Author Archives: john

How to Turn Your White Paper Into Your Prospect’s Buying Specification

September 21, 2021 by Leave a comment
How to Turn Your White Paper Into Your Prospect’s Buying Specification

How do we give white paper readers what they want…

AND tell them what we need to tell them?

In a TechTarget/CMO Council survey,1 when respondents were asked what factors had caused them to be disappointed in a white paper, the three most common responses were:

  • Was expecting technology discussion, ...
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5 Compelling Alternatives to the Traditional Case Study Format

August 11, 2021 by Leave a comment
5 Compelling Alternatives to the Traditional Case Study Format

Case studies have long been one of the most popular and influential forms of marketing content.

In Eccolo Media's annual B2B Technology Collateral Survey Reports (2008 to 2014), for example, technology buyers ranked case studies the second most influential content type – trailing only white papers – seven years in ...

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The Implementation: Another Crucial, Ingredient for Case Study Success

June 21, 2021 by Leave a comment
The Implementation: Another Crucial,  Ingredient for Case Study Success

When prospects talk with your salespeople about purchasing your solutions, what are some of their biggest concerns?

If you're like most tech industry executives, I'll bet your list includes:

  • What will it take to implement your solution?
  • How long will it take to get it up and running?
  • What problems might we ...
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5 Reasons Why Website Visitors Aren’t Reading Your Case Studies… And a Simple Fix for Each

May 10, 2021 by 1 comment
5 Reasons Why Website Visitors Aren’t Reading Your Case Studies… And a Simple Fix for Each

Are you using customer case studies in your marketing mix?

If so, let me ask you this: Are your website visitors reading them?

I ask because I find a lot of technology company websites don't make it easy for visitors to find and download case studies.

Why make it difficult ...

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7 Questions to Ask When Choosing a White Paper Writer

April 9, 2021 by 1 comment
7 Questions to Ask When Choosing a White Paper Writer

When it comes to making purchasing decisions, technology buyers consistently rank the white paper as the most sought-after, most shared, and most influential of all forms of marketing collateral.*

But creating an effective white paper is no easy feat. White papers generally require more research, greater subject matter knowledge, and ...

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3 Copywriting Rules You Must Break When Marketing to Engineers

January 7, 2021 by 7 comments
3 Copywriting Rules You Must Break When Marketing to Engineers

If you’ve spent any time around engineers, you’ve probably realized they're different from normal human beings.

If you've marketed to them, you know their differences make them a tough sell.

Being an engineer myself and having worked daily with other engineers for over 20 years, I’m sensitive to those differences. ...

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5 Ideas for Adding Video to White Papers

December 7, 2019 by Leave a comment
5 Ideas for Adding Video to White Papers

When marketing with content, you need to keep readers engaged. Your content must hold your prospects' attention long enough for your message to sink in.

One good way to do that is with interactivity. In a recent B2B Technology Content Survey, Eccolo Media found that "Overall, content consumers appreciate interactivity. ...

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Four Ways to Gain Press Coverage with Case Studies

October 23, 2019 by Leave a comment
Four Ways to Gain Press Coverage with Case Studies

A few years ago, when I posted a link to my article 8 Ways to Leverage Case Studies in Your Other Marketing Communications on LinkedIn, I received the following comment from a software marketing manager:

"One item I would add to your list: Industry-specific publications are always interested in customer stories."

I totally agree.

But because trade publications are not under the direct control of your marketing communications department, I wanted to talk about them separately. In fact, I admitted to that marketing manager, "I was saving that one for my next article!"

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8 Ways to Leverage Case Studies in Your Other Marketing Communications

December 18, 2016 by 2 comments

Recent surveys of technology buyers have consistently shown case studies to be among the most influential and most viral of all marketing collateral. {1}

But many technology marketers don't seem to realize that case studies are also amongst the most versatile and powerful forms of marketing communication when it comes ...

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Successful White Paper Planning: A Proven 7-Step Process

November 7, 2016 by Leave a comment

This is the third and final installment in our series on white paper planning. In our first post, we discussed why many white paper projects fail. In the second, we looked at the benefits of putting together and gaining agreement on a White Paper Plan (WPP) before beginning development of ...

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