A few years ago, I conducted a survey of technology company websites to benchmark the frequency of the deadliest errors tech companies make in creating and promoting white papers. A mistake I encountered frequently is what I call “post and pray” syndrome: Merely posting white papers on the corporate website ...
Lead Generation
Tips on how to generate more B2B sales leads
What Tech Buyers Want Before They Register for a White Paper
In a recent survey, KnowledgeStorm and MarketingSherpa found a huge discrepancy between the amount of information technology buyers want to see before they register for a white paper, and the amount technology marketers think they need to provide.
Prospects want detail before they register for a white paper
When asked ...
How “Delayed Gratification” Improves White Paper ROI
One of the most frequent mistakes I see marketers make with white papers is allowing visitors unrestricted (ungated) access to them.
In a survey I conducted of technology companies who offered white papers on their websites, 61% allowed visitors to download any of their white papers without registration. [i] ...
Over 70% of White Papers Lack This Essential Marketing Tool
Let’s say you’re putting together a white paper to generate leads for your latest offering. You’ve laid out the nagging problem your target market. You’ve pointed out the drawbacks of the well-known solutions. You’ve introduced your new solution and shown how it overcomes those drawbacks and really solves your prospect’s ...
The Elements of Classic White Paper Design
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 ...
Quality Writing Makes White Papers More Influential
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 ...
The Worst Mistake You Can Make with a White Paper… And How to Avoid It
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 ...
5 Reasons Your White Paper Project Will Take Longer than You Think
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 ...
8 Ways to Leverage Case Studies in Your Other Marketing Communications
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 ...
Successful White Paper Planning: A Proven 7-Step Process
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 ...
