By Kevin Gault
Today’s corporate executives don’t want a sales pitch, they want valuable content that helps them solve their business problems. Without a doubt, the best collateral to do that is white papers. If you’re a marketer who wants to unleash the power of the mighty white paper to reel in qualified leads, White Paper Success Summit 2010 will show you how.
At White Paper Success Summit 2010—the only online professional development event of its kind—white paper thought leaders will serve an all-new menu of proven business-building tactics.
Michael Stelzner, organizer of last year’s sold-out inaugural White Paper Success Summit and author of the best-selling Writing White Papers: How to Capture Readers and Keep Them Engaged, says now is the time for white papers: “The old-fashioned way of selling—advertising, traditional press releases and product marketing—doesn’t work anymore. These days, educational marketing is much more effective and that’s where white papers come in. And white papers are especially effective in a down economy.”
White Papers Influence Decision Making
A September 2009 survey by Eccolo Media supports Stelzner’s comments. In the study, which polled 501 executives involved in B2B technology purchases, 84% rated white papers as moderately to extremely influential in purchasing decisions. The survey also revealed that white papers are the most frequently shared type of collateral—with 89% of respondents passing them on to other people.
If you’re a marketer who is under the gun to produce quality leads in 2010, the masters of white paper marketing will share their secrets at White Paper Success Summit 2010.
In addition to Stelzner, you’ll interact with an all-star team of white paper experts, including Bob Bly (The White Paper Marketing Handbook), Brian Carroll (Lead Generation for the Complex Sale), Jonathan Kantor (Crafting White Paper 2.0), Roger C. Parker (White Paper Design That Sells), Joe Pulizzi (Get Content, Get Customers), John Jantsch (Duct Tape Marketing: The World’s Most Practical Small Business Marketing Guide), Jill Konrath (Selling to Big Companies), Ardath Albee (eMarketing Strategies for the Complex Sale) and Gordon Graham, to mention a few.
Tricks of the Trade
Here’s a sampling of a few of the Summit sessions, where the white paper pros will reveal the tricks of the trade:
* More Business Than You Can Handle: How to Achieve the Business Dream With a Single White Paper
* Supercharging Your White Paper Distribution for Maximum Impact
* Launching White Papers Like Products: 7 Steps to Boosting White Paper Performance
* Leveraging Social Media to Promote Your White Papers
* Proven Techniques for Using White Papers for the Complex Sale
In exclusive live forums at the event, attendees will pose questions to the white paper “professors” and use special LinkedIn groups to network with peers. If you miss a live session, no worries—you’ll have access to recordings and transcripts of every one.
No need to book pricey hotel reservations, pack a bag and trudge off to the airport to attend this conference. You can relax and enjoy the online Summit from a comfortable chair in your home or office. The sessions are spread over an entire month so you can fit them into your hectic schedule.
Highly Successful Event
To say that last year’s White Paper Success Summit was a hit is quite an understatement—96% of attendees said they’d recommend the event to a friend. The 2010 Summit starts Tuesday, February 2 and runs through Wednesday, February 24. Attendees can get tickets at significant discounts by booking early.
Don’t rely on the same old sales pitches in the coming year. Attend White Paper Success Summit 2010 and learn how to generate a steady stream of leads by providing valuable business content with white papers. Now is the time—your business might depend on it.
“Without costly ads or fancy designs, white papers are saving businesses by establishing thought leadership, attracting steady streams of quality leads and helping businesses close deals,” says Stelzner. “Once a white paper is done, it can continue to reliably deliver leads for months or years to come.”
For more information or to register for the Summit, visit http://www.whitepapersummit.com/ms/.