White Papers are Influence Kings, But Need Personalization to Retain Crown

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The white paper is still one of the most important pieces of marketing content & are used throughout the buyer’s journey. However, One-Size Fits All Content Not Relevant Enough For Today’s Buyer

Empresariales Tecnología

White Papers Are
In uence Kings
But Need Personalization to
Retain the Crown
The white paper is still one of the most important pieces of marketing content

Over 41% of buyers view white
Content most often used to papers as extremely / very
help make purchase decisions in uential to their purchase
decisions
54% White Papers in uencers decision makers

Extremely
39% Analyst Reports
In uential
34% 47%
37% Webinars
Moderately
36% User Events In uential
48% 38%
27% Case Studies
Somewhat
Source: SiriusDecisions 2010
In uential
17% 14%

Not At All
In uential
1% 1%
Source: Eccolo Media 2010 B2B
Collateral Survey Report

White papers are used throughout the buyer’s journey
Source: Ziff Davis Enterprise 2010

Discovery Consideration Decision
35% awareness and 23% creating a short 10% making a nal
nding ideas to challenge list of vendors and decision
status-quo vendor evaluation
33% nding solution
options

One Size Fits All Content Is Not
Relevant Enough For Today’s Buyer
Short Attention Span Theater – Buyers inundated with more campaigns than ever…
demand concise/relevant content.

Campaign Overload The ideal length for white papers
Average buyer receives: 4 21%
6 34%

15.4 campaigns per week in 2006
8 27%

+ 13%
10
32%
10 5%

Most white papers
20.3 campaigns per week in 2010 are too long
Source: Eccolo Media 2010 B2B Collateral Survey Report
As a result of campaign overload
white paper downloads have
fallen over the past 2 years
Source: SiriusDecisions 2010

Personalized Content Has Proven To Be
Much More Effective
Research from MarketingSherpa and KnowledgeStorm shows that targeted content
is more effective when customized for:

82% 67% 49% 29%
Industry Job Size Geography

Interactive White Papers: Optimizing
white papers for today’s buyer
Relevance, Personalization, One-on-one communication.

Customize and deliver white paper Bene ts of Interactive White
content based on Pivot Points: Papers compared to Traditional:

350% more click throughs

Industry Location Size Role

120% more quali ed leads

Stage in Opportunities Pain Better tracking & scoring
Buying Points of leads with integrated
Cycle pro ling on speci c customer
opportunities and needs

10% Acceleration in
sales cycles

Obtain a free
White Paper Assessment
http://www.alinean.com/white_paper_audit/

More information on
Interactive White Papers
http://www.alinean.com/demand-gen/interactive_white_paper.aspx

powering B2B sales to economic buyers 2011
http://www.alinean.com

About Alinean
Alinean, the leading provider of dynamic sales and marketing tools, empowers B2B vendors to better sell to today's
economic-focused buyer. Alinean-powered interactive white papers, assessments, ROI calculators and TCO comparison
tools create more compelling value-based connections, workshops, presentations and proposals — delivering customized
diagnostics, benchmarks, solution recommendations, bene ts, investments, ROI, payback and TCO advantage proof points.

Leading B2B rms leveraging Alinean tools include: HP, IBM, Microsoft, EMC, Dell, Intel, IDC/IDG, AT&T, Siemens, Unisys,
Thomson Reuters, NetApp, Citrix, Symantec, Novell, Cisco, Oracle, Sybase, and CA.

Learn more: at the Fight Frugalnomics™ Resource Center http://www. ghtfrugalnomics.com, by visiting
http://www.alinean.com, or calling 407.382.0005.

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