Customer Experience Matrix

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Webinar and White Paper on Marketing Measurement

Customer Experience Matrix

Marketo yesterday released Winning the Marketing Measurement Marathon , a white paper that I wrote for them. This was timed to coincide release of their new Revenue Cycle Explorer , which adds advanced reporting to their Revenue Cycle Analytics line. See my August 3 post for more details on Revenue Cycle Analytics.) I'll also be speaking with Marketo in an October 7 Webinar hosted by American Marketing Association. Please join us.

Why Marketers Don't Measure: A Test to Find Out

Customer Experience Matrix

These could offer a book, Webinar, white paper or something else; what matters is which value proposition is more attractive, which would be measured simply through the open rate. Last week's post Why Marketers Don't Measure generated some interesting debate on whether the problem is lack of time or lack of knowledge. It dawns on me that this should be a testable question -- something the assembled measurement gurus should find congenial. My initial thought is an a/b test of email headlines, one offering "quick and easy ways to improve your marketing measurement" (i.e.,

Fractional Response Attribution is Worse Than Nothing

Customer Experience Matrix

My Marketo presentation was based on the marketing measurement white paper I recently wrote for them, which argues that measurement should be based on tracking buyers through stages in the purchase process. Summary: Should companies apply fractional revenue attribution when more sophisticated methods are impractical? think not: it gives inaccurate results that could result in bad decisions. Better to avoid financial measures at all if you can't do them properly. One corollary to this is not attributing fractions of revenue among different marketing touches.

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!” And I tend to agree. But then the question quickly becomes how do you build thought leaders?

Paper 58

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

Tom Pisello

Tuesday, September 28, 2010 Do White Papers Still Engage? Let us examine one of the most important tools to engage buyers, white papers, and new best practices to help evolve this traditional medium into an effective selling machine. Do White Papers Still Rule? Do White Papers Still Engage? They do if they are Interactive!

Are Your White Papers Accomplishing Your Lead Generating Goals?


Many companies have noticed that their white papers aren’t attracting the attention they once did. With all the shiny new toys available in marketing today, some are even asking the question, “Is the traditional white paper dead?”. better question to ask might be, “Am I using white papers correctly?” Yes, burgeoning technologies such as the Internet, social media, video and mobile have created shorter attention spans, paper-less offices, and … [ visit site to read more ]. Sadly, often the answer is “No.”.

How to Craft White Papers that Generate Quality Business Leads?

Connect the Docs

Today white papers have become HOT marketing vehicles, and countless numbers of companies are using them to generate leads and grow their business. In fact, research conducted from leading industry analysts such as Marketing Sherpa, Eccolo Media, Tech Target, and Information Week all show that the vast majority of today’s business decision makers use white papers to make critical purchase decisions and learn about vendor solutions. Now there’s an online class that will teach you every phase of the white paper lead generation. Conferences

How to Design a White Paper for Your Time-Challenged Readers

Savvy B2B Marketing

While I think most marketers agree that design is important, especially for things like websites and eBooks, I have often found that this is overlooked with white papers. People often consider these documents to be more academic so they think that design isn't important (clients tell me we don't need to engage with a designer, and I see countless examples of poorly designed papers).

Paper 11

E-Quip Blog: More Favorite Free White Papers


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.

White Paper Success Summit 2010

Connect the Docs

White paper marketing works! White papers yield powerful influence: 84% of businesses find white papers either moderately or extremely influential in their purchasing decisions. White papers yield the most strength early in the sales cycle: Regarding the sales cycle, 80% of marketers claim that white papers are most effective in the presales process.

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?

Savvy Roadtrip - White Papers

Savvy B2B Marketing

The Savvy B2B marketing roadtrip began with White Papers. The six Savvy Sisters met when we were all participants at a White Paperseminar. It should come as no surprise that we have as a group written much collective wisdom about white papers from our journey ever since. White papers are powerful lead generation tools with an attractive cost-benefit ratio.

Online content preferences of B2B technology buyers – research

EMagine B2B Blog

Tags: B2B Web Strategy Engaging Visitors survey respondents accessed written collateral released b2b technology report highest the “pre sales process” awareness research companies sizes white papers rule purchasing decision process   insights content preferences and consumption patterns so efforts vain   eccolo media technical ideal length

White Paper Format: Fact or Fiction?

Content Marketing for BI

White papers are still one of the most popular marketing tools for BI and high tech companies, among others. Proof positive is that I just finished my fifth white paper in almost as many weeks. find some long held beliefs about white papers very interesting. Having said that, I think they are very helpful in longer papers. understand it.

Great Tips for White Paper Writers


Connect the Docs is a terrific blog on content marketing, with a special focus on effective strategies and techniques for white papers. I've contributed ideas as a guest expert for two posts: Killer questions to ask before starting a white paper project (selected as one of the top 5 posts on this blog for 2010). Content Marketing White Papers

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. Tags: Content Marketing Strategy and Planning articles blogs case studies content marketing Junta42 marketing survey newsletters white papers I just finished reading this year’s latest marketing survey results over at the Junta42 site.

Spot 21

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.


The Best B2B Marketing Ideas of 2010

Fearless Competitor

Click to download How to Find New Customers, our remarkably popular white paper. It’s the first year of Fearless Competitor Favs – my favorite B2B marketing ideas from this past year. We’ll do this each December from now on. I … Continue reading → lead generation sales leadership Sales knowledge marketing funnel Management best practices Marketing Demand Generation Sales 2.0 Remarkable content Leadership

Paper 23

ClickPredictions: The Short-Attention White Paper

Connect the Docs

We asked Jonathan Kantor "What are key marketing trends and predictions for 2010? What actions should marketers take in 2010?" " Jonathan Kantor is a 26-year veteran of the technology industry, the author of the new book Crafting White Paper 2.0 , and the primary contributor to the blog. Jonathan Kantor' s Marketing Action for 2010.

A fascinating “hardcore” B2B social media success

grow - Practical Marketing Solutions

Generated over 1,000 downloads of a white paper. With many companies now engaged in social media marketing strategies for nearly two years or more, success stories are starting to emerge, even in the difficult marketing world of industrial B2B.  I discovered a great success story to share with you through a masters thesis being developed by Haakon Jenson of Norway. BACKGROUND.

White Paper 101: A Step-by-Step Approach to Creating Highly Engaging White Papers

Connect the Docs

Today white papers have become HOT marketing vehicles, and countless numbers of companies are using them to generate leads and grow their business. Now there’s an online class that will teach you every phase of the white paper planning, development, and marketing process. It's called White Paper 101: A Step-by-Step Approach to Creating Highly Engaging White Papers.

How Buyer Personas Shape White Papers

Savvy B2B Marketing

thought it would be helpful to show how a buyer persona comes into play when creating a specific content asset, in this case a white paper. When I ask clients about the audience for a white paper, I sometimes hear: "the technical and business decision makers" (i.e., You also want to make it clear who should ideally read your paper. Grab attention.

SAL is the Glue that Binds Sales and Marketing in Lead Generation

Industrial Marketing Today

For example, a site visitor with a very high level of activity (several pages visited including pricing information, downloaded white papers, and viewed online demos) would score high on engagement. A lead is a lead, right? Depends – are you in marketing or in sales? SAL – Sales Accepted Leads is the bridge between Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL).

7 Mistakes To Avoid In Your Next Webinar Invitation

The Point

For more tips on how to get the most out of your Webinar campaign, download a free copy of our white paper: “ Top 10 Tips for Webinar Invitation Success.”. I’ve written a number of times in this space about how to maximize response from email Webinar invitations. For example: 1. Sell the offer, not the product. Lead with compelling benefits, not just facts. Use images wisely.

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.


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.


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.

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. Interactive tools include: · Interactive white papers – used throughout the buying cycle, turning a traditional white paper into a more personalized experience, fine tuning qualitative and quantifiable content to precisely match the buyers profile, pain points and needs. Understand the differences amongst different potential solutions and services.

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Best Content Marketing Guides, Tips and Tactics of 2010


newsletters, blogs and white papers are among the most popular types of content. White Paper Marketing: 5 White Paper Types and When to Use Them by SmartBug Media. White papers are a popular b2b marketing tool, but good ones are expensive to produce. How many times have you heard the expression “content is king?&# by Savvy B2B Marketing.

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.


Write a White Paper for Business or Technical Readers?


Read my advice for writing technical white papers today. I was invited recently to contribute a guest post on the question of writing for business decision-makers versus technical buyers. My conclusion: the answer to this question is shifting, in a way that is important for technology marketers to know.

The Big O – Outcome Selling

The ROI Guy

Buyers Categorization of Sales People from Forrester Technology Sales Enablement Conference Presentation – February 2010 Outcome (Value) Selling to Drive “Trusted Advisor” Relationship A continued focus by sales and marketing on the cure, Product Selling, or a on a quick remedy to the known pains, Solution Selling, has failed to deliver promised results to buyers. The benefits include: 1.

New White Paper: Top 10 Tips for Lead Nurturing Success

The Point

Learn more in Spear’s newest white paper : “Top 10 Tips For Lead Nurturing Success: How to Get the Most From Your Lead Nurturing Program, and How to Plan for Success if You’re Just Getting Started.”. Download your copy of the white paper here. Just getting started with lead nurturing? Recently invested in marketing automation software?

12 Ways to Promote Your eBook or White Paper

Savvy B2B Marketing

To help, here are 12 ideas on how you can promote your white paper and eBook (I refer to eBooks below, but these ideas apply to white papers as well). Company website Consider all of the places on your website where it could make sense to include a link to your eBook, such as: Putting an icon or banner on the home page referencing the white paper.

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.