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Tom Pisello: The ROI Guy: Do White Papers Still Engage? They do if.

Tom Pisello

Tuesday, September 28, 2010 Do White Papers Still Engage? Using this content, buyers are taking control of the buying cycle from direct / channel sales, making the content that marketing delivers more important than ever in driving shorter sales cycles and increasing the number and value of transactions. Do White Papers Still Rule? They do if they are.

Tom Pisello: The ROI Guy: Do White Papers Still Engage? They do if.

The ROI Guy

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. Tuesday, September 28, 2010 Do White Papers Still Engage? Do White Papers Still Rule?

The Evolution of Content Marketing Will Include Intelligent Content

Junta 42

It was early February 2014. I was super proud of myself because I had just finished the entire agenda for Content Marketing World 2014, still seven months out. As I sat back, looking at the organized Post-It® notes that became the final speaker lineup, I started to count the number of content marketing projects and case studies that actually positioned content as an asset for the company.

Tom Pisello: The ROI Guy: Alinean Launches Interactive White Papers

Tom Pisello

Wednesday, October 13, 2010 Alinean Launches Interactive White Papers Overcomes Marketing Information Overload, Transforming Traditional White Papers into Dynamic, Personalized Engagement Tools Alinean, the leading creator of value-based interactive sales and marketing tools for B2B vendors, today launched a new demand generation tool for B2B marketers – Alinean Interactive White Papers.

Why Content Marketing (as a term) Is All the Rage

Junta 42

NOTE: There have been a few articles recently (one on content marketing hype and one on the term  ”content marketing” in particular) that motivated me to write this post. In the Beginning, It Wasn’t Content Marketing. Back in 2001, I started selling content marketing services as part of Penton Media ’s custom media division. Selling Content.

Combining Direct Mail with Your Online Marketing Efforts

Anything Goes Marketing

MarketingSherpa in conjunction with KnowledgeStorm have released a recent study that demonstrates that direct mail is still relevant. like to read a white paper on actual paper! If you think waaaaay back, there was a time when all newsletters and white papers were sent by mail. actually remember those days (hey - it was only a decade ago). Why Direct Mail?

How to Adjust Your Landing Pages For Search

Anything Goes Marketing

Joe" (if I can call you that) believes that when users search for something in particular and enter your site, the content should be centered around this topic which would form a mini-site or microsite (a subset of the greater website). The content should be easy to follow and the user should be able to quickly decide if this company can help them or if they need to try again. Chad H.

B2B Lead Generation Blog: Going beyond the sales lead

B2B Lead Generation Blog

Sales people need to spend their time selling, not building content and messaging. That means that sales must provide input to marketing (and marketing needs to accept and value the input) on the development of things such as sales collateral, white papers, case studies, articles, advertising, e-mail campaigns, value proposition development etc. So does the second.

Five Reasons You May Not Be Spending Enough on Content Marketing

Tom Pisello

Marketers are scrambling to address the power shift and overcome lead generation and conversion issues by delivering more content and tools over more channels to actively engage ever more empowered, skeptical and frugal buyers. Having the right content and tools to help fuel buyer’s decision making process is essential. Content Marketing and the Forgotten Sales Professi.

Engaging Content is Key to Content Marketing Success?

Tom Pisello

Monday, August 09, 2010 Engaging Content is Key to Content Marketing Success? According to recent survey results, 90% of B2B marketers are actively involved in producing custom content , and are investing some 25% of marketing budgets to custom content creation and promotion. Content Marketing and the Forgotten Sales Professi. Do White Papers Still Engage?

Confessions of Former Lead Marketers on Switching to Account-Based Marketing


Content remains king – It’s now about creating hyper-targeted account-specific content. white paper or an e-book about a specific account. Custom research not only makes an impression, but it’s the kind of thing that’s shared and forwarded, which makes it especially relevant when seeking “whales.”. 3. It can be really efficient. Irrelevance is wasteful. 5.

Autonomy Ultraseek Argues There's More to Search Than You-Know-Who

Customer Experience Matrix

hadn’t really given this much thought, but reading the white paper “ Business Search vs. Consumer Search ” (registration required) from Autonomy ’s Ultraseek product group, it became clear that they are finding Google to be major competition. The paper doesn’t mention Google by name, but everything from the title on down is focused on explaining why there are “fundamental differences between searching for information on the Internet and finding the right document quickly inside your corporate intranets, public websites and partner extranets.” These, I find fascinating.

The Right Way to Think about Marketing Mix Models

Customer Experience Matrix

Here’s a fine mess: I was all set to review a paper titled “Marketing-Mix Modeling the Right Way”, partly because I found the title annoyingly arrogant and partly because I have doubts regarding the methodology it describes. But when I tried to find the paper on the vendor’s site, it wasn’t there. So I’ll just have to plunge ahead even without a white paper as a hook. What makes marketing mix models relevant to customer experience management? Checking my files, I found my copy came from a friend, so perhaps it had never been released publicly.

The Millenials Are Here!!! Are You Relevant?

Savvy B2B Marketing

In order to frame the attitude of this generation I need you to watch this 4 minute video entitled Are You Relevant? Made by MediaSauce for a conference of fraternity and sorority advisors in 2007 it hits at the heart of what challenges lie in marketing to millennials. Content formatted for the way they live. Are you relevant? It happens to all of us eventually. Hello!

6 Content Marketing Insights from Joe Pulizzi

Marketing Action

Joe Pulizzi of the Content Marketing Institute was in our town last week, speaking to a Meetup group about content marketing. Thank you to sponsors Content Strategy PDX , Social Media Club PDX , and Babcock & Jenkins ). This means why you’re creating and distributing content in a specific channel. Give them content that makes their lives better. Find your why.

Plan 13

TechTarget Acquires KnowledgeStorm: The Impact on B2B Lead Generation


It may also be a win for smaller players in the white paper and thought-leadership content syndication space, including , NetLine and Ziff Davis Enterprise , as well as Insight24 (which syndicates webcasts, video and podcasts). The same week, CNet announced its acquisition of FindArticles , significantly expanding its content network.

Thought Leadership: Marketing Engineering Services with Technical Articles

Industrial Marketing Today

For one thing, you don’t have a ready-library of product data sheets, engineering and performance information to use as relevant content. Building thought leadership with technical content. Back in 2007, I had attended a presentation made by Jim Cahill of Emerson Process Experts. The content from one of his slides summarized nicely what it means to market engineering services. Instead, you have to do it by delivering a steady stream of relevant content, relevant to your target audience and not you. What is thought leadership? Moore

The Road to the Top: Personal Branding Examples in Professional Services

Hinge Marketing

Let’s get started. 1) Content Marketing – Blogs, Articles, and More. One of the most effective ways for a professional to share their specific expertise with the marketplace is through educational content : blogs, magazine articles, videos, and other forms of content designed to teach audiences useful skills and lessons related to their industries. Ready?

How to Improve SEM Conversion Rates


From my own experience, here are a few basic practices to help maximize conversion rates (which average 3% according to Dan's article) and minimize your cost per conversion: Keep content short. White papers, reports, free trials, product videos and other relevant offers are a powerful inducement for B2B lead generation. To optimize the results of a Google AdWords, Yahoo!

PR Through Bloggers


Connecting your content with bloggers is increasingly important for several reasons: Bloggers have increasing influence. As previously reported , when making purchasing decisions, B2B buyers spend more time with social media than any other content except vendor materials, and trust social media more than any other source. Bloggers are passionate about their subjects.

6 Steps to Successful Blogging

Junta 42

Here is some insight from Content Marketing World. In 2007, Marcus was struggling in a tough economy to grow his fiberglass pool business.  By 2010, Marcus and River Pools became the go-to place for fiberglass pools, selling more than any other retail location in North America.  At the same time, he decreased his traditional marketing spend by over 75%. Focus on Content Distribution.

The New "Relations" in Interactive PR


News release topics include new white papers you've produced (the findings, not the white paper itself), relevant commentary on recent news, results of studies you've done in the course of business, new ideas, how-to content posted to your site or blog—in short, any content that is relevant to your industry, of interest to your prospects, and that positions your company as experts in your field. Appeals to bloggers need to be direct, personal, relevant and transparent. The social networking of Web 2.0

Tom Pisello: The ROI Guy: IDC: Economic Buyers, Digital Overload.

The ROI Guy

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. Content is King? Content may indeed be king. White Papers are Influence Kings, But Need Persona.

Tom Pisello: The ROI Guy: IDC: Economic Buyers, Digital Overload.

Tom Pisello

In this session we discussed some important value selling and content marketing research for technology marketers, much of which extends to other B2B segments, with trends and advice you need to excel in 2011. Instead, trusted sources are becoming more valuable, including content and advice from industry and trade publications, analysts and more and more, peer networks.

Tom Pisello: The ROI Guy: Predictions for 2011: The End of B2B.

The ROI Guy

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons. White Papers are Influence Kings, But Need Persona. Content Marketing and the Forgotten Sales Professi.

2 Mistakes that Cause Content Syndication to Fail

delicious b2bmarketing

People said they couldn’t remember downloading the white paper.” So what is it about some content syndication programs that create leads that sales reps don’t want? In today’s economic climate, content syndication is one of the lowest risk lead generation vehicles there is. With all this going for it, why then isn’t content syndication a slam dunk success?

B2B Companies are Really Content Companies, But is Content.

Tom Pisello

Tuesday, October 05, 2010 B2B Companies are Really Content Companies, But is Content Publishing Enough? As a result, Internet fueled buying cycles have required B2B marketers to deliver more content and tools over more and more channels to actively engage ever more empowered, skeptical and frugal buyers. How important is content marketing becoming to B2B marketers?

5 Futuristic Email Tactics You Can Implement Today

Marketing Action

The action can include watching a video, abandoning a shopping cart, downloading a white paper, attending a webinar, or entering a contest. When an email is both timely and relevant, clickthrough rates go up – and so do conversions. It means the content will be resized, relocated, or removed based on the client or device being used. Behavior-triggered email.

Best Social Media and Digitial Marketing Research and Statistics of 2011, Part 1


” Nearly a quarter prefer video content to text. Content Sharing Trends in 2010 [Infographic] by Pamorama Pam Dyer reports on data from AddThis showing the top methods for sharing information from more than 300 options. Not too surprisingly, Facebook is the #1 method for passing along content, followed by email and then Twitter. Or that 73% of U.S. And 73% of U.S.

How to Calculate Social Marketing ROI

Paul Gillin

Her response: “When [our target audiences comes] to our site, they watch the videos and they are engaging with the content on the site. That’s what Pitney Bowes did when a 2007 Postal Service rate increase prompted 430,000 calls from customers. The best way to select relevant metrics is to work backwards. First, we’ll compare the ROI of webcasts to white papers.

ROI 57

eLearning 2.0 Technologies and Concepts: Start Pages as Environments for Self-Organized Learners

Buzz Marketing for Technology

The all papers presented at the Special Track are available at: [link]. It took me some time to realize that it is more effective to have on one section RSS feeds from one topic, together with the relevant bookmarks and widgets, rather than having all RSS feed, all bookmarks and all widgets on separate sections. read your posts and I think that it is a good idea to prepare a joint paper about start pages for life long learners! :). White Papers. Interactive Instructional Content for Engineers. TRIPLE-I '08 - Call for papers. eLearning 2.0

Top 10 Clichés to Avoid in B2B Marketing Content

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Top 10 Clichés to Avoid in B2B Marketing Content by Achinta Mitra on May 18, 2010 in B2B Marketing Collateral , Content Marketing , Industrial Marketing Strategies You can find plenty of clichés used (overused?) in B2B marketing content. This white paper aims to change that perception of them.

How Quality Content Is Helping IT Vendors

What Works - What Doesn't

Quality content is critical because prospects are paying with their most precious commodity – time. In the age of content marketing, you’re a publisher and you need to attract eyeballs to survive – in other words, to sell. Quality content is information  about the reader, not about you.  It is advice, tips, observations and insights that help the reader  do their jobs better.


Tom Pisello: The ROI Guy: Predictions for 2011: The End of B2B.

Tom Pisello

During the B2C Internet revolution many a vendor’s world was turned upside down by failing to recognize and invest in the fundamental shift towards empowering consumers with content and buying tools. To prevent complete disintermediation of sales from the prospect’s decision making process, sales professionals must be made relevant and important again to buyers.

Crunchy, salty, nutritious news & views on B2B marketing for technology companies | Velocity - the B2B marketing acceleration agency for technology companies

delicious b2bmarketing

Home > Our blog HOME | RSS FEEDS | SITEMAP | CLIENT ZONE | CONTACT US Our blog About Velocity Our clients What we do Who we are Recent posts The white paper is dead…or is it? presented a webinar the other day where I stated that while white papers are still the staple of content marketing, they’re getting really stale as a communications vehicle for B2B. A few people were so incensed they contacted me to say I was talking nonsense. The book of the webinar of the movie: The Velocity B2B Content Marketing Workbook. Come and get it! World&#. 

Paper 12

How To Adapt Your Social Strategy Channel-By-Channel

Marketing Action

And while there are many ways to implement an effective social media strategy, including responding to feedback, maintaining a blog, and integrating it with other channels – all your efforts are useless if your content doesn’t meet the expectations of each channel’s audience. It works especially well if you tie your Facebook page’s content back to your company in a lighthearted way.

Media 18

Tom Pisello: The ROI Guy: The End of Marketing as We Know It.

Tom Pisello

Friday, September 17, 2010 The End of Marketing as We Know It: Overcoming Buyer Challenges with Interactive Smart Content The past decade has seen an exciting and dramatic increase in new digital marketing channels including Twitter, Facebook, e-mail, search engines, webinars, virtual trade shows and more. Content Marketing and the Forgotten Sales Professi. They do if they are.

ClickLaunch: The Content Marketing PlayBook

Connect the Docs

ClickLaunch is ClickDocument's platform for launching new and exciting eBooks, books and white papers. 42 content marketing tactics, over 50 case studies and hundreds of resources - The Content Marketing Playbook: 42 Ways to Connect with Customers is packed with lots of ideas to execute on your content strategy. Writing Get Content. Enter content marketing.

B2B Websites: To Publish Prices, Or Not To Publish…That Is The.

Industrial Marketing Today

ThomasNet study, 2006) For IT solutions in excess of $50,000, the most wanted data in the early stage awareness was price ( Source: Joint study done by MarketingSherpa and Enquiro , 2007) Today, a majority of industrial buying decisions begin online. This white paper aims to change that perception of them. Get Engineers Can Sell white paper now. of Tiecas, Inc.

Is Marketing Too Busy? The Forgotten Sales Professional

Tom Pisello

The Forgotten Sales Professional A recent Content Marketing Institute article by Jennifer Watson, The Audience Content Marketers Can’t Afford To Ignore – But Almost Always Do got me thinking. Content marketers obviously have some work to do with sales to overcome these buyer perceptions and drive sales enablement success. How Do You Get Started in Content Marketing?