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 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.

Business News & Politics

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

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)

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)

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…

Differentiated Enough? Effective Enough?

Personalized Enough?

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

Traditional White Papers Alinean Interactive White Papers

Evolve

• Differentiated
• Personalized
• Value
• Old Brain + New Brain
• Customer Intelligence

Compelling Insight
Quantitative + Qualitative
Unique Economic Analysis

Click here to see in action>

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

Questions?

Interactive White Papers

Additional Resources and Insight
– Fight Frugalnomics Resource Center
– Ask the ROI Guy Resource Center

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