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 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.

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

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)

Frugal

Skeptical Stakeholders

In Control Overloaded

84% of buyers leverage white pa

35% 23% 10%

Bad News: Utilization and frequency of use are DOWN year
over year…

Differentiated Enough? Concise Enough?

Personalized Enough?

Rational Enough?Emotional Enough?
Insight & Intelligence?

Traditional White Papers Alinean Interactive White P

Evolve

• Differentiated
• Concise
• Personalized
• Emotional +
Rational
• Customer

Pivot Points
Industry Challenges

Location Costs

Size Risks

Assets Business Opps

Personalized Content

Improvement Opportunities Cost of Doing Nothing

Solution Benefits
Recommendations

ROI & PaybackTCO Advantages
Case Studies

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

Questions?
Alinean Interactive White Pa

Fight Frugalnomics Resource Cente

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Assuring New Launch Success: Migrating from Product to Value Jim Howard, Solution Architect at Unisys Unisys, a global IT solutions company, was readying for the launch of two new products: 1. Forward! - a new converged infrastructure solution for the secure data center 2. Desktop as a Service (DaaS) – personal computing delivered more efficiently as a service. It was important to generate immediate demand for these new products, and get new sales reps up to speed in order to effectively sell the solution. But how could Unisys quickly and effectively educate prospects on the value of these solutions, and differentiate them uniquely from other offerings? In this informative session, Jim Howard from Unisys will be interviewed, discussing his new product launch challenges, which are likely similar to your own, and ways he leveraged value messaging, provocative insights, value marketing / ROI tools and training to achieve success.

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Unisys Case Study - New Product Launch Success - From Product Pitch to Value ...

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