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.

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. 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)

4. Frugal
Skeptical Stakeholders
In Control Overloaded

5. 84% of buyers leverage white pa
35% 23% 10%
Bad News: Utilization and frequency of use are DOWN year
over year…

6. Differentiated Enough? Concise Enough?
Personalized Enough?
Rational Enough?Emotional Enough?
Insight & Intelligence?

7. Traditional White Papers Alinean Interactive White P
Evolve
• Differentiated
• Concise
• Personalized
• Emotional +
Rational
• Customer

9. Pivot Points
Industry Challenges
Location Costs
Size Risks
Assets Business Opps

10. Personalized Content
Improvement Opportunities Cost of Doing Nothing
Solution Benefits
Recommendations
ROI & PaybackTCO Advantages
Case Studies

11. Proo
f traditional white paper
3 x More leads than
fueled campaigns
150 %
Average increase in qualified leads per
campaign
4x Amount of customer intelligence captured
and leveraged via MAP / CRM
Evolve

12. Questions?
Alinean Interactive White Pa
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