Have you created a white paper for your organization in order to generate leads? If you have, there are some great tips that Michael Stelzner has just written about in an article Getting The Most From Your White Paper Marketing . His big tip is that you should consider providing a large chunk of the white paper for free before you ask for a web visitor to register for it. He uses the gaming industry as an example. There are some sites out there like EA Sports (one of my favourites) that will let you download a sample of the game before actually purchasing

This week, Gartner proved why we need to make the change. Proclaiming that thought leadership isn’t just for consulting firms anymore, Gartner said in this press release that thought leadership has emerged as an “organized discipline.” Then Gartner did what it always does; it coined an acronym: TLM, or Thought Leadership Marketing. So much of what passes for thought leadership these days is little more than warmed over brochures. It may look better and read better than a brochure, but it’s still a brochure because it emphasizes our products and services over the needs

What prompted Lumension to produce an eBook in addition to white papers? A. B2B marketers have traditionally used white papers to share content. While they've been effective for lead-generation purposes, white papers tend to be heavy on content, many times replete with marketing jargon and industry terms. I recently connected with Cindy Kim, Director of Corporate Communications and Social Media for Lumension ( @CindyKimPR on Twitter). After telling me about her company's experience with its first eBook, she agreed to share her insights here into

What prompted Lumension to produce an eBook in addition to white papers? A. B2B marketers have traditionally used white papers to share content. While they've been effective for lead-generation purposes, white papers tend to be heavy on content, many times replete with marketing jargon and industry terms. I recently connected with Cindy Kim, Director of Corporate Communications and Social Media for Lumension ( @CindyKimPR on Twitter). After telling me about her company's experience with its first eBook, she agreed to share her insights here into

Work with publishers who are syndicating your white papers on their Watch white paper paper syndication programs improve as you collectively optimize each search, white paper syndication, and so on. The next interview in the B2B Marketing thought leader interview series is with Craig Rosenberg , author of The Funnelholic (one of my favorite B2B marketing blogs).

Vendors can post their company name, website link, and one product/service name with a description for free, or sign up for the "Plus" membership enabling them to do additional promotion; post assets such as white papers, videos and presentations; invite their customers to contribute reviews; interact with the community; and generate leads. On the buyer side, FYIndOut is targeted at SMBs that are generally too small to have policies against endorsing vendors (as many larger enterprises unfortunately do) or to be clients of analyst firms like Gartner or Forrester . It's been obvious for some time that social media has an increasing role in b2b marketing , and that b2b companies will increasingly invest marketing dollars there as social media marketing practices become more standardized .

Home > Our blog HOME | RSS FEEDS | SITEMAP | CLIENT ZONE | CONTACT US Our blog About Velocity Our clients What we do Who we are Recent posts The white paper is dead…or is it? I presented a webinar the other day where I stated that while white papers are still the staple of content marketing, they’re getting really stale as a communications vehicle for B2B. Millions of white papers, books,… Read more… Doug Kessler | March 24th, 2009 | 4 comments

White paper syndicator ITtoolbox recently completed a study of buying influences in B2B IT purchasing decisions. hours) or vendor-produced content (websites, webcasts, white papers, etc. - YouTube beats Gartner Group?). However, decision makers trust social media content more than any other source. They asked more than 2,100 IT decision makers about the information sources that were most critical in their buying decisions. Specifically, ITtoolbox wanted to determine how IT decision makers use social media tools (such as blogs, podcasts, discussion groups

Gartner has published a report entitled "Marketing Essentials: Marketing Activity Cycle for High-Tech and Telecom Providers." How to Craft an Effective Corporate White Paper Strategy Here is a common question - "How to Craft an effective corporate white paper strategy?". It’s a big world out there in the content-marketing/social media/B2B blogosphere, so we would like to save your time by rounding up the best posts and articles of the week. We highlight a take-home point of each post, giving you a snapshot of what thought leaders

How many times has your company decided to produce a white paper aimed at "CIOs in large enterprise companies across all industries"? That means understanding not just the top 10 IT drivers for 2009 as predicted by Gartner or Forrester. This information is a virtual treasure trove for technology marketers developing a white paper. On the surface it may seem this is a fine approach. After all, a CIO is a CIO is a CIO, right?