Expert insights. Personalized for you.
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. Across the buyer’s decision-making journey, white papers are leveraged: 35% during the early Discovery phase, for finding new ideas and potential solutions – helping answer “Why Change?” MORE
A seller’s job is to drive change. The best sellers lead sales conversations down the right path by asking strong questions, setting the agenda, sharing ideas, summarizing and communicating the impact of taking action, involving the buyer in creating a solution, and inspiring action. MORE
To achieve better engagement, and fuel lead generation campaigns, the ShoreTel Sophisticated Simplicity Interactive White Paper was created. Authored by IDG and powered by Alinean, the white paper effectively communicates the business value of a properly executed Unified Communications solution, one relying on ShoreTel’s simplicity. Click here to see the ShoreTel Sophisticated Simplicity Interactive White Paper in action. MORE
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 MORE
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. MORE
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. MORE
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 MORE
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. And one way to accomplish this is by leveraging your investment in traditional business value white papers, to evolve them into more effective interactive ROI / TCO tools. MORE
Sales Engagement White Paper Reviews Why It's ImportantA sales engagement platform is the single most important sales tool a company can implement. If you have an SEP you will win more deals than your competitor. This report will help you choose a platform. MORE
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. SiriusDecisions reports that 55% of current content spending is squandered. This means that a typical company is wasting $1 out of every $7 spent on marketing each year. MORE
White Paper ReviewsIn few words, but loaded with meaning, Workbooks created a document that reminds senior management that CRM systems aren’t just for sales or marketing people. CRM systems inform and affect shareholder value. MORE
Most of the buying journey is complete before buyers talk to sellers. Cold calling is dead. It's impossible for sellers to break through to buyers. Buyers don't want to hear about your capabilities. With all the information on the internet, buyers do their own research. Sellers hear these messages all the time. But are they true? Sales Prospecting Sales Research MORE
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. MORE
To fuel the demand generation program, Alinean developed the Better Way to Go Mobile Interactive White Paper , which unlike traditional static white papers, leveraged the prospect’s profile to completely personalize the white paper content, creating a customized analysis as to the prospect’s return from mobile strategy. Click here to run the Better Way to Go Mobile Interactive White Paper for yourself. MORE
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. The deliverable white paper is customized and delivered to directly reflect the prospect’s priorities. MORE
Sales Momentum today is publishing a FREE white paper – Getting MedTech Sales Strategy Right. To download the free white paper click here or visit [link]. While the MedTech industry is positioned to grow in the coming years, all is not rosy. MORE
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. Across the buyer’s decision-making journey, white papers are leveraged during the: Early Discovery phase, for finding new ideas and potential solutions – helping answer “Why Change?” MORE
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. interactive smart content interactive white paper Demand Generation IBM Value Marketing IT Pisello Alinean MORE
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. MORE
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 MORE
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 MORE
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. Solution AVNET turned to Alinean to an interactive white paper, providing each prospect with personalized insights, solution recommendations and value messaging specific to their industry and unique opportunities. MORE
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. Click here to see the New UK CIO Interactive White Paper in action. interactive white paper IT Economics IDG Dell Pisello IT Governance Alinean MORE
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. MORE
Leveraging a Total Economic Impact (TEI) study and white paper by Forrester, Alinean created an interactive white paper for Concur, so that prospects not only received the TEI study results showing average opportunities and savings, but a customized analysis of their own unique business case for Concur. The more personalized and relevant interactive white paper is leveraged in marketing campaigns to drive better lead generation and quality. MORE
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. MORE
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 MORE
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. MORE
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. MORE
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. MORE
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. MORE
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 MORE
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 MORE
You are to the point where you have built the ideal go-to-market strategy, completed a thorough buyer segmentation, and you even pulled together a Rockstar sales playbook. You have clearly defined buyer personas and even a well-defined buyer’s journey. MORE
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. MORE
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 MORE
Picture this: You're meeting with your prospect after months of discussions. You have a great relationship. You did facilitated sessions, interviews, and organized a global team for the roll out. If you win, this will be your biggest close of the quarter. All signs look a-go, but you still have one remaining meeting to work out, according to your prospect, "the key terms and conditions.". You walk into the room and hear…. I've brought along my colleague, Darth CFO…". "I MORE
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 MORE
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). Kindle ($.99). And, the pdf version is still available, too. Technorati Tags: biotech sales , healthcare sales , medical device sales , medtech sales , pharma sales , sales training. MORE
White Paper Related Topics RAIN Group
JANUARY 28, 2021
A seller’s job is to drive change. The best sellers lead sales conversations down the right path by asking strong questions, setting the agenda, sharing ideas, summarizing and communicating the impact of taking action, involving the buyer in creating a solution, and inspiring action.
Sales Lead Management Association
JUNE 14, 2019
White Paper ReviewsIn few words, but loaded with meaning, Workbooks created a document that reminds senior management that CRM systems aren’t just for sales or marketing people. CRM systems inform and affect shareholder value.
This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
The ROI Guy
MARCH 24, 2013
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. Across the buyer’s decision-making journey, white papers are leveraged: 35% during the early Discovery phase, for finding new ideas and potential solutions – helping answer “Why Change?”
The ROI Guy
NOVEMBER 4, 2013
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. Solution AVNET turned to Alinean to an interactive white paper, providing each prospect with personalized insights, solution recommendations and value messaging specific to their industry and unique opportunities.
Advertiser: Interactions LLC
In today’s hyper-competitive market, every business must become a customer experience-first business. Customer satisfaction has become more important than price or any individual feature. Read the new Tractica white paper to learn how important conversational AI is to your CX strategy.
The ROI Guy
OCTOBER 8, 2014
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. Across the buyer’s decision-making journey, white papers are leveraged during the: Early Discovery phase, for finding new ideas and potential solutions – helping answer “Why Change?”
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The ROI Guy
NOVEMBER 4, 2013
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. The deliverable white paper is customized and delivered to directly reflect the prospect’s priorities.
Sales Training Connection
JUNE 17, 2014
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). Kindle ($.99). And, the pdf version is still available, too. Technorati Tags: biotech sales , healthcare sales , medical device sales , medtech sales , pharma sales , sales training.
RAIN Group
JANUARY 31, 2018
Most of the buying journey is complete before buyers talk to sellers. Cold calling is dead. It's impossible for sellers to break through to buyers. Buyers don't want to hear about your capabilities. With all the information on the internet, buyers do their own research. Sellers hear these messages all the time. But are they true? Sales Prospecting Sales Research
RAIN Group
DECEMBER 4, 2019
Picture this: You're meeting with your prospect after months of discussions. You have a great relationship. You did facilitated sessions, interviews, and organized a global team for the roll out. If you win, this will be your biggest close of the quarter. All signs look a-go, but you still have one remaining meeting to work out, according to your prospect, "the key terms and conditions.". You walk into the room and hear…. I've brought along my colleague, Darth CFO…". "I
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The ROI Guy
JUNE 8, 2012
To achieve better engagement, and fuel lead generation campaigns, the ShoreTel Sophisticated Simplicity Interactive White Paper was created. Authored by IDG and powered by Alinean, the white paper effectively communicates the business value of a properly executed Unified Communications solution, one relying on ShoreTel’s simplicity. Click here to see the ShoreTel Sophisticated Simplicity Interactive White Paper in action.
Sales Training Connection
MARCH 27, 2014
Sales Momentum today is publishing a FREE white paper – Getting MedTech Sales Strategy Right. To download the free white paper click here or visit [link]. While the MedTech industry is positioned to grow in the coming years, all is not rosy.
The ROI Guy
OCTOBER 13, 2010
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.
The ROI Guy
AUGUST 12, 2015
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. SiriusDecisions reports that 55% of current content spending is squandered. This means that a typical company is wasting $1 out of every $7 spent on marketing each year.
The ROI Guy
NOVEMBER 29, 2011
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.
The ROI Guy
JUNE 5, 2018
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. And one way to accomplish this is by leveraging your investment in traditional business value white papers, to evolve them into more effective interactive ROI / TCO tools.
The ROI Guy
MAY 15, 2012
To fuel the demand generation program, Alinean developed the Better Way to Go Mobile Interactive White Paper , which unlike traditional static white papers, leveraged the prospect’s profile to completely personalize the white paper content, creating a customized analysis as to the prospect’s return from mobile strategy. Click here to run the Better Way to Go Mobile Interactive White Paper for yourself.
Sales Benchmark Index
OCTOBER 15, 2020
You are to the point where you have built the ideal go-to-market strategy, completed a thorough buyer segmentation, and you even pulled together a Rockstar sales playbook. You have clearly defined buyer personas and even a well-defined buyer’s journey.
The ROI Guy
APRIL 18, 2012
Leveraging a Total Economic Impact (TEI) study and white paper by Forrester, Alinean created an interactive white paper for Concur, so that prospects not only received the TEI study results showing average opportunities and savings, but a customized analysis of their own unique business case for Concur. The more personalized and relevant interactive white paper is leveraged in marketing campaigns to drive better lead generation and quality.
The ROI Guy
SEPTEMBER 13, 2011
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.
The ROI Guy
SEPTEMBER 13, 2011
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
The ROI Guy
SEPTEMBER 13, 2011
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.
The ROI Guy
APRIL 18, 2012
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. Click here to see the New UK CIO Interactive White Paper in action. interactive white paper IT Economics IDG Dell Pisello IT Governance Alinean
The ROI Guy
JUNE 19, 2013
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. interactive smart content interactive white paper Demand Generation IBM Value Marketing IT Pisello Alinean
The ROI Guy
SEPTEMBER 13, 2011
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.
The ROI Guy
SEPTEMBER 13, 2011
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
The ROI Guy
SEPTEMBER 13, 2011
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.
The ROI Guy
SEPTEMBER 13, 2011
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
The ROI Guy
SEPTEMBER 13, 2011
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
The ROI Guy
SEPTEMBER 13, 2011
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
The ROI Guy
SEPTEMBER 13, 2011
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.
The ROI Guy
SEPTEMBER 13, 2011
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.
Sales Lead Management Association
SEPTEMBER 14, 2020
Sales Engagement White Paper Reviews Why It's ImportantA sales engagement platform is the single most important sales tool a company can implement. If you have an SEP you will win more deals than your competitor. This report will help you choose a platform.
The ROI Guy
SEPTEMBER 13, 2011
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
The ROI Guy
SEPTEMBER 13, 2011
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
The ROI Guy
SEPTEMBER 13, 2011
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
The ROI Guy
SEPTEMBER 13, 2011
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.
The ROI Guy
JANUARY 25, 2011
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.
The ROI Guy
SEPTEMBER 13, 2011
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.
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