Trending Sources

Ebooks and White Papers: A Complementary Pair

Savvy B2B Marketing

Here's the question on my mind: How are ebooks different from white papers, and how do you decide which one to use? Ebooks seem to be all the rage, but I am strong proponent of a (well-written) white paper as well. In many ways, white papers and ebooks are similar: Both should be targeted to a specific reader. than with the medium (ebook vs white paper).

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Ebooks and White Papers: A Complementary Pair

Savvy B2B Marketing

Here's the question on my mind: How are ebooks different from white papers, and how do you decide which one to use? Ebooks seem to be all the rage, but I am strong proponent of a (well-written) white paper as well. In many ways, white papers and ebooks are similar: Both should be targeted to a specific reader. than with the medium (ebook vs white paper).

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Improving B2B white papers by answering 3 easy questions

EMagine B2B Blog

As much as B2Bs today rely on white papers to raise their prospects’ temperatures, you’d think they’d be more uniformly effective. Or so says Michele Linn, writing in the White Paper Pundit. And they can be, if their developers respected just one key principle: focus on your reader, not on your product/service message. To ensure that [.].

9 Indispensable B2B Social Media White Papers

Social Media B2B

White papers and eBooks can be helpful resources when they’re well-prepared and provide usable information. Below are a list of 9 B2B white papers that have useful information for B2B social media marketers. Only one of the white papers requires registration and all were published within the past year. Social Media White Paper – Learn and Earn.

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E-Quip Blog: More Favorite Free White Papers

E-Quip

More Favorite Free White Papers. Several months ago, I posted links to a few free white papers that Id found particularly useful. Since Im constantly downloading white papers in my insatiable search for more best practices and useful studies, I thought it was time to again share some of my more recent favorites with you. More Favorite Free White Papers.

Are you a CMO or VP of Marketing? If so, learn about digital marketing from CMO’s Speak, a new Silverpop white paper (by yours truly)

Fearless Competitor

This new white paper from Silverpop , penned by Jeff Ogden of the digital marketing company Find New Customers (His fourth white paper to date) shares ideas and insights from some of the top CMOs in America. Improve your marketing today by downloading this free white paper at. Buffer. For digital marketers, the shifts in social and mobile are profound.

Set the Purchasing Agenda with White Papers

WriteSpark

Many companies use white papers at the beginning of the sales cycle to attract prospects. But white papers can also be useful in a later stage of a sales cycle, when an individual customer or a buying committee is identifying the final purchase criteria and narrowing the list of products and vendors that will receive further consideration. Sales Materials White Papers

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 Long-Form, Text-Heavy White Paper is Dead

WriteSpark

Does this mean I think white papers are no longer effective as marketing documents? Content Marketing White PapersEvery time I see a long-form, copy-heavy sales document these days, my first reaction is "Why do marketers still think prospects will read this?" No, not at all. But they do need to change in length, content, and presentation.

ClickLaunch: Jonathan Kantor's Crafting White Paper 2.0

Connect the Docs

What impact does this have on the readers of our white papers? How do we ensure that our white paper is not only read but also acted upon? Jonathan Kantor addresses this question and more in his new book Crafting White Paper 2.0: Crafting White Paper 2.0 I have invited Jonathan Kantor to discuss his new book Crafting White Paper 2.0

Reengineering the white paper, part 1

Reputation to Revenue

Several months ago, I began talking with colleagues Bob Buday and Tim Parker about "reengineering the white paper." Our basic idea was that, although white papers have flooded the Web for years, and more and more companies are investing in them to help demonstrate expertise and thought leadership, the reality is that most of them are pretty bad. Photo by kevindooley. .

Brochureware Is Not a Dirty Word

Marketing Craftmanship

These functions might include: “News”; “In the News”; “Upcoming Events”; “Thought Leadership”; “Case Studies”; “White Papers”; “Webinars”, etc. Brochureware is the term used, often with derogatory marketing implications, to describe websites consisting entirely of static pages that promote a company’s products and services, people and value proposition.

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New Best Practices White Paper

Customer Experience Matrix

As promised, I've written a white paper with the 37 Marketing Automation Best Practices listed in last week's post. This is in the Resources section of the Raab Guide to Demand Generation Systems site; you have to register and then log in. Registration is free.

New Webinars and White Paper

Customer Experience Matrix

I have two Webinars and a newly published white paper you might find interesting: Webinar Making the Right Start with Demand Generation , Thursday, April 30, 2:00 p.m. White Paper When Best Practices Go Bad: New Rules for Sales and Marketing Management. This paper shows why and offers some replacements. Eastern. This will discuss preparing for your new demand generation system, including requirements definition, vendor selection, and the initial deployment. I'll talk a bit more about results of the deployment survey. Sponsored by Marketo. Eastern.

New White Paper and Eloqua Prospect Profiler

Customer Experience Matrix

In honor of the event, they sponsored a white paper by Yours Truly on the general topic of, um, why it’s important to make it easier for salespeople to review prospect behaviors that are captured by the demand generation system. This makes it harder for salespeople to understand prospects and build relationships with them. Back to Eloqua Prospect Profiler.

What Three Questions Should Every White Paper Answer?

Savvy B2B Marketing

I'm delighted to contribute to Jonathan Kantor's blog, White Paper Pundit. Jonathan has a real knack for focusing on how readers view white papers, and he provides fantastic insight for the short-attention reader (and isn't that most of us these days?) That lead me to the post I shared with his readers: Three Questions Every White Paper Must Answer.

What Three Questions Should Every White Paper Answer?

Savvy B2B Marketing

I'm delighted to contribute to Jonathan Kantor's blog, White Paper Pundit. Jonathan has a real knack for focusing on how readers view white papers, and he provides fantastic insight for the short-attention reader (and isn't that most of us these days?) That lead me to the post I shared with his readers: Three Questions Every White Paper Must Answer.

ClickInsights: How to choose a white paper syndication partner?

Connect the Docs

How do you market your white papers? Can syndication partners take your white paper to your prospects? Stephanie Tilton has published a timely 14-page report on White Paper Syndication Options for Technology Marketers. White Paper Syndication Options for Technology Marketers report has great information on the following: List of Syndication Partners.

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Survey Says…Tech Buyers Read and Forward White Papers

Savvy B2B Marketing

B2B technology marketers have access to lots of evidence when it comes to proving the value of white papers. A few reports include: How to Maximize the Use of White Papers in Your B2B Marketing and Sales Process , released by InformationWeek in February 2009. 89 percent of respondents said they share white papers with others.

Three Tips to Engage the 'Short Attention' White Paper Reader

Savvy B2B Marketing

Today we're pleased to feature a guest post from Jonathan Kantor , white paper expert and author of the The White Paper Pundit blog. As we grow accustomed to the short, quick messaging methods commonly associated with Twitter, Facebook and LinkedIn, our ability to read detailed white papers will eventually decline. Here are three of them: 1.

Three Tips to Engage the 'Short Attention' White Paper Reader

Savvy B2B Marketing

Today we're pleased to feature a guest post from Jonathan Kantor , white paper expert and author of the The White Paper Pundit blog. As we grow accustomed to the short, quick messaging methods commonly associated with Twitter, Facebook and LinkedIn, our ability to read detailed white papers will eventually decline. Here are three of them: 1.

How to Get Your White Papers Read by Thousands

Savvy B2B Marketing

Recently on ClickDocuments, I contributed suggestions for choosing a white paper syndication partner. Not familiar with white paper syndication? Syndication makes your white paper available to mass audiences. Companies such as eMedia offer syndication programs that promote your white paper to their subscriber list via newsletters (or bulletins).

The Content Marketing Workbook | Velocity - the B2B marketing acceleration agency for technology companies

delicious b2bmarketing

Doug Kessler Tuesday, June 9th, 2009 Your prospects are being buffeted by a firehose of information. First Name (required) Last Name (required) Email (valid email required) Company (required) cforms contact form by delicious:days Tags: Add new tag , B2B content marketing , B2B Demand Generation , B2B lead generation , B2B social media Posted in Featured Paper , Papers | Comments The Velocity B2B Content Marketing Workbook | Velocity - the B2B marketing acceleration agency for technology companies says: June 11, 2009 at 2:25 pm [.] Come and get it!

How to Make Your White Paper a Success

Everything Technology Marketing

Here is an excellent article from The Bloom Group on how to write truly compelling white papers that create excitement in the marketplace. Making white papers more compelling isn't a mystery, but it does require a methodical approach: [link

5 Ways to Leverage Infomercial Structure in Your White Papers

Savvy B2B Marketing

How can we leverage the highly effective structure of infomercials when writing our White Papers? Years ago, when I worked for Digital Equipment Corp I, along with all my colleagues took some training in personality types. In the training, I found out I was considered a “band wagon&# kind of person who was heavily swayed by testimonials of others. This is true even to this day.

5 Ways to Leverage Infomercial Structure in Your White Papers

Savvy B2B Marketing

How can we leverage the highly effective structure of infomercials when writing our White Papers? Years ago, when I worked for Digital Equipment Corp I, along with all my colleagues took some training in personality types. In the training, I found out I was considered a “band wagon&# kind of person who was heavily swayed by testimonials of others. This is true even to this day.

Is social media effective for B2B lead generation?

Sales Lead Insights

Michael Stelzner , best known as the author of Writing White Papers: How to Capture Readers and Keep Them Engaged , recently released his report on the results of a survey on social media marketing that he’s using as bait for the Social Media Success Summit he’s producing in May. I’m probably biased, but I believe the primary objective of business-to-business marketing is driving sales of the company’s products and services. Yet many of these same companies eventually come to the realization that not every prospective customer is ready to buy now. Not bad!

Rick Short Explains How to Turn Staff Into Prolific Bloggers

delicious b2bmarketing

After all, "writing a column" (like a journalist) seems quite unlike the traditional serious and deeply-involved creation of a "white paper" - it doesnt feel right to some scientists. A: Another way Ive heard the same sentiments goes something like this, "I dont have time to do that silly stuff, Ive got an experiment to finish (or a white paper to complete)." Wrong.

Favorite Free White Papers

E-Quip

I also regularly download various free business white papers, most of which I don't ever get around to reading. Here are a few free white papers that I heartily recommend: Profits Under Siege: Growing Your Practice in Tough Times (Harry Mills). This paper contains some excellent insights on strategy and marketing for professional service firms. They should.

ClickInsights: What is the biggest mistake to avoid when writing a white paper?

Connect the Docs

White papers can be really valuable tools to educate your prospects. So you invest time and money in creating and marketing white papers. Before embarking on this journey, stop and learn what not to do in awhite paper. We have invited White Paper Experts to shed light on the following question: "What is the biggest mistake to avoid when writing a white paper?"

FAQ 2

IT Pros Don't Want to Register for Your White Paper

Savvy B2B Marketing

I recently learned that Spiceworks surveyed 800,000 SMB IT pros to get their thoughts about registering for white papers. Vendors can tap into this community of 800,000 IT pros in a number of ways , including posting their white papers for download. I got in touch with Jay Hallberg, one of Spiceworks' four founders and its VP of Marketing, to understand what prompted Spiceworks to conduct the survey about white papers, what the survey revealed, and how advertisers/vendors had responded. What other white-paper best practices do you suggest?

SMB 2

ClickInsights: What is your favorite white paper? Why do you like it?

Connect the Docs

White papers come in all shapes and forms. Our Panel of White Paper Experts have written and reviewed thousands of white papers over the years. Which white paper stands out in their mind? Jonathan Kantor's Favorite White Paper -- Transforming Sampling into Shopper Marketing: Walmart’s “Bright Ideas” Event Program.

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Does Your White Paper Have a Call to Action? (My Guess: No)

Savvy B2B Marketing

Seems basic enough, but is this really common practice with white papers? Jonathan Kantor provides a list of white papers each Friday in his blog, The White Paper Pundit. This is a somewhat random sampling of white papers; Jonathan describes the list as a list of white papers posted on Twitter that week that do not require registration.

Does Your White Paper Have a Call to Action? (My Guess: No)

Savvy B2B Marketing

Seems basic enough, but is this really common practice with white papers? Jonathan Kantor provides a list of white papers each Friday in his blog, The White Paper Pundit. This is a somewhat random sampling of white papers; Jonathan describes the list as a list of white papers posted on Twitter that week that do not require registration.

Eight Ways to Make Key Points in Your White Paper Stand Out

Savvy B2B Marketing

Last week, I reviewed white papers posted on the White Paper Pundit to see how many had a call to action (for those who didn't read the post: only 30%). As I was going through that exercise, I noticed how varied white papers are - and how many could be improved. While white papers should be not glorified brochures, they should be readable, too.

Eight Ways to Make Key Points in Your White Paper Stand Out

Savvy B2B Marketing

Last week, I reviewed white papers posted on the White Paper Pundit to see how many had a call to action (for those who didn't read the post: only 30%). As I was going through that exercise, I noticed how varied white papers are - and how many could be improved. While white papers should be not glorified brochures, they should be readable, too.

ClickInsights: What is the ideal length of a white paper?

Connect the Docs

How do you concisely convey the information you want to present in your white paper? How long should a white paper be to convey information and yet hold readers interest from start to end? We have invited White Paper Experts to shed light on the following question: "What is the ideal length of a white paper?" White Paper FAQs.

FAQ 2