White Papers report.indd
21 Ways to Generate Better Leads With White Papers
By Ed Gandia Gandia Communications Inc.
White Papers: Still a Critical Piece of the Tech Buying Process “When done right, nothing pulls in qualified sales leads like a well-targeted offer for a juicy white paper,” says Larry Chase, founder and publisher of Web Digest for Marketers. If you already have such a “juicy” white paper in your marketing arsenal, you know the validity of this statement. Unlike so many other passing fads in technology marketing, the effectiveness of white papers continues to grow— even as the number of white papers published every year grows exponentially. In fact, study after study continues to show that now, more than ever, wellwritten and effectively positioned white papers create mindshare, generate leads, persuade prospects to short-list your company and can even help seal the deal. For instance, in one of the most comprehensive studies on how readers use white papers, the Technology Buying and Media Consumption Survey, Report 2, published by TechTarget and CMO Council, white papers were shown to still be one of the most common media used to evaluate new technology—and one of the most effective sources of information to help prospects make purchasing decisions. Specifically, the study showed the following: • 60 percent of respondents had downloaded five or more white papers in the last three months • 58 percent indicated they used white papers to find solutions for solving problems • 58 percent admitted to using white papers to obtain preliminary information about products and vendors • 29 percent rated white papers as “very effective,” while 57 percent rated them as “effective” Another recent major survey echoed these findings. According to MarketingSherpa’s Business Technology Marketing Benchmark Guide 2007-2008, in terms of content white papers are more valuable than other popular leadgenerating vehicles, including articles in trade publications, vendor webinars, email newsletters and blogs. That’s according to the nearly 500 tech marketers who participated in the survey.
2 © Ed Gandia. All rights reserved
www.edgandia.com
+770.419.3342
And despite the overwhelming number of B2B technology white papers floating around, MarketingSherpa’s survey revealed that nearly half of respondents now read white papers more frequently than they did in 2005, while most of the rest read them as frequently as they did in 2005. One reason white papers are still so effective is the complexity of choices available to buyers today. Buyers have more options than ever before, which means they have more information to digest. This often translates into an overwhelmed audience thirsting for relevant and accurate information, delivered in an easy-to-absorb format. Another good reason: More “influencers” are getting involved in the buying process. Buying cycles are dragging longer as organizations engage more individuals and take greater care in making the right purchasing decisions— even for what may have been traditionally considered a small purchase. In these situations, white papers can be very effective in addressing the specific concerns of each buying influence. Even with all these factors in its favor, a white paper must still set itself apart in order to generate a large number of high-quality leads.“Messing it up” is easier than getting it right. Yet getting it right has never been as important, considering the current economic landscape and prospects’ shorter attention spans. The field-tested tips that follow are based on my experience in writing dozens of white papers over the last five years. Use them to guide your next white paper, and watch it become one of your most popular and profitable marketing pieces. 1. Target a narrow audience. Don’t just think “industry”—think “sector,” job title, technology platforms, even a narrow niche within a specific sector. Doing so will enable you to cut through all the clutter and grab the attention of your ideal prospect. 2. Target a specific stage in the buying cycle. Clearly define the stage in the buying cycle for which your piece is designed. For instance, a white paper written to garner initial interest probably won’t be much help during a prospect’s short-listing process.
3 © Ed Gandia. All rights reserved
www.edgandia.com
+770.419.3342
3. Make the topic and title as specific (and interesting!) as possible. Specificity and uniqueness are essential in today’s cluttered environment. Don’t try to cover too much ground; the piece could lose its effectiveness. For example, a white paper titled “Food Fight! How Food Manufacturers Can Survive the Growing Food Shortage” will be a heck of a lot more appealing than a generic piece titled “Using Sales Analytics Solutions to Improve the Performance of Food Manufacturers.” 4. Consider using the job function in the title. In addition to a specific and benefit-oriented title (as in #3 above), you can often attract even more attention by also naming your target audience by job title or function. For example, “How On-Demand CRM Helps Sales VPs Improve Forecast Accuracy by Up to 77 Percent.” 5. Avoid using your product’s name in the title. Readers expect reasonably unbiased insights from white papers—not product pitches. When you use your product’s name in the title, you’re telling the reader that the white paper is simply a brochure in disguise. Instead, focus on the relevant problem that your solution addresses and the benefits it can deliver. In fact, the top two complaints readers expressed in the TechTarget and CMO Council survey mentioned earlier were these: • Expecting a technology discussion, but getting product information instead • White papers that were not focused on problem-solving 6. Use proper length based on the target audience. A good rule of thumb: no more than five to eight pages for a business audience and no more than ten to fifteen pages for a technical audience. Impossible to cover the topic in fifteen or fewer pages? Break it up into two white papers. Yes, your audience wants good information, but it has to be concise and digestible. 7. Address objections and questions that your sales force is constantly facing. Help prospects move forward in the buying cycle by persuasively addressing their common objections and questions. This is one area in which a white paper can truly be effective. Talk to your sales force. Ask them what specific questions and objections they’re getting and how to best address each one. They’ll be glad you asked—and happy to tell you!
4 © Ed Gandia. All rights reserved
www.edgandia.com
+770.419.3342
8. Deliver information that is highly useful, practical and relevant. Does your white paper offer valuable ideas, insights or techniques to help readers cut costs, increase revenue, grow market share, improve processes, facilitate compliance or whatever else is important to them? 9. Offer information that readers will want to keep and reference in the future. In most B2B selling situations, only 5–15 percent of inquiries have a current need for your type of product or service; most of the other 85–95 percent are longer-term opportunities. Make sure your white paper is perceived as valuable enough to save until the inquirer’s circumstances change. 10. State your case objectively. Use well-supported facts and figures. Cite reliable and respected sources. Do your homework. To be perceived as reasonably objective, you have to walk a fine line. Making baseless claims or taking cheap shots at competitors erodes your credibility. 11. Position your approach as an ideal solution to the problem. But be careful—you can risk coming across as promotional or overtly biased. Make sure you present an objective, wellsupported case. State alternative courses of action, but explain why your method or process is better. Do it right and you’ll accomplish two objectives: to educate and to promote. 12. Say it with conviction. Of course, being objective doesn’t require you to be a spineless bore. Be authoritative and passionate—and say confidently. 13. Make sure your white paper is well written and logically organized. Poorly written pieces make a poor impression and lower your prospects’ confidence in your company and products. And poorly organized white papers take too much effort to read and often get thrown away. 14. Write and design it to accommodate both detailed readers and “skimmers.” Not everyone will read your piece from cover to cover. Make it easy for both types of readers to absorb the information by breaking up the text with plenty of subheads, bullets, charts and other relevant images. And don’t forget to include an introduction or executive summary that condenses the essence and purpose of your white paper into a few short paragraphs.
5 © Ed Gandia. All rights reserved
www.edgandia.com
+770.419.3342
15. Briefly address the biggest needs and concerns of the other buying influences. In addition to your primary audience, think about others in the organization who may read your white paper. For example, if you’re writing to the technical buyer, you may want to include a brief section or sidebar addressing the potential concerns of the “economic buyer” (the person who will give final budgetary approval). As more influencers get involved in purchasing decisions, the need to address multiple concerns via a white paper will be greater. Ideally, you’ll want to write multiple white papers, each addressing a specific buying influence. Alternatively, consider having your core white paper briefly address the main questions and concerns of key influencers. 16. Position your company as the expert. Being perceived as the leading expert in the industry—the company that truly understands its prospects and their problems, and that offers logical and proven ideas for addressing these challenges—will go a long way to positioning you as the top choice. 17. Make it easy to find the white paper on your website. You’d think this would be obvious, but I continually see companies bury their white papers deep within their sites, assuming that visitors will find them. Assume they won’t. Keep your white paper visible. 18. Make it easy to download. Don’t make your registration form look like a mortgage application. Keep your questions to the bare minimum. In fact, depending on your industry, strategy and objectives (e.g., publicity versus lead gen), you may even want to carefully test a new approach—skipping the registration altogether. A study by MarketingSherpa indicated that, on average, only 11 percent of white paper landing-page visitors fill out the form to download the white paper. That means that 89 percent would rather leave than go through the trouble of registering. Of course, some may leave because they’re not qualified; but I’d bet that most could be potential future customers. And when you consider the high white paper pass-through rate within most organizations (colleagues forwarding them to other colleagues), this idea may be worth testing.
6 © Ed Gandia. All rights reserved
www.edgandia.com
+770.419.3342
19. Offer your white paper in HTML or Word formats (in addition to PDF). Your champions within an organization will often need to put together a business case for your product or service. Make it easy for them by offering your white paper in a format that can be easily copied and pasted. This will enable them to use your content in emails, reports and presentation slides. 20. Promote it aggressively. Don’t just slap the white paper on your home page. Look into a syndication service. Promote it in your newsletter. Promote it in other industry newsletters. Write a press release. Consider re-purposing it into a bylined article. Look into a Google AdWords® campaign focused exclusively on your white paper. Make it available to your sales force and channel partners. Use it as a giveaway at trade shows, webinars and speaking engagements. Use it as the offer in email and direct mail campaigns. Get creative and promote it aggressively. 21. Carefully monitor your ROI. Make the effort to accurately track the number of downloads, qualified leads, appointments and sales generated as a result of your white paper. This will give you the statistics needed to make a strong case for the next one, as well as the data necessary to make critical adjustments in the future.
About the Author A successful, 11-year sales veteran in the high-tech and industrial arenas, Ed Gandia is president of Gandia Communications Inc. Ed helps technology companies write and develop lead generating copy, content and campaigns that feed pipelines and drive revenue. His clients include companies such as Autodesk, CDC Software, Active Compliance, Servigistics, Aldata Solution, Edifice Information Management and ToolWatch Corp. To learn more, visit www.EdGandia.com. Need a white paper that resonates with your prospects and gets them to act? Contact me at 770-419-3342 or [email protected] to get a no-obligation estimate. Endnotes 1) “Technology Buying and Media Consumption Survey, Report 2.” TechTarget and CMO Council, 2007. http://www.techtarget.com/downloads/studies/MediaSurveyQ2_promo.pdf. 2) “Business Technology Marketing Benchmark Guide 2007-2008.” MarketingSherpa, 2008. www.MarketingSherpa.com. 3) “Technology Buying and Media Consumption Survey, Report 2.” 4) Carroll, Brian. “Lead Generation for the Complex Sale.” McGraw Hill, 2006. 5) “IT Marketing Metrics Guide: 2004 Data for Software, Hardware, and Services Marketers.” MarketingSherpa, 2004. http://www.marketingsherpa.com/store/downloads/ITexecsumm.pdf.
© Ed Gandia. All rights reserved
www.edgandia.com
+770.419.3342
7
By Ed Gandia Gandia Communications Inc.
White Papers: Still a Critical Piece of the Tech Buying Process “When done right, nothing pulls in qualified sales leads like a well-targeted offer for a juicy white paper,” says Larry Chase, founder and publisher of Web Digest for Marketers. If you already have such a “juicy” white paper in your marketing arsenal, you know the validity of this statement. Unlike so many other passing fads in technology marketing, the effectiveness of white papers continues to grow— even as the number of white papers published every year grows exponentially. In fact, study after study continues to show that now, more than ever, wellwritten and effectively positioned white papers create mindshare, generate leads, persuade prospects to short-list your company and can even help seal the deal. For instance, in one of the most comprehensive studies on how readers use white papers, the Technology Buying and Media Consumption Survey, Report 2, published by TechTarget and CMO Council, white papers were shown to still be one of the most common media used to evaluate new technology—and one of the most effective sources of information to help prospects make purchasing decisions. Specifically, the study showed the following: • 60 percent of respondents had downloaded five or more white papers in the last three months • 58 percent indicated they used white papers to find solutions for solving problems • 58 percent admitted to using white papers to obtain preliminary information about products and vendors • 29 percent rated white papers as “very effective,” while 57 percent rated them as “effective” Another recent major survey echoed these findings. According to MarketingSherpa’s Business Technology Marketing Benchmark Guide 2007-2008, in terms of content white papers are more valuable than other popular leadgenerating vehicles, including articles in trade publications, vendor webinars, email newsletters and blogs. That’s according to the nearly 500 tech marketers who participated in the survey.
2 © Ed Gandia. All rights reserved
www.edgandia.com
+770.419.3342
And despite the overwhelming number of B2B technology white papers floating around, MarketingSherpa’s survey revealed that nearly half of respondents now read white papers more frequently than they did in 2005, while most of the rest read them as frequently as they did in 2005. One reason white papers are still so effective is the complexity of choices available to buyers today. Buyers have more options than ever before, which means they have more information to digest. This often translates into an overwhelmed audience thirsting for relevant and accurate information, delivered in an easy-to-absorb format. Another good reason: More “influencers” are getting involved in the buying process. Buying cycles are dragging longer as organizations engage more individuals and take greater care in making the right purchasing decisions— even for what may have been traditionally considered a small purchase. In these situations, white papers can be very effective in addressing the specific concerns of each buying influence. Even with all these factors in its favor, a white paper must still set itself apart in order to generate a large number of high-quality leads.“Messing it up” is easier than getting it right. Yet getting it right has never been as important, considering the current economic landscape and prospects’ shorter attention spans. The field-tested tips that follow are based on my experience in writing dozens of white papers over the last five years. Use them to guide your next white paper, and watch it become one of your most popular and profitable marketing pieces. 1. Target a narrow audience. Don’t just think “industry”—think “sector,” job title, technology platforms, even a narrow niche within a specific sector. Doing so will enable you to cut through all the clutter and grab the attention of your ideal prospect. 2. Target a specific stage in the buying cycle. Clearly define the stage in the buying cycle for which your piece is designed. For instance, a white paper written to garner initial interest probably won’t be much help during a prospect’s short-listing process.
3 © Ed Gandia. All rights reserved
www.edgandia.com
+770.419.3342
3. Make the topic and title as specific (and interesting!) as possible. Specificity and uniqueness are essential in today’s cluttered environment. Don’t try to cover too much ground; the piece could lose its effectiveness. For example, a white paper titled “Food Fight! How Food Manufacturers Can Survive the Growing Food Shortage” will be a heck of a lot more appealing than a generic piece titled “Using Sales Analytics Solutions to Improve the Performance of Food Manufacturers.” 4. Consider using the job function in the title. In addition to a specific and benefit-oriented title (as in #3 above), you can often attract even more attention by also naming your target audience by job title or function. For example, “How On-Demand CRM Helps Sales VPs Improve Forecast Accuracy by Up to 77 Percent.” 5. Avoid using your product’s name in the title. Readers expect reasonably unbiased insights from white papers—not product pitches. When you use your product’s name in the title, you’re telling the reader that the white paper is simply a brochure in disguise. Instead, focus on the relevant problem that your solution addresses and the benefits it can deliver. In fact, the top two complaints readers expressed in the TechTarget and CMO Council survey mentioned earlier were these: • Expecting a technology discussion, but getting product information instead • White papers that were not focused on problem-solving 6. Use proper length based on the target audience. A good rule of thumb: no more than five to eight pages for a business audience and no more than ten to fifteen pages for a technical audience. Impossible to cover the topic in fifteen or fewer pages? Break it up into two white papers. Yes, your audience wants good information, but it has to be concise and digestible. 7. Address objections and questions that your sales force is constantly facing. Help prospects move forward in the buying cycle by persuasively addressing their common objections and questions. This is one area in which a white paper can truly be effective. Talk to your sales force. Ask them what specific questions and objections they’re getting and how to best address each one. They’ll be glad you asked—and happy to tell you!
4 © Ed Gandia. All rights reserved
www.edgandia.com
+770.419.3342
8. Deliver information that is highly useful, practical and relevant. Does your white paper offer valuable ideas, insights or techniques to help readers cut costs, increase revenue, grow market share, improve processes, facilitate compliance or whatever else is important to them? 9. Offer information that readers will want to keep and reference in the future. In most B2B selling situations, only 5–15 percent of inquiries have a current need for your type of product or service; most of the other 85–95 percent are longer-term opportunities. Make sure your white paper is perceived as valuable enough to save until the inquirer’s circumstances change. 10. State your case objectively. Use well-supported facts and figures. Cite reliable and respected sources. Do your homework. To be perceived as reasonably objective, you have to walk a fine line. Making baseless claims or taking cheap shots at competitors erodes your credibility. 11. Position your approach as an ideal solution to the problem. But be careful—you can risk coming across as promotional or overtly biased. Make sure you present an objective, wellsupported case. State alternative courses of action, but explain why your method or process is better. Do it right and you’ll accomplish two objectives: to educate and to promote. 12. Say it with conviction. Of course, being objective doesn’t require you to be a spineless bore. Be authoritative and passionate—and say confidently. 13. Make sure your white paper is well written and logically organized. Poorly written pieces make a poor impression and lower your prospects’ confidence in your company and products. And poorly organized white papers take too much effort to read and often get thrown away. 14. Write and design it to accommodate both detailed readers and “skimmers.” Not everyone will read your piece from cover to cover. Make it easy for both types of readers to absorb the information by breaking up the text with plenty of subheads, bullets, charts and other relevant images. And don’t forget to include an introduction or executive summary that condenses the essence and purpose of your white paper into a few short paragraphs.
5 © Ed Gandia. All rights reserved
www.edgandia.com
+770.419.3342
15. Briefly address the biggest needs and concerns of the other buying influences. In addition to your primary audience, think about others in the organization who may read your white paper. For example, if you’re writing to the technical buyer, you may want to include a brief section or sidebar addressing the potential concerns of the “economic buyer” (the person who will give final budgetary approval). As more influencers get involved in purchasing decisions, the need to address multiple concerns via a white paper will be greater. Ideally, you’ll want to write multiple white papers, each addressing a specific buying influence. Alternatively, consider having your core white paper briefly address the main questions and concerns of key influencers. 16. Position your company as the expert. Being perceived as the leading expert in the industry—the company that truly understands its prospects and their problems, and that offers logical and proven ideas for addressing these challenges—will go a long way to positioning you as the top choice. 17. Make it easy to find the white paper on your website. You’d think this would be obvious, but I continually see companies bury their white papers deep within their sites, assuming that visitors will find them. Assume they won’t. Keep your white paper visible. 18. Make it easy to download. Don’t make your registration form look like a mortgage application. Keep your questions to the bare minimum. In fact, depending on your industry, strategy and objectives (e.g., publicity versus lead gen), you may even want to carefully test a new approach—skipping the registration altogether. A study by MarketingSherpa indicated that, on average, only 11 percent of white paper landing-page visitors fill out the form to download the white paper. That means that 89 percent would rather leave than go through the trouble of registering. Of course, some may leave because they’re not qualified; but I’d bet that most could be potential future customers. And when you consider the high white paper pass-through rate within most organizations (colleagues forwarding them to other colleagues), this idea may be worth testing.
6 © Ed Gandia. All rights reserved
www.edgandia.com
+770.419.3342
19. Offer your white paper in HTML or Word formats (in addition to PDF). Your champions within an organization will often need to put together a business case for your product or service. Make it easy for them by offering your white paper in a format that can be easily copied and pasted. This will enable them to use your content in emails, reports and presentation slides. 20. Promote it aggressively. Don’t just slap the white paper on your home page. Look into a syndication service. Promote it in your newsletter. Promote it in other industry newsletters. Write a press release. Consider re-purposing it into a bylined article. Look into a Google AdWords® campaign focused exclusively on your white paper. Make it available to your sales force and channel partners. Use it as a giveaway at trade shows, webinars and speaking engagements. Use it as the offer in email and direct mail campaigns. Get creative and promote it aggressively. 21. Carefully monitor your ROI. Make the effort to accurately track the number of downloads, qualified leads, appointments and sales generated as a result of your white paper. This will give you the statistics needed to make a strong case for the next one, as well as the data necessary to make critical adjustments in the future.
About the Author A successful, 11-year sales veteran in the high-tech and industrial arenas, Ed Gandia is president of Gandia Communications Inc. Ed helps technology companies write and develop lead generating copy, content and campaigns that feed pipelines and drive revenue. His clients include companies such as Autodesk, CDC Software, Active Compliance, Servigistics, Aldata Solution, Edifice Information Management and ToolWatch Corp. To learn more, visit www.EdGandia.com. Need a white paper that resonates with your prospects and gets them to act? Contact me at 770-419-3342 or [email protected] to get a no-obligation estimate. Endnotes 1) “Technology Buying and Media Consumption Survey, Report 2.” TechTarget and CMO Council, 2007. http://www.techtarget.com/downloads/studies/MediaSurveyQ2_promo.pdf. 2) “Business Technology Marketing Benchmark Guide 2007-2008.” MarketingSherpa, 2008. www.MarketingSherpa.com. 3) “Technology Buying and Media Consumption Survey, Report 2.” 4) Carroll, Brian. “Lead Generation for the Complex Sale.” McGraw Hill, 2006. 5) “IT Marketing Metrics Guide: 2004 Data for Software, Hardware, and Services Marketers.” MarketingSherpa, 2004. http://www.marketingsherpa.com/store/downloads/ITexecsumm.pdf.
© Ed Gandia. All rights reserved
www.edgandia.com
+770.419.3342
7
