Embed Size (px)
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 empowered, skeptical and frugal than ever before, and as a result, dismissive of typical product 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: How interactivity can help make traditional 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.
Citation preview
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
Did you know ….
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 (CMI)
62 %
32 %
59 %
In Control
Skeptical
Overloaded
Frugal
Stakeholders
84% of buyers leverage white papers
35% 23% 10%
Bad News: Utilization and frequency of use are DOWN year
over year…
Differentiated Enough? Concise Enough?
Personalized Enough?
Rational Enough? Emotional Enough?
Insight & Intelligence?
Evolve
• Differentiated
• Concise
• Personalized
• Emotional +
Rational
• Customer
Intelligence
Alinean Interactive White PapersTraditional White Papers
Pivot Points
Industry
Location
Size
Challenges
Costs
Assets
Risks
Business Opps
Personalized Content
Case Studies
Solution
Recommendations
Improvement Opportunities Cost of Doing Nothing
Benefits
TCO Advantages ROI & Payback
Proo
f More leads than traditional white paper
fueled campaigns
Average increase in qualified leads per
campaign
Amount of customer intelligence captured
and leveraged via MAP / CRM
3 x
150 %
4 x
Evolve
Questions?
Alinean Interactive White Papers
Fight Frugalnomics Resource Center
