If you market CRM software, for example, and a prospective customer has a need for that software, that prospect is more likely to download a white paper on “how to improve customer service&# than he/she is to request a brochure on your product. 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. Benefits/Applications/ROI (including case studies, if possible). How to choose a solution/vendor. Summary.

For example, if your IT team is completely under-staffed, it’s unlikely you’re going to get a full-time head devoted to integration; in that case, you should seek out a solution that’s easy for your team to own and manage, with features like a WYSIWYG editor to make creating and editing items easy for non-technical marketers. It’s a tough world out there for marketers. or incredibly generic.