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.

Convert Your Business Value White Papers into Interactive Tools

The ROI Guy

Your customers rely on research white papers to inspire the buyer's journey, and make good purchase decisions. However, lost in a sea of look-alike content, traditional research white papers are becoming less effective, 5% less each year according to Demand Gen Report.

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.

AVNET Interactive White Paper

The ROI Guy

Challenge AVNET wanted to deliver thought leadership insights on potential opportunities and solutions to each prospect, and accomplish this without having to develop and maintain separate white papers for each industry. Click here to see a sample of a customized white paper.

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.

Getting MedTech Sales Strategy Right – white paper now on Kindle and iTunes

Sales Training Connection

Prefer to read your white papers on your Kindle and iPad designed for those formats? Now you can – Getting MedTech Sales Strategy Right – is available on those formats. To access the Getting MedTech Sales Strategy Right – download here: iTunes (iBook) (free).

Akamai KONA Security Solutions Interactive White Paper

The ROI Guy

Solution Alinean worked with Akamai to develop the KONA Security Solutions interactive white paper, determining the prospects top priority issues with security, and then recommending specific thought leadership insights, solution overview, value messaging and justification for each priority.

End Death by PowerPoint and a 1,000 White Paper Cuts

The ROI Guy

Most organizations spend a significant portion of their marketing budget on creating content to fuel demand generation programs, and to arm sales reps to have better conversations and engagements. Unfortunately, the majority of this content spend is currently wasted.

ShoreTel Sophisticated Simplicity Interactive White Paper (IDG)

The ROI Guy

To achieve better engagement, and fuel lead generation campaigns, the ShoreTel Sophisticated Simplicity Interactive White Paper was created. Click here to see the ShoreTel Sophisticated Simplicity 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

A Better Way to Go Mobile – Interactive White Paper (powered by Alinean)

The ROI Guy

The Interactive White Paper fueled an Alinean crafted email marketing campaign to select prospect communities, promoting the Better Way to Go Mobile Interactive White Paper. Click here to run the Better Way to Go Mobile Interactive White Paper for yourself.

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.

Alinean Launches Interactive White Papers

The ROI Guy

Overcomes Marketing Information Overload, Transforming Traditional White Papers into Dynamic, Personalized Engagement Tools Alinean, the leading creator of value-based interactive sales and marketing tools for B2B vendors, today launched a new demand generation tool for B2B marketers – Alinean Interactive White Papers. Alinean Interactive White Papers help B2B marketers better attract and connect with today's overloaded, skeptical and frugal buyers.

Iron Mountain Cost Savings Advisor Interactive White Paper

The ROI Guy

Alinean worked with Iron Mountain subject matter experts to create the Cost Savings Advisor Interactive White Paper. A few questions answered by the prospect produces a completely relevant, personalized and compelling 6-page white paper. The Alinean powered Interactive White Paper campaign produced more qualified leads, better opportunities and shorter sales cycles than traditional white paper campaigns.

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

The ROI Guy

To make the study results more personalized and relevant, and to drive better lead generation and quality, Dell and Intel worked with Alinean to create an Interactive White Paper, customizing the research results, findings and recommendations based on the prospects’ industry and size.

IBM SmartCloud Enterprise Plus TCO Interactive White Paper (powered by Alinean)

The ROI Guy

IBM turned to Alinean to create an Interactive White Paper, delivering a provocative, customized analysis report to prove the superior value of IBM’s Cloud environment. Click here to get your own customized white paper.

Does a traditional white paper already need to be developed in order to implement an interactive white paper?

The ROI Guy

You don’t need to have a white paper already developed in order to create an Interactive White Paper. For the case where the white paper content does not yet exist, we can: Work with your team or third-party content developers to help define the pivot points / customization needed and help guide the authoring, Leverage our Alinean team to author the white paper and make it interactive – a turn-key Interactive White Paper solution.

When are Interactive White Papers best used in the sales & marketing process?

The ROI Guy

Interactive White Papers can be used at various stages to help facilitate the buyer’s decisions, depending on the content of the white paper itself. Interactive White Papers that contain personalized research, simple diagnostic assessments, relevant case studies and personalized solution recommendations serve best during this stage. interactive smart content interactive white paper Demand Generation Pisello Alinean

How much does a typical Alinean Interactive White Paper cost?

The ROI Guy

For the case where a traditional white paper is being converted into an Interactive White Paper , the fee is typically $12,000, including a customization / programming fee of $6,000, and an annual recurring fee of $6,000 for SaaS licensing / hosting. For the case where white paper content or the entire white paper needs to be authored, an Alinean analyst will work with you sizing / pricing the project.

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

The ROI Guy

Did you know that: White papers are still the content of choice for today's B2B decision maker, used most and viewed as most influential compared to all other content However, campaign overload is making white papers less effective / relevant Research indicates that specific personalization is needed to help restore relevance and influence Click here to view the Infographic: latest research and best practice recommendations.

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.

ROI 60

How long does it take for Alinean to develop a typical Interactive White Paper?

The ROI Guy

Where a traditional white paper already exists, a typical Interactive White Paper can be developed in 2 to 3 weeks or less, depending on the amount of content customization required and your team’s input / review cycles. Where a white paper needs to be written, Alinean consultants can typically develop the content and the Interactive White Paper in 4 to 5 weeks.

How long does it take a user to interact with the Interactive White Paper tool to generate and receive a customized white paper?

The ROI Guy

Most Interactive White Papers are developed with only a handful of questions, usually limiting the profile the customer needs to complete to less than 5 questions. As such, the user should be able to answer the profile questions, register (if not registered already) and download a completely personalized white paper in less than two minutes. interactive smart content interactive white paper Demand Generation Pisello Alinean

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.

Can sales/ marketers author and program their own Interactive White Papers using the Alinean platform?

The ROI Guy

Yes, we have several customers and partners who are authoring their own Interactive White Papers. Anyone with basic spreadsheet / Word skills can be taught how to create and publish Interactive White Papers on the Alinean platform, with no custom application development skills required / needed. interactive smart content interactive white paper Demand Generation Pisello Alinean

Tools 40

What is the ideal length, in pages, of a typical Interactive White Paper?

The ROI Guy

Recent research indicates that attention spans are getting shorter, so keeping the white paper concise is important. However, traditional white papers are often longer than this because they have to include information to cover multiple audiences and profiles. interactive smart content interactive white paper Demand Generation Pisello Alinean

Does Alinean have programs to help with audience acquisition using the Interactive White Papers?

The ROI Guy

Yes, we have established audience development partnerships, leveraging extensive audience communities in many industries, with databases and e-mail marketing to develop an audience for the Interactive White Paper. With the right targeting, and the Interactive White Paper as the value-add deliverable, we can drive the lead generation you require for this campaign. interactive smart content interactive white paper Demand Generation Pisello Alinean

ROI 40

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. interactive smart content interactive white paper Demand Generation Pisello AlineanV 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.

How does Alinean maintain the Interactive White Paper content and tool?

The ROI Guy

It is very easy for us to maintain and continue to evolve the content within the Interactive White Paper , and the personalization rules. Although we normally maintain and evolve the white papers for you as a service, if you would like to maintain the Interactive White Papers on your own, your experts can be trained to do so, sharing or transferring the maintenance and evolution to suite your needs / budget.

Can the Interactive White Paper support a simple quantification of financial benefits / ROI or TCO?

The ROI Guy

Because buyers have become so focused on economic justification and competitive advantage, Interactive White Papers are often designed to communicate the unique potential benefits and prove the value of proposed solutions. interactive smart content interactive white paper Demand Creation Specialists Pisello Alinean

How does Alinean capture the leads of those using the Interactive White Paper?

The ROI Guy

The Interactive White Paper is hosted on the Alinean XcelLive™ platform , which has a number of lead capture options and connectors to several of the most popular marketing automation / CRM solutions. This is rich data collected to customize the white paper, such as pain point priorities, asset information and more, that will dramatically help with lead nurturing and follow-up. interactive smart content interactive white paper Demand Generation Pisello Alinean

How many profile questions does Alinean recommend for an Interactive White Paper questionnaire?

The ROI Guy

Interactive White Papers are designed to quickly personalize white paper content for relevancy. The last thing a user wants to do, even to get a valuable white paper, is fill out a lengthy profile to receive their personalized report, but at the same time you want to ask enough questions so that the content can be customized appropriately. interactive smart content interactive white paper Demand Generation Pisello Alinean

Data 40

Does Alinean usually require registration to get the Interactive White Paper download?

The ROI Guy

The Interactive White Paper is usually gated with a registration requirement, usually requiring the registration prior to report download. As an option, if the user is already registered on the portal / website, this registration information can be fed into the Interactive White Paper, to save on any data entry (for example on Company Name or Industry), and to bypass registration prior to download.

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.

Customer Intelligence: The Hidden Power of Interactive Content

The ROI Guy

The reach-out is no longer about downloading a white paper or viewing a video, but specific and insightful regarding each prospect’s unique challenges, solutions and business value benefits.

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. interactive smart content interactive white paper Demand Generation Pisello AlineanFor example, early in the buying lifecycle, executive decision makers could be guided towards a diagnostic assessment, to help pinpoint opportunities and provide prioritization advice / build urgency.

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.

Sales Lead Generation: Saving Money – Killing Performance

Pointclear

Bye-bye Bosch appliances, Kohler fixtures, Pella windows and white oak floors. Here's a full explanation of cost per lead – a white paper complete with all the math you need to determine how much you should pay for the quality leads you need. Lead Generation Cost Per Lead Sales Leads White PapersPointClear was recently given a verbal approval for a pilot program by the SVP of Sales for a technology solutions provider. He liked us. Trusted us.

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.