Tips on how to generate more B2B sales leads
For years, technology buyers have consistently named white papers among the content they find most helpful and influential when researching a purchasing decision. And while the technology marketer's content arsenal has expanded significantly over the last fifteen years or so, white papers remain among the most sought-after, most influential, and ...
When writing a problem/solution white paper, you always want to start with the problem your prospect has—the problem your product or service was designed to solve. You work toward your solution from there, rather than starting from the solution itself.
Beginning your white paper with a problem discussion places readers ...
In my previous article, we looked at the three types of white papers identified by Gordon Graham in his book, White Papers for Dummies. In case you missed it, the three archetypes are (1) the backgrounder, (2) the numbered list, and (3) the problem/solution.1
Graham likens each of these archetypes ...
A few years ago, I read a book that made a huge impact on my writing business. It helped me establish myself as a white paper expert, and it helped me convince clients to hire me. I'd like to share with you something very useful I found in it.
The ...
Are you taking full advantage of the power of case studies?
Case studies are among the most read and most shared of all marketing content. Surveys of technology buyers by Eccolo Media, for example, ranked case studies third in consumption behind brochures and white papers, and second only to white ...
White papers…
They're not just for engineers anymore.
In fact, for many years now, even in technology marketing, engineers are neither the most important nor the most receptive audience for white papers.
In a 2009 survey, Eccolo Media segmented their technology buying respondents into two groups: purchasing decision-makers (mainly C-levels, ...
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 ...
10 Common Mistakes
That Kill
White Paper ROI
How to Avoid Them And
Generate More Leads
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