Alinean and Demand Creation Specialists Partner To Accelerate BtoB Demand Generation
- Written by Demand Gen Report Team
- Published in DemandGen Reports
Alinean, a creator of value-based interactive sales and marketing tools for BtoB solution providers, announced a new channel partnership agreement with Demand Creation Specialists (DCS), a custom content agency and publisher of DemandGen Report.
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, according to research from SiriusDecisions. However, the effectiveness of white paper marketing campaigns has declined over the past two years, as the current one-size-fits-all content and information overload no longer resonate with today's inundated, skeptical and frugal buyers. To cater to this growing shift in buying patterns, Alinean's Interactive White Paper offers BtoB marketers the opportunity to leverage the large current content investment, drive more high quality leads, reduce sales cycles and maximize new white paper relevance to buyers.
In partnership, DCS will leverage the new Alinean Interactive White Paper platform to drive better demand generation campaigns for its BtoB marketing clients. Alinean will work collaboratively with the DCS writing staff to help develop interactive white paper content to assure that Alinean's customers are empowered with the white paper content necessary to achieve higher levels of demand generation success.
"Interactive white papers can leverage existing and turbo-charge new white paper content to improve marketing campaign effectiveness, breaking through the information overload with relevance and personalization," said Ed Cleary, Director of Business Development for DCS. "We are always looking for ways to make our content more compelling for the reader and productive for our marketing partners. Therefore, we are pleased to offer Alinean-powered interactive white papers to our clients, to personalize prospect connection and engagement and drive new levels of demand generation campaign effectiveness."
"It is a natural fit for Alinean to be partnering with DCS with the increased importance of personalized content in driving effective demand generation campaigns," said Dan Sixsmith, Alinean's VP, Interactive Marketing Channels. "DCS will be working closely with us on our new interactive white paper offering, which is revolutionizing traditional white paper content and white paper driven marketing campaigns."