White Papers

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• How White Papers Can Turbo-Boost Your Lead Generation CampaignMichael 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 ...
  B2B Marketing, Lead Generation, Targeting, White Papers
• Creating Content Streams for Web Watering HolesJonathan 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 ...
  Blogging, Case Studies, Collaboration, Customer Experience, Press Releases, Web Content, Websites, White Papers
• How Web Content Can Shorten a Complex SaleDavid 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 ...
  Collaboration, Lead Generation, Personas, Sales, Thought Leadership, Web Content, Web Copy, Webinars, White Papers
• 10 Ways to Improve Your Conversion RatesJay 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 ...
  Landing Pages, Lead Generation, Lead Quality, Lead Scoring, Marketing Tips, Segmentation, Targeting, Testing, Websites, White Papers
• Seven Steps to on-Time, on-Budget WhitepapersMartin 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  In today's increasingly post-literate culture, the idea of a 10-plus page linear narrative may seem out of date.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 ...
  Collaboration, Management, White Papers, Writing Whitepapers
• Why White Papers Make for Great Marketing CollateralManoj 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 ...
  Brand Awareness, Print Collateral, Public Relations, Websites, White Papers
• Are White Papers Just for Technical Marketers?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 ...
  Collaboration, High-Tech Marketing, Lead Generation, Lead Nurturing, Targeting, White Papers, Writing Whitepapers
• Services Marketing Is Moving Online—Are You?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 ...
  Advertising, Brand Awareness, Online Marketing, Services Marketing, Websites, White Papers
• Make Mountain Offers out of Molehill PromisesJonathan Kranz
  Chances are that when engineers propose a new car model, they don't fail to include an engine in their designs. Unfortunately, that's not true of many B2B marketers and their ...
  B2B Marketing, Case Studies, Copywriting, Creative Briefs, Direct Marketing, White Papers, Writing
• Lead Nurturing: Ripening the Right BananasBrian Carroll
  Imagine your marketplace is a field of banana trees. Your marketing people are those who nurture and pick the bananas. Bananas are harvested when they are green, and they turn ...
  B2B Marketing, Case Studies, Lead Generation, Lead Nurturing, Marketing Smarter, Sales, White Papers
• Giving It AwayTom Barnes
  Here’s the challenge: How do we very simply communicate our UC (unilateral concession) in a credible way (without saying free)?
  Email Deliverability, Email Subject Lines, Thought Leadership, White Papers, Writing
• Strong Finish: Writing Effective ConclusionsAmy Gahran
  If you’re writing a white paper, issue brief, article, analysis, or report, what’s the best way to conclude that document?
  Print Collateral, White Papers, Writing
• Ten Fundamentals That Matter More Than a Big BudgetChristopher Kenton
  This economic "rinse cycle" offers an opportunity to shore up your organization's fundamental strengths. Happily, for anyone responsible for a budget, pursuing the fundamentals doesn’t require cash as much as ...
  Channel Marketing, CRM, Customer Engagement, Economic Crisis, Email Lists, Marketing Tips, Newsletters, White Papers
• Email Marketing Isn't Just About EmailMark Brownlow
  The English poet John Donne (of "for whom the bell tolls" fame) wrote that "no man is an island." Nor is any email campaign.
  Collaboration, E-Commerce, Email Marketing, Landing Pages, Websites, White Papers, Writing