Traditional white papers don't work anymore
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.
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Traditional white papers don't work anymore
- 1. 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
- 3. Did you know …. % 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 (CMI)
- 4. Frugal Skeptical Stakeholders In Control Overloaded
- 5. 84% of buyers leverage white pa 35% 23% 10% Bad News: Utilization and frequency of use are DOWN year over year…
- 6. Differentiated Enough? Concise Enough? Personalized Enough? Rational Enough?Emotional Enough? Insight & Intelligence?
- 7. Traditional White Papers Alinean Interactive White P Evolve • Differentiated • Concise • Personalized • Emotional + Rational • Customer
- 9. Pivot Points Industry Challenges Location Costs Size Risks Assets Business Opps
- 10. Personalized Content Improvement Opportunities Cost of Doing Nothing Solution Benefits Recommendations ROI & PaybackTCO Advantages Case Studies
- 11. Proo f traditional white paper 3 x More leads than fueled campaigns 150 % Average increase in qualified leads per campaign 4x Amount of customer intelligence captured and leveraged via MAP / CRM Evolve
- 12. Questions? Alinean Interactive White Pa Fight Frugalnomics Resource Cente