How do buyers want their information during the buy cycle? The only report of its kind summarizes the key trends governing the creation and use of information for buyers during the buy cycle. FREE 20 pages.

1. Six Biggest Reasons Why Buyers Prefer Informative Papers 56% of marketers plan to increase content marketingBuyers have clearly stated their preference spending either slightly or significantly.for educational content that aggregates and Chart: Most Downloaded Media Typeseconomically presents facts and analysis to Fact 2. Search Then White Papers!help them make better decisions during the 82% of IT buyers always use search engines tobuy cycle. The greater the informative value research a problem.to the customer, the stronger the Newsletters, magazine, associations are the least effective sources for buyers.differentiation, mind share and relationship Chart: Most Effective Sources of Datagained by the information provider is the Fact 3. Buyers Are Looking For Information, Not Anew rule. In response, “content is the new Pitch!marketing” is the mantra of wise marketers Up to 90% of executives find white papers moderatelywho are investing in efficient educational or extremely helpful.documents. White papers are the strongest influencers. Chart: Top Three Reasons Vendor Content Is Dismissed By Buyers.The only white paper of its kind, this Fact 4. Buyers Prefer Textbriefing aggregates the latest data on trends Buyers are 3X more likely to review information earlyand best practices to build buy cycle in the buy cycle.relationships with information products. Third party analyst remains the most influential dialogue. Table: Buy Cycle Phase/Content Type AlignmentUse the links on this page for speedier Fact 5. Double Sales with Relevant White Papersnavigation. Vendor-neutral and independent reviews are most favored.Facts Are Stubborn Things Sales almost cut in half by content lacking relevancy.18% CAGR in online interactive media through 2013 Fact 6. Viral Nature of Quality ContentChart: Top Two Marketing Pressures Chart: A white paper is the leading reason for readersChart: Biggest Media Time Wasters to register for “gated” material. 37% to 67% of readers frequently or very frequentlyFact 1. Demand for Custom Content Intensifies forward white papers.29% of global market executives plan budgetincreases this year. FREE USE OF THIS WHITE PAPERFree download of this paper. Contact Us 2009 Information Advantage Group retains all rights to the use and distribution of thisdocument. This confidential and proprietary information must be held in strict confidence and not disclosed to any other parties without expressly written permissionof the authors.

2. Six New Facts About Buyers Preferences for White Papers Facts Are Stubborn Things Have you noticed lately how discussions about what buyers wantBuyers want sellers to during their purchasing cycles has become more about educationalgive them ammunition information then events and advertising? that can help sell upstream to management! Across all verticals, programs that lead with whitepapers that deliver high educational value are gaining strong traction during these austere times. This traction is dependent on the content being highly relevant, accurate, complete and time-efficient. The intent is to capture a buyer’s attention early in the buy cycle to start building lasting credibility and trust - a stark departure from past advertising assumptions founded on the premise that reach and cost serves as a proxy for efficacious relationship building. As a result, a rather dramatic shift of marketing dollars toward white papers and reports is one of the growth items in 2009 marketing budgets. 1 Increasingly, money spent on traditional advertising, such as collaterals, brochures and events is being heavily cannibalized by an 18% CAGR in online interactive media expected to last through 2013. This trend in spending is focused on highly informative content driven by a couple of major dynamics effecting buyer preferences. 2 Back To TOC First, the discussion around the publisher-controlled model being disrupted by the emerging user-controlled model has taught us that Web 2.0 technology requires collaboration and participation in order to enable success--it also adds tasks to our already crowded list of tasks. Blogs, podcasts, video and social networks are the newer entry points encountered when we begin to search for information on needed products or services. We conclude as we move further down this path that relevance, structure, accuracy and completeness are frequently lacking in a rising sea of fragmented facts and opinion. Because so little of this “cyber-clutter” is organized, experienced professionals – as the data in this report shows - find it is best to be temperate toward Web 2.0 for many of these access points are considered the biggest time wasters when searching for answers during the buy cycle. 3 4 2 Free download of this paper. Contact Us 2009 Information Advantage Group retains all rights to the use and distribution of this document. This confidential and proprietary information must be held in strict confidence and not disclosed to any other parties without expressly written permission of the authors.

3. Six New Facts About Buyers Preferences for White Papers Secondly, it is estimated that a person living in a city can see up to 5,000 ad messages a day. 5 Add this to the flood of fragmented and unstructured content coming from the Web and most people are agreeing that this excess has taught us to discriminate toward the highly relevant, share it with colleagues within our communities and tune the rest out at an alarming pace. Again, buyers of information technology have clearly stated that they also have to do more with less and favor educational content that aggregates facts and analysis because of the efficiency and, if they are lucky, implied objectivity that vendor neutral documents offer. Back To TOC Back-to-basics – quality and economy for the buyer. There is no question that making smart initial investments in quality educational documents and then using a combination ofA February 2009 IBM traditional and Web 2.0 tools to let the buyer know about them isstudy of US and other delivering leads, restarting stalled buying cycles; cultivating high-industrial countries value customers and prospects, and quickly shifting market or mindadvertisers saw share. 6 This realignment toward quality is being driven by time-segments as: 65% of the starved prospects and buyers demanding greater economies in howoverall population are 24 they collect and use content—it pivots around buyers favorablyyears and older; own or answering “yes” to:use three or fewer multi-  Can I count on this content as being objective, complete andmedia devices on a relevant?regular basis; are least  Does it lift the buying committee’s overall knowledge and meetlikely to participate in our unique buy-cycle needs?innovative types of  Is it good enough for me to pass on to my colleagues?media consumption; andis considered the “cashcow. source Finally, it is incredibly easy for any of us to collect information. However, to filter, extract and structure information within a specific context and offer a meaningful perspective demands broad industry and niche expertise, which is considerably more difficult. Those who do this are a valuable knowledge asset up and down the channel. This value is an expression of a company’s commitment to be of meaningful service to the buyer first and by default a chief 3 Free download of this paper. Contact Us 2009 Information Advantage Group retains all rights to the use and distribution of this document. This confidential and proprietary information must be held in strict confidence and not disclosed to any other parties without expressly written permission of the authors.

4. Six New Facts About Buyers Preferences for White Papers influencer of the community – the most important product and the one least vulnerable to substitution. Back To TOC 4Free download of this paper. Contact Us 2009 Information Advantage Group retains all rights to the use and distribution of this document.This confidential and proprietary information must be held in strict confidence and not disclosed to any other parties without expressly written permission of theauthors.

5. Six New Facts About Buyers Preferences for White Papers Fact 1 - Demand for Custom Content Intensifies It’s clear that developing educational content is gaining a larger share of the marketing budget and traditional document types, like white papers, remain the leading format for delivering content to the buyer. A McKinsey study of one thousand companies and the tactics they used to grow stronger during economic downturns during 1982 to 1999 found that successful companies increased their marketing budgets as competitors retreated. 7 A March 2009 Chief Marketing Officer Council survey of 650 global executives found for 2009: 8  29% - plan budget increases this year  50% - will cut budgets  21% - will keep budgets flat. Back To TOC A more recent series of reports from the Online Publishing Association shows that sites offering original content of high quality swept 41 out of 43 advertising metrics. 9 This work underlines the advanced effectiveness of quality content and has marketing decision maker’s 2009 plans showing:  56% plan to increase content marketing spending either slightly or significantly. 10  62% cite customer acquisition as their primary goal. 11 Back To TOC  Growth will primarily come from interactive marketing services including market research & information solutions, customer contact, loyalty and CRM, and interactive advertising [e.g. “gated” downloads] and lead generation optimization. 12  74% of professional services companies ranked white papers as an excellent source of lead generation. 13 Healthcare and online business information companies are seen as market sectors offering resilient revenue streams and fertile ground for launching quality content strategies. Back To TOC 5Free download of this paper. Contact Us 2009 Information Advantage Group retains all rights to the use and distribution of this document.This confidential and proprietary information must be held in strict confidence and not disclosed to any other parties without expressly written permission of theauthors.

6. Six New Facts About Buyers Preferences for White Papers Fact 2 - Search Then White Papers Internet search followed by publisher websites and published research are the starting points and most effective sources for any IT research across all verticals. IT buyers use search engines to locate the information they need, but rely on a niche’s micro-publishers to build a collection of resources on specific topics, including editorial content, analyst research, white papers, and trial downloads. Buyers felt that events, associations, magazines, newsletters and vendor’s websites are the least effective sources. Vendors must think more in terms of being the easiest source to be found by buyers and taking advantage of the power of educational content that builds trust, networks, communities and generates higher quality leads. Supporting research found that:  82% of IT buyers always or frequently use search engines to research a problem. 14  62% always or frequently use search to seek out white papers, case studies and success stories. 15  Engineers ranked whitepapers second to search engines as the most important source they turn to. 16  Information is reviewed online 2.5 times as much as it is downloaded and printed. 17 Back To TOC  Newsletters, magazine, associations and events were deemed the least effective sources of information by buyers-- the greatest was spent by marketers in 2008 was events. 18  As reported in March 2009, search continues as the main driver of Internet advertising revenue growth, showing a 19.8% increase in 2008 and accounting for 45% of total growth, according to IAB/PriceWaterhouseCoopers. 19 Back To TOC 6Free download of this paper. Contact Us 2009 Information Advantage Group retains all rights to the use and distribution of this document.This confidential and proprietary information must be held in strict confidence and not disclosed to any other parties without expressly written permission of theauthors.

7. Six New Facts About Buyers Preferences for White Papers Fact 3 - Buyers Are Looking For Information, Not A Pitch! Documents are relied upon by executives to keep up to date and remain the primary influence during the buy cycle. However, buyers are becoming more discriminatory and prefer education to traditional marketing collaterals. Executives are consuming whitepapers almost as much as vendor brochures - the difference is that whitepapers are the most effective marketing tool.  IT executives average reading 30 white papers each year. 20  Up to 90% of executives find white papers moderately or extremely helpful in influencing their final buying decisions. 21  76% rated case studies as moderate to extremely influential. 22 Back To TOC  Although brochures and data sheets are the most highly consumed by IT buyers, with 70% of respondents Case Study: reading one in the last six months, they are the leastWhen a California influential.company switched towhite papers that are  Whitepapers are the strongest influencers and are themore educational from second most consumed information product for 68% ofhard-sell marketing respondents. 23 Other data points to white papers beingwhitepapers, highly the most effective marketing materials:qualified leads almost  59% - white papers were the top source used todoubled [27% from evaluate new technology over the prior three15%] and the volume months. 24tripled. source  52% - buyers read five or more white papers over the prior quarter year, the highest consumption rate of any type of media. 25  80% - affirmed that whitepapers are somewhat to very effective during the decision making process, making it the most effective marketing tool. 26 7 Free download of this paper. Contact Us 2009 Information Advantage Group retains all rights to the use and distribution of this document. This confidential and proprietary information must be held in strict confidence and not disclosed to any other parties without expressly written permission of the authors.

8. Six New Facts About Buyers Preferences for White Papers  48% - use white papers to gain awareness; 36% use them when considering a solution – more than all other forms of marketing during the awareness and consideration phases. Back To TOC 8Free download of this paper. Contact Us 2009 Information Advantage Group retains all rights to the use and distribution of this document.This confidential and proprietary information must be held in strict confidence and not disclosed to any other parties without expressly written permission of theauthors.

9. Six New Facts About Buyers Preferences for White Papers Fact 4 - Buyers Prefer Text Although some vendor collateral may be highly consumed, text- based informative documents remain the most useful during the buy-cycle. They are most effective when introduced early and targeted to meet the information needs of each phase of the buy cycle and the learning styles of the buying committee members. Despite personal preferences and alluring formats that may tempt the individual to alter course, there is a definite preference for text.  Buyers are three times more likely to review informational materials for the first time in the presale/educational phase than all other phases of the sales cycle. 27  Advertisements, RSS feeds, vendor collateral, wikis, blogs and forums are all considered early entry points, but also the biggest time wasters. 28 Back To TOC  During the buy cycle, text-based document usage rises from 52% in the educational and business cases phases, dips during the mid-cycle product evaluation phase and rises to 64% during the final decision phase. 29  Audio and video formats remained present as a communication choice throughout the buy-cycle but lagged text - podcasts followed text; video is still looking for better traction. 30  A third party analyst remains the most influential conversational source followed by a customer of the vendor; vendor employees remain the least influential. 31 Back To TOC The preference for text-based information, in the form of whitepapers, not only dominates a growing list of media types accessed by buyers, but also continues to grow throughout the buy cycle [See Table I below]. 9Free download of this paper. Contact Us 2009 Information Advantage Group retains all rights to the use and distribution of this document.This confidential and proprietary information must be held in strict confidence and not disclosed to any other parties without expressly written permission of theauthors.

10. Six New Facts About Buyers Preferences for White Papers  In the General Education phase, whitepapers, articles and advertisements were most valued while case studies, reports and articles held sway during the Business Case phase.  As buyers considered implementation scenarios, case studies remained important and joined by tutorials/demonstrations.  As a decision nears, tutorials, demonstrations, independent reviews and case studies were most important in both the Shortlist Creation and Final Decision phases. Table I: Buy Cycle Phase Buyers Preferred Sources Buy Cycle Content 58% - Articles 52% - Market Trends & Overviews Alignment Matrix General Education 48% - Market/Trends Whitepapers[Advertisements, RSS 40% - Tech Whitepapersfeeds, vendor 58% - Case Studies 42% - Articlescollateral, wikis, blogs Business Case Development 39% - Market/Trends Whitepapers 34% - Technical Whitepapersand forums are 33% - Market Trends Overviewsexcluded because 48% - Technical Whitepapersthey are deemed 45% - Technical Knowledge Bases Deployment Scenarios 44% - Evaluation Versionsbiggest time wasters 42% - Case Studiesby buyers.] source, source, 45% - Deep Product Informationsource 39% - Independent Review & Analysis 38% - Evaluation Versions Shortlist Creation 31% - Tutorials/ Demos 30% - Presentations 30% - Technical Whitepapers 39% - Deep Product Information 33% - Evaluation Versions Final Decision 29% - Tutorials/ Demos 27% - Independent Review & Analysis 25% - Presentations Back To TOC 10 Free download of this paper. Contact Us 2009 Information Advantage Group retains all rights to the use and distribution of this document. This confidential and proprietary information must be held in strict confidence and not disclosed to any other parties without expressly written permission of the authors.

11. Six New Facts About Buyers Preferences for White Papers Fact 5 - Double Sales with Relevant White Papers How a document’s completeness, accuracy and perceived objectivity match the buyer’s professional profile and needs determines how relevant the information is. Surprisingly, the threshold for information to be deemed relevant is relatively low—buyers are happy if there is a match just 56% of the time. Sellers that exceed this threshold almost double their chances of closing the sale. Those sellers who target their content to match the reader’s professional profile create the most value.  A late 2008 study of 400 buyer of IT by IDG found that objectivity reigns supreme: Vendor-neutral andA vendor’s chances of independent reviews are most favored. 32closing the sale are  Whitepapers slanted toward a vendor raised majorincreased almost 50% concerns about objectivity and were discounted orbecause marketing and disserted, no matter what the content type andsales material has at format was. 33least 56% relevancy - Back To TOCtypically, buyers only  The value of content is also determined by how tightly it fits thefine relevant material source buyer’s professional profile. The top three matches generating42% of the time. moderate to significant value for the buyer are: 34  82% - industry specific  67% - professional function  59% - company size  A vendor’s chances of closing the sale were diminished by 45% because of marketing and sales material’s lack of relevancy. 35  If 56% of the marketing material met their needs, the buyers would be satisfied; buyers only found relevant material 42% of the time. 36  75% of subscribers choose to opt out of email programs because of perceived irrelevance. 37 Back To TOC 11 Free download of this paper. Contact Us 2009 Information Advantage Group retains all rights to the use and distribution of this document. This confidential and proprietary information must be held in strict confidence and not disclosed to any other parties without expressly written permission of the authors.

12. Six New Facts About Buyers Preferences for White Papers Fact 6 - Viral Nature of Quality Content About 13% of a community will create, contribute to or promote information about solutions to buyers seeking guidance. Any strategy that encourages individuals to pass on quality content to others either directly or indirectly offers the prospect of exponential growth in the messages exposure and influence. Gartner suggests that a cadre of people within a community of“Like everyone else, I influence create original content or advocate information, productthrow out a large or services:portion of everything I  3% - will be creators, providing original content. 38receive…, unless itactually is relevant and  3 to 10% - will essentially be followers who actively add to theappears to be content, but dont initiate it. 39knowledgeable. When I  Their value is as recommenders of products and services toget boilerplate prospects seeking purchasing advice. 40information, it goes inthe trash versussomething thats more  10 to 20% - will opportunistically add to the buy-cyclerelevant….” conversation. 41 Anne Mulcahy Chairman-CEO Xerox Corp.  80% - will remain spectators who absorb the rewards of online source community input. 42  Their latent value is that they can report the value coming from the rest of the community. 43 IDC views sales enablement, customer retention, high quality leads“...the days of and demand generation as the top drivers of sales and marketingrandomly producing investment for the next couple of years. 44 By supplying qualitymarketing materials content to a community, credibility is established; potential buyerswithout regard to what are drawn out and pre-qualified; prospects are kept engaged in thetechnology buyers buy-cycle; and your brand on top of the buyer’s mind. Whitepaperswant are coming to an are the leading reason for active buyers to register for “gated”end…” material. 45 Bob Johnson, VP  A globally study of advertiser in industrial nations by IBM found: Engagement Optimization IDG Communications 12 Free download of this paper. Contact Us 2009 Information Advantage Group retains all rights to the use and distribution of this document. This confidential and proprietary information must be held in strict confidence and not disclosed to any other parties without expressly written permission of the authors.

13. Six New Facts About Buyers Preferences for White Papers  In industrialized nations, 65% of those typically under 24 year of age are open to trading information for a reward, as were 51% of those who were older. 46  72% stated that a detailed summary of the paper will strongly encourage completing a registration form - only 25% of marketing professionals agreed. 47 Back To TOC  After buyers register and download “gated” white papers, 37% to 67% frequently or very frequently pass on to friends or colleagues. 48 49 50  At the time of downloading: 51  32% - immediately scan and save to read later  22% - immediately scan for passing along to others  18% - immediately scan for their needs only, then moves on  15% - save documents for later reading  13% - save to scan later for interesting points  57% of technology professionals pass white papers along to colleagues and coworkers. 52  Upon reading a vendor’s whitepaper, engineers will: 53  70% - visit the vendor’s website  46% - shop the competition Back To TOC 13Free download of this paper. Contact Us 2009 Information Advantage Group retains all rights to the use and distribution of this document.This confidential and proprietary information must be held in strict confidence and not disclosed to any other parties without expressly written permission of theauthors.

14. Six New Facts About Buyers Preferences for White Papers Customer Are Always In Charge! We have all intensified our thinking about what content is best for reaching our customers and prospects during these times. It would“What people do nowwill impact how quickly be a mistake to think that this intensification is merely the product of cut marketing budgets. I hope that by now you’ve concluded thatthey recover and growout of this it is the fact that a lot of control over content has been taken back byrecession…the most customer via technology and the access to information that it enables. Because of this, and how it spells out what customers want,important thing is tofocus on the things today’s marketing requires lots of quality content that educatesthat will make the rather than sells.company money, suchas…white papers.” Time tells us to be effective and our heightened level of Naylor Gray discrimination about what is relevant content has redefined quality. Director of Global Marketing Frost & Sullivan This combination has ground our lens to see that compelling quality source content comes from objectivity, completeness and efficient presentation of the information rather than embellishment. Documents with these qualities have an appeal that crosses channels and jumps from one vertical to another or niche-to-niche-- they work their way across the desks of many in a way no one could ever hope to see. Back To TOC 14 Free download of this paper. Contact Us 2009 Information Advantage Group retains all rights to the use and distribution of this document. This confidential and proprietary information must be held in strict confidence and not disclosed to any other parties without expressly written permission of the authors.

15. Six New Facts About Buyers Preferences for White Papers Appendix: Redefining White Papers Back To TOC Since the early 1990s, the term whitepaper has blurred from its governmental origins in the 1920s. The terms is now used to describe documents that exceed the traditional definition of three to eleven pages and often includes businesses marketing sales tools within the overall definition; an array of formats and monikers is the result [see Table II below]. Table II Marketing or Educational White Papers WhitepaperA highly respected andauthoritative documentthat provideseducation, assessmentand advice as aprelude to offeringsolutions to problemsthrough a host ofcommon documentformats and types. In its broadest usage, the term “whitepaper” covers two general types of information products: Marketing whitepapers use informative and persuasive writing designed to take a reader down a very specific path with a clear motive in mind—typically to sell a vendor’s product. These have 15 Free download of this paper. Contact Us 2009 Information Advantage Group retains all rights to the use and distribution of this document. This confidential and proprietary information must be held in strict confidence and not disclosed to any other parties without expressly written permission of the authors.

16. Six New Facts About Buyers Preferences for White Papers driven the explosive growth of whitepapers overall use over the last“Manipulative media decade…high usage has also sensitized buyers to marketingand hype is out of whitepapers shortcomings. The chief complaint is that these shorterplace. If you give papers sell rather than educate by always highlighting informationbuyers either--and they favorable to the sponsoring vendor. They also generally fall short onare very good at providing a full view and thus prolong the time and work needed tospotting it--you can get a comprehensive grounding on a desired subject.likely kiss your goodname goodbye… Educational whitepapers are consistently the more respected sourceespecially when because they strive to remain free of vendor bias, answer morereaders are looking for questions with a broader view and lead with the intent to educateprecise technical rather than sell. This includes traditional transactional works thatbackground, real-world can be bought from various research houses and experts along withbusiness cases and free content from academia. These informative products are ideallybenefits.” designed for the buyer due to their objectivity and absence of persuasive talk about a vendor’s product. You can recognize these by:  concrete evidence, facts and figures  comments from recognized experts  stories about actual customer Back To TOC 16 Free download of this paper. Contact Us 2009 Information Advantage Group retains all rights to the use and distribution of this document. This confidential and proprietary information must be held in strict confidence and not disclosed to any other parties without expressly written permission of the authors.

17. Six New Facts About Buyers Preferences for White Papers About The Author and Information Advantage Group Jim Bloedau has authored over 45 market segment assessments, briefs and plans that have earned him the recognition as a quality provider of information and insight on the information technology and services used in the provider verticals of healthcare. Since 1991, Information Advantage Group has been strictly focused on developing our new formula that levers our deep experience in healthcare’s clinical, academic, management and information technology arenas to bring you succinct and comprehensive whitepapers and reports about specific markets in healthcare. We have two great services to help you do this:  IAGs Strategic Healthcare Advisory and Development services leverage our deep buy-side and sell-side healthcare experience to help high-tech companies successfully expand their healthcare presence. We can locate and initially explore the potential, create entry and growth programs to target the right verticals of healthcare, and then help you roll it out.  IAGs Strategic Content Development produces information products that buyers will want to share with buying committee members. These may take the form of summary research covering evidence-based facts or a series of informative content to capture and sustain the market’s attention and establish you as a respected resource. Back To TOC 17Free download of this paper. Contact Us 2009 Information Advantage Group retains all rights to the use and distribution of this document.This confidential and proprietary information must be held in strict confidence and not disclosed to any other parties without expressly written permission of theauthors.

18. Six New Facts About Buyers Preferences for White Papers Free Use of This Paper ReleaseBack To TOCThis release gives you the right to include this white paper on your public websiteto build content and present greater value to your clients, community orcustomers. By complying with the simple conditions listed below, you may do anyof the following: 1. Email complete copies as received from IAG in the PDF format and without altering it in any way. 2. Break up this paper into a series of smaller publications provided the entire body, with all links to www.IAG.co and annotations are included with each piece. 3. Post to newsgroups, list serves, electronic bulletin boards, message boards and discussion groups copies as received from IAG complete with copyright notice and links to IAG, AND include an introductory remark clearly identifying yourself and stating that the message is being posted by you. 4. Quote from this paper using any media while providing proper annotation and linking to www.IAG.co. 5. Share the link to this papert on IAG’s website by any means with others, including tweets, blogs, email, articles, audio, video or post link on your public website. 6. Capture the cover page of this paper and the text of the descriptive on your internal and external website and hyperlink to the related page on IAG’s website. 7. Use charts, tables and graphics contained in this paper in presentations or publications - copies are available upon request.Back To TOCConditions:You may use this white paper, as listed above, as long as you: 1. DO NOT CHARGE ANY PERSON OR ENTITY FOR THE USE OF THIS WHITE PAPER OR PORTIONS THEREOF. 2. Give credit to Jim Bloedau as the author; IAG as the provider of the informational report and prominently list on your website the link to IAG’s website-(http://www.iag.co). 18Free download of this paper. Contact Us 2009 Information Advantage Group retains all rights to the use and distribution of this document.This confidential and proprietary information must be held in strict confidence and not disclosed to any other parties without expressly written permission of theauthors.

19. Six New Facts About Buyers Preferences for White PapersReferencesBack To TOC1 (2009, January 13). Custom And Social Media Look To Be Strong This Year. BtoBonline.com Retrieved 1-09 from:http://www.btobonline.com/apps/pbcs.dll/article?AID=/20090113/MEDIABUSINESS/901129951/1117/FREE&template=printart2 Loechner, J. (2009, March 17), Accelerated Shift to Digital Media Platforms Predicted. Media Post. Retrieved 3-09 from:http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=1021543 Chui, M. (2009, February). Six ways to make Web 2.0 work. McKinsey & Co. Retrieved 2-09 from:http://www.mckinseyquarterly.com/Business_Technology/Application_Management/Six_ways_to_make_Web_20_work_22944 (2008, December 18). Technology Vendors May Be Losing Close To 50% Of Their Potential Sales Due To Inadequate OnlineInformation. IDG. Retrieved 1-09 from: http://www.idgknowledgehub.com/research/5 Chui, M. (2009, February). Six ways to make Web 2.0 work. McKinsey & Co. Retrieved 2-09 from:http://www.mckinseyquarterly.com/Business_Technology/Application_Management/Six_ways_to_make_Web_20_work_22946 Loechner, J. (2009, January 15). Back To Basics For Marketers. Media Post. Retrieved 11-09 from:http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=981297 Horan, P. (2008, December 22). Flying Towards Quality When the Economy Is Grounded. Mediapost.com, Retrieved 2-09 from:http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=971868 Maddox, K. (2009, March 17). CMO Council finds one-third of marketers plan budget increases. BtoB. Retrieved 3-09 from:http://www.btobonline.com/apps/pbcs.dll/article?AID=/20090317/FREE/903179963/1087/FREE9 (2009, January 8). New Research Shows Advertising Effectiveness Is Up On Original Content Sites Despite Economic Downturn. OnlinePublishers Association. Retrieve 2-09 from: http://www.online-publishers.org/newsletter.php?newsId=472&newsType=pr10 (2009, January 13). Custom and social media look to be strong this year. BtoBonline.com Retrieved 1-09 from:http://www.btobonline.com/apps/pbcs.dll/article?AID=/20090113/MEDIABUSINESS/901129951/1117/FREE&template=printart11 Hosford, C. (2009, February 9). B-to-B Outlook 2009: Integrate campaigns to boost performance. B2B Magazine. Retrieved 2-09 from:http://www.btobonline.com/apps/pbcs.dll/article?AID=/20090209/FREE/302099981/1108/FREE12 (2009, January 13). Custom and social media look to be strong this year. BtoBonline.com Retrieved 1-09 from:http://www.btobonline.com/apps/pbcs.dll/article?AID=/20090113/MEDIABUSINESS/901129951/1117/FREE&template=printart13 Stelzner, M. (2007, March 6). New Study, White Papers Deliver for Professional Services Firms. Michael Stelzner Blog. Retrieved 2-09from: http://www.writingwhitepapers.com/blog/2007/03/06/raintoday-study/14 (2008). Media consumption benchmark report. TechTarget. Retrieved 2-09 from:http://www.techtarget.com/downloads/studies/TechTargetMediaConsumptionQ108.pdf15 (2008). Media consumption benchmark report. TechTarget. Retrieved 2-09 from:http://www.techtarget.com/downloads/studies/TechTargetMediaConsumptionQ108.pdf16 Stelzner, M. (2009, February 10). New Study Reveals White Paper Role With Techies. Michael Seltzer Blog. Retrieved 2-09 from:http://www.writingwhitepapers.com/blog/2009/02/10/techies-findings/17 (2008, November). Eccolo Media 2008 B2B Technology Collateral Survey Report. Ecco Media. Retrieve 2-08 from:http://www.eccolomedia.com/form.php18 (2008). Media consumption benchmark report. TechTarget. Retrieved 2-09 from:http://www.techtarget.com/downloads/studies/TechTargetMediaConsumptionQ108.pdf19 Loechner, J. (2009, March). Internet Ad Revenues Cheat Sheet. Mediapost.com. Retrieved 4-6-08 from:http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=10350120 http://www.tradepub.com/free/w_nl02/pf/w_nl02.pdf21 http://www.tradepub.com/free/w_nl02/pf/w_nl02.pdf22 (2008, November). Eccolo Media 2008 B2B Technology Collateral Survey Report. Ecco Media. Retrieve 2-08 from:http://www.eccolomedia.com/form.php23 (2008, November). Eccolo Media 2008 B2B Technology Collateral Survey Report. Ecco Media. Retrieve 2-08 from:http://www.eccolomedia.com/form.php24 (2008). Media consumption benchmark report. TechTarget. Retrieved 2-09 from:http://www.techtarget.com/downloads/studies/TechTargetMediaConsumptionQ108.pdf25 (2008). Media consumption benchmark report. TechTarget. Retrieved 2-09 from:http://www.techtarget.com/downloads/studies/TechTargetMediaConsumptionQ108.pdf26 (2008). Media consumption benchmark report. TechTarget. Retrieved 2-09 from:http://www.techtarget.com/downloads/studies/TechTargetMediaConsumptionQ108.pdf27 (2008, November). Eccolo Media 2008 B2B Technology Collateral Survey Report. Ecco Media. Retrieve 2-08 from:http://www.eccolomedia.com/form.php 19Free download of this paper. Contact Us 2009 Information Advantage Group retains all rights to the use and distribution of this document.This confidential and proprietary information must be held in strict confidence and not disclosed to any other parties without expressly written permission of theauthors.

20. Six New Facts About Buyers Preferences for White Papers28 (2008, December 18). Technology Vendors May Be Losing Close To 50% Of Their Potential Sales Due To Inadequate OnlineInformation. IDG. Retrieved 1-09 from: http://www.idgknowledgehub.com/research/29 (2008, December 18). Technology Vendors May Be Losing Close To 50% Of Their Potential Sales Due To Inadequate OnlineInformation. IDG. Retrieved 1-09 from: http://www.idgknowledgehub.com/research/30 (2008, November). Eccolo Media 2008 B2B Technology Collateral Survey Report. Ecco Media. Retrieve 2-08 from:http://www.eccolomedia.com/form.php31 (2008, November). Eccolo Media 2008 B2B Technology Collateral Survey Report. Ecco Media. Retrieve 2-08 from:http://www.eccolomedia.com/form.php32 (2008, December 18). Technology Vendors May Be Losing Close To 50% Of Their Potential Sales Due To Inadequate OnlineInformation. IDG. Retrieved 1-09 from: http://www.idgknowledgehub.com/research/33 (2008, December 18). Technology Vendors May Be Losing Close To 50% Of Their Potential Sales Due To Inadequate OnlineInformation. IDG. Retrieved 1-09 from: http://www.idgknowledgehub.com/research/34 Stelzner, M. (2009, February 10). New Study Reveals White Paper Role With Techies. Michael Seltzer Blog. Retrieved 2-11-09 from:http://www.writingwhitepapers.com/blog/2009/02/10/techies-findings/35 (2008, December 18). Technology Vendors May Be Losing Close To 50% Of Their Potential Sales Due To Inadequate OnlineInformation. IDG. Retrieved 1-09 from: http://www.idgknowledgehub.com/research/36 (2008, December 18). Technology Vendors May Be Losing Close To 50% Of Their Potential Sales Due To Inadequate OnlineInformation. IDG. Retrieved 1-09 from: http://www.idgknowledgehub.com/research/37 Loechner, J. (2009, March 13). Opt-In Email Next Best After Family and Friends. NewIdeaExchange. Retrieved 3-09 from:http://researchcenter.nuideaexchange.com/researchcenter/2009/03/optin-email-next-best-after-fa.html38 (2008, July 14). Gartner Says Enterprises Must Create Separate Marketing Strategies for Generation Virtual. Gartner Inc. Retrieved2/09 from: http://www.gartner.com/it/page.jsp?id=72100839 (2008, July 14). Gartner Says Enterprises Must Create Separate Marketing Strategies for Generation Virtual. Gartner Inc. Retrieved 2-09 from: http://www.gartner.com/it/page.jsp?id=72100840 (2008, July 14). Gartner Says Enterprises Must Create Separate Marketing Strategies for Generation Virtual. Gartner Inc. Retrieved 2-09 from: http://www.gartner.com/it/page.jsp?id=72100841 (2008, July 14). Gartner Says Enterprises Must Create Separate Marketing Strategies for Generation Virtual. Gartner Inc. Retrieved 2-09 from: http://www.gartner.com/it/page.jsp?id=72100842 (2008, July 14). Gartner Says Enterprises Must Create Separate Marketing Strategies for Generation Virtual. Gartner Inc. Retrieved 2-09 from: http://www.gartner.com/it/page.jsp?id=72100843 (2008, July 14). Gartner Says Enterprises Must Create Separate Marketing Strategies for Generation Virtual. Gartner Inc. Retrieved 2-09 from: http://www.gartner.com/it/page.jsp?id=72100844 Levitt, L. (2009). IDC 2009 Sales Barometer & Top Ten Predictions. IDC. Retrieved 3-09 from: http://www.slideshare.net/lml999/idc-2009-sales-barometer-top-ten-predictions-presentation?type=powerpoint45 (2007, May 21). Connecting through content, issue two. Knowledgestorm.com. Retrieved 2-09 from:http://www.knowledgestorm.com/search/viewabstract/7769946 Berman, S, Battino, B, Feldman, K. (2009, February). Beyond Advertising. IBM Global Services. Retrieved 4-09 from:ftp://ftp.software.ibm.com/common/ssi/pm/xb/n/gbe03189usen/GBE03189USEN.PDF47 Stelzner, M. (2007, May 10). Marketers: White Papers Should Require User Registration, Study Shows. Writing White Papers.Retrieved 2-09 from: http://www.writingwhitepapers.com/blog/2007/05/10/white-paper-registration/48 (2008). Media consumption benchmark report. TechTarget. Retrieved 2-09 from:http://www.techtarget.com/downloads/studies/TechTargetMediaConsumptionQ108.pdf49 (2008, November). Eccolo Media 2008 B2B Technology Collateral Survey Report. Ecco Media. Retrieved 2-09 from:http://www.eccolomedia.com/form.php50 Stelzner, M. (2009, February 10). New Study Reveals White Paper Role With Techies. Michael Seltzer Blog. Retrieved 2-09 from:http://www.writingwhitepapers.com/blog/2009/02/10/techies-findings/51 (2007, August 7). Connecting through content… Knowledgestorm. Retrieved 2-09 from:http://www.knowledgestorm.com/shared/write/collateral/ANL/48979_08350_13195_KS_Connecting_Through_Content08_07.pdf?ksi=886736&ksc=130103405352 Stelzner, M. (2007, March 6). New Study, White Papers Deliver for Professional Services Firms. Michael Stelzner Blog. Retrieved 2-09from: http://www.writingwhitepapers.com/blog/2007/03/06/raintoday-study/53 Stelzner, M. (2009, February 10). New Study Reveals White Paper Role With Techies. Michael Seltzer Blog. Retrieved 2-09 from:http://www.writingwhitepapers.com/blog/2009/02/10/techies-findings/ 20Free download of this paper. Contact Us 2009 Information Advantage Group retains all rights to the use and distribution of this document.This confidential and proprietary information must be held in strict confidence and not disclosed to any other parties without expressly written permission of theauthors.