White Papers are Influence Kings, But Need Personalization to Retain Crown
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The white paper is still one of the most important pieces of marketing content & are used throughout the buyer’s journey. However, One-Size Fits All Content Not Relevant Enough For Today’s Buyer
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White Papers are Influence Kings, But Need Personalization to Retain Crown
- 1. White Papers Are In uence Kings But Need Personalization to Retain the Crown The white paper is still one of the most important pieces of marketing content Over 41% of buyers view white Content most often used to papers as extremely / very help make purchase decisions in uential to their purchase decisions 54% White Papers in uencers decision makers Extremely 39% Analyst Reports In uential 34% 47% 37% Webinars Moderately 36% User Events In uential 48% 38% 27% Case Studies Somewhat Source: SiriusDecisions 2010 In uential 17% 14% Not At All In uential 1% 1% Source: Eccolo Media 2010 B2B Collateral Survey Report White papers are used throughout the buyer’s journey Source: Ziff Davis Enterprise 2010 Discovery Consideration Decision 35% awareness and 23% creating a short 10% making a nal nding ideas to challenge list of vendors and decision status-quo vendor evaluation 33% nding solution options One Size Fits All Content Is Not Relevant Enough For Today’s Buyer Short Attention Span Theater – Buyers inundated with more campaigns than ever… demand concise/relevant content. Campaign Overload The ideal length for white papers Average buyer receives: 4 21% 6 34% 15.4 campaigns per week in 2006 8 27% + 13% 10 32% 10 5% Most white papers 20.3 campaigns per week in 2010 are too long Source: Eccolo Media 2010 B2B Collateral Survey Report As a result of campaign overload white paper downloads have fallen over the past 2 years Source: SiriusDecisions 2010 Personalized Content Has Proven To Be Much More Effective Research from MarketingSherpa and KnowledgeStorm shows that targeted content is more effective when customized for: 82% 67% 49% 29% Industry Job Size Geography Interactive White Papers: Optimizing white papers for today’s buyer Relevance, Personalization, One-on-one communication. Customize and deliver white paper Bene ts of Interactive White content based on Pivot Points: Papers compared to Traditional: 350% more click throughs Industry Location Size Role 120% more quali ed leads Stage in Opportunities Pain Better tracking & scoring Buying Points of leads with integrated Cycle pro ling on speci c customer opportunities and needs 10% Acceleration in sales cycles Obtain a free White Paper Assessment http://www.alinean.com/white_paper_audit/ More information on Interactive White Papers http://www.alinean.com/demand-gen/interactive_white_paper.aspx powering B2B sales to economic buyers 2011 http://www.alinean.com About Alinean Alinean, the leading provider of dynamic sales and marketing tools, empowers B2B vendors to better sell to today's economic-focused buyer. Alinean-powered interactive white papers, assessments, ROI calculators and TCO comparison tools create more compelling value-based connections, workshops, presentations and proposals — delivering customized diagnostics, benchmarks, solution recommendations, bene ts, investments, ROI, payback and TCO advantage proof points. Leading B2B rms leveraging Alinean tools include: HP, IBM, Microsoft, EMC, Dell, Intel, IDC/IDG, AT&T, Siemens, Unisys, Thomson Reuters, NetApp, Citrix, Symantec, Novell, Cisco, Oracle, Sybase, and CA. Learn more: at the Fight Frugalnomics™ Resource Center http://www. ghtfrugalnomics.com, by visiting http://www.alinean.com, or calling 407.382.0005.