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Thursday, February 4, 2010
One of the key principals he shared was the process of mapping content to the way your customers buy. One of the things I did at Aplicor was develop buyer personas, map the buying process, industry, and other factors. Today, Find New Customers hosted a webinar with Jon Miller, VP, Marketing at Marketo. would have.
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Thursday, July 23, 2009
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.
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Thursday, July 23, 2009
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.
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Tuesday, March 2, 2010
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., Align with the buying stage.
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Tuesday, April 20, 2010
They can brainstorm titles for white papers all day, but not be confident that one content theme will be any more effective than another. Tags: B2B Buying Cycle Business to Business (B2B) Content Strategy I talk with B2B companies who are on board with content marketing as a concept, but don't know where to start.
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Thursday, January 28, 2010
A survey by Spiceworks reveals that IT pros--key influencers in B2B buying cycles--are increasingly resistant to downloading white papers, because of the registration forms. Tags: lead generation thought leadership white papers
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Thursday, July 29, 2010
Want to increase your email open rate, white paper download rate, or registrations at your next speaking gig? Tags: B2B Buying Cycle Better Corporate Writing Create a catchy title by turning the problem you solve on its head. read more.
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Monday, June 29, 2009
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. They are not B2B white papers, but it's still an interesting exercise. So what did I find? What makes a good call to action?
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Wednesday, June 23, 2010
In Is The White Paper Dead for B2B Marketing? Paul summed up a conversation he had with the Bloom Group, which is telling its clients to stop producing white papers. Paul goes on to propose microsites and eBooks as alternatives to white papers. Eccolo Media 2009 B2B Technology Collateral Survey Report 3.
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Wednesday, May 27, 2009
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. At a minimum, it keeps the company in the consideration set during the early stages of the buying cycle.
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