Comments on: The 10 golden rules of marketing white papers http://www.endresultmarketing.com/2009/12/the-10-golden-rules-of-marketing-white-papers/ Nurture Marketshare. Network Mindshare.TM Fri, 16 Sep 2011 21:39:51 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Doug Tangwall http://www.endresultmarketing.com/2009/12/the-10-golden-rules-of-marketing-white-papers/comment-page-1/#comment-294 Doug Tangwall Fri, 16 Sep 2011 21:39:51 +0000 http://www.endresultmarketing.com/?p=1795#comment-294 Sure, Sean..."6. Always tie in business development processes through warm sales calls or self-selected sign-up with a minimum of entry fields." Think of the first part of this statement as applying to a prospect that has been identified by your salesperson but who doesn't know your salesperson. By offering something of value (a white paper that is targeted to the prospect's needs), the sales call is "warmed up" versus a straight cold call. This can be done via email, social media, phone, or--with a professionally printed or PowerPoint version--to schedule a meeting in person with a team of decision-makers. In the case of an unidentified prospect, a quality white paper with a good landing page can add to your permission marketing database. Using this approach, I've had many prospects self-sell (call and say they are interested in buying with no prior contact or knowledge of the company.) Note: In the first approach, your salespeople can also play the role of a "landing page" by asking to complete fields in a permission-based marketing database or by sending emails with links. This infographic diagrams prospects in the sales cycle: http://www.endresultmarketing.com/2011/09/infographic-7-ways-social-media-is-changing-the-nature-of-nurture-marketing/ This blog post gives some advice on avoiding common landing page mistakes: http://www.endresultmarketing.com/2010/11/10-fatal-landing-page-mistakes-how-to-avoid-interactive-marketing-crashes/ Hope that helps...All the best, Doug Sure, Sean…”6. Always tie in business development processes through warm sales calls or self-selected sign-up with a minimum of entry fields.”

Think of the first part of this statement as applying to a prospect that has been identified by your salesperson but who doesn’t know your salesperson. By offering something of value (a white paper that is targeted to the prospect’s needs), the sales call is “warmed up” versus a straight cold call. This can be done via email, social media, phone, or–with a professionally printed or PowerPoint version–to schedule a meeting in person with a team of decision-makers.

In the case of an unidentified prospect, a quality white paper with a good landing page can add to your permission marketing database. Using this approach, I’ve had many prospects self-sell (call and say they are interested in buying with no prior contact or knowledge of the company.)

Note: In the first approach, your salespeople can also play the role of a “landing page” by asking to complete fields in a permission-based marketing database or by sending emails with links.

This infographic diagrams prospects in the sales cycle:
http://www.endresultmarketing.com/2011/09/infographic-7-ways-social-media-is-changing-the-nature-of-nurture-marketing/

This blog post gives some advice on avoiding common landing page mistakes:
http://www.endresultmarketing.com/2010/11/10-fatal-landing-page-mistakes-how-to-avoid-interactive-marketing-crashes/

Hope that helps…All the best, Doug

]]> By: sean http://www.endresultmarketing.com/2009/12/the-10-golden-rules-of-marketing-white-papers/comment-page-1/#comment-293 sean Fri, 16 Sep 2011 18:18:40 +0000 http://www.endresultmarketing.com/?p=1795#comment-293 Point 6 sounds interesting can you expand a bit more? Point 6 sounds interesting can you expand a bit more?

]]> By: SB http://www.endresultmarketing.com/2009/12/the-10-golden-rules-of-marketing-white-papers/comment-page-1/#comment-158 SB Thu, 01 Jul 2010 12:23:25 +0000 http://www.endresultmarketing.com/?p=1795#comment-158 A great way to add strength to your white paper is to work in collaboration with an independent third party: this increases information sharing between organizations (allowing your organization to learn more) and increases credibility for your white paper. A great way to add strength to your white paper is to work in collaboration with an independent third party: this increases information sharing between organizations (allowing your organization to learn more) and increases credibility for your white paper.

]]> By: CLD http://www.endresultmarketing.com/2009/12/the-10-golden-rules-of-marketing-white-papers/comment-page-1/#comment-69 CLD Wed, 14 Apr 2010 20:12:01 +0000 http://www.endresultmarketing.com/?p=1795#comment-69 Marketing white papers is just as important as the content of the white paper itself. It will serve no purpose if no one reads it. Proper marketing can lead more and more people to the white paper in the end, but it can be tricky. Marketing white papers is just as important as the content of the white paper itself. It will serve no purpose if no one reads it. Proper marketing can lead more and more people to the white paper in the end, but it can be tricky.

]]> By: uberVU - social comments http://www.endresultmarketing.com/2009/12/the-10-golden-rules-of-marketing-white-papers/comment-page-1/#comment-11 uberVU - social comments Wed, 16 Dec 2009 19:13:54 +0000 http://www.endresultmarketing.com/?p=1795#comment-11 <strong>Social comments and analytics for this post...</strong> This post was mentioned on Twitter by ScottJimm: The 10 golden rules of marketing white papers | End Result Marketing: On three such projects I developed for a .. http://bit.ly/8K23TM... Social comments and analytics for this post…

This post was mentioned on Twitter by ScottJimm: The 10 golden rules of marketing white papers | End Result Marketing: On three such projects I developed for a .. http://bit.ly/8K23TM...

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