A free white paper is a powerful B2B offer that can
stimulate high click-through rates, result in successful lead
generation, and influence purchases. According to stats
compiled by
eMarketer, white papers are the second most-consulted source
of information by corporate end users.
As
a result, decision makers look to white papers in order to
answer one fundamental question that is on their minds: "How
will your product or service solve my business needs right
now?"
Decision makers often use white papers as the first source of
information when conducting research about a particular
product or service.
Decision makers will usually pass along a white paper
that they can understand to other decision makers that are
involved in the purchase process.
Decision makers will read a white paper first before
ever contacting a "live" sales representative.
White papers account for a significant portion of the
input criteria that goes into determining the solution
providers that will make it to the final selection stage.
A sales representative's role in the decision making process
is to confirm the facts and negotiate the terms of the sale.
IW's Sponsored White Paper Collection allows
manufacturing executives to download a sponsor's white paper from the
IndustryWeek.com site. Documents are listed along with
the company's name, URL, and a 50-word description.
White papers appear within their own section
of the IW website at
www.industryweek.com/whitepapers. Additionally,
each paper is listed under one of the site's content
categories. This system helps site users find relevant
papers when they are searching for content.
Actionable sales leads delivered in real time Whenever an IndustryWeek.com visitor downloads a white
paper, IW will immediately e-mail the person's name,
address, company name, job title, etc. to the sponsoring
company. This service allows the sponsor to quickly
along
pass the lead to its sales team or enter it into its prospect
database within minutes.
Marketing and PR directors rave about the Sponsored White
Paper Collection
"I'd never let our IW Sponsored White Paper contract
expire! In fact, it has made me a heroine at my
company. We are selling to several billion-dollar
companies because of our white paper posting on
IndustryWeek.com. The sales cycle for our product
is rather long, but I'm hopeful to land three big new
clients by the middle of next month."
-- Director of Marketing for a consulting firm /
value-added reseller
The IW Online Marketplace is similar to the
classified ad section in a newspaper or a magazine. It
allows companies to place a text link on all pages within
the IndustryWeek website.
Companies often use an Online Marketplace text ad along
with higher-impact ad
units on IndustryWeek.com such as skyscrapers, rectangles, or
e-newsletter ads. They are also effective as standalone
marketing tools -- an excellent low-cost, low-risk point of entry for campaigns with a limited
budget.
Text
links are priced by position, with a maximum of five links
running at a time:
#1 position:
$1,150/month net
#2 position:
$1,050/month net
#3 position:
$900/month net
#4 position:
$850/month net
#5 position:
$800/month net
Frequency discounts can be negotiated for long-term programs.
Monthly credit card billing is also available. Ads
consist of a 50-character headline and up to 200 characters of
body copy.
As
a result, decision makers look to white papers in order to
answer one fundamental question that is on their minds: "How
will your product or service solve my business needs right
now?"
Text
links are priced by position, with a maximum of five links
running at a time: