The 9 Biggest White Paper Mistakes to Avoid at All Costs Rachel January 11, 2022 B2B buyers rely on white papers to make informed purchasing decisions. However, many white papers aren’t helpful – they’re boring sales pitches that put readers to sleep. Here are some tips that will help you create white papers that engage leads and convert them into customers… White papers are a B2B marketing workhorse. B2B buyers – especially technology buyers – rely on them for in-depth information when making purchasing decisions. In fact, 71% of B2B buyers have read a white pa ..read more

41 Fantastic Places to Promote Your B2B White Paper Rachel December 21, 2021 It takes a lot of time and effort to create an engaging white paper. Here’s how to maximize your investment, get your content in front of the widest possible audience, and attract more leads …  White papers and guides are among the most time-intensive content marketing projects. But investing in these marketing powerhouses can pay off by helping you engage buyers and build a persuasive business case for your solutions.    B2B buyers—especially technology buyers—rely on the in-depth informati ..read more

How a White Paper Helps Simply NUC Show Value to B2B Tech Buyers Rachel December 8, 2021 White papers are a vital marketing tool, as 71% of B2B technology buyers read them when they research new products and services.[1]  Simply NUC, a leading provider of mini computers, wanted to create their first white paper to engage both existing customers and interested prospects. The company’s Sales and Marketing teams had built a library of one-pagers that summarized their products’ key selling points. They would give this information to leads who wanted to learn more about their offerin ..read more

3 Ways to Repurpose Your B2B Case Studies to Reach More Buyers and Maximize Engagement Rachel November 30, 2021 White papers are one of the most powerful forms for B2B content. In fact, 71% of B2B technology buyers have read at least one white paper within the past 12 months.[1] And B2B marketers stated that white papers drive more leads and revenue than any other type of content.[2] A professional white paper can help you: Demonstrate that you have strong knowledge of your buyers’ businesses, roles, and industries. Provide customers with insights into their problems and how to solv ..read more

How Case Studies Help Loopio Engage B2B Customers and Win Business Rachel August 17, 2021 Customer stories are the most powerful proof point for persuading buyers to make a change, especially when that change involves adopting new software at work. “It can be scary for B2B buyers to try something new,” said Jillian Wood, Director of Marketing Communications at RFP response software company, Loopio. “They need to see proof points, tips, and testimonials from customers to feel confident that a solution will work for them.” But it’s challenging for tech marketers to tell the human, emot ..read more

11 Essential Ingredients in a B2B Case Study Rachel March 3, 2021 Case studies are one of the most powerful B2B marketing tools, as they give potential customers proof that your products or services deliver results.  They’re not optional.  At some point, your prospects will ask you for them. In fact, 54% of B2B buyers engage with case studies during their buying process and 98% feel that it’s important to see them on vendor websites.  The more compelling case studies you have, the more you can engage skeptical prospects and shorten your sales cycles. A well-wri ..read more

3 Time-Tested Ways to Get Customers to Say “YES!” to a Case Study Rachel February 17, 2021 Creating case studies should be at the top of your “to-do” list if you need content that turns B2B leads into customers. According to the Content Marketing Institute, 40% of B2B marketers said that case studies are the #1 type of content for converting late-stage leads. Meanwhile, 98% of B2B buyers said that it’s important to see case studies on vendor websites.  Although case studies are effective, you may struggle to get them produced. Many B2B marketers have a hard time finding customer ..read more

3 Time-Tested Ways to Get Customers to Say “YES!” to a Case Study Rachel February 17, 2021 Creating case studies should be at the top of your “to-do” list if you need content that turns B2B leads into customers. According to the Content Marketing Institute, 40% of B2B marketers said that case studies are the #1 type of content for converting late-stage leads. Meanwhile, 98% of B2B buyers said that it’s important to see case studies on vendor websites.  Although case studies are effective, you may struggle to get them produced. Many B2B marketers have a hard time finding customer ..read more

How to Make a “Boring” B2B Product Sound Exciting So Your Customers Want to Buy It Rachel February 11, 2021 If you’re a B2B marketer, you know how hard it is to make something dry and technical sound exciting so that customers want to buy it.  Using words such as “robust” and “powerful” isn’t enough to engage tech buyers who don’t trust marketing speak and can spot a sales pitch from a mile away. Luckily, there’s a better way.  I recently joined Christian Klepp on the B2B Marketers on a Mission podcast where we discussed how to write copy that resonates with B2B tech buyers ..read more

3 Ways to Repurpose Your B2B Case Studies to Reach More Buyers and Maximize Engagement Rachel February 3, 2021 B2B buyers consume 13 pieces of content before they choose a vendor. Repurposing your case studies into new formats can engage these buyers and give them the insights they need to build a case for your solution. According to a recent study, 89.5 percent of marketers said repurposing their existing content is more effective than producing new materials in terms of time, costs, and results. Thirty percent of these marketers cited “increased exposure” as the top benefit. Meanwh ..read more