Since I have been unable to generate any new content for two weeks due to a personal situation that has taken up nearly all of my attention, I share with you another fine post by my friend and colleague Julie Hunt. The following post originally appeared on Highly Competitive just last month.
For the past several years, multiple studies by different research firms have been conducted to evaluate the most sought-out and influential content for B2B technology customers during decision-making buying cycles, and every time, in every study, the #1 preferred content is the White Paper.
The white paper is the #1 most influential piece of collateral that technology purchasers consult when making or influencing a buying decision for their company, according to a recent survey by Eccolo Media
However, many B2B software vendors still are missing the boat with their use of white papers and have not employed them in ways to engage potential buyers, let alone convert them to customers.