Make the Right Offers at the Right Time if You Want More Leads and Sales
You wouldn’t ask someone to marry you on the first date, right? Of course not. Instead, you’d nurture the relationship for a while before proposing to improve your chances of getting a “yes” when you finally do pop the question. Similarly, as a business-to-business marketer, you must develop sales-winning relationships with your prospective customers before you can expect them to say “yes” to your sales proposals.

Gain Insight on Readers With New Smart PDF Files
Smart PDF files eliminate the need for registration forms on landing pages. Learn about this new technology.

To Improve Your Landing Page, Let Readers Sample Content
When a search engine ad sends a potential customer to a landing page, the page should dish up a sample of the paper’s content. Many marketers make the mistake of not giving the reader a taste of what’s to come.

Case Study: Qualified Leads a Must for White Paper Marketing
When the technology-consulting firm Information Architecture Group (IAG) took steps to make its white paper marketing program more efficient, it focused on a specific goal: Improving the quality of its sales leads.

A New Spin on White Paper Syndication: NetLine’s Second Touch Program
Competition in the content syndication marketplace is becoming so fierce that, as a demand generation vehicle, white paper syndication is in danger of becoming a commodity, a program that advertisers evaluate on price alone. “If I can buy a lead from this vendor for $40,” the argument goes, “why would I pay another vendor $50?”

Beyond The Search Engine: Pay-Per-Click ‘Content Advertising’
It’s a little-known fact there are important differences between content and search advertising on pay-per-click (PPC) networks like Google AdWords. Content advertising reveals ads on specialty websites. Search advertising shows ads in response to a user-entered search term. Understanding these distinctions are important.

Paid Search 2008: ‘Good Enough’ is Not Good Enough
For newbies to paid search advertising, entering this competitive auction-based marketplace for keyword ads for the first time can be a little bit daunting.

Review: A New White Paper Marketing Option: Emedia
Emedia publishes opt-in email bulletins covering a range of markets, such as small business, education, public sector and health care and covers topics such as IT security, IT compliance, CRM and wireless technology.

Case Study: How Hoover’s Is Using White Papers to Nurture Leads
Recently, a major company that uses white papers as a key marketing weapon learned a valuable lesson: It’s not enough just to use white papers, you’ve got to know how to use them to get the best results.

Help Searchers Find Your White Papers: Use the Right Keywords
Keywords are the most important aspect of search engine optimization (SEO), which is the art and science of designing and writing a website so that it ranks well in the search engines.

Marketing Lessons from Blood Banks
Are premiums appropriate in technology marketing campaigns. Premiums are those items that are not related to your products and services. The $10 Starbucks card you offer prospects who download your latest white paper.

Marketing White Papers With Social Media Sites
Popular “social media” websites such as Digg.com and Reddit.com let you submit links to news, photos or videos with the chance that your posting will be read by millions. But can these sites help you market your white paper?

Delaying Delivering The White Paper: A Marketing Strategy
Today’s “I want it now” culture dictates that you make people happy by providing what they want, when they want it. Need information? Google it. However, is it really wise for marketing folks to satisfy people’s desire for instant access?

5 Fatal Post-Campaign Mistakes You Must Avoid
Technology companies spend millions every year on lead generation campaigns involving white papers. Yet most often, the processes and mechanisms necessary to help convert inquiries or downloads to leads are in desperate need of repair.

How Lead Nurturing Drives Better ROI
In a complex sale, most of the selling actually happens when the salesperson isn’t there. I know there’s a lot of emphasis on lead generation (that’s a good thing), but getting a ton of leads doesn’t mean that increased sales will follow.

Attracting Opportunity With Valuable Content
Are you struggling to attract prospects? Do you need to increase the size of your opt-in email marketing list? How can you stand out in a sea of noise?

Building a White Paper Marketing Plan: More Ideas
Over 80% of companies make the same mistake. They post their white paper to their website… and wait. And nothing happens. Pick up some proven strategies with this article.

Five Tips for Ensuring Search Engines and People Find Your White Papers
Are your white paper conversion rates dismal? Chances are, your white paper page isn’t optimized, meaning prospects can’t find it in the search engines.

The Death of Feature and Function Marketing
Is marketing that focuses on features and functions dead? Find out in this article.

How to Build a Comprehensive (But Simple) White Paper Marketing Plan
White papers have a great reputation for attracting leads, closing sales and helping companies reach positions of thought leadership. But in order for a white paper to have its desired impact, it has to be read. Posting white papers alone is clearly not enough.

Are You Using White Papers Properly? Pay Attention, Marketers.
White papers can be extremely effective tools in a complex sale. But many of them aren’t leveraged they way they should be.

Find White Papers: The Place to Find IT-related White Papers
Find White Papers is a technology-focused white paper site that also accepts podcasts, webcasts, webinars, and analyst reports.

Using Search Engine Optimization to Expand Your White Paper’s Reach
Learn how search engine optimization (SEO) can be used to bring traffic to a white paper.

David Meerman Scott on eBooks and White Papers
In this interview, Scott shares his insight on eBooks and white papers, and the viral power inherent in both.

Important Tips for Using White Papers in Newsletters
Interested in how white papers can successfully be used with newsletters? This article will help you identify how newsletters can help generate interest in your white papers.