traditional white papers don’t work anymore!
DESCRIPTION
White papers are still used extensively to connect and engage early stage prospects, serving as the fuel for many demand-gen campaigns. However, the effectiveness of traditional white papers is on the decline.Today, your prospects are more overloaded, skeptical and frugal than ever before, and as a result, dismissive of typical marketing pitches and traditional one-size-fits-all white papers. Your prospects' require content that is more relevant, concise, compelling and value-focused.Are you effectively meeting this new challenge?This webinar examines a new interactive evolution to white papers to help evolve this traditional content into an effective selling machine.In this webinar you will learn about new Interactive White Papers and: How interactivity can help make white papers more personalized, concise, insightful and value-focused How to best select "content pivot points" – the dimensions of qualitative and quantitative personalization What interactive white papers look like, and best practice examples.TRANSCRIPT
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Traditional White Papers Don’t Work Anymore! Driving More High Quality Leads with Interactive White Papers
Tom Pisello CEO & Founder The ROI Guy Twitter: @tpisello @AlineanROI
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What do these numbers have in common?
Of B2B vendors need significantly more leads in order to generate the same amount of sales (IDC)
Increase in the number of marketing campaigns buyers receive (SiriusDecisions, over past 5 years)
Of marketers think their content marketing is ineffective (CMII)
62 %
32 %
59 %
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In Control
Skeptical
Overloaded
Frugal
Fueled by Internet & social media Opportunities, you & your competition Inviting sales later (> 65% along)
Doing-more-with-less > 100 emails, > 10 calls/day Less time for vendors
More risk averse than ever Tired of traditional pitches Need personalized & compelling insight
Cost of doing nothing + value of change > risks + costs of change
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84% of buyers leverage white papers
35%
23% 10%
Bad News: Utilization and frequency of use are DOWN year over year…
King of Content > Webinars, Events, Emails, Case Studies
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Differentiated Enough? Effective Enough?
Personalized Enough?
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Emotional
Logical Risks > Gain Visual Appeal Self Centered Contrast Similarity and Association
Getting Prospects from “Do Nothing” to Yes
Current Costs & Risks Priorities Benefits & Justification Value Differentiation Different Stakeholders & Higher Authority (eg CFO)
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Evolve
• Differentiated • Personalized • Value • Old Brain + New Brain • Customer Intelligence
Alinean Interactive White Papers Traditional White Papers
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Click here to see in action>
Compelling Insight Quantitative + Qualitative Unique Economic Analysis
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Proof More leads than traditional white paper fueled campaigns
Average increase in qualified leads per campaign
Amount of customer intelligence captured and leveraged in MAP / CRM
3 x
150 %
4 x
Evolve
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Questions?
Additional Resources and Insight
– Fight Frugalnomics Resource Center – Ask the ROI Guy Resource Center
Interactive White Papers