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. 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.

Paper 122

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. eBook: “Crafting White Paper 2.0:

Paper 122
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MarTech Conference: Chief Marketing Technology Officers Come Out and Play

Customer Experience Matrix

I got home late last night from the inaugural two-day MarTech conference in Boston, which was simply terrific. Conference chair Scott Brinker assembled an all-star cast of presenters and, more important, a finely balanced mix of topics from industry trends to practical issues of planning, hiring, organization, and technology choices. (I They had probably developed a secret handshake by the time the conference was over, although as a mere consultant I wasn’t told what it was.

How to Write a Better Content Syndication Abstract

The Point

If a prospect searches on a particular topic and sees a list of ten white papers on that subject, the title of your content and the quality of its abstract will likely be the difference between that prospect downloading your content vs. your competitor’s. Despite this, most content abstracts today are written in a dry, almost academic tone, as if they’re describing a paper that’s being presented at a scientific conference. Download this paper now.

Influencers: the key to content marketing

Biznology

I recently had the pleasure of participating in a B2B digital marketing forum hosted by The Conference Board and led by Mike Moran and Tim Peter. In one of my first jobs at IBM, I was the editor of a team of SMEs who wrote for a very narrow audience–the independent software vendors (ISVs) who built products for our hardware platforms. The year before we did this, I edited 280 white papers (average length, 40 pages).

Getting the most out of conferences and events « The Effective.

The Effective Marketer

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking Getting the most out of conferences and events If you feel like you keep going to conferences and events but don’t have time to apply what you learned when you get back to the office, you’re not alone. And the best way is to use a systematic approach to attending conferences. Summary of Conference Note Taking 1.

How to mentally unpack from a conference

Heinz Marketing

I spent most of the first two weeks of May attending three consecutive conferences – the Marketo Marketing Nation Summit , Unleash by Outreach and then the SiriusDecisions Summit. In summary, business travel and conferences in particular can be mentally exhausting. When I get back from conferences like this, it’s critical that I take time to completely unpack mentally. The post How to mentally unpack from a conference appeared first on Heinz Marketing.

5 Common Content Syndication Mistakes

The Point

If you offer a white paper on “Salesforce.com Success Tips” you’ll attract users of Salesforce.com. If a prospect sees ten white papers on a similar topic, the title of your content and its abstract will be the difference between he or she downloading your content or your competitor’s. Yet most abstracts are written in a dry, almost academic tone, as if they’re describing a paper that’s being presented at a scientific conference.

What I Learned at the Customer Data Platform Workshop

Customer Experience Matrix

I ran a four hour workshop on Customer Data Platforms this week at the MarTech Conference in San Diego.* The attendees were a mix of marketers and technologists from brands, agencies, and vendor companies. This has become a very common question in the past year and the CDP Institute Library includes many papers on the topic. cdp customer data platform marketing technology martech martech conference

How Do Live Events and B2B Digital Marketing Work Together?

KoMarketing Associates

With hundreds of trade shows, conferences, and meet-ups happening every year, events tend to “die” once they are over. Some have argued that attending conferences and tradeshows are a waste of money in the digital age , yet thousands of attendees still go to live events every year. Consider offering an exclusive white paper with industry findings, a free extensive e-book, or useful templates they can use over and over again.

BtoB Leading Edge: 10 Sharp Tips taken from the Cutting Edge Demand Generation Virtual Conference

Marketo

  Look at online buying behavior using a marketing automation or web analytics tool to see what information is useful to a prospect when they first consider your solution, when they are evaluating different vendors, and when they are ready to make a purchase.   The presentations, thought leadership information and vendor booths from the BtoB Leading Edge virtual event  are still available, so you can review at your convenience.

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12 (of the) Best Content Marketing Guides, Tips and Tactics of 2011

Webbiquity

Content Marketing Strategy for B2B Software Vendors: Starring the ‘New’ White Paper by Highly Competitive – Software Industry Insights. At the other end of the spectrum, just 15% are using mobile-specific content, while 14% produce digital magazines and 10% participate in virtual conferences. • Content is king. As you’ve no doubt read in many places before, content is one of the core elements of B2B social media marketing success.

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. Tuesday, September 28, 2010 Do White Papers Still Engage? Do White Papers Still Rule? white papers per month in order to educate themselves on opportunities, best practices and solutions.

Paper 46

Optimizing Event Planning: 7 Ways Event Technology Eases The Process

Marketing Insider Group

Call for Papers and Content Management. You can also use the tools to assign items to vendors and designate team members to oversee specific line items. Call for Papers and Content Management. Whether virtual or in-person, event planning is a painstaking process.

Need More B2B Sales Leads? Ignore This Research

Webbiquity

A study from Siriius Decisions found that b2b buyers are typically 70% of the way through their purchase process before they contact a vendor’s sales team. During the event, the company can use public relations tactics to meet with industry journalists and other influencers attending the show or conference. They can also promote content downloads—reports, white papers, e-books and guides.

The Big O – Outcome Selling

The ROI Guy

B2B buyers are now relying on industry analysts, peers and trusted 3rd party publications, but not on vendors, to help them facilitate important purchase decisions. According to Scott Santucci, sales enablement analyst at Forrester, “Buyers are stratifying their suppliers into a caste system, increasingly delineating strategic vendors from commodity providers.” Worse, the vendor is viewed as commodity provider versus trusted advisor.

What is product-led growth?

Tomorrow People

Weighing up the pros and cons of a particular solution, comparing similar products in the same space, and attempting to calculate time-to-value and ROI is often catastrophic for tech vendors.

Need More B2B Sales Leads? Ignore This Research

Webbiquity SMM

A study from Siriius Decisions found that b2b buyers are typically 70% of the way through their purchase process before they contact a vendor’s sales team. During the event, the company can use public relations tactics to meet with industry journalists and other influencers attending the show or conference. They can also promote content downloads—reports, white papers, e-books and guides.

Six Ways to Connect with Hard-to-Reach Business Buyers

Webbiquity

Social media is the top digital marketing channel for vendors, but organic social media reach continues to decline , LinkedIn’s strategy for groups remains muddled , and many business buyers aren’t even on Twitter. A couple sheets of paper folded neatly inside a standard business envelope isn’t going to inspire much excitement. This encompasses media, analysts, trade associations, conference producers, and complementary product vendors among others.

Your 2020 Crisis Marketing Strategy: Marketing Communication and the Coronavirus

Martech Advisor

There's been a lot of uncertainty and misinformation surrounding the outbreak, which is reflected in public behavior with necessities like toilet paper going out of stock. Toilet paper & paper towels: Revenue sales increased 26% from the week prior.

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Live Events Beyond COVID-19: Here?s What Will Matter Most

Webbiquity

The PromoLeaf study found that 60% of respondents prefer attending conferences hosted using sustainable practices, with more than a quarter strongly preferring such conferences. are the top three swag items event attendees are most interested in receiving from vendors.

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Buyers Increase Use of New Info Sources

WriteSpark

Vendor websites. Interestingly, the study also showed greater declines than increases in prospects' use of newsletters, vendor email messages, advertising -- even video programs. Buyers involved in large purchase decisions are more hungry than ever for information resources, according to an article published by Marketing Sherpa. The resources with the highest levels of increased usage (20% or more): . Virtual events. Search engines. Business news and information websites.

Paper 120

The Top Research Organizations for Your B2B Tech Product Strategy

Golden Spiral

official publication of AHIMA featuring multiple articles published daily, white papers, and resources for patients and caregivers. It is one of the largest, most influential healthcare industry organizations, and more than 45,000 health IT professionals attend the HIMSS conference every year. It analyzes data to identify key trends and issues, and works with vendor leadership to improve solutions. vendor performance data based on user feedback. RSA Conference.

3 Big Takeaways from SiriusDecisions’ Summit 2016

The ROI Guy

Your prospects are now receiving 32% more vendor communications than just 2 years ago, and as a result, drowning in a sea of look-alike content. Sending out more white papers (the crack cocaine of marketing) or relying on canned PowerPoints won’t provide the differentiation needed to effectively engage today’s “short attention span” customer.

Martech 2030 Trend #1: “No Code” Citizen Creators

chiefmartech

You can download our full paper , including many terrific interviews from WPP executives. As described in Before PowerPoint: The Evolution of Presentations by Orana Velarde: Designs were first put together on white paper using rulers, Exacto knives, rubber cement, and typesetting sheets.

Social Listening for B2B Sales: How to Ignite Sales and Buyer Engagement

RockContent

It is about tapping into key industry influencers and experts, the rich online content available (blogs, white papers, articles, videos), social media conversations, relevant online communities and your own networks. Follow industry related hashtags on Twitter (examples: #fintech, #healthtech, #edtech, conferences , etc…). Are they promoting their annual conference?

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Interview with Tony Baer

Onalytica B2B

Baer advises Ovum vendor clients regarding product development, positioning, and messaging. I became an expert by studying the industry and best practices, and becoming involved in online forums and conferences where I learned about data science from top experts, and following top journals and portals such as KDnuggets and Data Science Central, and being part of communities such as DataDrivenNYC. Tony Baer – Principal Analyst at Ovum.

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How to Set Scalable Lead Nurture Workflows in HubSpot

SmartBug Media

Common criteria that indicate contacts have low awareness include: Contacts uploaded from a conference list. Content downloads in the form of e-books, white papers, and webinars that focus on a pain point. Vendor Comparison Guide: Our IT Company’s Offerings vs. Our Competition”.

Five B2B marketing beliefs and trends debunked

Biznology

I’m bothered by much of what I read and hear today when marketing people and agencies pontificate about B2B in presentations, webinars, white papers, and even blogs like Biznology. We all know this, and yet I read articles, white papers, and hear presentations (the recent BMA Conference is an example), where B2B is referred to as if it was a homogeneous market. 60% of the buying process is completed before contact with vendors.

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20 Blog Posts to Guide Your Event Marketing Strategy

Zoominfo

5 Reasons to Send Employees to Trade Shows and Conferences. There’s no way around it—industry conferences and networking events are expensive. Keep reading for our top five reasons to send your employees to industry conferences this year! In fact, in-person events ranked highest on the list, above tactics such as webinars/webcasts (66%), case studies (66%) and white papers (63%). The Case for & Against Attending Marketing Conferences.

3 Steps To Email Marketing That Nurtures Leads And Closes Sales

The Forward Observer

In this excerpt from an Inbound Conference keynote , he singles out email. And from their behavior observed at conferences, social media, etc. Content that is most relevant to the buyer at this stage would help him weigh his options such as comparison white papers, expert guides, webinars, videos, etc. They are starting to compile a list of available vendors and products within their solution strategy.

5 Ways B2B Organizations Can Incorporate Video Marketing

KoMarketing Associates

Here are a few examples of B2B organizations already leveraging this tactic: Web conference technology provider PGi offers a range of product and solution-specific tutorials in their YouTube channel and through their learning center. According to KoMarketing’s B2B Website Usability Survey , 36% of participants said that customer testimonials are “must-haves” when it comes to B2B vendor websites. The integration of video content has been a confusing topic for many in the B2B space.

3 Steps To Email Marketing That Nurtures Leads And Closes Sales

Marketing Insider Group

In this excerpt from an Inbound Conference keynote (13:45-15:05), he singles out email. And from their behavior observed at conferences, social media, etc. Content that is most relevant to the buyer at this stage would help him weigh his options such as comparison white papers, expert guides, webinars, videos, etc. They are starting to compile a list of available vendors and products within their solution strategy.

5 Common B2B Marketing Technology (Martech) Stack Mistakes to Avoid

Hinge Marketing

There are 7,040 vendors on it! In the first golden age of martech, we were inundated with innovation and growth from martech vendors. Some vendors were pitching cloud or all-in-one suites. We are now in the “reckoning age of martech” where more mergers and acquisitions among vendors are occurring. Vendors are trying to raise money, go public, and acquire or get acquired. Where does your trust and confidence lie with many of these vendors?

The ground truth of marketing technology: our agenda for MarTech West, April 23-24 in San Jose

chiefmartech

Madeline Delianides , executive director of marketing technology, creative production & operations at The New York Times , will discuss Driving Evolution in a Complex, Distributed Environment from her experience at paper and previously at American Express and Oppenheimer. MarTech is the world’s leading vendor-agnostic conference on the dynamics of marketing technology management.

5 Overlooked Content Marketing Assets That Can Influence SEO

KoMarketing Associates

For general contact forms: Consider adding cross-links on the confirmation page to case studies, white papers, free research, and product information. For download requests (white paper submissions, etc.): Add links to related product marketing collateral, case studies, etc. Finally, consider changing the confirmation message on a semi-regular basis, layering in information on upcoming events (webinars, conferences, etc), promotions, and new content marketing assets.

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Fractional Response Attribution is Worse Than Nothing

Customer Experience Matrix

I spent most of the past week in San Francisco at overlapping conferences for the Direct Marketing Association and Marketo. My Marketo presentation was based on the marketing measurement white paper I recently wrote for them, which argues that measurement should be based on tracking buyers through stages in the purchase process. Both vendors also offer more advanced methods and both made clear that they used such methods in appropriate situations.