Are White Papers Dead?

The ROI Guy

Traditional white papers are likely the staple of your content marketing portfolio, and for good reason. According to several recent studies from IDG and DemandGen Report, buyers still leverage white papers to help make B2B purchase decisions.

Are White Papers Dead?

The ROI Guy

Traditional white papers are likely the staple of your content marketing portfolio, and for good reason. According to a recent IDG survey, 84% of buyers leveraged white papers as a key resource to help them make a purchase decision.

Case Study: Concur Travel Management and Expense System Interactive White Paper

The ROI Guy

The more personalized and relevant interactive white paper is leveraged in marketing campaigns to drive better lead generation and quality. Click here to see the Concur Travel Management andExpense System Interactive White Paper in action.

What is an Interactive White Paper?

The ROI Guy

An Interactive White Paper dynamically customizes the content of a white paper for prospects based on the prospect’s registration profile (if available), and inputs to a few profile questions. Based on the profile, the white paper content intelligently fine tunes itself to be more relevant and personalized for a prospect’s particular research and needs. interactive smart content interactive white paper Demand Generation Pisello Alinean

In the Race to Win More Customers, Sales Needs Digital Transformation

1 Online: getconga.com | Twitter: @getconga WHITE PAPER | THE CONGA SURVEY: INSIGHTS ON THE STATE OF DIGITAL TRANSFORMATION WHITE PAPER THE CONGA SURVEY: INSIGHTS ON THE. processes, especially paper-based processes, create drag.

Case Study: The New UK CIO Interactive White Paper (by IDG & sponsored by Dell | Intel)

The ROI Guy

In a study of UK CIOs, IDG Research Services determined that CIOs desired to spend more time leading change efforts, over the next 3-5 years, driving business innovation and developing new go-to-market strategies. Click here to see the New UK CIO Interactive White Paper in action.

Tom Pisello: The ROI Guy: Do White Papers Still Engage? They do if.

The ROI Guy

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons.

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How does Alinean decide which customer profile data points to use in order to personalize the Interactive White Paper?

The ROI Guy

Typically for an Interactive White Paper , as a rule of thumb, you don’t want more than 4 or 5 profile questions. Second, buyers expect that an interactive white paper will be customized to match their relevancy needs. Sometimes that content might not exist, for example, you might want to personalize the white paper based on industry / size and location, but not have enough case studies to match all of those dimensions.

Does Alinean support integrating video content into the Interactive White Paper?

The ROI Guy

Links to video content can be included, and are recommended to lend an even more personal touch to the white papers. V ideo is a recommended approach when it comes to presenting research, opportunity ideas, and especially for customer case studies, where you have video of customers themselves speaking about the solutions. interactive smart content interactive white paper Demand Generation Pisello Alinean

White Papers are Influence Kings, But Need Personalization to Retain Crown

The ROI Guy

When surveyed as to the most influential content in decision making, white papers remain the stand-out content of choice. This marked the third year in a row that white papers were ranked as the most influential when compared to several other collateral types, including superior influence in driving purchase decisions over case studies / success stories, product brochures / data sheets, videos, and podcasts.

Can different call to actions in the Interactive White Paper be recommended based on the customer profile information?

The ROI Guy

Often, based on the user’s role and stage in the buying lifecycle, the call to action within the Interactive White Paper can be custom configured to provide proper / better guidance. In the middle to later stages of the buying cycle, these same buyers could be guided towards relevant case studies and business case / ROI Tools, while more technical buyers could be prompted towards demos and free evaluations.

Does Alinean support customization of the Interactive White Paper content using qualitative as well as quantitative data?

The ROI Guy

Yes, depending on the purpose of the Interactive White Paper , you may want to customize quantitative content, such as: An analysis of the potential savings / benefits the solution could deliver, The total cost of ownership (TCO) advantages of the proposed solution versus the currently installed solutions / status-quo, S izing and pricing estimates, P rojected ROI. interactive smart content interactive white paper Demand Generation Pisello Alinean

There is content that will be required to support the customization within the Interactive White Paper – how does that content get developed?

The ROI Guy

On average, Interactive White Papers require 25% more content to be developed than a traditional white paper. For the case where the white paper already exists: The quantitative content usually requires a small model be built in order to support converting a static average TCO savings or benefit assessment presentation in a traditional white paper, into a dynamic / personalized calculation unique to the prospect.

Top 5 Content Marketing Trends You Need to Know for 2015

The ROI Guy

And most of the campaigns are White Paper download offers – with the average executive receiving over 50 offers each business day. White Papers have become the crack cocaine of email marketing. Studies indicate even 5 pages might be too long today.

Case Study: Dell Desktop Virtualization Solution (DDVS) Benefits Estimator

The ROI Guy

TCO Calculator interactive white paper Value Marketing Dell Pisello Benefits Estimator Alinean ROI CalculatorThe Dell Desktop Virtualization Solution (DDVS) offers several alternatives to purchase, implement, host and manage virtualized desktops.

Don’t be Passive. Get Interactive to Generate Leads and Ignite the Journey

The ROI Guy

Another one-sized fits all white paper in a sea of look-alike white papers. In a new study by Demand Metric, participants believe that content interactivity significantly impacts buyers’ decisions as they go through their journey, especially early in the journey where engagement is considered most important to winning the business. The traditional white paper is dead. When was the last time a traditional, passive white paper did all that?

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Amazing New Study on Buyer Behavior

Pipeliner

The RAIN group has just released a powerful new white paper on a subject near and dear to all sales hearts: prospecting. The study detailed in this white paper set out to find: What is it like for buyers to be sold to every day?

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Improve Your Content: From Passive to Interactive

The ROI Guy

More white papers, More infographics, More videos. Evolve from Passive to Interactive On any given day, your prospect’s inbox and web journey are jammed with dozens of different white paper download offers.

Where is ROI Best Applied in the Sales Process?

The ROI Guy

Several sales tools are available to help make the justification easier, leveraging automation, benchmarks, data-driven analytics and visualization, including Interactive White Papers , Benefits Estimators , ValueStory and ROI / TCO Analysis Tools.

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Value-Focused Content Marketing a Requirement

The ROI Guy

interactive white paper Pisello Alinean DemandGen Report content marketingMarketers need to focus more on the value proposition and less on the sales pitch, this according to a new DemandGen Report on B2B Content Preferences.

Industry Leaders Agree: Successful Sales Enablement Focuses On Conversations, Not Content

Guru

While content like case studies, product one-sheets, and white papers absolutely have a place in advancing the sales process, that place is to reinforce existing conversations. Sending a white paper to a prospect without context isn’t going to close a deal.

Value Selling & Marketing with the iPad?

The ROI Guy

Imagine being able to generate more leads while creating deeper and more meaningful engagements - advancing from traditional to interactive white papers, diagnosing issues with simple assessment tools, and quantifying the "cost of doing nothing" and value of change with benefit estimators.

Build It, They Will Come?

The ROI Guy

The good news is that you are already off to a great start, engaging your frugal buyers with the interactive white papers and financial calculators they need to help justify “Why Change?, “Why

Case Study: Avaya IP Office TCO Calculator

The ROI Guy

Where a traditional white paper would normally be used, the interactive tool delivers a much more personalized and relevant analysis report, with specific content to resonate with today’s more frugal buyer.

Who Do B2B Buyers Trust?

The ROI Guy

Overall, buyers continue to prefer documents such as research briefs, white papers and blog posts as the most important form of content along each stage in the buyer’s journey. Videos have the largest impact during the first half of the buyer’s journey, used extensively during discovery to educate stakeholders on opportunities, during consideration to illuminate the business reasons for change, present case studies and provide solution overviews.

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Tom Pisello: The ROI Guy: Updated Alinean Social Media ROI.

The ROI Guy

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons.

The End of Marketing as We Know It: Overcoming Buyer Challenges with Interactive Smart Content

The ROI Guy

Rounding up the challenges, recent studies indicate that 9 out of 10 of buyers say that when they are ready to buy, they find you. TCO Tools interactive white paper Demand Generation B2b marketing B2B Executive Assessment Tools ROI tools Pisello Alinean Frugalnomics

“Information Overload” Biggest Change Agent for Marketing in Next Decade?

The ROI Guy

One of the best ways we have found to connect with customers one-on-one is through interactive white papers. These interactive white papers ask a few simple profile and opportunity questions, and then intelligently combine qualitative content such as relevant situational analysis, case studies and next steps with personalized quantitative savings and value assessment– all to create completely relevant and compelling content for the buyer.

Second Secret to Sales Force Excellence

Understanding the Sales Force

Last week, I revealed the first secret success ingredient from our Sales Force Effectiveness Study. Our new White Paper, The Modern Science Behind Sales Force Excellence is available today - Download it.

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Tom Pisello: The ROI Guy: Seeing ROI in the Cloud?

The ROI Guy

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons.

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One-size-fits-all whitepapers ineffective due to Information Overload? Fight Back with ZDE Smart Papers

The ROI Guy

By creating content that is dynamic, adaptive and personalized with SmartPapers, changing the way white papers engage buyers. Ziff Davis Enterprise (ZDE), a leader in innovative enterprise IT media and engagement solutions, announced today that it has partnered with Alinean to launch SmartPapers, a dynamic white paper platform that adapts content based on reader interaction. interactive white paper B2B interactive marketing SmartPapers Pisello Alinean

Tom Pisello: The ROI Guy: Leaders indicate Growing Investment in.

The ROI Guy

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons.

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Tom Pisello: The ROI Guy: IDC: Economic Buyers, Digital Overload.

The ROI Guy

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons.

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Tom Pisello: The ROI Guy: Value Selling Tools and the Buying Lifecycle

The ROI Guy

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons.

ROI 56

Tom Pisello: The ROI Guy: Net Present Value (NPV) Savings Defined

The ROI Guy

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons.

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Tom Pisello: The ROI Guy: IT Budgets into 2011 - Robbing Peter to.

The ROI Guy

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons.

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Tom Pisello: The ROI Guy: Measure to Manage - Driving Sales.

The ROI Guy

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons.

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Tom Pisello: The ROI Guy: Forrester announces Sales Enablement.

The ROI Guy

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons.

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Tom Pisello: The ROI Guy: Let the Good Times Roll? IT Spending on.

The ROI Guy

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons.

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Tom Pisello: The ROI Guy: VMware launches Realized ROI toolkit.

The ROI Guy

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons.

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