Technology Marketing

The White Paper to Create When You Need One Fast

June 13, 2022 by 1 comment
The White Paper to Create When You Need One Fast

What do you do when you need a new white paper in a hurry?

You might need some quick content to promote in your blog or newsletter, or a fresh handout for an upcoming trade show.

Maybe you need to cast doubt on a competitor's hot new offering or ...

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The 3 Types of White Papers and When to Use Each One

April 23, 2022 by 5 comments
The 3 Types of White Papers and When to Use Each One

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 ...

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How to Get an Executive to Read Your Executive White Paper

October 13, 2021 by Leave a comment
How to Get an Executive to Read Your Executive White Paper

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, ...

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How to Turn Your White Paper Into Your Prospect’s Buying Specification

September 21, 2021 by Leave a comment
How to Turn Your White Paper Into Your Prospect’s Buying Specification

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:

  • Was expecting technology discussion, ...
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The Implementation: Another Crucial, Ingredient for Case Study Success

June 21, 2021 by Leave a comment
The Implementation: Another Crucial,  Ingredient for Case Study Success

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:

  • What will it take to implement your solution?
  • How long will it take to get it up and running?
  • What problems might we ...
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The Customer’s Journey – A Key (but Often Missing) Ingredient for Case Study Success

June 13, 2021 by 3 comments
The Customer’s Journey – A Key (but Often Missing) Ingredient for Case Study Success

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 ...

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5 Reasons Why Website Visitors Aren’t Reading Your Case Studies… And a Simple Fix for Each

May 10, 2021 by 1 comment
5 Reasons Why Website Visitors Aren’t Reading Your Case Studies… And a Simple Fix for Each

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 ...

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7 Questions to Ask When Choosing a White Paper Writer

April 9, 2021 by 1 comment
7 Questions to Ask When Choosing a White Paper Writer

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 ...

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What is a White Paper? (And what is NOT?)

February 8, 2021 by Leave a comment
What is a White Paper? (And what is NOT?)

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 ...

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3 Copywriting Rules You Must Break When Marketing to Engineers

January 7, 2021 by 9 comments
3 Copywriting Rules You Must Break When Marketing to Engineers

If you’ve spent any time around engineers, you’ve probably realized they're different from normal human beings.

If you've marketed to them, you know their differences make them a tough sell.

Being an engineer myself and having worked daily with other engineers for over 20 years, I’m sensitive to those differences. ...

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