Stay Relevant in the Evolving IT Marketplace: Map Your Interactive White Papers to the Buyers Journey
Duration: 60m; Recorded on June 2, 2011
The basic white paper is still one of the most important pieces of marketing content used and trusted as the key buying decision tool by over 60% of IT buyers (SiriusDecisions 2010).
However, in the new world of information overload, these white papers are getting lost in the clutter and worse, do not engage today's more frugal and demanding IT buyers who require quantifiable proof that proposed solutions will drive bottom line results.
Former Gartner VP, entrepreneur, prolific blogger and 20-year IT industry veteran, Tom "The ROI Guy" Pisello, examines one of the most important tools to engage buyers, white papers, and offers new best practices to help evolve this traditional medium into an effective selling machine.
In this webinar you will learn:
- Why white papers are still the most important content marketing medium for today's decision maker
- How information overload is hurting the effectiveness of this medium in 2011 and beyond
- How interactivity can help make white papers more personalized and effective to marketers and buyers alike
- How to align your white papers to the Buyers' Journey to overcome resistance at each step of the decision-making process
- How to select "content pivot points" – the dimensions of personalization so key to connecting
- What interactive white papers look like and best practice examples.
