Tips on how to generate more B2B sales leads
In recent articles in this space, I’ve been examining factors that are important to a white paper’s success, and common mistakes that often sabotage that success. Another of those important factors is the effectiveness of the white paper’s presentation.
Seventy-one percent of technology buyers surveyed by KnowledgeStorm and MarketingSherpa said ...
Do you think the quality of the writing in white papers and other marketing content doesn’t affect purchasing decisions?
Think again.
In a recent study by Eccolo Media, 86% of respondents considered high-quality writing in marketing collateral to be at least moderately influential in their purchasing decisions. And 51% rated ...
You want your next white paper to be a success. To make that happen, you must keep in mind where your prospects will be in their buying process when they read it.
Eccolo Media discovered that 80% of technology buyers use white papers in the “pre-sale process” – before they ...
It seems like I encounter this problem at least once a year…
Last October 17th, I emailed a client about a possible project. I’d written a white paper for him the previous February to promote a software app, which had been in beta testing at the time. I’d learned his ...
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 ...
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 ...
This is the first installment in a three-part series on white paper planning. You'll find a link to the next article in the series at the end of this post.
If you'd like to get the whole series – and many additional tips – in a single PDF, click here.
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“In an article published in the Harvard Business Review, Charles K. Ramond described experiments designed to measure advertising effectiveness,” writes Bob Bly in The Copywriter’s Handbook. “The experiments showed, not surprisingly, that advertising is most effective when it is easy to understand.” {1}
And one of the best ways to ...
While searching the Web for vendors of a certain class of engineering tool last month, I came across a one who seemed to have just what I was looking for.
Clicking on the Google search result, I was taken to the company's home page, where I was presented with a ...
The rise of online mobile devices is changing the way people communicate and gather information. One big change is in the way we consume email.
As we saw in Part I of this series, nearly half of all commercial email is now opened for the first time on a mobile ...
10 Common Mistakes
That Kill
White Paper ROI
How to Avoid Them And
Generate More Leads
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