Technology Marketing

The Worst Mistake You Can Make with a White Paper… And How to Avoid It

October 4, 2018 by 2 comments

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 ...

Continue reading...

How to Turn a White Paper into a Trade Show Presentation

December 6, 2017 by Leave a comment

Big trade show on your 2018 calendar? Want to increase exposure for your brand and your solutions among prospects at the trade show conference?

Why not answer the conference “call for papers” with a recent white paper and create a presentation from your white paper’s content? Not only will you ...

Continue reading...

Why Good Conference Papers Make Bad White Papers

November 15, 2017 by Leave a comment

Do conference papers qualify as white papers?

I spend a lot of time browsing tech company websites in search of white papers. I’m always interested in finding examples – both good and bad – that might teach me something new.

Many of what I find listed as white papers, however, ...

Continue reading...

5 Steps to Securing Customer Pre-approval of a Case Study

April 18, 2017 by Leave a comment

Case studies – or customer success stories – have long been one of the most influential forms of marketing content. In Eccolo Media’s most recent Technology Content Survey Report [i], for example, 33% of tech buyers surveyed ranked case studies among the content assets they found most influential, third only to ...

Continue reading...

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 ...

Continue reading...

Why Many White Paper Projects Fail

September 13, 2016 by Leave a comment

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.

...

Continue reading...

13 ROI-Boosting Tips for Promoting Your Next White Paper – Part 3

July 2, 2016 by Leave a comment

In survey after survey, technology buyers have named white papers the form of marketing content that influences them the most when they’re making purchasing decisions.[i] So, it’s not surprising that technology companies produce thousands of white papers each year.

But that abundance creates a problem for technology marketers: How do ...

Continue reading...

13 ROI-Boosting Tips for Promoting Your Next White Paper – Part 2

June 7, 2016 by Leave a comment

Even though white papers consistently rate as the most influential type of marketing content among technology buyers, technology marketers are frequently disappointed by the results they achieve with them.

Often, the reason is this: they didn't treat their white paper like a product. They failed to market it effectively.

In this ...

Continue reading...

How to Hold Your Prospects’ Attention By Shrouding Your Message in Mystery

February 17, 2016 by Leave a comment

In my last essay, we saw how we can use surprise to focus our audience's attention on our message, and thus make our message "stickier," or more memorable.

A surprise lasts only a brief instant, however. What if our message is too complicated to be delivered in a just that ...

Continue reading...

5 Ways Sales Teams Leverage Case Studies

August 18, 2015 by 1 comment

If there's one form of marketing collateral salespeople can't get enough of, it's case studies.

Sales trainer, Jill Konrath, author of Selling to Big Companies, puts case studies at the very top of her account entry collateral list. And when marketers hire me to write case studies for them, they ...

Continue reading...