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Is The White Paper Dead for B2B Marketing?

Buzz Marketing for Technology

In a recent conversation I was having with the Bloom Group they believe “the practice of publishing white papers must come to a close because of the utter proliferation of white papers, and the poor content contained within so many of them.” Kill the white paper!”

Are Your White Papers Accomplishing Your Lead Generating Goals?

NuSpark

Many companies have noticed that their white papers aren’t attracting the attention they once did. With all the shiny new toys available in marketing today, some are even asking the question, “Is the traditional white paper dead?”. A better question to ask might be, “Am I using white papers correctly?” Sadly, often the answer is “No.”.

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How to Craft White Papers that Generate Quality Business Leads?

Ambal's Amusings

Today white papers have become HOT marketing vehicles, and countless numbers of companies are using them to generate leads and grow their business. In fact, research conducted from leading industry analysts such as Marketing Sherpa, Eccolo Media, Tech Target, and Information Week all show that the vast majority of today’s business decision makers use white papers to make critical purchase decisions and learn about vendor solutions.

White Paper Success Summit 2010

Ambal's Amusings

White paper marketing works! White papers yield powerful influence: 84% of businesses find white papers either moderately or extremely influential in their purchasing decisions. How do you leverage the power of white papers in your marketing?

Great Tips for White Paper Writers

WriteSpark

Connect the Docs is a terrific blog on content marketing, with a special focus on effective strategies and techniques for white papers. Know thy audience: business and technical white papers (should you write separate white papers for each?).

SAL is the Glue that Binds Sales and Marketing in Lead Generation

Industrial Marketing Today

For example, a site visitor with a very high level of activity (several pages visited including pricing information, downloaded white papers, and viewed online demos) would score high on engagement. A lead is a lead, right? Depends – are you in marketing or in sales?

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How to write lead generating white papers?

Ambal's Amusings

White papers are powerful sources of lead generation. We asked our panel of white paper experts "What are the top 2 components of a white paper that is most effective to generate leads?" He is also the author of the White Paper Pundit blog.

ClickPredictions: The Short-Attention White Paper

Ambal's Amusings

We asked Jonathan Kantor "What are key marketing trends and predictions for 2010? What actions should marketers take in 2010?" "Use Visual Enhancements to Engage New Media, Short Attention White Paper Readers.” The White Paper Pundit Blog.

7 Mistakes To Avoid In Your Next Webinar Invitation

The Point

For more tips on how to get the most out of your Webinar campaign, download a free copy of our white paper: “ Top 10 Tips for Webinar Invitation Success.”. I’ve written a number of times in this space about how to maximize response from email Webinar invitations.

White Paper 101: A Step-by-Step Approach to Creating Highly Engaging White Papers

Ambal's Amusings

Today white papers have become HOT marketing vehicles, and countless numbers of companies are using them to generate leads and grow their business. Now there’s an online class that will teach you every phase of the white paper planning, development, and marketing process.

Know Thy Audience: Business and Technical White Papers

Ambal's Amusings

Do you know your white paper audience? Are those concerns being addressed in your white papers? "Technical white papers are radically different from business-oriented white papers in size, format, and use of terminology."

Killer Questions to Ask Before Starting a White Paper Project

Ambal's Amusings

How can you create a white paper that serves it purpose - create high quality leads, provide useful information to potential customers etc. Jonathan Kantor is 14-year white paper marketing veteran. Generating More Leads with Video White Papers. White Papers.

The Biggest Challenge in Creating and Marketing White Papers

Ambal's Amusings

Business decision makers don't read white papers just because a product or service is "cool" They have real business problems they are trying to solve. We asked white paper experts: " What is the biggest challenge in creating and marketing a white paper?

How to enhance information absorption for your white paper?

Ambal's Amusings

Many companies are producing video white papers as online presentations based on information that would normally go into a printed white paper. We asked our panel of white paper experts "In what scenarios should video white papers be used?

Best Content Marketing Guides, Tips and Tactics of 2010

Webbiquity

E-newsletters, blogs and white papers are among the most popular types of content. White Paper Marketing: 5 White Paper Types and When to Use Them by SmartBug Media. White papers are a popular b2b marketing tool, but good ones are expensive to produce.

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.

The White Paper Question: To Gate or Not To Gate?

Ambal's Amusings

We asked white paper experts: " How should marketers balance the need for free content (helpful for prospects decision making) Vs. the need to have content that produces a steady flow of good leads (that can directed to sales team)? Generating More Leads with Video White Papers.

Webinar and White Paper on Marketing Measurement

Customer Experience Matrix

Marketo yesterday released Winning the Marketing Measurement Marathon , a white paper that I wrote for them. This was timed to coincide release of their new Revenue Cycle Explorer , which adds advanced reporting to their Revenue Cycle Analytics line. See my August 3 post for more details on Revenue Cycle Analytics.) I'll also be speaking with Marketo in an October 7 Webinar hosted by American Marketing Association. Please join us.

Write a White Paper for Business or Technical Readers?

WriteSpark

Read my advice for writing technical white papers today. I was invited recently to contribute a guest post on the question of writing for business decision-makers versus technical buyers.

New White Paper: Top 10 Tips for Lead Nurturing Success

The Point

Learn more in Spear’s newest white paper : “Top 10 Tips For Lead Nurturing Success: How to Get the Most From Your Lead Nurturing Program, and How to Plan for Success if You’re Just Getting Started.”. Download your copy of the white paper here.

How to Calculate Social Marketing ROI

Paul Gillin

First, we’ll compare the ROI of webcasts to white papers. What is the conversion rate of webcast viewers versus people who download a white paper? White paper. However, another option would be to focus on improving the white paper’s conversion rate.

15 things marketers should stop doing and thinking in 2011

Chris Koch

All year, marketers have been telling me that they are having a harder and harder time getting noticed in traditional channels like white papers, email newsletters, and events. Here’s a list of things I wish we would stop doing and thinking as of December 31 st : Social media. Social media cause people to waste time at work. Companies have a long and pointless history of resisting new forms of communication.

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Who Do B2B Buyers Trust?

The ROI Guy

Overall, buyers continue to prefer documents such as research briefs, white papers and blog posts as the most important form of content along each stage in the buyer’s journey. Interactive tools include: · Interactive white papers – used throughout the buying cycle, turning a traditional white paper into a more personalized experience, fine tuning qualitative and quantifiable content to precisely match the buyers profile, pain points and needs.

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12 Quick Content Marketing Tips and Trends

What Works - What Doesn't

9) For whatever reason, ebooks draw up to double the downloads of white papers.

Tips 39

Alinean Launches Interactive White Papers

The ROI Guy

Overcomes Marketing Information Overload, Transforming Traditional White Papers into Dynamic, Personalized Engagement Tools Alinean, the leading creator of value-based interactive sales and marketing tools for B2B vendors, today launched a new demand generation tool for B2B marketers – Alinean Interactive White Papers. Alinean Interactive White Papers help B2B marketers better attract and connect with today's overloaded, skeptical and frugal buyers.

The Big O – Outcome Selling

The ROI Guy

The Move from 4-Ps of Product / Solution Selling to the 4-Ps of Outcome Selling from Forrester Technology Sales Enablement Conference Presentation – February 2010 The 4-Ps of Outcome (Value) Selling include: 1.

Paper 31

Create a 1-Page Marketing Plan

B2B Marketing Traction

These might include trade show marketing, web site updates, creating brochures and white papers, sending out press releases, holding webinars, etc. Tweet.

Plan 46

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?.

5 Proven Strategies for B2B Social Media Marketing

delicious b2bmarketing

Home Social Media Business Entertainment Tech Web Video Dev & Design Apple Mobile Social Good Jobs Business News Advertising & Marketing Small Business Advice Career Development Money & Finance Business Apps Now Trending : Skype Group Video Calling Comes to Mac November 4, 2010 Erica Swallow View Comments 5 Proven Strategies for B2B Social Media Marketing email share email share Do you like this story?

5 Proven Strategies for B2B Social Media Marketing

delicious b2bmarketing

Home Social Media Business Entertainment Tech Web Video Dev & Design Apple Mobile Social Good Jobs Business News Advertising & Marketing Small Business Advice Career Development Money & Finance Business Apps Now Trending : 3 Tips for Maximizing Engagement With Facebook “Likes&# and Shares November 4, 2010 Erica Swallow View Comments 5 Proven Strategies for B2B Social Media Marketing email share email share Do you like this story?

What the Future Holds for B2B Social Media Marketing

delicious b2bmarketing

Home Social Media Business Entertainment Tech Web Video Dev & Design Apple Mobile Social Good Jobs Business News Advertising & Marketing Small Business Advice Career Development Money & Finance Business Apps Now Trending : Facebook Status Updates Tell the Story of Romance Gone Awry [INFOGRAPHIC] October 28, 2010 Ben Parr View Comments What the Future Holds for B2B Social Media Marketing email share email share Do you like this story?

35 (of the) Best Guides to Facebook Marketing, Advertising, Search and More of 2010 (So Far)

Webbiquity

Doug Akin previews six new features (as of May 2010) in Facebook that enable brands to expand the functionality and engagement potential of their Facebook pages. Brian Carter uses this post along with a white paper and video to share more than four dozen tips and best practices for Facebook advertising, which he describes as a combination of “AdWords’ copywriting and analytics with image-oriented linkbait.&# Facebook SEO Ranking Factors, 2010 Study Results by aimClear.

If You Want Better Leads, Set Your Content Free

Industrial Marketing Today

Traditional lead generation tactics usually involves creating some valuable marketing content such as a white paper to use as a giveaway for the purpose of collecting names and email addresses. Setting your marketing content free may sound like a radical idea for those who continue to believe in the old mantra “hand over your contact information if you want my white paper (or other content).” See White Papers: Lift Your Barrier? ).

What the Future Holds for B2B Social Media Marketing

delicious b2bmarketing

Home Social Media Business Entertainment Tech Web Video Dev & Design Apple Mobile Social Good Jobs Business News Advertising & Marketing Small Business Advice Career Development Money & Finance Business Apps Now Trending : 3G Mobile Internet Comes to Mount Everest October 28, 2010 Ben Parr View Comments What the Future Holds for B2B Social Media Marketing email share email share Do you like this story?

How to use social media for B2B

Chris Koch

By engaging, we can share links to the various other forms of marketing content that we produce, such as white papers, events, Webinars, etc. Image by HubSpot via Flickr. I want to do something ambitious and I’m hoping you’ll help.

6 Rules for Content Marketing

Modern B2B Marketing

And this checklist isn’t just for white papers, content includes everything from webinars to articles to videos. . For more on creating content that will support your business goals, check out the white paper Creating Content that Sells.

Translate Features into Benefits if You Want Your Marketing.

Industrial Marketing Today

2 comments… read them below or add one } DCaledonia July 8, 2010 at 9:10 am I had heard and read a lot about putting benefits above features but wasn’t sure how to do it. Achinta Mitra July 9, 2010 at 10:32 am I’m glad you found my post helpful.