Ambal's Amusings

DECEMBER 8, 2009

What impact does this have on the readers of our white papers? How do we ensure that our white paper is not only read but also acted upon? Jonathan Kantor addresses this question and more in his new book Crafting White Paper 2.0: Crafting White Paper 2.0 Tell us about The White Paper Company.

Paper 100

Paper Enterprise Management Work Management Marketing Management 100

SnapApp

AUGUST 11, 2015

So while tools like white papers are powerful, there are many other content options to consider when you really want to connect with your audience. Podcasts can be powerful lead generators that bring in new customers and build brand awareness much in the same way a traditional white paper would. Double whammy!

Paper 54

Paper B2B Marketing Planning Screencast 54

Ambal's Amusings

FEBRUARY 4, 2010

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?"

Paper 100

Paper Enterprise Management Marketing Management Case Studies 100

Heinz Marketing

JANUARY 7, 2022

Content marketing has defined the last two decades, but there’s a go-to-market strategy that’s been capturing lots of attention — product-led growth. As a growth strategy, product-led growth removes the traditional sales cycle and, instead, lets the product sell itself. A product-led approach is holistic. Not quite.

Product 112

Product Top of Funnel Sales Qualified Leads Churn Rate 112

Only B2B

APRIL 3, 2024

It analyzes diverse online behaviors, including content downloads, registrations for white papers, visits to solution-related webpages, and even interactions with competitor content. Here are key examples: Website visits: Consistent visits to specific product pages or resource sections signal deeper engagement.

Sales Qualified Leads 71

Sales Qualified Leads Intent Data Lead Ranking High Quality Lead 71

KoMarketing Associates

SEPTEMBER 13, 2018

Require an email address or contact information for big pieces of content, like ebooks and white papers. Ebooks & White Papers. Ebooks and white papers are some of the most popular forms of exclusive B2B content because they focus on statistics, outcomes, and concrete strategies. White Papers.

Sales Qualified Leads 152

Sales Qualified Leads Top of Funnel Webinar Metrics Lead Scoring 152

Marketing Insider Group

FEBRUARY 3, 2021

For example, your team might tackle a set of social media posts for a retailer for the first half of their day, while during the next half, they dig into heavy research to craft a white paper for a medical equipment manufacturer. When you outsource content production, the agency takes on these costs.

Marketing Agencies 2 272

Marketing Agencies 2 Paid Search Agency Advertising Agencies Ad Agencies 272

The Point

MAY 17, 2021

And this much is true: late-stage offers are more likely to attract prospects who are genuinely in the market for a particular product or solution. Engaging with prospects earlier in the buying cycle means a greater opportunity to educate and nurture that individual, increasing your chances of a win when a genuine need occurs.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

Webbiquity

AUGUST 1, 2023

Image credit: Christopher Gower on UnSplash Organizations may launch brand new websites for any of these or other purposes: To create an online presence for a start-up company; To launch a new brand, product, or tool; To enter a new market (e.g., Just be sure to do it right (soooo many people do it wrong).

Paid Content 243

Paid Content Aggregage Marketing Websites Paid Search Agency 243

Biznology

JUNE 23, 2021

Much lower production costs. As to virtual events strategy , the Forrester study suggests that marketers should revise their thinking to “focus on creating reusable marketing assets and a personalized, educational CX.”. Greater flexibility to attend multiple sessions. Little or no T&E expense. Better audience analytics.

Forrester 171

Forrester Personalization Trade Show Webinar Metrics 171

Marketing Insider Group

JULY 14, 2021

You know the ins and outs of what makes your product awesome. If it does, we’ve got to be honest: no matter how great your product is, your content isn’t going to capture many leads on its own. Checklists, product demos, webinars, e-books, and whitepapers are some of the most popular types of B2B lead magnets. Sound right?

Sales Qualified Leads 362

Sales Qualified Leads Lead Scoring Lead Ranking Leads 362

BOP Design

JANUARY 4, 2022

However, the main goal of content marketing is educating the end-user (aka. Your target market is looking for information about your products or services. Sponsored White Papers Without Substance. Well-intentioned B2B marketers often think that crafting a white paper is the ultimate in lead generation.

Tactics 105

Tactics B2B Thought Leadership Content Marketing Webinar Metrics 105

Golden Spiral

APRIL 18, 2019

Understanding these two essentials will empower you to more effectively develop and market products in the B2B tech world. We’ve pulled together our list of the best resources to support your B2B tech product strategy. Below are resources we recommend for your health IT product research. Health IT Resources. Journal of AHIMA.

Work Management 102

Work Management Marketing Management Research Organization 102

The Point

JULY 27, 2016

A prospective client asks: “What are the best demand generation strategies for finding people who are ready to buy our product?”. In fact, as I explained in more detail in this white paper , focusing demand generation activity exclusively on generating only “hot” (read: ready to buy) leads is a very expensive proposition.

Demand Generation Agencies 100

Demand Generation Agencies Buy Product Demand Generation 100

The Point

SEPTEMBER 11, 2017

The result is fewer unqualified leads from people who would never buy your product. I don’t know the results (if someone from Salesforce reads this, please comment) but my educated guess is that it performs well. The creative requirements for sponsored updates are simple – a few lines of text and a custom image.

Paid Search Agency 187

Paid Search Agency Linkedin Demand Generation Agencies Ads 187

KoMarketing Associates

JULY 9, 2019

Although B2B marketers are focused on creating marketing collateral, such as white papers and ebooks, new research suggests that these forms of content are not the most trusted among B2B buyers. In terms of trustworthiness, B2B customers ranked their own prior experience with a product (more than 3.5) in terms of trust.

Marketing Report 121

Marketing Report B2B Marketing B2B Purchase Intent 121

Trade Press Services Newsletter

JANUARY 4, 2024

Do you want to increase visibility, establish thought leadership, enter a new marketplace, or launch a new product or service? Whether it’s bylined articles, white papers, how-to guides or videos, new content is the best way to drive new leads and engage with your customers. Go full steam ahead with content creation.

Marketing AI 130

Marketing AI Course B2B Thought Leadership Planning 130

Marketing Insider Group

APRIL 11, 2023

When you invest in digital marketing services, you also secure a reliable way to reach your niche audiences and promote your products and services. Constructing a plan for content creation that educates and engages consumers. Creating blog posts , videos, articles, Ebooks, case studies, white papers, etc. Distribution.

Marketing Automation Services 323

Marketing Automation Services Marketing Budget Paid Search Agency Service 323

ClearVoice

JANUARY 26, 2024

They want to be informed and educated about brands, products, and services. Regularly publishing insightful content positions your brand as an industry thought leader , enhancing credibility and authority in your field while keeping you top of mind for when the business is ready to buy your product or service.

Paid Content 92

Paid Content Top of Funnel Work Management Marketing Management 92

Hinge Marketing

JUNE 14, 2021

Savvy professional services firms and other expertise driven sales teams develop content specifically to educate potential clients and showcase their expertise and areas of focus. The second use of premium content is as a paid product offering. White Papers/Executive Guides . Figure 1: Example of Research Report Cover.

Paid Content 144

Paid Content Top of Funnel B2B Thought Leadership Thought Leadership 144

Content Marketing Institute

DECEMBER 5, 2017

Few would argue about the power and value of educational content – whether a blog, an e-newsletter, a white paper, or a how-to video. Let’s look at eight brands that give their audience opportunities to get an education in unique and entertaining ways. It was never a product campaign; it was a straight goodwill campaign.

Class 102

Class Digital Asset Management Education Webinar Metrics 102

Webbiquity

JANUARY 19, 2023

Companies that are looking for products or services with which to assist their own operations will typically have or assign a “product champion” to conduct research on solutions and manage the sales relationship. Relationship Building B2B relationships are built on trust and delivery of quality products or services.

Work Management 217

Work Management Marketing Management B2B Marketing B2B 217

Marketing Insider Group

MARCH 24, 2021

All your research, great writing, and video production can set the stage. And, prospects will feel more comfortable asking your employees questions about your products and services. Although you might have to fork over some cash – or at least some of your products – for an influencer’s imprimatur, it’s often well worth the investment.

Brand Identity 357

Brand Identity Branding Advertising Agencies Content 357

Marketing Insider Group

JANUARY 5, 2023

Here’s just a few examples of the mistakes marketers make when defining inquiries as leads : Every person who signs up for your newsletter, downloads a white paper, or registers for your webcast is not a lead. Someone who clicks on your product / solution pages is not a lead. Downloaded our white paper?

Lead Ranking 277

Lead Ranking Sales Qualified Leads Lead Scoring Marketing Qualified Leads 277

BOP Design

NOVEMBER 23, 2022

The fact is that prospects in B2B industries are doing research online for products and services. Think about nurturing your leads with blog posts, white papers, case studies, use cases, videos, email updates, and other forms of digital content. It’s an Opportunity to Create an Educational Hub.

B2B Marketing 107

B2B Marketing Allocation B2B Paid Search Agency 107

Marketing Insider Group

MARCH 29, 2021

You’ve decided to open up new markets for your products, but you have a major challenge: how to build brand awareness among your new target customers. Whether it’s a new region or a new industry you want to target, one thing is constant: you need to identify which customers are likely to need your products and services.

Planning 363

Planning Paid Search Agency Advertising Agencies Content Marketing 363

Only B2B

MARCH 20, 2024

They’ve downloaded content, attended webinars, or visited product pages, indicating potential customer status. MQL qualification criteria vary by industry and target audience, but common factors include: Downloading white papers or ebooks. Visiting specific product pages on your website.

High Quality Lead 62

High Quality Lead Lead Ranking Marketing Qualified Leads MQL 62

The Mx Group

SEPTEMBER 20, 2018

In a business world obsessed with all things digital and moving at what feels like the speed of light, marketing an industrial, rugged or obscure B2B product or service can be tough! Buyers may need your products, but they don’t necessarily get excited about them. Product selectors and configurators. More like a conversation.

Product 76

Product Tools Top of Funnel Digital Marketing Funnels 76

Content Standard

JULY 27, 2017

Creating productive educational content requires measured, intentional steps, but panic is strangely common in the world of B2B healthcare marketing. They understand that the best way to address “panic” is with content that meets their readers’ and their organization’s needs through education.

Education 57

Education B2B Marketing Work Management Marketing Management 57

Webbiquity

MARCH 31, 2022

So, before pitching your product, your first step should be to establish your unique value proposition. What makes your product or service more valuable than your competitors? How can you prove the quality of your product? So is every new product launch thereafter.). What about the customer experience?

Marketing Budget 287

Marketing Budget Enterprise Management Sales Management Work Management 287

Marketing Insider Group

MAY 3, 2021

Many times, corporations look at content marketing from their perspective of having all the knowledge about their product or solution. Great content leads with education and offers specific takeaways. There are takeaways, insights, and education at every turn. Your audience isn’t an expert. It’s that simple. Image: Shopify.

B2B Marketing 290

B2B Marketing Content Marketing B2B Thought Leadership Planning 290

The Marketing Blender

FEBRUARY 13, 2024

Lastly, prioritizing customer education about products and services showcases commitment to providing value. Customer Education: Building credibility, authority, and rapport by educating customers about products and services. Increased productivity enables accomplishing more in less time.

Planning 52

Planning Template Marketing Plans Marketing Automation Services 52

BOP Design

MARCH 22, 2021

You can’t rely on in-person meetings as the only touchpoint for educating your audience. True thought leadership articles and blog posts educate and provide helpful information for professionals in a certain industry or position. Takeaway: Blogging is great for educating prospects and for Search Engine Optimization (SEO).

Activities 166

Activities B2B Thought Leadership B2B Marketing Content Marketing 166

SmartBug Media

APRIL 3, 2023

But the question is where to start, especially if your product or service targets multiple buyers. When creating content for these visitors, remember they are looking to educate themselves more than anything and are familiarizing themselves with possible solutions. For example, Offer A is an awareness white paper.

Sales Qualified Leads 98

Sales Qualified Leads Top of Funnel Personalization Generation 98

Trade Press Services

MARCH 4, 2024

From bylined articles to informational videos, content helps prospects learn about brands and gather information about their products and services. Content serves as the primary vehicle for educating, engaging, and guiding potential customers at each stage of their journey to make a purchase.

Top of Funnel 80

Top of Funnel Trends B2B Thought Leadership Buyer Personas 80

The ROI Guy

JANUARY 25, 2011

When surveyed as to the most influential content in decision making, white papers remain the stand-out content of choice. Although white papers remain influential, technology media firms such as Ziff Davis Enterprise (ZDE) and others report that white paper downloads are DOWN year over year.

Paper 40

Paper Personalization Buying Cycle Ideal Customer Profiles 40

ClearVoice

OCTOBER 26, 2022

One thing to keep in mind during your content creation efforts, particularly in the awareness and consideration stages, is that your content should be about the customer, not your product or service. White papers: A white paper is one of the most in-depth pieces of content you can offer your audience.

Demand Generation Agencies 59

Demand Generation Agencies Demand Generation Demand Webinar Metrics 59