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 [.].

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Set the Purchasing Agenda with White Papers

WriteSpark

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.

Trending Sources

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

WriteSpark

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?"

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.

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: 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.

FAQ 2

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

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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.

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.

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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.

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

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. White Paper FAQs. White Papers.

FAQ 2

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? He is also the author of the White Paper Pundit blog.

SME 2

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.

ClickInsights: What is the ideal length of a white paper?

Ambal's Amusings

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? There's a lot of slop out there masquerading as a white papers.

FAQ 2

Top Automated Marketing Personalization Tactics

Anything Goes Marketing

Here are so more obvious examples of triggered communication: Sending confirmation emails when a product is purchased or a white paper was requested Sending unique communications to new email subscribers Sending a promotion email to an opted-in subscriber who has visited certain product pages X amount of times in Y amount of days Email and Direct email sent to trial recipients over the lifetime of a trial Customer communications based on the terms of an agreement.

Top 10 Triggered B2B Email Marketing Campaigns

Anything Goes Marketing

One of the themes for marketers in 2009 is “doing more with less”. white paper, webinar, etc.), On the ensuing landing page, they are able to download a relevant white paper after filling out a short form.

Interviews and Content Marketing - Ambal Balakrishnan

B2B Marketing Zone Posts

Some other bits of background about Ambal: Ambal’s book “Content Marketing Tweets: Bite sized tips on creating compelling content your customers and prospects will love&# will be published in late 2009. ClickLaunch is ClickDocuments’ platform for launching new and exciting eBooks, books and white papers. Cross-pollinate ideas in Content Marketing , B2B Marketing, Social Media Marketing, White Papers/Case Studies Writing/Marketing etc.

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.

B2B Lead Generation Blog: Using White Papers for Lead Generation

B2B Lead Generation Blog

If youre involved in marketing to IT or financial buyers, you should consider using white papers or e-books. After doing numerous lead qualification programs , we have found that only 5 to 15 percent of those who download white papers are truly sales-ready leads.

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. … Read more… Neil Stoneman | February 6th, 2009 | no comments Who needs editors?

Paper 12

American Business Media - Research & Marketing

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B2B Lead Generation Blog: White Papers and Lead Generation, Key for BtoB Marketers

B2B Lead Generation Blog

« Webinar: A Multimodal approach to Lead Nurturing for Complex Sales | Main | How to Become a Thought Leader and Attract Customers » White Papers and Lead Generation, Key for BtoB Marketers Complex sales cycles make the development of multi-modal marketing strategies critical.

The Best FREE White Papers of 2010

delicious b2bmarketing

White Paper Pundit Helping you understand the world's most unique business communications medium « Brand Promotion in a White Paper: Where Should You Draw the Line? The Best FREE White Papers of 2010 Since April 2009, cataloging free white papers that have been tweeted via Twitter has been a regular part of this blog. as outlined in my new book: “Crafting White Paper 2.0?.

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Develop your white paper strategy …before starting to write

EMagine B2B Blog

Exhibit A: white papers. A fair number of our B2B clients do pretty well on the basics of website content and email nurturing, but tend to fall down on the more in-depth kit that is needed to induce conversion, raise the degree of prospect engagement, and demonstrate thought leadership. No lie, they’re not easy to do; [.].

B2B 0

How come white papers are still so doggone …well, white??

EMagine B2B Blog

No question, white papers have become a fundamental building block of most B2B companies’ marketing strategy, used to demonstrate thought leadership and entice suspects to surrender their contact information and become prospects. In view of that importance, it’s fair to ask: given the monumental changes wrought by the Web that enables their global propagation, how can [.].

White papers: still super-effective when done right

EMagine B2B Blog

That has thrown the spotlight on that online marketing war horse, the white paper. It’s been well-documented that this recession has caused B2B marketers – and their agencies – to hasten their ongoing shift of budget dollars from traditional to online vehicles, in search of measurable ROI. Since we haven’t said much here on the [.].

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.

B2B Lead Generation Blog: Lead Generation via white papers and webinars

B2B Lead Generation Blog

MarketingSherpa.com : How to Get Thousands More White Paper Readers & Webinar Attendees: Red Hats Initial Test Results. " One final thought - dont rush a list of webinar attendees or white paper download registrants to your sales team and call them sales leads.

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

Decision Makers Like Details

WriteSpark

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.

Are Your PDFs Social Media Friendly?

Proteus B2B Marketing Blog

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 [.].

B2B 6

Try adding a call to action to the end of your white papers

EMagine B2B Blog

In our recent post, “To register or not, revisited”, we discussed the virtues of voluntary – or even no – registration in front of your thought-leadership conversion bait (usually white papers). And we suggested also placing your registration request at the end of your downloadable material. Now along comes Jim Logan, posting on his blog with [.].

Understanding the Concerns of Technology Buyers

WriteSpark

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

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 – Genius.com white paper by Ardath Albee.

Helping Your Customers Market to Their Customers

WriteSpark

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

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.

FAQ 2

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?

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.

P2P 7

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