Improving B2B white papers by answering 3 easy questions

EMagine B2B Blog

As much as B2Bs today rely on white papers to raise their prospects’ temperatures, you’d think they’d be more uniformly effective. Or so says Michele Linn, writing in the White Paper Pundit. And they can be, if their developers respected just one key principle: focus on your reader, not on your product/service message. To ensure that [.].

The Content Marketing Workbook | Velocity - the B2B marketing acceleration agency for technology companies

delicious b2bmarketing

Doug Kessler Tuesday, June 9th, 2009 Your prospects are being buffeted by a firehose of information. David Fideler says: June 12, 2009 at 2:00 am This is the single best overview I’ve yet seen on strategic B2B content marketing — and the design is fantastic. Read more blog entries Latest Papers The B2B Content Marketing Workbook Content Marketing is probably the single most important weapon in the B2B marketing arsenal.

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5 Things My Father Taught Me About Selling

Smashmouth Marketing

The following wisdom comes from his being a paper boy for the Lawrence Eagle Tribune, to when he was President of a division of Lockheed, to when he retired and is still on the board at Rivier College and running a non-profit project each year in Florida in between his daily round of golf.

Paper 39

Is social media effective for B2B lead generation?

Sales Lead Insights

Michael Stelzner , best known as the author of Writing White Papers: How to Capture Readers and Keep Them Engaged , recently released his report on the results of a survey on social media marketing that he’s using as bait for the Social Media Success Summit he’s producing in May. I’m probably biased, but I believe the primary objective of business-to-business marketing is driving sales of the company’s products and services.

Rick Short Explains How to Turn Staff Into Prolific Bloggers

delicious b2bmarketing

After all, "writing a column" (like a journalist) seems quite unlike the traditional serious and deeply-involved creation of a "white paper" - it doesnt feel right to some scientists. posted on Monday, June 29, 2009 at 10:02 AM by Jack Leblond Jack - thanks for the comment.

Email Autoresponders 2.0 in B2B Marketing

Anything Goes Marketing

You can promote corporate blog posts, upcoming events, press releases and the newest white papers/case studies in an RSS feed(s) that you can add to your email either underneath the main "Thanks for registering text" or as a side column.

Crunchy, salty, nutritious news & views on B2B marketing for technology companies | Velocity - the B2B marketing acceleration agency for technology companies

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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. We… Read more… Neil Stoneman | May 8th, 2009 | 4 comments Why we steal from our clients.

American Business Media - Research & Marketing

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Set the Purchasing Agenda with White Papers


Many companies use white papers at the beginning of the sales cycle to attract prospects. A white paper can set the agenda for a purchase decision by convincing the reader that the areas where your product is better than its competition are the most important to consider.

ClickInsights: What was your "Aha" moment in 2009? - Part 1

Ambal's Amusings

I have invited our Panel of White Paper Experts to reflect on 2009 and answer the following question: What was your aha moment in 2009 ? He is also the author of the White Paper Pundit blog. I use Twitter to populate my weekly Friday FREE White Paper list.

The Long-Form, Text-Heavy White Paper is Dead


Does this mean I think white papers are no longer effective as marketing documents? Content Marketing White PapersEvery time I see a long-form, copy-heavy sales document these days, my first reaction is "Why do marketers still think prospects will read this?"

ClickLaunch: Jonathan Kantor's Crafting White Paper 2.0

Ambal's Amusings

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

ClickInsights: What was your "Aha" moment in 2009? - Part 2

Ambal's Amusings

I have invited our Panel of B2B Marketing Experts to reflect on 2009 and answer the following question: What was your aha moment in 2009 ? B2B Lead Generation Benchmark Study 2009. Creating Sales Opportunities with Lead Scoring – white paper by Ardath Albee.

New White Paper and Eloqua Prospect Profiler

Customer Experience Matrix

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.

ClickInsights: How to choose a white paper syndication partner?

Ambal's Amusings

How do you market your white papers? Can syndication partners take your white paper to your prospects? Stephanie Tilton has published a timely 14-page report on White Paper Syndication Options for Technology Marketers. Costs to syndicate your white papers.


Calling all Copywriters and Wanna-be-Copywriters to Copywriting Success Summit 2009

Ambal's Amusings

Mike Stelzner is once again pulling together one of his informative online summits - Copywriting Success Summit 2009. We have invited Michael Stelzner, event producer of Copywriting Success Summit 2009 to share his thoughts on copywriting and details of the event he is organizing.


B2B Search Marketing: 5 Must-Read Tips - Online Marketing Blog

delicious b2bmarketing

've always been a sucker for case studies and white papers. Online Marketing Blog TopRank's internet marketing blog on the intersection of social media, digital public relations and search engine marketing.

Are Your PDFs Social Media Friendly?

Proteus B2B Marketing

White papers, eBooks, case studies, best practice guides…when done right, these B2B content marketing assets can be powerful lead generation and lead nurturing tools. If they’re not, they should be. At the same time, they’re expensive to create. They’re also hard to get into the hands of the right people. Further, in the B2B market, you may [.].

New Webinars and White Paper

Customer Experience Matrix

I have two Webinars and a newly published white paper you might find interesting: Webinar Making the Right Start with Demand Generation , Thursday, April 30, 2:00 p.m. White Paper When Best Practices Go Bad: New Rules for Sales and Marketing Management. This paper shows why and offers some replacements. Eastern. This will discuss preparing for your new demand generation system, including requirements definition, vendor selection, and the initial deployment.

Best of ClickDocuments "Connect the Docs" Blog in 2009

Ambal's Amusings

2009 was the first year of Connect the Docs. Enjoy the following collated list of best blog posts from Connect the Docs in 2009. ClickInsights: Tips on how to incorporate call to action in your white paper. By creating and distributing a white paper you educate and inform your target audience. Do you call out a specific action that your prospect has to take after reading your white paper?

Do Psychographics work in B2B Marketing & Sales?

delicious b2bmarketing

skip to main | skip to sidebar The Marketing Mélange A blog on all things Marketing with Strategy & Information Technology focus Blog Archive ▼ 2009 ( 22 ) ▼ June ( 2 ) Strategic Insights from Calculating Lifetime Custo. March 20, 2009 1:17 PM Kenji said. I am curious to see the papers about this.

New Best Practices White Paper

Customer Experience Matrix

As promised, I've written a white paper with the 37 Marketing Automation Best Practices listed in last week's post. This is in the Resources section of the Raab Guide to Demand Generation Systems site; you have to register and then log in. Registration is free.

ClickInsights: What is your favorite white paper? Why do you like it?

Ambal's Amusings

White papers come in all shapes and forms. Our Panel of White Paper Experts have written and reviewed thousands of white papers over the years. Which white paper stands out in their mind? Michael Stelzner's Favorite White Paper -- The Expanding Digital Universe.

ClickInsights: What is the biggest mistake to avoid when writing a white paper?

Ambal's Amusings

White papers can be really valuable tools to educate your prospects. So you invest time and money in creating and marketing white papers. Before embarking on this journey, stop and learn what not to do in awhite paper. Recommended Resources from Experts on white papers.

How to Make Your White Paper a Success

Everything Technology Marketing

Here is an excellent article from The Bloom Group on how to write truly compelling white papers that create excitement in the marketplace. Making white papers more compelling isn't a mystery, but it does require a methodical approach: [link

Best of 2009: Social Media Marketing, Part 1


Compelling thought-leadership content, blog posts, white papers, video and SEO efforts support and create long-term value for social media tactics. Another noteworthy post from this publication is Facebook is a Personal CRM for Baby Boomers , in which Daniel Flamberg reports on an Accenture study showing that in early 2009, “boomers posted a 59 percent increase in use of social networks; a rate of adoption 30 times faster than any other age group.&#

Lyzasoft White Paper Looks at Coordinating Business Analysts and IT

Customer Experience Matrix

Summary: a new white paper says business analysts gather data with little help from IT. Analytical software vendor Lyzasoft has just published a white paper by data warehouse guru Dr. Barry Devlin on how business analysts and IT can work together. Those are really the focus of this white paper, which is written to support the "Lyza Commons” product. I'm not so sure, but agree that collaboration tools like Lyza Commons can help both groups cooperate.

ReTweeting: Science or Art – Is 120 The New 140?

B2B Marketing Savvy

Microsoft employs social media research scientists: Here, Danah Boyd and Gilad Lotan (MS) joining with Cornell researcher Scott Golder to investigate the conversational aspects of retweeting: ( draft paper on RT here ) , scheduled to be published early in 2010.

Brochureware Is Not a Dirty Word

Marketing Craftmanship

These functions might include: “News”; “In the News”; “Upcoming Events”; “Thought Leadership”; “Case Studies”; “White Papers”; “Webinars”, etc.

Words 43

Decision Makers Like Details


Yet the 2009 Media Consumption Benchmark Report from the media/research firm TechTarget found that these media are ranked lower by IT buyers. I recently participated in a group to evaluate the effectiveness of sales materials produced by an insurance company.

Dreamforce 2009: Search Engine Marketing Junkies

Modern B2B Marketing

This panel of B2B search engine marketers at Dreamforce 2009 talked about how to take your search marketing to the next level, including SEM tips and tricks, landing page strategies, Web site analytics, and more.

MarketingSherpa Seeks Case Study speakers for 2009 B2B Demand Generation Summits

B2B Lead Generation Blog

If you have a great B2B story to tell, think about sharing it with other B2B marketers at MarketingSherpa’s 6th Annual B2B Demand Generation Summit 2009. Experienced B2B marketers who want to present will need to submit speech proposals by May 21, 2009. MarketingSherpa is looking for speakers for the events which will be held September 23-25 in San Francisco and October 23-25 in Boston.

Best of 2009 (So Far): Social Media Marketing, Part 4


Compelling thought-leadership content, blog posts, white papers, video and SEO efforts support and create long-term value for social media tactics. With the rapidly increasing use of social media tools for marketing and PR comes growing pressure to demonstrate results.

Understanding the Concerns of Technology Buyers


All of these concerns can be addressed through placement of appropriate information and discussion in online content as well as marketing documents such as white papers, case studies and success stories, and application guides. Content Marketing Sales Materials White Papers

Helping Your Customers Market to Their Customers


As a white paper writer, I have worked with clients to produce short books about new technology trends that bring significant changes to their customer's operations. Content Marketing Sales Materials White Papers

Tom Pisello: The ROI Guy: Do White Papers Still Engage? They do if.

The ROI Guy

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons.

Marketo’s Ebook: A Lesson In Content Marketing

The Point

Tags: B2B Marketing Content Syndication Content marketing Demand Generation Inbound marketing Lead Nurturing SEM White Paper Syndication White Papers lead generation b2b demand generation b2b lead generation marketo

Lead Gen: Don’t Go for the Quick Sale

The Point

Tags: B2B Marketing Database Marketing Demand Generation Lead Management Lead Nurturing Marketing Automation White Paper Syndication appointment setting funnelholic

Is Direct Marketing Relevant Anymore?

The Point

Tags: B2B Marketing Demand Generation Direct Marketing Agencies Lead Nurturing White Paper Syndication direct marketing lead generation b2b demand generation dm news

Dreamforce 2009: The Secrets to Email Marketing Success: A Marketing Panel

Modern B2B Marketing

For example, if your newsletter announced a new webinar, an analyst story and a new white paper, create three emails instead of one newsletter. Last Thursday at Dreamforce, I had the chance to attend The Secrets to Email Marketing Success: Marketing Panel.