How B2B Marketers Create and Promote White Papers That Convert

KoMarketing Associates

According to the “B2B Content Marketing 2018: Benchmarks, Budgets, and Trends—North America” report, 71 percent of today’s B2B marketers leverage ebooks/white papers for content marketing purposes. From the report: “Among the content types, distribution formats, and social media platforms that respondents use, they rated ebooks/white papers, email, and LinkedIn as most effective at helping their organizations achieve specific objectives.”

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Sample Outline for a Lead Generation White Paper

The Point

Dollar for dollar, white papers continue to be some of the most effective offers for most high-technology marketers. Prospects are usually more likely to download or otherwise register for a white paper vs. a Webinar, free trial, etc. because 1) the time commitment is minimal, and 2) white papers are perceived (not always justifiably) as information of value rather than sales collateral.

Sample 159

Demand Gen vs. CRM Paper Now Available

Customer Experience Matrix

Over the weekend I completed "Demand Generation vs. Customer Relationship Management", the third in my trio of papers explaining where demand generation systems fit into the larger world of customer management software.

Paper 156

Is Your White Paper a Sales Pitch in Disguise?

Writing on the Web

It doesn’t matter what you call your information (white paper/eBook, microsite/landing page), what matters is using information wisely to get found, get known and get clients. Is Your White Paper a Sales Pitch in Disguise? When was the last time you read a white paper that added real value to your research process? More often than not, today’s white papers are really just masked sales pitches, too long to keep the attention of today’s buyer.

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How B2B Marketing is Changing in 2018

Which types of content assets (white papers, ebooks, video, etc.) assets: • Ebooks • White papers • Webinars • Case studies • Videos The remaining responses were spread across 22 different types of content assets. White papers, ebooks, and webinars appear. 1How B2B Marketing.

Accenture Paper Offers Simplified CRM Planning Approach

Customer Experience Matrix

Our friends at Accenture have once again illustrated the point with a paper “ Surveying and Building Your CRM Future ,” whose subtitle promises “a New CRM Software Decision-Making Model”. Each combination neatly maps to a different class of CRM software. One is the notion that there’s something new here—the paper argues the “old” decision making model was simply based on comparing functions to business requirements, as if this were no longer necessary.

Paper 120

The personalized CRM: Why current tools aren’t giving sales reps the insight they need, and how an improved CRM changes the game

ClickZ

But let’s take sales for example — imagine if a CRM were able to offer sales teams a complete, cohesive overview of the customer. At the center of the sales process is the CRM, but the traditional CRM hasn’t kept pace with the changing climate of the buying process. . Here are a few ways old-school CRMs aren’t cutting it — and how an improved, more personalized CRM might make a huge difference.

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Email marketers are from Mars, email consumers are not

Biznology

You want them to click through to your website, click your calls-to-action, download your white papers, schedule a demo; you want them to buy. Today’s email marketing tools and integrated CRM tools make it easier than ever to personalize your marketing.

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White Paper Alternatives for the Savvy B2B Marketer

SnapApp

So while tools like white papers are powerful, there are many other content options to consider when you really want to connect with your audience. It should have room for creative features, be easy to use, work with your budget, and be able to integrate with your CRM.

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B2B Lead Generation Blog: Paper Direct Mail is Not Dead

B2B Lead Generation

« Cold Calling Tips for the complex sale | Main | Give Lead Generation Some Respect » Paper Direct Mail is Not Dead Jim Logan tells us why Paper Direct Mail is Not Dead. B2B Lead Generation Blog About Free Resources Get FREE Updates Instantly Get A FREE Chapter from my book.

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What’s Included in an All-in-One CRM?

Hatchbuck

Translating those notes on paper to something useable for the entire team just takes up too much time. How About An All-In-One CRM? If you’re reading this article, you’ve hit a wall or you see one coming and you’re hoping that a CRM will save you from the crash to come. Either way, an all-in-one CRM can be the perfect solution to your disorganized office and headspace. Choosing the Right CRM. The same is true of an all-in-one CRM.

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The Future of CRM is Customer Engagement

Marketing Action

What’s the future of customer relationship management (CRM) and what does it take to create lasting customer engagement? Recently I had the chance to sit down with Paul Greenberg, who’s sometimes referred to as “the Godfather of CRM.” The future of CRM. Paul Greenberg.

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What Costs More Than CRM?

Marketing Action

The company in question had no CRM system in place. Without an effective CRM system, each rep maintained their own individual account information and customer relationships. This was done through a combination of differing contact management systems or, in some cases, paper and pen.

Cost 101

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

B2B Lead Generation

« 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.

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Integrating and automating email marketing and your website

Biznology

Rather than a marketing intern waiting around for those emails to come in so they can immediately respond with the link to the report or white paper, the process is automated. In more advanced systems, that same content download might have your email address added to a CRM system that tracks what content you’ve consumed and evaluates your potential as a lead. If third time’s the charm, why not a fourth piece related to email marketing?! You can check out the last few here.).

Key Things You Need to Know About Email Marketing Software

Webbiquity

The most significant difference between systems is the packaging: integrated within a CRM system versus a stand-alone app. CRM integration. Leads from CRM can be added to your mailing lists and included in email marketing campaigns. Guest post by Igor Zagradanin.

Got CRM? Why You Need Marketing Automation Too

Marketing Action

Your next call would be a second or third call to the name on the next card up, or a blind call into a department within an organization noted on a list, on a piece of paper. CRM changed sales… All this changed when we got an early version of a CRM system. The post Got CRM?

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CRM and Sales Enablement

GreenRope

GreenRope's integrated Complete CRM makes sales enablement easy because all of these elements are built directly into the GreenRope platform. Every action (read, click, bounce, unsubscribe) is automatically managed and added to the CRM and contributes to lead scoring.

CRM 52

CRM and Sales Enablement

GreenRope

GreenRope's integrated Complete CRM makes sales enablement easy because all of these elements are built directly into the GreenRope platform. Every action (read, click, bounce, unsubscribe) is automatically managed and added to the CRM and contributes to lead scoring.

CRM 52

CRM and Sales Enablement

GreenRope

GreenRope's integrated Complete CRM makes sales enablement easy because all of these elements are built directly into the GreenRope platform. Every action (read, click, bounce, unsubscribe) is automatically managed and added to the CRM and contributes to lead scoring.

CRM 52

CRM and Sales Enablement

GreenRope

GreenRope's integrated Complete CRM makes sales enablement easy because all of these elements are built directly into the GreenRope platform. Every action (read, click, bounce, unsubscribe) is automatically managed and added to the CRM and contributes to lead scoring.

CRM 52

CRM and Sales Enablement

GreenRope

GreenRope's integrated Complete CRM makes sales enablement easy because all of these elements are built directly into the GreenRope platform. Every action (read, click, bounce, unsubscribe) is automatically managed and added to the CRM and contributes to lead scoring.

CRM 52

CRM and Sales Enablement

GreenRope

GreenRope's integrated Complete CRM makes sales enablement easy because all of these elements are built directly into the GreenRope platform. Every action (read, click, bounce, unsubscribe) is automatically managed and added to the CRM and contributes to lead scoring.

CRM 52

CRM and Sales Enablement

GreenRope

GreenRope's integrated Complete CRM makes sales enablement easy because all of these elements are built directly into the GreenRope platform. Every action (read, click, bounce, unsubscribe) is automatically managed and added to the CRM and contributes to lead scoring.

CRM 52

CRM and Sales Enablement

GreenRope

GreenRope's integrated Complete CRM makes sales enablement easy because all of these elements are built directly into the GreenRope platform. Every action (read, click, bounce, unsubscribe) is automatically managed and added to the CRM and contributes to lead scoring.

CRM 52

CRM and Sales Enablement

GreenRope

GreenRope's integrated Complete CRM makes sales enablement easy because all of these elements are built directly into the GreenRope platform. Every action (read, click, bounce, unsubscribe) is automatically managed and added to the CRM and contributes to lead scoring.

CRM 52

CRM and Sales Enablement

GreenRope

GreenRope's integrated Complete CRM makes sales enablement easy because all of these elements are built directly into the GreenRope platform. Every action (read, click, bounce, unsubscribe) is automatically managed and added to the CRM and contributes to lead scoring.

CRM 52

CRM and Sales Enablement

GreenRope

GreenRope's integrated Complete CRM makes sales enablement easy because all of these elements are built directly into the GreenRope platform. Every action (read, click, bounce, unsubscribe) is automatically managed and added to the CRM and contributes to lead scoring.

CRM 52

CRM and Sales Enablement

GreenRope

GreenRope's integrated Complete CRM makes sales enablement easy because all of these elements are built directly into the GreenRope platform. Every action (read, click, bounce, unsubscribe) is automatically managed and added to the CRM and contributes to lead scoring.

CRM 52

CRM and Sales Enablement

GreenRope

GreenRope's integrated Complete CRM makes sales enablement easy because all of these elements are built directly into the GreenRope platform. Every action (read, click, bounce, unsubscribe) is automatically managed and added to the CRM and contributes to lead scoring.

CRM 52

CRM and Sales Enablement

GreenRope

GreenRope's integrated Complete CRM makes sales enablement easy because all of these elements are built directly into the GreenRope platform. Every action (read, click, bounce, unsubscribe) is automatically managed and added to the CRM and contributes to lead scoring.

CRM 52

CRM and Sales Enablement

GreenRope

GreenRope's integrated Complete CRM makes sales enablement easy because all of these elements are built directly into the GreenRope platform. Every action (read, click, bounce, unsubscribe) is automatically managed and added to the CRM and contributes to lead scoring.

CRM 52

CRM and Sales Enablement

GreenRope

GreenRope's integrated Complete CRM makes sales enablement easy because all of these elements are built directly into the GreenRope platform. Every action (read, click, bounce, unsubscribe) is automatically managed and added to the CRM and contributes to lead scoring.

CRM 52

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

B2B Lead Generation

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.

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Surado White Paper: Small Print, Big Heart

Customer Experience Matrix

I suppose it’s petty to complain about the size of the type used in a white paper, but you would think something called “The CEO’s Guide to CRM Success” would recognize that senior managers might struggle with a six point font. Yet somehow that tiny type—presumably chosen to keep the paper small enough for busy readers—fits with the general feel of this document, available here from Surado Solutions ( www.surado.com ). Did I just call a CRM white paper “charmingly earnest”?

Paper 120

Building a Complete List of CRM Selection Criteria (or, Learning to Love Vendor White Papers)

Customer Experience Matrix

Yesterday’s entry about Sage Software’s paper “17 Rules of the Road for CRM” may have given an overly positive impression. In stating that the points in the paper were all valid, I didn’t mean that the paper itself is a fair treatment of the subject. There are other, equally valid points that the paper leaves out. It’s easy enough to formulate these advantages as “rules” similar to those in the Sage white paper.

Paper 120

PowerViews with Christopher Hosford – CRM/Marketing Automation/Social Convergence

ViewPoint

” Convergence: Technology, CRM & Social Media. He adds that using firm definitions like this supports lead acceptance: “I’ve seen many examples of a Sales Qualified Lead sitting in a CRM system and just getting cold. Today's PowerViews guest is Christopher Hosford.

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Seven Powerful B2B Lead Generation Processes and Tools

Webbiquity

Here are a few of the best lead generation processes and tools to help quickly grow your lead volume: CRM: Customer relationship management (CRM) software is at the core of B2B lead generation. At the top of the funnel, offer a white paper, ebook, checklist, or a free industry guide.

Why this LinkedIn Ad Works: 2 Key Tips for Success

The Point

The ad below from CRM giant Salesforce.com is an exception. For more tips on effective social advertising, download our free white paper: “ Social PPC: Tips for Successful Ads on Twitter, LinkedIn & Facebook. ”.

Sales Team Resistant to Using a CRM? Here Are Three Things You Can Do

SmartBug Media

The development of the CRM completely changed the way that prospect information is stored and used. It doesn’t matter how modern your CRM is; it’s value ultimately comes down to how it is used and, more importantly, if it is used. Sales team members are the usual suspects when it comes to underutilizing the CRM, so how do you get sales reps to use the CRM with consistency? Tip #1: Tie CRM Usage to a Higher Purpose.

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