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Is The White Paper Dead for B2B Marketing?

Buzz Marketing for Technology

In a recent conversation I was having with the Bloom Group they believe “the practice of publishing white papers must come to a close because of the utter proliferation of white papers, and the poor content contained within so many of them.” Kill the white paper!” Social Media in Business study found. And I tend to agree. What’s your view on this?

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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. 1. Published by Hubspot, May 2010.

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6 Keys for Creating Compelling White Papers

Agile B2B Copywriter

Tweet In the latest 2010 B2B Technology Collateral Survey Report business to business technology marketers found out what works when trying to influence their prospects. White papers. Of course not all white papers are created equally. Done poorly, white papers can do more to make you look bad than influence your prospects to buy. And that’s ok.

B2B 9

33 Inspiring B2B digital marketing case studies

grow - Practical Marketing Solutions

If you need convincing, here are 32 B2B digital marketing case studies that prove the potental ROI. In this post, we wil feature case studies in the areas of content marketing, social media marketingm social CRM, social selling, LinkedIn marketing, and webinars. Content tactics included: executive briefs, case studies, infographics, checklists, Q and A, and Brainshark video.

Win Tickets to White Paper Success Summit 2010

Junta 42

This time it is the White Paper Success Summit 2010, billed as the “largest online event dedicated to helping you successfully market your business with white papers.” Join Michael Stelzner (author, Writing White Papers), Bob Bly (author, White Paper Marketing Handbook), John Jantsch (author Duct Tape Marketing), Brian J. Parker (author, White Paper Design that Sells), Ardath Albee (author, eMarketing Strategies for the Complex Sale), Jonathan Kantor (author, Crafting White Paper 2.0), me and many others!

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 Best FREE White Papers of 2010

delicious b2bmarketing

White Paper Pundit Helping you understand the world's most unique business communications medium « Brand Promotion in a White Paper: Where Should You Draw the Line? The Best FREE White Papers of 2010 Since April 2009, cataloging free white papers that have been tweeted via Twitter has been a regular part of this blog. At the end of each year, I like to highlight the top five white papers that best exemplify the basic principles of Short Attention Marketing (S.A.M.), as outlined in my new book: “Crafting White Paper 2.0?.


A fascinating “hardcore” B2B social media success

grow - Practical Marketing Solutions

Generated over 1,000 downloads of a white paper. Tags: Case studies Social Media Strategy customer acquisition The case exemplifies an integrated approach to CRM, customer research, SEO, web design, content development, and social media marketing that I think you’ll enjoy! BACKGROUND. Limited marketing budget and employee resources. OBJECTIVES OF THE MARKETING PROGRAM.

The Content Marketing Sweet Spot

Content Marketing for BI

From the 2010 Content Marketing Spending Research by Junta42. White Papers – Don’t fall for the short attention span, 2-pager. Case Studies – These can be as short as two pages, but make sure you provide concrete information about the customer’s initial challenge, how it was solved, and lessons learned. You can download the report for yourself here. More inquiries?

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How to write lead generating white papers?

Connect the Docs

White papers are powerful sources of lead generation. We asked our panel of white paper experts "What are the top 2 components of a white paper that is most effective to generate leads?" He is also the author of the White Paper Pundit blog. This principle of engagement also corresponds well to white papers. Books.


My 3 Wishes from the Marketing Genie

Content Marketing for BI

will look for this in your white papers, case studies, data sheets, articles, webinars, e-books, and other educational content and tools. 3. Tags: Content Social Media marketing B2B case studies e-mail web site white papers Remember watching cartoons about Aladdin and the magic lamp? Didn’t you wish you could have three wishes too? Are you approachable?

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Know Thy Audience: Business and Technical White Papers

Connect the Docs

Do you know your white paper audience? Are those concerns being addressed in your white papers? We asked white paper experts " How should a white paper that is addressed to a Technical Decision Maker be different from a white paper that is addressed to a Business Decision Maker? Generating More Leads with Video White Papers.


The Biggest Challenge in Creating and Marketing White Papers

Connect the Docs

Business decision makers don't read white papers just because a product or service is "cool" They have real business problems they are trying to solve. We asked white paper experts: " What is the biggest challenge in creating and marketing a white paper? He is also the author of the White Paper Pundit blog. White Paper FAQs.

Killer Questions to Ask Before Starting a White Paper Project

Connect the Docs

How can you create a white paper that serves it purpose - create high quality leads, provide useful information to potential customers etc. Well, like Stephen Covey said, "You begin with the end in mind" We asked our panel of white paper experts "W hat are the 3 key questions you ask before starting a white paper project? White Papers.


How to enhance information absorption for your white paper?

Connect the Docs

Many companies are producing video white papers as online presentations based on information that would normally go into a printed white paper. We asked our panel of white paper experts "In what scenarios should video white papers be used? What are components of a good video white paper?" IBM video white paper.

Who Do B2B Buyers Trust?

The ROI Guy

Overall, buyers continue to prefer documents such as research briefs, white papers and blog posts as the most important form of content along each stage in the buyer’s journey. Videos have the largest impact during the first half of the buyer’s journey, used extensively during discovery to educate stakeholders on opportunities, during consideration to illuminate the business reasons for change, present case studies and provide solution overviews. TCO Calculator interactive white paper Excecutive Assessment Tools Pisello Alinean content marketing ROI Calculator

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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.


The White Paper Question: To Gate or Not To Gate?

Connect the Docs

We asked white paper experts: " How should marketers balance the need for free content (helpful for prospects decision making) Vs. the need to have content that produces a steady flow of good leads (that can directed to sales team)? He is also the author of the White Paper Pundit blog. Generating More Leads with Video White Papers. White Paper FAQs.


35 (of the) Best Guides to Facebook Marketing, Advertising, Search and More of 2010 (So Far)


Whether you’re anxious to get started marketing on Facebook, already there but looking for better results, or not sure if Facebook is right for your company (despite the eye-popping audience numbers), you’ll find guidance here in some of the best posts on Facebook marketing so far in 2010: tips, tactics and best practices for building Facebook pages, growing your fan (or “like&# ) base, advertising, optimizing for search, using Facebook apps and tools, and more, from experts like Mari Smith, Lisa Barone, Ching Ya, John Haydon, Brian Carter, Marty Weintraub and Shel Holtz.

Why Companies Need to F-R-E-E Their Case Studies

Stories that Sell

A small software company recently ran an experiment… The company, which had been requiring registration to download its customer case studies, decided to unlock those stories on their website. In just one week, the company reported that downloads of its case studies were three times higher than the previous four months combined ! The results were pretty shocking.

10 Best Posts of 2010

Buzz Marketing for Technology

This inspired me to do a quick 10 Best Posts of 2010 as we slide into the New Year. Is The White Paper Dead for B2B Marketing? – In a recent conversation I was having with the Bloom Group they believe “the practice of publishing white papers must come to a close because of the utter proliferation of white papers, and the poor content contained within so many of them.”.

Want to Increase Your White Paper's Influence? Try a Webinar

Savvy B2B Marketing

So, I was interested when I came across this information in the Eccolo Media 2009 B2B Technology Collateral Survey Report: "We were curious if respondents would find value in white paper content presented in alternate forms -- specifically, in audio form via a podcast, or in a webinar. Below are 12 tips on developing a webinar using content from your white paper.

How to Calculate Social Marketing ROI

Paul Gillin

First, we’ll compare the ROI of webcasts to white papers. What is the conversion rate of webcast viewers versus people who download a white paper? White paper. However, another option would be to focus on improving the white paper’s conversion rate. By conducting pre- and post-campaign “lift” studies, you can measure changes in awareness.

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How, When and Where Buyers Want Case Studies

Stories that Sell

When it comes to customer success stories and case studies, real research comes few and far between. Out this summer, the 2010 survey report offers insight specifically on how influencers and decision-makers use five different types of collateral: white papers, case studies/success stories, podcasts, video, and brochures/datasheets. 67 percent recently consumed customer stories – Sixty-seven percent of those surveyed said they consumed case studies/success stories in the preceding six months, coming in #2 after white papers.

15 things marketers should stop doing and thinking in 2011

Chris Koch

We did some case studies at ITSMA this year that showed that companies could easily blow up half their offices and do away with most of their administrative and bureaucratic structures without a single customer noticing. All year, marketers have been telling me that they are having a harder and harder time getting noticed in traditional channels like white papers, email newsletters, and events. Here’s a list of things I wish we would stop doing and thinking as of December 31 st : Social media. Social media cause people to waste time at work. Social media has ROI. Mobile.

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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.


Is It "Use It or Lose It" Time For Your Marketing Budget?


Whenever you have "use it or lose it" funds to commit, here are a few ideas for spending them effectively: Invest in marketing documents with long-term value, such as an e-book, product selection guide, or product architecture white paper. The end of a calendar year is often the time to review marketing budgets. Refresh existing documents.

6 Tips for Understanding the B2B Business Decision-Making Process.


This is the time for case studies, data, and proof of time/money savings. good way to build trust and credibility while at the same time dropping a few statistics and testimonials to prove the value of your product or business philosophy is through content marketing—white papers, case studies, email campaigns, social media, and the company blog. Why buy? Buyer Personas).

Tell Your Own Stories


If so, have you written your own case study? And many have produced case studies, white papers, and other resources about the implementations, the value gained, and the lessons learned. Case Studies Content Marketing Sales Materials case studies IT stories white papersDoes your company produce a product that it uses internally?

Mapping Content to the Sales Funnel AND Buyer types

Buzz Marketing for Technology

This would include eBooks, Research, White papers, etc. And then for Purchase I like to use case studies, customer references, press releases on new wins etc. You often hear about the concept of mapping content to the sales funnel (especially in B2B Marketing) but it’s not so common in practice. will self confess that I have ignored this one for a while. would love to know.

Is It a Case Study or Just a Testimonial?


You're excited to have a well-known customer who is happy with your product and ready to talk for case study. In this case, complete as much of the interview as you can, especially for gaining testimonial statements that may be usable before the full case study can be produced. Here are some options to consider: Write a shorter case study. The story may not be ready to tell.

Top 111 B2B Marketing Posts and 34 Hottest Topics for 2010

B2B Marketing Zone Posts

Here it is - the very best posts and the hottest topics for 2010. 50 (of the) Best Twitter Guides, Stats, Tips and Tools of 2010 (So Far) - Webbiquity , October 5, 2010. Ten reasons to blog – even if nobody reads it - grow - Practical Marketing Solutions , November 7, 2010. Marketing Genius Blog , May 25, 2010. How to Calculate Social Marketing ROI - Paul Gillin , June 24, 2010. Vital statistics for every B2B marketer - Earnest about B2B , March 16, 2010. Blog Checklist: 10 Items BEFORE You Publish… - Writing on the Web , July 14, 2010.

Want to Engage Senior Executives? Think Mobile. |


May 26th, 2010 | By Jeff Wilson It’s the question that has dogged B2B marketers since the beginning of time, how can we get time with senior executives in large enterprise companies? Consider a mobile site that allows them to easily and quickly browse and access your premium content such as case studies and thought leadership. Technology Naughty Vs. Nice In 2010 2. Agree?

Study: B-to-B Marketers Lagging With Social Media

delicious b2bmarketing

White Papers. 2010 Eddie and Ozzie Awards Call for Entries OPEN! Study: B-to-B Marketers Lagging With Social Media. ); E-Mail Alert Sign-Up. --> Subscribe Now. --> Media Kit. --> About FOLIO. RSS Feeds. --> --> Bookmark folio. MediaPRO Community. Job Board. SEARCH FOLIO: Search. Careers. Careers Home. Search Jobs. Add Your Resume. Featured Jobs. Post a Job.