People Don’t Read Your White Papers. Who Cares?

The Point

This functionality not only generates additional insights for marketers as to just how much of their content prospects are actually reading, but also enables more sophisticated lead qualification methods, for example: granting higher lead scores when an individual prospect reads more than say, 80 percent of a white paper. feedback from his team) suggests that no-one reads his company’s white papers and, he concluded, this rendered the entire purpose of content marketing moot.

Paper 161

Why Salespeople Hate Most White Paper Leads

The Point

How is it that a quality white paper on a hot topic can still generate bad leads? Even a well-written white paper, by a respected author, on a hot topic of vital interest to your target audience, can still generate leads your salespeople will consider “junk.” In my experience, the problem in these situations is invariably that the content on offer did not align with the types of leads the company was trying to generate.

Paper 175

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5 Creative Ways to Make Your White Paper Irresistible

The Point

I cringe to think of it now, but twenty years ago the task of including an image of the offer – even a white paper – usually resulted in a photo shoot. Yes, I have attended half-day photo shoots in which all we shot was a white paper on a desk.) Fast forward to today, and we’re still marketing white papers, except an image of that paper is only a right-click away. “Always show an image of the offer.”

Paper 153

White Papers are Not Dead. They’re on Life Support.

Marketing Craftmanship

The original purpose of white papers as a B2B marketing tactic was to produce objective information, packaged as quasi-academic research, that might validate a company’s or product’s value proposition. White paper sponsors sought to educate, inform, raise comfort levels and eventually initiate sales conversations with prospective customers. White papers jumped the shark when they became paid content. Blue Paper?

Paper 145

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

How Interactive White Papers Are Changing the Boring, Old White-Paper Experience


We all want our content to be engaging and relevant, but for the the longest time, white papers have been known as the boring cousin of ebooks. Times are a-changin' folks.

Paper 74

How Interactive White Papers Are Changing the Boring, Old White-Paper Experience


We all want our content to be engaging and relevant, but for the the longest time, white papers have been known as the boring cousin of ebooks. Times are a-changin' folks.

Paper 52

This Year, Tackle These 3 Demand Generation Priorities First

The Point

Sometimes great people, a great product, or pure market demand can cover up all sorts of marketing sins, but more often the clients who succeed consistently at demand generation are those who have their act together. And yes, these new technologies can help fuel success, to be sure, but they can also be a crutch that prevents companies from addressing the very basic, block-and-tackling tasks that form the foundation for demand generation success.

B2B Demand Generation Best Practices: 10 Proven Ways to Improve Your Results

KoMarketing Associates

A few B2B marketing strategies did particularly well in 2020, and demand generation was one of them. For the marketers who were able to pivot quickly, many B2B demand generation best practices helped to ease the pain of 2020. White papers: 55% (compared to 60% in 2020).

What Is Demand Generation?


What is demand generation? Demand generation encompasses a wide range of sales and marketing initiatives designed to develop interest in a company’s products or services and convert leads into customers. What is demand generation?

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. 10 Best Practices for Lead Generation & Pipeline Acceleration. Just getting started with lead nurturing? Recently invested in marketing automation software?

5 Demand Generation Tips for Start-Ups

The Point

In “ The Startup’s Guide to Demand Generation: From Your First 10 Customers to Your Next 1,000 ,” the two authors cover everything from when to make the first marketing hire, to what marketing technologies to buy first, to how best to leverage marketing data. Many we were able to generate real results for, very quickly, whilst others proved much more of a challenge. Demand generation as a whole, and content marketing in particular, is a meritocracy.

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. Tags: marketing measurement demand generation marketing automation marketo 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.)

Paper 132

8 Questions to Help You Decide if Your Content is Good Enough

The Point

The best demand generation campaigns start with content that your prospects want. The best demand generation content does more than attract a crowd; it generates engagement from, and dialogue with, prospects who at the very least have the specific pain or problem that your product or solution can solve. Clients often ask: “What’s the maximum shelf life for demand generation content?”

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. Tags: marketing best practices demand generation Registration is free.

A Follow-Up Strategy for Content Syndication Leads

The Point

When someone registers to download a white paper or podcast or case study about the business challenge that your product solves, he or she is expressing an interest in that topic, not necessarily in your product. Furthermore, that individual hasn’t downloaded that content from your Website, and may not even be familiar with your brand or even remember your company’s name from the white paper they downloaded mere days ago.

Leads 185

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. This will discuss preparing for your new demand generation system, including requirements definition, vendor selection, and the initial deployment. White Paper When Best Practices Go Bad: New Rules for Sales and Marketing Management.

Paper 120

B2B Demand Generation: Rethinking Strategies To Scale


According to a recent IDG white paper on lead generation , 61% of B2B marketers say increasing demand is the top challenge they face today. In theory, scaling a B2B business just requires boosting demand. In actuality, however, demand generation is becoming an increasingly difficult challenge for B2B marketers to meet. How do you generate high quality leads, consistently? How to Do B2B Lead Generation & Keep Sales Happy.

8 Key Demand Generation Strategies to Capture & Convert High-Quality Leads

Single Grain

On the face of it, lead generation is not a complex concept. But conventional lead-generation tactics can be quite time-consuming and, at times, impractical. That is why companies should focus on their demand generation process first. What Is a Demand Generation Strategy?

The Demise of the White Paper is Greatly Exaggerated

The Point

A simple explanation is that marketers love the new and different and bright and shiny, and nothing generates views and shares more than telling marketers that everything they’re doing is old-fashioned and outdated and well, deceased. Expand Beyond the White Paper. But is the white paper dead? And neither would all the B2B companies who generate thousands of quality leads every year through content syndication and other white paper marketing channels.

Paper 186

The State of Demand Generation

The Effective Marketer

There are over 20 presentations available, ranging from Social CRM and Lead Generation, to Case Studies and Sales Enablement. A must-watch presentation, though, is the keynote address “ The State of Demand Creation “, by Tony Jaros , SVP Research for SiriusDecisions. The State of Demand Generation 2012. Why is demand generation so important? Create sufficient content (how can we possibly keep up with demand for content?).

5 Tips for Creating a B2B Demand Generation Strategy


With the right B2B demand generation strategy, you’ll soon find yourself swimming in clients!In In this blog, get ready to learn more about what B2B demand generation is — and how to utilize it in your next marketing campaign to obtain optimal results.

What is an Interactive White Paper?

The ROI Guy

An Interactive White Paper dynamically customizes the content of a white paper for prospects based on the prospect’s registration profile (if available), and inputs to a few profile questions. Based on the profile, the white paper content intelligently fine tunes itself to be more relevant and personalized for a prospect’s particular research and needs. interactive smart content interactive white paper Demand Generation Pisello Alinean

Paper 57

How The B2B Demand Generation Is Dealing With Covid-19

Unbound B2B

Reduced travel, low in-person engagements and cancellation of live events due to the pandemic has left B2B marketers struggling to meet their lead generation targets. The uncertainty created by Covid-19 means that B2B sales leaders and marketers have to find new ways of generating leads.

New White Paper and Eloqua Prospect Profiler

Customer Experience Matrix

Eloqua yesterday announced Eloqua Prospect Profiler , which makes it easier for salespeople to review prospect behaviors that are captured by the demand generation system. 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.

Eloqua 120

What Does a Demand Generation Program Actually Look Like?

Sales Engine

As a marketing leader, have you been tasked with building a demand generation program designed to funnel leads to salespeople? For most B2B companies with a complex, relationship based selling process, a demand generation program that provides actionable sales intelligence is one of the best options at their disposal. Simultaneously, management queries the CRM quarterly to find out: How many marketing qualified leads (MQLs) did we generate in the last month?

The Demand Gen One-Stop GDPR Workshop — White Paper


Our white paper, “The Demand Gen One-Stop GDPR Workshop,” takes a role-specific approach to GDPR prep to so you group project leaders (looking at you, demand generation) can spearhead the charge towards compliance.**. The post The Demand Gen One-Stop GDPR Workshop — White Paper appeared first on Synthio. Let’s take a trip down memory lane back to grade school to the days of the dreaded group projects. .

Paper 40

A Complete Guide to Demand Generation [Examples + Case Studies]


A Complete Guide to Demand Generation [Examples+Case Studies] . But demand generation for those products is even harder. That’s where a demand generation guide comes in. What Is Demand Generation? . First, What Is Lead Generation? .

Five 2015 B2B Demand Generation and Content Marketing Resolutions


Marketers will again be challenged to keep pace with these advancements and will need to do more in order to connect with their buyers and show demonstrable ROI as a result of their Demand Generation and Content Marketing Strategies. As we kick-off 2015, here are some key areas that B2B marketing leaders should focus on in order to ensure they have maximum results from their Demand Generation and better align with their buyers: Move from Campaigns to Programs-.

End Death by PowerPoint and a 1,000 White Paper Cuts

The ROI Guy

Most organizations spend a significant portion of their marketing budget on creating content to fuel demand generation programs, and to arm sales reps to have better conversations and engagements. It’s no wonder that 91% of buyers prefer content that is visual and interactive, this according to Demand Gen Report’s 2015 Content Preferences survey.

Paper 72

A Lack of Content Marketing Strategy Impedes Demand Generation


According to The 2014 Marketing Score Report by PR 20/20 “Organizations are missing opportunities to generate and nurture leads due to enormous gaps in their content marketing programs.”. This lack of strategy is exactly why only 44% can claim some level of effectiveness and in fact, not having a strategy can and most likely will have a negative impact on your demand generation results.

Top 10 Demand Generation Resolutions for 2014

The Point

It’s a new year, so what better time to get your demand generation strategy “in shape” for improved performance? Blogs have long been the exclusive province of the PR team, but demand generation marketers are starting to realize the potential for blogs to generate leads in a big way. The right offer is central to the success of any demand gen program, so make offers and content a core element of your planning (and budgeting) process.

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.

Why this LinkedIn Ad Works: 2 Key Tips for Success

The Point

For many B2B Marketers, advertising on LinkedIn is becoming a demand generation staple. What we see is actually an image of the offer, but rather than use some boring white paper cover, Salesforce created a desktop vignette that represents various elements of the “guide” being consumed – on a tablet, a clipboard, and a smartphone (the video at upper right).

Common Pitfalls in Demand Generation Strategy


A couple emails, a webinar and three white papers do not make a marketing strategy. And you can understand why a list of white papers, tradeshows and webinars as a strategic plan will not alone achieve those goals. Today’s marketing automation platforms allow marketers to deliver pre-qualified leads to sales fairly easily, and the details of this are essential to any demand generation strategy. The word “strategy” is so over-used these days.

The Difference Between Demand Generation and Marketing


So, let’s take a look at “demand generation.” First, Let’s Define Demand Generation. I searched around some blogs to attempt to find a clear definition of demand generation. At their blog, they define demand generation like this : Demand gen typically gives away content freely in order to build awareness. The Goal of Demand Generation Differs from Marketing’s Goal.

Why This Holiday Email Campaign Misses the Mark

The Point

It’s that time of year again, and B2B marketers everywhere are dusting off the usual holiday clichés in an attempt to weave good cheer into their demand generation campaigns. One of my favorite lead generation mantras is this (repeat after me): Sell the Offer, Not the Product. If your offer is a White Paper, convince the reader why that white paper is worth the read.