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
May 10, 2015
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?
Of B2B vendors need significantly more leads in order to generate the same amount of sales (IDC)
Increase in the number of marketing campaigns buyers receive (SiriusDecisions, over past 5 years)
Of marketers think their content marketing is ineffective (CMII)
62 %
32 %
59 %
In Control
Skeptical
Overloaded
Frugal
Fueled by Internet & social media Opportunities, you & your competition Inviting sales later (> 65% along)
Doing-more-with-less > 100 emails, > 10 calls/day Less time for vendors
More risk averse than ever Tired of traditional pitches Need personalized & compelling insight
Cost of doing nothing + value of change > risks + costs of change
84% of buyers leverage white papers
35%
23% 10%
Bad News: Utilization and frequency of use are DOWN year over year…
King of Content > Webinars, Events, Emails, Case Studies
Differentiated Enough? Effective Enough?
Personalized Enough?
Emotional
Logical Risks > Gain Visual Appeal Self Centered Contrast Similarity and Association
Getting Prospects from “Do Nothing” to Yes
Current Costs & Risks Priorities Benefits & Justification Value Differentiation Different Stakeholders & Higher Authority (eg CFO)
Evolve
• Differentiated • Personalized • Value • Old Brain + New Brain • Customer Intelligence
Alinean Interactive White Papers Traditional White Papers
Click here to see in action>
Compelling Insight Quantitative + Qualitative Unique Economic Analysis
Proof More leads than traditional white paper fueled campaigns
Average increase in qualified leads per campaign
Amount of customer intelligence captured and leveraged in MAP / CRM
3 x
150 %
4 x
Evolve
Questions?
Additional Resources and Insight
– Fight Frugalnomics Resource Center – Ask the ROI Guy Resource Center
Interactive White Papers