Tossing Marketing White Papers Into The Abyss

Tossing Marketing White Papers Into The Abyss

You secured funding for a fantastic new marketing whitepaper. You pulled together the team, content, graphics, and relevant references to get it done. It describes a compelling risk or opportunity. It describes the cost of avoiding it or the money to be made from doing it. It highlights how your company is the right company to help do it. You’re proud and excited to get this into the hands of prospects towards the top of your funnel. You send it out to the sellers and post it on your website for download.

Fast-forward 3 months – What was the return on this $25,000 whitepaper? Did it get into the hands of the right customers? What deals were progressed or recognized by this effort? Ultimately, was it worth it?

Not knowing the answers to these questions or not getting the value you expected from these type of marketing whitepapers is pretty common. PDF’s weren’t designed to give you feedback on how the user is interacting with the document. The fact that someone downloaded the PDF from your website doesn’t tell you enough about the value of that lead. Even if you put a login gate in front of the download, you’re not learning much about their current situation.

Rather than just knowing if someone downloaded the pdf, wouldn’t it be nice to ask them relevant questions as they’re engaging with the material? For example, let’s say you have a whitepaper on the cost and prevention of network outages. The reader is engaged in a section about the cost of that outage. Wouldn’t it be nice to ask them a relevant question now and get their information for follow-up? The score of the lead who tells you they’re a CTO, up at night thinking of outages, and want a follow-up would be much higher than the random download.

Now imagine you’re asking questions throughout the content that are in context to what they’re reading. You’re learning about an individual’s role, interest, current environment, and anything else you want to ask them. That stuff is gold for a salesperson or marketer determining whether or not to promote the lead to sales. When you look at this information across all people that interacted with the marketing whitepaper, you can begin to answer questions like the ones we listed below. Was this worth it and how do we improve the next one?

This is a use case for Navitome in which people are more and more interested. In Navitome, you can create a marketing whitepaper that picks up where Google Analytics and gating leave off. Ultimately what we’re hearing is that people like the idea of marketing material that can

  • Help them understand the effectiveness of what they’re creating
  • Help the company generate better leads for sales
  • Help justify future budget for marketing material like this

Stop sending marketing material out into the abyss and talk to us about how we can help. Send us an example of a recent marketing whitepaper that you spent money creating to dmurphy@navitome.com and we’ll show you how you can get more out of it through Navitome. The actual content of these documents is often awesome so let us help you get the most out of it.