ORLANDO, Fla., April 14, 2011 /PRNewswire/ -- Alinean, the leading creator of value-based interactive sales and marketing tools for business to business (B2B) solution providers, announced a new service, Alinean's White Paper Content Audit to evaluate white paper content and answer the question, "Are your marketing white papers meeting today's more overloaded skeptical buyer needs?". The Alinean White Paper Content Audit helps B2B marketers leverage the large current content investment in white papers and drive more, high quality leads, reduce sales cycles and maximize new white paper relevance to buyers.
The basic white paper is still one of the most important pieces of marketing content - used and trusted as the key decision tool by over 60% of buyers (SiriusDecisions–2010). However, in today's world of information overload, white paper download rates have declined year over year, and investments in traditional white paper marketing campaigns are not as effective as they used to be. Current one size fits all white papers no longer resonate with today's overloaded, skeptical and frugal buyer.
In response, Alinean's White Paper Content Audit helps B2B marketers to understand how white papers can be more personalized, and what data points can be used for personalization. The audit highlights several potential dimensions of personalization, including customization according to buyer persona's, industry, size, location, role in decision making, stage in buying cycle, pain points and value potential. The results of the audit are presented in a comprehensive two-page audit report for each white paper candidate.
"With more marketing campaigns received each week via more channels, it becomes harder and harder to connect and engage today's overloaded buyer using traditional content marketing campaigns," said Tom Pisello, CEO of Alinean. "Using one-size-fits-all content, such as delivering the same white paper to a manufacturer versus a financial services company, or to an executive compared to a technical buyer, is proving to be ineffective."
Studies have shown that B2B marketers can increase a white paper's effectiveness by 30-100% by making it interactive and personalized for each recipient. The Alinean White Paper Content Audit enables B2B marketers to understand how white papers can be transformed from static, one-size-fits-all documents into interactive white papers, delivering the relevant information buyers require, cutting through buyer information overload to drive more effective demand-gen campaigns.
A complimentary Alinean White Paper Content Audit can be scheduled by visiting: http://www.alinean.com/white_paper_audit
Alinean, the leading provider of dynamic sales and marketing tools, empowers B2B vendors to better sell to today's economic-focused buyer. Alinean-powered interactive white papers, assessments, ROI calculators and TCO comparison tools create more compelling value-based connections, workshops, presentations and proposals — delivering customized diagnostics, benchmarks, solution recommendations, benefits, investments, ROI, payback and TCO advantage proof points.
Leading B2B firms leveraging Alinean tools include: HP, IBM, Microsoft, EMC, Dell, Intel, IDC/IDG, AT&T, Siemens, Unisys, Thomson Reuters, NetApp, Citrix, Symantec, Novell, Cisco, Oracle, Sybase, and CA.
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