White Papers: Topics, Techniques, and Trade Secrets George Buckbee V.P. Marketing, ExperTune Inc.

Presenter George Buckbee, ExperTune George Buckbee, P.E. holds a B.S. and M.S. in Chemical Engineering. As Vice President of Marketing and Product Development at ExperTune, Inc., he is co-designer of ExperTune’s PlantTriage software. George has led ExperTune’s marketing program to deliver high-quality, high-quantity sales leads. As an experienced practitioner, George has over 20 years of practical experience in process control across many industries, with over 10 years devoted to advancing the theory and practice of process and control system improvement.

George Buckbee, ExperTune

George Buckbee, P.E. holds a B.S. and M.S. in Chemical Engineering. As Vice President of Marketing and Product Development at ExperTune, Inc., he is co-designer of ExperTune’s PlantTriage software. George has led ExperTune’s marketing program to deliver high-quality, high-quantity sales leads. As an experienced practitioner, George has over 20 years of practical experience in process control across many industries, with over 10 years devoted to advancing the theory and practice of process and control system improvement.

Abstract Customers love white papers. White papers demonstrate the strengths of your company and your products in a very credible way. In this session, you will learn how to use white papers as an effective tool for lead generation, client development, and customer retention. Starting with the selection of topics, this session will discuss white paper content, presentation, and distribution methods. Learn some trade secrets to avoid common pitfalls of white papers. You will also see how white papers can be used over and over again, so that a single investment becomes a re-usable asset for the rest of the marketing program. George Buckbee is the author of dozens of popular white papers for the automation industry, and he will be sharing his experiences and specific techniques that you can re-apply. Start using these techniques, and you’ll soon love white papers as much as your customers do.

Customers love white papers. White papers demonstrate the strengths of your company and your products in a very credible way. In this session, you will learn how to use white papers as an effective tool for lead generation, client development, and customer retention. Starting with the selection of topics, this session will discuss white paper content, presentation, and distribution methods. Learn some trade secrets to avoid common pitfalls of white papers. You will also see how white papers can be used over and over again, so that a single investment becomes a re-usable asset for the rest of the marketing program.

George Buckbee is the author of dozens of popular white papers for the automation industry, and he will be sharing his experiences and specific techniques that you can re-apply. Start using these techniques, and you’ll soon love white papers as much as your customers do.

What is a White Paper? Wikipedia: “ A white paper is an authoritative report or guide that often addresses issues and how to solve them. White papers are used to educate readers and help people make decisions.”

Wikipedia:

“ A white paper is an authoritative report or guide that often addresses issues and how to solve them. White papers are used to educate readers and help people make decisions.”

A White Paper is NOT: In-Your-Face Advertising ! Fluff Too Short Too Long

In-Your-Face Advertising !

Fluff

Too Short

Too Long

White Papers Can: Generate Qualified Leads Establish Thought Leadership Make a Business Case Educate Potential Customers

Generate Qualified Leads

Establish Thought Leadership

Make a Business Case

Educate Potential Customers

Why White Papers? Customer Perspective Learn About New Technology Refreshers Help with Justifications Simplify My Work More Up-to-Date & Practical than Academic Materials

Learn About New Technology

Refreshers

Help with Justifications

Simplify My Work

More Up-to-Date & Practical than Academic Materials

Why White Papers? MarketingSherpa's Business Technology Buyers Report, 2008-2009 . Tech buyers were asked, "Which content types are you typically willing to register for?" Tech Buyer Preferences 1. White paper, 79% 2. Case study, 63% 3. Analyst reports, 57% 4. Product literature, 45% 5. Demo, 38% 6. Archived article, 37% 7. Webcast, 31% 8. Online video, 22% 9. Podcasts, 12%

MarketingSherpa's Business Technology Buyers Report, 2008-2009 . Tech buyers were asked, "Which content types are you typically willing to register for?"

Tech Buyer Preferences 1. White paper, 79% 2. Case study, 63% 3. Analyst reports, 57% 4. Product literature, 45% 5. Demo, 38% 6. Archived article, 37% 7. Webcast, 31% 8. Online video, 22% 9. Podcasts, 12%

Why White Papers? Marketing Perspective They Get Results Thought Leadership Build Reputation Generate Qualified Leads Simplify Your Sales Cycle a. Educated Customers

They Get Results

Thought Leadership

Build Reputation

Generate Qualified Leads

Simplify Your Sales Cycle

a. Educated Customers

Selecting a Topic Good Topics Understanding XYZ Uses of XYZ in the Foods Business How to Calculate the Benefit of… The 6 Most Common Errors in XYZ Applying XYZ to Save Energy Not So Good How Product ABC Saves You Money Case Studies…Maybe Benefits of XYZ

Good Topics

Understanding XYZ

Uses of XYZ in the Foods Business

How to Calculate the Benefit of…

The 6 Most Common Errors in XYZ

Applying XYZ to Save Energy

Not So Good

How Product ABC Saves You Money

Case Studies…Maybe

Benefits of XYZ

Authoring White Papers Internal Authors External Authors Expert Authors Ghost-Writing

Internal Authors

External Authors

Expert Authors

Ghost-Writing

Blatant Sales Material Advertisements Fluff Hyperbole Sales Contact Info White Paper Content Include: Technical Details Expert Opinions Quotes Examples with Product References Do NOT Include:

Blatant Sales Material

Advertisements

Fluff

Hyperbole

Sales Contact Info

Include:

Technical Details

Expert Opinions

Quotes

Examples with Product

References

Do NOT Include:

Presentation Simpler is Better Pure text? Some graphics? Graphically Appealing Fluff pictures? Screen Shots? Product Photos?

Simpler is Better

Pure text?

Some graphics?

Graphically Appealing

Fluff pictures?

Screen Shots?

Product Photos?

White Paper Distribution Methods Web Site Mailings Email Blast

Web Site

Mailings

Email Blast

Trade Secrets and Pitfalls Commercialism Not Enough Detail Too Much Detail Shelf Life

Commercialism

Not Enough Detail

Too Much Detail

Shelf Life

Stretching the Value of a White Paper Multiple Distributions External Internal Magazine Articles Webinars Trade Show Presentations Web Site Premium Content Training Translations

Multiple Distributions

External

Internal

Magazine Articles

Webinars

Trade Show Presentations

Web Site

Premium Content

Training

Translations

Example White Papers

Questions?