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33 Inspiring B2B digital marketing case studies

grow - Practical Marketing Solutions

Maybe it’s because the buying cycle takes longer, more people are involved in purchase decisions and sales are made for rational, not emotional, reasons. If you need convincing, here are 32 B2B digital marketing case studies that prove the potental ROI. Content tactics included: executive briefs, case studies, infographics, checklists, Q and A, and Brainshark video.

Are White Papers Dead?

The ROI Guy

Traditional white papers are likely the staple of your content marketing portfolio, and for good reason. According to a recent IDG survey, 84% of buyers leveraged white papers as a key resource to help them make a purchase decision. Although white papers are still a workhorse, there is a troubling fact that deserves your immediate attention.

Paper 29

White Papers are Not Dead. They’re on Life Support.

Marketing Craftmanship

The original purpose of white papers as a B2B marketing tactic was to produce objective information, packaged as quasi-academic research, that might validate a company’s or product’s value proposition. White paper sponsors sought to educate, inform, raise comfort levels and eventually initiate sales conversations with prospective customers.

Paper 72

15 B2B case studies show how content marketing drives ROI


Here are 15 B2B case studies. ADP : Developed a content marketing campaign to connect and engage with their target audience on a ADP solution using white papers and a diagnostic assessment tool. The campaign generated over $1 million in new sales opportunities with several deals closed within the first 3 months of launch. Who is succeeding and why? million.

A Follow-Up Strategy for Content Syndication Leads

The Point

It’s important to recognize that content syndication leads are not like most sales leads. When someone registers to download a white paper or podcast or case study about the business challenge that your product solves, he or she is expressing an interest in that topic, not necessarily in your product. invites the prospect to call or email with any questions.

Guidelines for White Papers and Case Studies

Marketing Action

Carolyn Goodman, president and creative director of Goodman Marketing Partners, Inc, defines content marketing as “creation and distribution of original content that has perceived value in order to positively position your brand in the minds of your prospects and customers.”. Guidelines for white papers. Remember, a white paper’s goal is to inform the reader, not sell to them.

Why Some Buyers Don’t Look at Case Studies

Stories that Sell

In the name of collecting leads, we''re interrupting the sales process and likely ticking off prospects in the process. Last week I set out, as I occasionally do, to find examples of great customer case studies online. I followed link after link looking for examples of best practices in case studies today. In their journeys of seeking new solutions and service providers, prospects also don’t expect or want to arrive at a locked door - especially for content that markets a vendor''s solution. The Sales Process Has Changed. Locked.

Raise Your Customer’s Voice: A Fresh Look at Case Studies & Testimonials


In a marketplace that’s become crowded with new types of information in new channels, is there still a role for case studies and testimonials? Recent research indicates that case studies are still a popular and effective tactic. Marketers responding to a LinkedIn survey ranked case studies even higher; 89% said case studies are their most effective tactic.

Case Study: How One Tech Company Used Humor to Launch a New Brand

The Point

Sungard AS asked its demand generation agency, Spear Marketing Group , to help introduce business prospects within the company’s marketing database to the new brand. One of the significant risks inherent in the split-off was that those prospects would react differently, or not at all, to the new brand. This presented a challenge. Sungard AS was simply announcing a brand.

B2B Marketers Are Turning Away Prospects

Digital B2B Marketing

One of the primary ways B2B marketers capture leads online is asking prospects to register for content. Doing it effectively requires creating content prospects want in a format that is easy to engage with while capturing the information you need. In the past year, 88% of people report using white papers for business research, followed by 73% for webinars. BY ND).

Want to Write Case Studies? How Technical Do You Need to Be?

Stories that Sell

Now as a freelance marketing writer, 90 percent of my clients for customer case studies are technology companies. So if you''re going to write customer case studies, do you need to be technical? First, there is a market for case studies with companies/clients that are not technical. • Ask your contact how technical the case studies should be.

The Two Core Elements of B2B Social Media Marketing Success


Content can be produced in a wide variety of formats: • White papers. Case studies. The use of keywords in content should never be forced; content that’s truly written for your target prospects will incorporate these words and phrases in a natural manner. Compelling: to be shareworthy from your standpoint, the content should compel the reader to take some sort of next step—download a white paper, register for a webinar, subscribe to your newsletter, contact your sales team—some type of action that makes the effort of developing the content worthwhile.

Real examples of how account-based marketing & selling is driving higher revenues on LinkedIn


But when your programs have a nice-sized investment and when you have a complex sales process, then you better be sure you’re focusing on specific audiences and that you are relevant. A targeted, account-based marketing approach is key in this case. Recent studies show that account-based marketing approaches generate a higher ROI. Notice the key word here: “specific.”.

White Papers are Influence Kings, But Need Personalization to Maintain Crown

Tom Pisello

Savvy buyers are using on-line content to set strategies, explore and select solutions, all before ever engaging a sales representative. When surveyed as to the most influential content in decision making, white papers remain the stand-out content of choice. This marked the third year in a row that white papers were ranked as the most influential when compared to several other collateral types, including superior influence in driving purchase decisions over case studies / success stories, product brochures / data sheets, videos, and podcasts.

Paper 21

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. Tweet This!

Paper 11

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.

Building a Blueprint for Sales and Marketing Success, Step 4: Content Marketing

Marketing Action

Mr. Stacy Gentile of Invigra and Jeff Linton of Act-On Software delivered a webinar about The Blueprint for Sales and Marketing Success. White papers. Case studies. You can, for example, send the same white paper out four to six times a year. Posts in this series so far: Build a Solid Sales Infrastructure. Step 4. Content Marketing.

Sample Outline for a Lead Generation White Paper

The Point

Dollar for dollar, white papers continue to be some of the most effective offers for most high-technology marketers. Prospects are usually more likely to download or otherwise register for a white paper vs. a Webinar, free trial, etc. because 1) the time commitment is minimal, and 2) white papers are perceived (not always justifiably) as information of value rather than sales collateral. Benefits/Applications/ROI (including case studies, if possible). How to choose a solution/vendor. Summary.

Why You Still Need PDFs for Content Marketing


Is this company trying to push prospects away (unlikely) or is it simply caught up in the trend-du-jour of web interfaces and content presentation that view a downloadable PDF document as belonging in the dark ages? They want a document they can markup, pass around in a meeting, keep in a paper file of project information for future reference. Not exactly what I was looking for.

Aging 11

Where is ROI Best Applied in the Sales Process?

The ROI Guy

On average, 76% of deals are now won or lost early in the decision making process – going to the solution provider who helps your Prospect uncover and prioritize the issue and set the buying agenda, while only 24% are won / lost during the later competitive bake-off phase. Quantify the Pain Why Now? Justify the Gain Why You?

What Does B2B Social Media Success Look Like?


Until recently, most social media case studies have focused on consumer brands. Digging into the results publicized in these case studies, what does B2B success look like? Based on analysis of a number of published B2B social media case studies (in addition to my own client experience), here are some of the criteria used to judge success. Objectives.

20 Ways to Generate ROI from a Corporate Blog


More recently, numerous writers including Olivier Blanchard , Neil Glassman and Mark Schaefer have tried to make the case that social media ROI is real, can be measured, and must be measured. Yet a Bazaarvoice/CMO Club study showed that only 15% of CMOs could point to a “significant return&# from Facebook marketing efforts, while 9% report no ROI and 35% basically had no idea.

ROI 77

Improve Your Content: From Passive to Interactive

The ROI Guy

This large content investment is fueled by a significant increase in buyer demand for content, with two thirds (67%) of your prospects indicating they rely more on content to conduct research and help guide purchasing decisions than they did a year ago (DemandGen Report). More white papers, More infographics, More videos. The secret is Interactive Content. In you they trust?

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. But you can’t drive leads or close sales if your target market doesn’t notice it.

Five Ways to Create Content that Motivates Prospects to Action


In B2B marketing, there are usually so many different people involved in the decision-making process that you can’t afford to neglect content that provokes the right questions in prospects and moves key decision-makers along. Urgency is what moves prospects to act. 2) Use white papers to point out an industry problem & solution. But it doesn’t stop there.

Content Selling: How Sales Can Better Leverage Marketing Content

The Point

Recently I had the opportunity to sit down with Daniel Chalef, CEO of KnowledgeTree , developers of an intriguing new solution, built for both and mobile (iOS), that enables sales teams to instantly find, surface, and present the ideal content in any selling situation. This makes it critical that sales teams are seen as partners that add value to the conversation.

RFP 101

Who Do B2B Buyers Trust?

The ROI Guy

A common debate in B2B marketing is how to create and deliver the right content at the right time to help improve the connection and engagement with prospects and their buying decisions. 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. These visual and aural formats are becoming a preferred form of content, especially early in the sales cycle to connect to executives, and later to help confirm the selection and business case.

Trust 30

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.


Want to be Essential and Memorable? Teach Your Prospects!

Savvy B2B Marketing

So today in honor of Teacher Appreciation Week and Mr Reynolds who taught 6 th grade science at Columbus Middle School let’s talk about the value of teaching through sales and marketing. In B2B our sales cycle is one that tends to be long and often requires educating customers on the ROI and value at many levels of the organization and in various departments. The Researcher.

SME 63

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.

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? Help close a sale.


3 Ways to Get the Most from Case Studies

Agile B2B Copywriter

Case studies. Nearly 80 percent of respondents said case studies were moderately to extremely influential in their decision. And getting your customers to talk about their experience with you not only influences prospects to do business with you, it can even trim the sales cycle. Getting a portfolio of great case studies takes some planning.

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.

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.


What to Do With Mid-Funnel Prospects?

Marketing Action

If you pass it to sales and it doesn’t close, it’s a “bad” lead. Engage your sales team and find out how they take leads all the way through the funnel, especially the mid-funnel. If a lead suddenly heats up and looks at 20 pages on a specific product in 15 minutes, have a way to score that and alert the sales rep in real time. Get case studies you can share.

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. Books.