Marketing Resources: White Papers

• 'Don't Tase Me, Bro!' Or, How I Got an Engineer to Write a Whitepaperby Ari McKee-Sexton
  For some of us writerly types, content comes easy. But extracting copy from others is like pulling bad teeth. But it needn't be. Use these winning strategies to unleash the inner writer in even your most reluctant team members.
  More articles on B2B Marketing, Collaboration, Creativity, White Papers, Writing Whitepapers
• Eight Ways to Create Enough Video Content to Last 18 Monthsby Pete Savage
  Studies show that online video improves email click-through rates, sales conversions, and search engine rankings; it's no wonder marketers are funneling more budget dollars into this tantalizing medium. Learn eight ways to make your video content last 18 months.
  More articles on B2B Marketing, Case Studies, Content, Creativity, Landing Pages, Marketing Tips, Videos, Webinars, White Papers
• Is Anybody Following Your Thought Leadership? Five Best-Practicesby Paul McKeon
  A big part of making market leadership pay off is an ability to convey and promote thought leadership. Thought leadership is the outward expression of market leadership. It conveys your views on where your market-space is heading (or should be ...
  More articles on B2B Marketing, Marketing Smarter, Thought Leadership, White Papers
• 11 Tips for Challenging Government-Marketing Myths and Reaching Buyersby Becky Sheetz-Runkle
  Just as selling to government is different from selling to any other industry, marketing to government requires a distinct approach. Although there is no shortage of ways to reach government buyers, some ways are better than others. To help shatter ...
  More articles on Case Studies, Collaboration, Measurement, Newsletters, Public Relations, Sales, Thought Leadership, White Papers
• 10 High-Impact, Low-Budget Ideas for Marketing in a Down Economy (Part 2)by Jonathan Kranz
  Earlier this month, the author offered five ideas for getting ahead in an economy that's got us down. As promised, here are five more inexpensive (yet powerful!) ideas that can help you and your business come out on top.
  More articles on Case Studies, Economic Crisis, Marketing Tips, Positioning, Thought Leadership, White Papers
• 10 Best-Practices for Writing a Whitepaper That Gets Resultsby Steve Hoffman
  Whitepapers can be a highly effective tool to establish your credibility, promote a product or service, and get results. Here are the 10 best practices to writing a whitepaper that will get your company noticed.
  More articles on Marketing Tips, Targeting, Thought Leadership, White Papers, Writing Whitepapers
• Make Every Word Count: Q&A With Jonathan Kranzby Mack Collier
  What's the most common mistake companies make in crafting collateral? What are the keys to creating content that reflects a company's credibility? And how does a company stop talking about itself... and focus on its customers? Here, the author ...
  More articles on Case Studies, Copywriting, Customer Engagement, White Papers
• B2B Search Engine Optimization: Driving Conversionby Galen DeYoung
  Getting your site to rank high in the search engine results and getting searchers to click through to your site are among the foremost objectives of B2B search engine optimization. But that's just the beginning. You still have to turn ...
  More articles on B2B Marketing, Case Studies, Customer Relationships, Podcasting, SEO, Web Copy, Websites, White Papers
• Marketing Challenge: Three Ways to Score With Search Enginesby Hank Stroll
  Small businesses don't often have the resources for the amount of effort needed to succeed with the likes of Google, Yahoo and MSN Search out there. Luckily, the Internet offers lots of free tools to maximize marketing and search engine ...
  More articles on Case Studies, Search Engines, Small Business, Web Copy, Website Design, Websites, White Papers
• Six Ways to Prepare Better Collateral for Sales Teamsby Jonathan Kranz
  Ah, sales and marketing. They're like two siblings fighting in the back seat while mom, pop—or a company executive—drives the car. Jonathan doesn't know how to stop all this bickering (and he's not interested in "who started it"), but here he ...
  More articles on Case Studies, Collaboration, Customer Engagement, Lead Generation, Lead Quality, Marketing Tips, Sales, White Papers
• How White Papers Can Turbo-Boost Your Lead-Generation Campaignby Michael Stelzner
  More articles on B2B Marketing, Lead Generation, Marketing Tips, Thought Leadership, White Papers, Writing Whitepapers
• Stretching the Truth Online Has Never Been Easierby Hesh Reinfeld
  The author doesn't own a Blackberry. But his clients don't know that. They're impressed when they receive an email from him with the tag line: Sent from a BlackBerry wireless handheld. It shows that he's available 24/7 and always responsive ...
  More articles on Creativity, Websites, White Papers
• How White Papers Can Turbo-Boost Your Lead Generation Campaignby Michael Stelzner
  Generating quality leads is a growing challenge for many marketing professionals. More than ever before, legions of marketing materials are competing for the attention of prospects. How can you be sure to stand out from the crowd?
  More articles on B2B Marketing, Lead Generation, Targeting, White Papers
• Creating Content Streams for Web Watering Holesby Jonathan Kranz
  At a recent marketing association event about landing big company clients, one of the participants asked the speaker, "How do we find the watering holes where the decision makers meet?" The room burst into discussion. Some people said golf courses. Some ...
  More articles on Blogging, Case Studies, Collaboration, Customer Experience, Press Releases, Web Content, Websites, White Papers
• How Web Content Can Shorten a Complex Saleby David Meerman Scott
  Savvy marketing professionals understand that sales and marketing must work together to move prospects through the sales pipeline. This is especially important in the complex sale with long decision making cycles and multiple buyers that need to be influenced. The ...
  More articles on Collaboration, Lead Generation, Personas, Sales, Thought Leadership, Web Content, Web Copy, Webinars, White Papers
• 10 Ways to Improve Your Conversion Ratesby Jay Bower
  OK, you got your prospect to raise his hand and seek out further information about your product or service. Now comes the really hard part: turning him into a buying customer. Here are 10 ways to address the challenge and improve ...
  More articles on Landing Pages, Lead Generation, Lead Quality, Lead Scoring, Marketing Tips, Segmentation, Targeting, Testing, Websites, White Papers
• Seven Steps to on-Time, on-Budget Whitepapersby Martin Chorich
  In today's increasingly post-literate culture, the idea of a 10-plus page linear narrative may seem out of date. But not so. The role of the marketing/technical whitepaper is on an upswing as companies recognize their effectiveness in communicating with audiences ...
  More articles on Collaboration, Management, White Papers, Writing Whitepapers
• Why White Papers Make for Great Marketing Collateralby Manoj Aravindakshan
  If there has been one constant in the ever-transient paradigm of marketing on the Internet, it is that "content" is the key to attract a steady stream of the uninitiated as well the converts. Good white papers serve to generate ...
  More articles on Brand Awareness, Print Collateral, Public Relations, Websites, White Papers
• Are White Papers Just for Technical Marketers?by Barbara Bix
  If your company sells complex products or services, you may want to take a page from the high-tech marketers' book. Continue to use conventional collateral to differentiate your solution and demonstrate value. Then, see if you can create independent demand ...
  More articles on Collaboration, High-Tech Marketing, Lead Generation, Lead Nurturing, Targeting, White Papers, Writing Whitepapers
• Services Marketing Is Moving Online—Are You?by Mike Schultz
  Services marketing efforts are moving online not because a few marketing consultants and strategists say they are—but because your clients and prospects are online, and their online experiences are influencing all buying decisions. Here are four arguments you can use ...
  More articles on Advertising, Brand Awareness, Online Marketing, Services Marketing, Websites, White Papers

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• Social, Interactive Options Boost Influence of B2B Content
  Prospective technology buyers who consume whitepapers and other types of tech content say they perceive marketing collateral to be more influential when it displays a social sharing option, or when ...
  More articles on B2B Marketing, Content, Research Summaries, Social Media, White Papers, Word of Mouth
• Three Ways to Improve Your Lead-Generation Efforts
  "Online lead generation requires you to erect just the right-sized barrier," writes Ian Lurie at Conversation Marketing. "Something [just] big enough to keep unqualified, unpromising leads out, while letting interested ...
  More articles on Lead Generation, Lead Nurturing, White Papers
• Cover the Spectrum With Whitepapers
  "Since white papers are among the most popular pieces of content for [many] buyers," notes Cheryl Goldberg at the High Tech Communicator blog, "you'll want to create a lot of ...
  More articles on Creativity, Lead Generation, White Papers
• Free Shipping!
  Free shipping offers can cost your company a bundle, but they may produce ROI that makes them worth the expenditure. As you explore your options, you will probably be interested ...
  More articles on Market Research, Marketing Analytics, White Papers
• Whitepapers: Publish AND Promote, or Perish
  For small companies, technology whitepapers can be time-consuming and expensive to produce. Depending on the topic, they can also be highly perishable, with a relatively short shelf life. So it ...
  More articles on Blogging, Facebook, High-Tech Marketing, LinkedIn, Sales, Twitter, White Papers
• What's the Biggest Untapped Opportunity for B2B Marketers?
  How would you answer the question, "What do you see as number-one untapped marketing opportunity for business-to-business marketers today?"
  More articles on B2B Marketing, Channel Marketing, Customer Relationships, Interactive Marketing, Marketing Strategy, Podcasting, ROI, Social Media, Targeting, White Papers
• Free Resources That Can Pay Off
  While the blogs we highlight are a great resource for email marketers, you might also benefit from the more in-depth guidance of downloadable whitepapers. Companies have discovered the marketing advantage ...
  More articles on Customer Experience, Email Marketing, Social Media, White Papers
• Here's That Email You Requested
  Congrats! You've created a terrific whitepaper, and now you're adding a download link to a free copy of it on your landing page. All your prospects have to do is ...
  More articles on B2B Marketing, Email Campaigns, White Papers
• Know Where to Find Some Progressive Metrics?
  In a post at the Marketing Interactions blog, Ardath Albee discusses an ongoing debate between "Hard" and "Soft" marketing proponents on the best way to measure ROI.  ...
  More articles on Blog Comments, Customer Engagement, Marketing Analytics, Personas, ROI, Twitter, Videos, White Papers
• Red-Hot Whitepapers
  If you're writing a whitepaper—or plan to include one in your marketing strategy—you should check out a Pro article at MarketingProfs.com in which Steve Hoffman provides an in-depth list of ...
  More articles on Small Business, White Papers, Writing Whitepapers
• Get Them Sparkling White!
  Earlier this year, Michael Stelzner predicted a jump in demand for white papers by B2B marketers. That prediction is apparently coming true: financial and Internet-service companies are just two examples of B2B ...
  More articles on B2B Marketing, White Papers, Writing Whitepapers

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White Papers case studies, deconstructing real life examples and illustrating lessons learned

• How One Whitepaper Generated 500 Leads and Significant PR for a B2B Manufacturerby JER Envirotech
  JER Envirotech, a manufacturer of environmentally friendly thermoplastic biocomposite materials, needed to stand out in the green manufacturing industry. Its solution: create a white paper to both explain and build credibility for its offerings. Here's how that led to 500 new leads over 60 days.
  More case studies on B2B Marketing, Case Studies, Lead Generation, Public Relations, White Papers

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White Papers online seminar broadcasts from the best minds in marketing

• MarketingProfs University: Content Rules! How to Create the Right Kind of ContentBroadcast on 12/3/2010 11:00:00 AM
  More seminars on Brand Awareness, Content Marketing, Customer Engagement, Social Media, Videos, Webinars, White Papers
• Generating Leads With Compelling White PapersBroadcast on 2/8/2008
  More seminars on Customer Acquisition, Lead Generation, Marketing Tips, White Papers, Writing Whitepapers

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White Papers marketing downloads for the busy professional

• Sales & Marketing Alignment - Apr. 2005
  Need a little help getting your marketing efforts in sync with your sales efforts? Look no further. A 2005 study of MarketingProfs members worldwide found that companies that successfully aligned sales with marketing perform better in many sales measures than their “unaligned” competition. Aligned companies enjoyed 5.4% faster growth, 38% more proposals closed, 36% fewer customers lost, and 40% more new business coming from marketing leads than unaligned firms. Read the complete analysis and take advantage of the recommendations from this exhaustive report.
  More tools on Collaboration, Lead Generation, Market Research, Measurement, Public Relations, White Papers
• Sales and Marketing Alignment
  Benchmark Sales Mtkg Alignment
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