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 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!
- 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. 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)
- 4. Frugal Cost of doing nothing + value of change > risks + costs of change Skeptical More risk averse than ever Tired of traditional pitches Need personalized & Overloaded compelling insight Doing-more-with-less > 100 emails, > 10 calls/day Less time for vendors In Control Fueled by Internet & social media Opportunities, you & your competition Inviting sales later (> 65% along)
- 5. 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…
- 6. Differentiated Enough? Effective Enough? Personalized Enough?
- 7. 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
- 8. Traditional White Papers Alinean Interactive White Papers Evolve • Differentiated • Personalized • Value • Old Brain + New Brain • Customer Intelligence
- 9. Compelling Insight Quantitative + Qualitative Unique Economic Analysis Click here to see in action>
- 10. Proof 3 x More leads than traditional white paper fueled campaigns 150 % Average increase in qualified leads per campaign 4 x Amount of customer intelligence captured and leveraged in MAP / CRM Evolve
- 11. Questions? Interactive White Papers Additional Resources and Insight – Fight Frugalnomics Resource Center – Ask the ROI Guy Resource Center