Technology Marketing

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 ...

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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 ...

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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 ...

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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 ...

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7 Questions to Ask When Choosing a White Paper Writer

August 13, 2014 by 1 comment

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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The White Paper to Create When You Need One Fast

July 16, 2014 by 1 comment

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 meet ...

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

June 11, 2014 by 1 comment

Are you using customer case studies in your marketing mix?

If so, let me ask you this: Are your website visitors reading them?

The reason I ask is this: I find a lot of technology company websites don't make it easy for visitors to find and download case studies.

I ...

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Product Backgrounders: Should We Still Call Them “White Papers?”

March 19, 2014 by 2 comments

A couple of weeks ago, I was reading Eccolo Media's latest B2B Technology Content Survey Report. And I noted two things – one new, one old – which, together, brought to mind a question.

The new thing was one of several new content categories Eccolo had added to their survey ...

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

December 11, 2013 by 5 comments

I want to share something with you from a great book I've been reading.

The book is White Papers for Dummies, released this summer by Gordon Graham (also known as "That White Paper Guy"). In it, I found the best discussion I've ever read on different types of white papers ...

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Another Crucial, But Oft-Forgotten Ingredient for Case Study Success

June 12, 2013 by Leave a comment

When prospects talk with your sales people 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?
  • ...

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