Wednesday, October 13, 2010

Alinean Launches Interactive White Papers

Overcomes Marketing Information Overload, Transforming Traditional White Papers into Dynamic, Personalized Engagement Tools

Alinean, the leading creator of value-based interactive sales and marketing tools for B2B vendors, today launched a new demand generation tool for B2B marketers – Alinean Interactive White Papers. Unlike traditional white papers, Alinean Interactive White Papers use profile information from a prospect to intelligently customize the collateral with more personalized, relevant and analytical content. Alinean Interactive White Papers help B2B marketers better attract and connect with today's overloaded, skeptical and frugal buyers.

The basic white paper is still one of the most important pieces of marketing content - used and trusted as the key buying decision tool by over 65% of early stage buyers and 61% of middle stage buyers (SiriusDecisions -2010). However, in the new world of information overload, these white papers are getting lost in the clutter and worse, do not engage today's more frugal and demanding buyer who require quantifiable proof that proposed solutions will drive bottom line results.

"Our research shows that the features today's buyers want most is the ability to personalize and customize their content experience, to control how they interact with the content, and that they are more likely to share and socialize content that is relevant to them," said Josh Heitsenrether, Senior Vice President, Ziff Davis Enterprise Strategic Services. "By utilizing SmartPapers, our proprietary version of Alinean's Interactive White Paper, marketers can deliver more personalized and more impactful results to potential buyers that will ultimately lead to deeper engagements and higher lead conversions."

Completely customized by Alinean or Alinean partner to empower one-to-one marketing campaigns, the Alinean Interactive White Paper is a SaaS hosted application that turns a traditional white paper into a customized and engaging interactive document. The B2B marketer entices prospects to the Alinean Interactive White Paper via links in direct mail campaigns, on promotional micro-sites or from their corporate web site to dramatically improving click-throughs because of the attraction to interactive content and relevancy.

Clicking on the link to access the Alinean Interactive White Paper, the prospect provides some basic profile information, such as location, size, industry, buyer role, stage in buying cycle, pain points or unique business opportunity. Typically 5 to 10 pivot points are used to analyze needs and customize the quantitative and qualitative content of the white paper, driven by the Alinean customization engine, and delivered to the user in PDF or Word format.

Examples of Alinean Interactive White Papers can be found at:
• The New Economics of Mid-Size Enterprise Computing, sponsored by Sun and Intel (https://roianalyst.alinean.com/ziffdavis/AutoLogin.do?d=151948843902083664)

• Using Desktop Virtualization to Drive Cost Savings and Improve Manageability (https://roianalyst.alinean.com/ziffdavis/AutoLogin.do?d=614181278944749031)

Alinean develops the Alinean Interactive White Paper by leveraging existing white paper content or helping to create new content. Leads captured using Alinean Interactive White Papers are directly integrated with lead management systems including Eloqua, MarketFirst and Salesforce.com, collecting and passing on key contact and profile information for lead scoring, nurturing and follow-up.

"Corporate executives and buyers live in a world of information overload, making it difficult for vendors to connect and capture their attention, educate them about solutions and move the sales cycle forward," said Tom Pisello, Chairman and Founder of Alinean. "With Alinean's Interactive White Papers, B2B marketers can evolve traditional white papers into more personalized deliverables to drive relevant connections with increasingly skeptical and frugal buyers."

Analyzing initial Alinean Interactive White Paper campaigns, Alinean has measured proven incremental value including: attracting 350% more prospects to a site with interactive and personalized content versus traditional white papers; generating 120% more qualified leads than traditional static white papers; better tracking and scoring leads with integrated profiling on specific customer opportunities and needs; and accelerating sales cycles by 10% or more.

The Alinean Interactive White Paper solution is currently available directly from Alinean, for existing white paper content, and for new content development and campaigns, via partners such as Ziff Davis Enterprise (private labeled as SmartPapers).

Alinean and Ziff Davis Enterprise recently held a Webcast to launch these Alinean Interactive White Papers. The Alinean Interactive White Paper solution starts at $1,500 per month.

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