Internet Fuels IT Buying Cycles According to a recent survey of 500 technology decision makers and influencers, Internet access to content is changing the way IT solutions are purchased, with buyers using on-line research to drive substantial portion of the decision making cycle on their own. In a do-more-with-less environment, IT buyers view on-line content as essential to the buying process, a facilitator to help make better decisions more quickly. The issue is that traditional white papers are often not engaging enough to break through the clutter. MORE >>

Wednesday, September 29, 2010 Tech Media Publishers looking more Like Interactive Marketing Firms Every Day Tech Media publishers have seen an exponential shift in buyer behaviour, recognizing that the B2B buying decisions these publications support are now Internet driven , and that buyers are in control of the buying cycle like never before - seeking trusted sources of diagnosis, advice and recommendations. The age of Internet fueled buying decisions means that traditional print publications just dont meet buyer or seller needs. Do White Papers Still Engage? MORE >>

  Many a good sales professionals as well as marketing professionals I knew back in the ‘80’s and ‘90’s adopted the valued practices of understanding the buying process, profiling their customers/buyers, discovering buyer constraints, understanding the buyer’s decision criteria, and adopting KSF (Key success Factors) factoring in marketing and sales planning.    The science of goal orientation leads to discovering the often hidden and unarticulated roots of “why” people buy.  From Content Presentation to Social Interaction. From Art to Science. MORE >>

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. While many suggest ebooks should not require registration and white papers should, this does not always prove to be the case. I've seen ebooks that require registration and many white papers that do not. than with the medium (ebook vs white paper). MORE >>

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. While many suggest ebooks should not require registration and white papers should, this does not always prove to be the case. I've seen ebooks that require registration and many white papers that do not. than with the medium (ebook vs white paper). MORE >>