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 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. 1. Traditional White Papers Don’t WorkAnymore!Driving More High Quality Leads withInteractive White Papers Tom Pisello CEO & Founder The ROI Guy Twitter: @tpisello @AlineanROI
  2. 2. 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)
  3. 3. FrugalSkeptical StakeholdersIn Control Overloaded
  4. 4. 84% of buyers leverage white pa 35% 23% 10%Bad News: Utilization and frequency of use are DOWN yearover year…
  5. 5. Differentiated Enough? Concise Enough?Personalized Enough? Rational Enough?Emotional Enough? Insight & Intelligence?
  6. 6. Traditional White Papers Alinean Interactive White P Evolve • Differentiated • Concise • Personalized • Emotional + Rational • Customer
  7. 7. Pivot PointsIndustry ChallengesLocation CostsSize RisksAssets Business Opps
  8. 8. Personalized ContentImprovement Opportunities Cost of Doing Nothing Solution Benefits Recommendations ROI & PaybackTCO Advantages Case Studies
  9. 9. Proo f traditional white paper3 x More leads than fueled campaigns150 % Average increase in qualified leads per campaign4x Amount of customer intelligence captured and leveraged via MAP / CRM Evolve
  10. 10. Questions? Alinean Interactive White Pa Fight Frugalnomics Resource Cente

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