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Traditional White Papers Don’t Work Anymore!
 

Traditional White Papers Don’t Work Anymore!

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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 ...

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.

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    Traditional White Papers Don’t Work Anymore! Traditional White Papers Don’t Work Anymore! Presentation Transcript

    • Traditional White Papers Don’t Work Anymore!Driving More High Quality Leads withInteractive White Papers Tom Pisello CEO & Founder The ROI Guy Twitter: @tpisello @AlineanROI
    • What do these numbers have in common?62 % Of B2B vendors need significantly more leads in order to generate the same amount of sales (IDC)32 % Increase in the number of marketing campaigns buyers receive (SiriusDecisions, over past 5 years)59 % Of marketers think their content marketing is ineffective (CMII)
    • Frugal Cost of doing nothing + value of change > risks + costs of change SkepticalMore risk averse than everTired of traditional pitchesNeed personalized & Overloadedcompelling insight Doing-more-with-less > 100 emails, > 10 calls/day Less time for vendors In ControlFueled by Internet & social mediaOpportunities, you & your competitionInviting sales later (> 65% along)
    • 84% of buyers leverage white papers 35%King of Content > Webinars,Events, Emails, Case Studies 10% 23%Bad News: Utilization and frequency of use are DOWN year over year…
    • Differentiated Enough? Effective Enough? Personalized Enough?
    • Getting Prospects from “Do Nothing” to Yes Current Costs & Risks Priorities Benefits & Justification Value Differentiation Different Stakeholders & Higher Authority (eg CFO) Logical Risks > Gain Visual Appeal Self Centered Contrast Similarity and Association Emotional
    • Traditional White Papers Alinean Interactive White Papers Evolve • Differentiated • Personalized • Value • Old Brain + New Brain • Customer Intelligence
    • Compelling InsightQuantitative + QualitativeUnique Economic AnalysisClick here to see in action>
    • Proof3 x More leads than traditional white paper fueled campaigns150 % Average increase in qualified leads per campaign4 x Amount of customer intelligence captured and leveraged in MAP / CRM Evolve
    • Questions? Interactive White PapersAdditional Resources and Insight – Fight Frugalnomics Resource Center – Ask the ROI Guy Resource Center