing.

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

Paul Gillin

In my work with B2B organizations, the question of how to use Facebook is invariably front and center. Contests and giveaways work well on Facebook. Here’s how it works. As a result, most of the wall comments come from people who want to work for UPS.

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Five Tips to Make Your Writing Sparkle

Paul Gillin

Brill did a little extra work to make his point a lot more powerful. Now that we’re all publishers, writing has become a core skill for marketers.

Security Tips for Social Netizens

Paul Gillin

This free download is worth sharing with the people you work with, and any IT organization should make it required reading for users. I’ll admit that I was taken in the first time I got a tweet like this: “You gotta see this! lolol…

Tips 59

How Much Should You Pay For Content?

Paul Gillin

The rapid decline of mainstream media (more than 45,000 journalists have been laid off in the last five years in the US) has put a lot of good communicators out of work, and many can be had today for pennies on the dollar compared to what they made a few years ago.

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Industrial Age Thinking Thwarts Potential of Internal Social Nets

Paul Gillin

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. They’re also incompatible with conventional organizational structures, which actually work against information sharing.

Aging 69

The Other Social Network

Paul Gillin

They’re organized by the people who work there. LinkedIn shows you who works at the company and whether you have direct or indirect ways of contacting them. Have you checked out LinkedIn lately?

Tips for Building a Quality Twitter Following

Paul Gillin

It’s worked for me so far. 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. I have never played games to run up my follower count and I only tweet about stuff that interests me.

How B2B and B2C Marketing Are Different

Paul Gillin

Co-author Eric Schwartzman and I wrote the book because we felt that B2B marketers were getting inadequate advice about how to apply social media constructs to their work. The fact is that much of what works in consumer markets would fail in B2B interactions.

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

Paul Gillin

Several of the case studies in New Influencers involved customer attacks in the days when blogs were about all people had to work with. We used Amazon CreateSpace and hired professional design and copy editing resources, but much of the work between the covers was done with Microsoft Word.

IDC Sees Massive Disruption From Industry’s Platform Shift

Paul Gillin

In order to attract the thousands of new customers they’dd need to recruit each day, vendors will have to become experts at cultivating communities and working with partners and even competitors. It may be, but Redmond has a lot of work today, Gens said.

15 Tips for Getting the Most From LinkedIn Groups

Paul Gillin

Corporate speak doesn’t work in social channels because you communicate there as a person, not as an institution. You have 15 minutes to edit anything you post in a group, so check your work to make sure your description isn’t a carbon copy of the item to which you link. The member goes on to ask why sales people continue to use spamming tactics that don’t work and give the whole profession a bad name.

Live Blog: Lotusphere 2012 Opening Session

Paul Gillin

“This is the destination for all your work actions.” Bayer now has 54,000 profile tags in Connections, and the rapid and always-current directories is transforming the way people work together. Data and social tools will be embedded in daily work. Michael J.

Social Marketing Hangover

Paul Gillin

There’s a period of exuberance, followed by the cold reality that the new tool won’t shorten the work week or lead to permanent weight loss. However, marketing usually carries the ball and turf wars prevent them from working cooperatively with other groups.

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Facebook, LinkedIn and Twitter in Plain English

Paul Gillin

Contests, polls and games work particularly well there. LinkedIn’s roots are in networking for job-seekers, but the service’s active professional discussion groups and useful Answers section have become favorite places for people to gather and share information about their work. 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.

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

Paul Gillin

It’s basically using social stuff to do work stuff,” he said. 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

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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

CME Group works in a highly regulated industry, but that has not dampened its enthusiasm for experimentation with these new media. 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.

Awareness E-Book Raises the Bar on Social Measurement

Paul Gillin

As businesses spread their wings across increasing numbers of social communities, they need to get a better handle on what’s working and what isn’t.

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

Paul Gillin

The average click through rate is 0.1%, banners don’t work anymore and people are much more likely to trust peer to peer recommendations than traditional advertising.” – Joe Fields. “No

What You Probably Didn’t Know About Editors

Paul Gillin

I also love my occasional roles as speaker, prognosticator and thought leader, but there’s something uniquely satisfying about taking someone else’s work and making it better. I’ll address a few big ones: Editors work mostly with copy.

Unfair Rap on Gates

Paul Gillin

If you read the rest of the Wired story, you see that Gates has his fingers on the pulse of some huge humanitarian issues, and the Gates Foundation is doing some of the world’s best work to address the problems of the desperately poor. Bill Gates at the World Economic Forum ,2007.

Live Blog: How to Make Collaboration Cook

Paul Gillin

Projects and working teams are formed by the organization for the organization and typically have a project management component. People will choose the path that works for them. Organizations should also be prepared for a certain amount of non-work-related conversation.

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How Twitter Amplifies a Customer Attack

Paul Gillin

We’ve all heard that a million monkeys banging on a million typewriters will eventually reproduce the entire works of Shakespeare. If the satirist is working within Twitter’s guidelines, you have to take a more conventional crisis management approach. 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.

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

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Sensible Talk About Social Media Measurement

Paul Gillin

For the past five years I have worked with her closely as a member of the Society for New Communications Research , which awarded her its “Fellow of the Year” distinction in November. This is an important point because many of the tools Paine recommends work well in any medium.

How to Calculate Social Marketing ROI

Paul Gillin

They do assume that a company has a rich set of historical data to work with, which is often not the case. Most of these early adopters work for companies with adaptive, change-oriented management. But choosing the tool isn’t nearly as important as knowing how to put it to work.

ROI 57

Surveys Show ‘Social Business’ Concept Gaining Traction

Paul Gillin

Furthermore, a significantly larger percentage agreed with the statement that social media marketing is “easy to use,” “doesn’t take up too much time,” and “works with my customers” than did so in the spring.

Gordon Gekko is So Last Century

Paul Gillin

Social networks are transforming the way we work (whether the IT organization blocks them or not). More evidence that the values of the modern workforce are changing not just in the U.S.

Thrilled to be Mentioned in the Company of These Phenomenal B2B Bloggers

Paul Gillin

Much of my recent work has appeared on the Profitecture blog. DNN (formerly DotNetNuke) has posted a listing infographic of the Top 10 Blogs Every B2B Marketer Should Read. I was stunned and thrilled to be included with phenomenal bloggers like Jeremiah Owyang , Seth Godin , Ann Handley and Brian Solis. I’m assuming my position at the top of this infographic is a happy accident, because I don’t hold a candle to most of these people.

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Paul Gillin

Being offline for so long has made me more keenly aware of how central the Internet has become to my work and life, however. My work setup includes four monitors powered by two PCs, each running voice recognition software. Without the Internet, I’m almost unable to work.

Cable 43

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

Paul Gillin

But you don’t have to do any detective work to figure out that these numbers are suspicious.