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Scott Gillum

Member since September 2011Contact Scott

President of the DC office and Channel Marketing Practice Leader for gyro, Ad Age B2B Agency of the Year. Former management consultant, speaker, and active blogger for Media Post, Huffington Post, Fortune, Ad Age,Forbes CMO Network and B2B Knowledge Sharing.

Articles by Scott All articles by Scott

  • Will Bud's Super Bowl Ad Backfire?  in Online Spin on 02/09/2017

    As recent events have shown, we are living in the age of feeling versus an age of reason. It's a time when people often act - or react - first without having any, or all, of the facts. And the media may (or may not) be reading more into things than are actually there. Take for example, Budweiser's "Born the Hard Way" Super Bowl ad.

  • 10 Tips for Fixing Your Sales Conversion Problem (Permanently) in Online Spin on 01/26/2017

    The organization has a short-term "sales culture." Almost everything marketing does is oriented toward creating a lead. You know there are larger system/infrastructure issues impacting performance, but you can't expect anyone to invest/focus on them. You're on a "trend mill," running as fast as you can but going nowhere.It's a nightmare that thousands of marketers are living every day, so let's fix this issue -- permanently.

  • The Importance Of 'False Positive' Brand Advocates in Online Spin on 12/22/2016

    How to identify and target brand advocates -- who will spend hours reading your content, watching your videos, and attending your events -- but never buy your products themselves. They're also the ones who will recommend your brand to a colleague who is searching for a vendor to fit a need.

  • Why B2B Marketers Need to Map Emotional Experiences in MediaDailyNews on 10/25/2016

    Marketers may know the buyer and their purchase behaviors -- but they don't fully understand their "why" or what motivates them to choose their partners.

  • Experience Clouds Loom Large On The Horizon  in MediaDailyNews on 09/12/2016

    As they have built their Marketing Cloud, Oracle and others have invested mightily in making acquisitions to fill solution gaps in functional areas. Unfortunately for them, millennials are not behaving the way traditional software buyers have in the past.

  • The Future of Mobile Advertising (Unless We Screw It Up) in Mobile Marketing Daily on 05/17/2016

    We are quickly moving toward the ultimate marketing goal of getting the right message, to the right person, at the right time, and in the right place. But to enable this future, it must be data-driven and permission based.

  • What Marketers Can Learn About Twitter From Pissed-Off High School Kids in Social Media Insider on 02/19/2015

    Last month (Jan. 6, to be exact,), the Washington, D.C. area received its first snow of the season -- three to five inches, which sent school boards scrambling to assess driving conditions and whether to delay opening or closing schools for the day. Most school systems got it right, but one didn't -- setting off a social media storm that would take over Twitter.

  • Five 'Bigs' To Make Marketing Matter in MAD on 09/24/2013

    The time for going big is now. In Forrester's recent B2B "CMO's Must Evolve or Move On" report, 97 percent of marketing leaders who were surveyed agree with the statement: "Marketing must do things that it has never done before to be successful." Marketing is playing a larger role in influencing corporate strategy, and other functions. Make sure you're capturing this opportunity at your organization by thinking -- and by being -- "Big."

  • The Stanley Cup Of B-to-B Social Media in Online Media Daily on 06/12/2013

    Even though buyers mention social media (and providers such as Twitter, Facebook and LinkedIn) when asked to rate their usage and the usefulness of channels when searching for vendors, they fall off the grid when asked to evaluate their influence.

  • Etsy And The Return Of The Small Merchant  in Online Media Daily on 04/24/2013

    Unlike the Fancy or eBay, Etsy puts the focus on its shop owners, which now number 800,000. Visitors can read shop owner's profiles, follow them and see the items and shops they favor.

Comments by Scott All comments by Scott

  • Will Bud's Super Bowl Ad Backfire? by Scott Gillum (Online Spin on 02/09/2017)

    Hi Ted - thank you for the comment. Would AB InBev spends millions on a Super Bowl ad not to drive sales - no, I don't think the powers that be would spend that to make just an statment. To grow, they have to acquire younger consumers...even at the expense of long time Bud fans. 

  • Why I've Resisted Pinterest by Ryan DeShazer (Search Insider on 04/16/2012)

    The potential for Pininterest in B2B is this - a picture is worth a 1000 words. We are rebuilding a web site for a professional services firm. The "knowledge center" portion of the site is being redesigned to resemble Pinterest in order to carry Infograhics. With the proliferation of content on the "www," visual images that can summarize data heavy content and make it quickly scannable is the future. Pinterest for B2B will evolve this way. Good post Ryan.

  • For Marketers, Social Isn't Quite The New Search by Ryan DeShazer (Search Insider on 09/16/2011)

    Maybe we're trying to measure the value of social media the wrong way. Because corporate marketing is driving social activities at many organizations, the default to trying to fit it to a traditional ROI view. Perhaps we're using it at the wrong part of the funnel and the real value of social media is at the bottom of the funnel - as a customer retention/loyalty lever. Measuring engagement level as an indicator of customer retention has been done by Gallup. They are now working on how it applies to Social Media. Maybe this is the real payoff. Think about the value of having brand advocates enabled with social tools to ramp up word of mouth campaigns...now that will produce real results!

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