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