Tag Archives: lead generation

White Papers are Not Dead. They’re on Life Support.

Have Marketers Killed This B2B Golden Goose?

Have Marketers Killed This B2B Golden Goose?

The original purpose of white papers as a B2B marketing tactic was to produce objective information, packaged as quasi-academic research, that might validate a company’s or product’s value proposition. White paper sponsors sought to educate, inform, raise comfort levels and eventually initiate sales conversations with prospective customers.

White papers gained significant adoption as a content marketing tool concurrent with the rapid growth of new technologies that often required explanation or context for non-technical buyers. Over time, however, the market education function was largely assumed by research firms such as Gartner and Forrester, whose opinions carry greater credibility than self-publishers of white papers.

Unfortunately, what began as a legitimate and sometimes helpful marketing tactic has morphed into poorly disguised sales promotion, packaged in a plain vanilla wrapper. The evolution of white papers from bona fide content into self-serving advertorials has been validated by vertical industry trade publications, in which companies, for a fee, are permitted to “feature” their white papers in a special section. White papers jumped the shark when they became paid content.

The outcome of widespread abuse of white papers – driven by marketers grasping for new ways to put lipstick on a pig, or too lazy to produce rigorous research that might empower customers to draw their own conclusions – is that the tactic has lost its franchise as an effective B2B marketing asset class. Increasingly, prospective customers do not believe white papers will be helpful or credible, and as a result, they no longer play a critical role in their decision-making process for purchasing products or services.

Some B2B publications, marketing consulting firms and other 3rd parties with a vested interest in promoting the use of white papers are capable of citing surveys, focus group results and case studies to support the tactic as an effective lead generation and lead nurturing device. And there are still many companies that produce legitimate white papers containing helpful, objective information.

But despite this quantitative evidence and the best efforts of producers of high quality content, B2B customers are avoiding white papers in greater numbers, not only because they are no longer viewed as credible, but also because marketers have erected too many registration barriers that restrict online access to content. Marketers, in turn, are finding white papers to be far less effective as a demand generation tool. Marketers may not have killed the white paper goose, but the tactic is certainly on life support, and is producing far fewer golden eggs.

So if diminished impact is the new white paper reality, then how do companies leverage whatever B2B marketing benefits this traditional tactic may still be capable of delivering? Here are few suggestions:

Repackage the Content: One of my grandmother’s favorite expressions was, “If you fly with the crows, you’ll be shot at.” If you’ve produced credible content, avoid guilt by association with self-serving white papers by publishing it with a different label. Executive Review? Research Report? Market Analysis? Blue Paper?

Scrap the Traditional Format: Regardless of the credibility issue, people simply have too much to read. Instead, produce a video or slideshare version of your white paper content. There’s a greater likelihood that interested parties will sit still for a 3-minute video production than invest 20 minutes laboring over a written white paper. Or create a visual version to serve as a “highlights” teaser that incents readership of the written version.

Grow a Set: Instead of producing the white paper in-house or hiring a freelance writer, engage a well-known, respected industry source to research and produce your white paper…and (here’s the tough part) give that writer complete editorial control. The report may take some shots that you don’t like, but the conclusions will be highly credible and your brand will gain a reputation as a company that can withstand scrutiny.

Slice and Dice Content: Rather than jamming your white paper content into a single masterpiece, allocate and publish the findings as a series of blog post installments. This method will increase readership and also produce multiple opportunities to communicate with target audiences, versus once-and-done publication of your white paper.

Kill Registration Hurdles: Your competitors will always find a way to get a copy of your white paper. Stop acting as though your white paper contains the formula for cold fusion, and use it to generate appreciation of your company’s intellectual capital by all interested parties, including competitors. As B2B internet protocol has evolved, people are far less inclined to provide contact information in exchange for what may be worthless content. Increasingly, registration barriers lose more leads than they generate.

White paper supporters need only be patient. Similar to other B2B marketing tactics that have fallen out of favor through over-use or abuse, the utility of white papers may eventually be fully restored. Even snail mail, long declared dead as a marketing channel, is now enjoying a resurgence as an effective means to cut through the clutter of email.

18 Comments

Filed under Uncategorized

Should I Rekindle My Blog Love Affair…Or End It?

Can This Blog Affair Be Saved?

Can This Blog Affair Be Saved?

Here’s a sad letter from the Marketing Craftsmanship mailbag:

Dear Marketing Guy,

I’ve fallen out of love with my Blog and I need your advice. My sad story:

It was love at first sight. A company Blog had everything I was looking for in social media. It would drive SEO. Establish thought leadership. Engage clients and prospects. Create two-way communication. Build long-term relationships.

My competitors all had Blogs, and I needed one. It would complete my marketing.

Falling in love with my Blog was so easy. WordPress.com was the perfect matchmaker, and my Blog didn’t cost me a penny to build. I had big plans for my Blog. Topics we would cover together. Discussions I would moderate. I made a personal commitment to post regularly. My Blog and I would create beautiful leads together.

It was a great love affair…at least for a while.

After a few months, my Blog started demanding more of my time. But my Blog wasn’t living up to expectations. Few people visited, only employees commented on posts, and there were no leads in sight. My disappointment grew, but my Blog demanded even more content. “I need interesting ideas, not sales promotion,” my Blog would scream. We grew further apart. Weeks, and sometimes months, passed between posts.

Now, my blog and I are the office joke. Blog visitors wonder if my company has a pulse. My Blog has become a brand liability. I can’t look at the company’s website anymore, because my Blog is always there, reminding me of our failed relationship.

Does my Blog deserve a second chance? Or should I simply move on? Help!!!

Yours Truly, Blog Gone Wrong

Dear Blog Gone Wrong,

Lots of companies fall out of love with their Blogs. I feel your pain, but you’ll get little sympathy from me. Here are  a few questions to start you thinking about why your Blog relationship fell apart so quickly:

  • Was your Blog part of an integrated marketing strategy…or just a temporary infatuation?
  • Did you create an editorial calendar to provide content focus…or made promises you could never keep?
  • Did you assign sufficient resources to ensure your Blog’s long-term success…or were you just looking for a cheap date?
  • Was there a strategy to promote your Blog and to merchandise its posts…or did you think that would just “happen”?
  • Were there tangible and realistic business metrics to measure your Blog’s ROI…or did you think pre-nuptuals would kill the relationship?

My guess is that you were attracted to your Blog’s many fine features and benefits, but were unwilling to invest the time and resources necessary to build a meaningful, long-term relationship. If that’s the case, you really don’t deserve a Blog.

You might be better suited for a relationship with a Twitter account.

The Marketing Guy

2 Comments

Filed under Uncategorized

What the US Marines Can Teach Your B2B Firm about Marketing and Sales

Every Marine a Rifleman

Every Marine a Rifleman

“Every Marine a Rifleman” is a basic tenet of the US Marine Corps.  At boot camp, every marine receives training in marksmanship, hand-to-hand combat and teamwork. Regardless of how (s)he ends up serving in the Corps – as a mechanic, lawyer, clerk, pilot, dentist or pastry chef – every marine is prepared and expected to apply their combat training whenever it’s required. That rifleman commitment serves as a tactical cornerstone of the Marine Corps’ Semper Fi (“Always Loyal”) motto.

B2B companies – professional service firms in particular – can benefit by creating a culture similar to the Marine Corps; training all employees with basic marketing & sales skills that can help the firm to grow and succeed. “Every Employee a Sales Rep” should be fully ingrained across a company’s work force, from the front desk to the corner office.

Many B2B firms – in legal, accounting, financial services and consulting disciplines – employ at least one rainmaker, typically a founding member, who brings in the lion’s share of new business. But that “outside / inside guy” dynamic puts a company at risk, because rainmakers can depart unexpectedly (by choice or by ambulance), and the firm’s growth rate is always limited by their energy, motivation and availability.  More importantly, this business model fails to leverage a firm’s “inside guys,” whose individual and collective business relationships, skills, experience and credibility should be harnessed to drive consistent revenue growth and to scale the operation.

Regardless of their title, job description or capacity to work the room at a social event, every B2B executive should be given training, tools and ongoing support that empowers them to:

  • Manage Their Personal Brand – Clients hire individuals, rather than a firm, to help them. To showcase their credentials, every account practitioner should maintain a complete and up-to-date biographical profile on the company’s website and on LinkedIn. To expand their visibility, they should also participate in at least one activity unrelated to employment, whether  that’s membership in the local chapter of a professional trade association, their daughter’s soccer team, or a fly fishing club.
  • Articulate the Firm’s Value Proposition – Many employees, even at the senior level, do not have a clear understanding of what makes their firm different from the competition, and are at a loss to provide a compelling      reason why someone should engage them. Like a good marine, every employee should know their firm’s “elevator pitch,” and be prepared to recite it whenever someone asks, “So…who do you work for?”
  • Nurture Their Professional Network – Every practitioner has a network of current and former clients, associates in other disciplines, friends, relatives, neighbors and individuals they’ve met at conferences or social events.  Business contacts are often included in the firm’s CRM system, and may receive quarterly newsletters or other communications issued by the company. But account practitioners should also maintain direct and regular contact with their entire personal network in order to nurture and expand those relationships, because referrals are driven by casting a wide net.
  • Drive Top-of-Mind Awareness – The marketing challenge for most B2B firms is making the short list of candidates called in for an assignment. To increase their odds of getting that call, firms must constantly sow seeds with clients, prospects and referral sources, driving top-of-mind awareness regarding the firm’s capabilities and credentials. Every practitioner should play an active role in that process by generating relevant content – in the form of blog posts, bylined articles, case studies, industry updates, slide presentations, etc. – that can be merchandised by the firm to keep the firm in play.
  • Sell Intrinsically – Because “inside guys” embody the firm’s intellectual capital and deliver its services and solutions, they are best prepared to demonstrate to prospects and clients the firm’s capacity to add value, which is its most powerful sales tactic. Intrinsic (or “consultative”) selling is what converts prospects to clients, and not including account practitioners in the sales presentation process can handicap a firm’s growth potential.
  • Seek Cross-Selling Opportunities – The professional practitioner assigned to an account is the steward of that relationship. As a trusted advisor, the practitioner has an in-depth understanding of each client’s current needs, as well as insight into what additional services might be of value. Based on that 360° perspective, the account practitioner is in the strongest position to recommend new services or an expansion of existing work. But many practitioners fear this solicitation will compromise their professionalism, or put the client relationship at risk. Both of those obstacles to increasing account penetration can be addressed with proper tools and training.
  • Ask for Referrals – This is a tough task for most account practitioners.  However, if they’ve nurtured their network, gained confidence by learning how to cross-sell to existing clients, and have rehearsed the referral request process, then practitioners can make this a painless routine.

“Every Employee a Sales Rep” will not be achieved simply by establishing firm-wide mandates. The program must be driven by internal disciplines – consisting of written guidelines, worksheets and in-house training – that provide employees with proper guidance, support, feedback and motivation. Combined with a senior-level commitment to change the culture, and firm-wide acknowledgement that the transformation will be difficult, your B2B company can greatly enhance its sales and marketing capability. Semper Fi.

1 Comment

Filed under Uncategorized