Tips on creating and using any type of marketing or sales collateral (brochures, sell sheets, white papers, case studies, etc.)
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:
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 ...
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:
As B2B marketers, we're all familiar with the classic structure of a case study:
But is that really all there is to it?
Many marketing managers and copywriters seem to think so. Search through the resource pages of technology company websites, and you'll find scores of customer case studies divided ...
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 ...
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 ...
White papers—as I’ve written many times before—are among the most effective forms of content for marketing technology. They’re highly sought after by tech buyers.
Compared to most other content forms, however, they’re expensive to create. And they won't do their best work if they just sit on your resources page ...
If I were to ask you to define the term “white paper,” could you give me a clear definition?
Would it be roughly the same as your prospect’s definition?
These are important questions for technology marketers, because technology buyers attach great importance to white papers. When Eccolo Media was publishing ...
The global economic crisis caused by this year's COVID-19 pandemic has affected companies and workers in all sectors.
Workers with less money to spend are more hesitant about spending it. The same is true of businesses. But just like workers need to be paid, businesses need revenue if they’re going ...
Let me begin by saying this: there is no such thing as the perfect case study. Every piece of content is going to have its flaws. Besides, a case study doesn’t have to be perfect to be effective.
What I mean by a “perfect” case study is one that fully ...
10 Common Mistakes
That Kill
White Paper ROI
How to Avoid Them And
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