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 ...
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 ...
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 ...
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 ...
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 ...
In last month's article, we proposed that the most important question to ask yourself when starting a new marketing project is: What does my prospect already know?
We also asserted that a useful way to answer that question – to "measure" what our prospect knows about what we offer – ...
Preferred case study length, % respondents, Eccolo Media B2B Technology Collateral Surveys, 2011 (i) and 2010 (ii).
Those results represent a sharp contrast to the case studies found on most tech company websites, which usually run only a page or two in printed (pdf) form.
Technology marketers would do well to ...
10 Common Mistakes
That Kill
White Paper ROI
How to Avoid Them And
Generate More Leads
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