Book Reviews

White papers drive billions of dollars worth of technology sales every year. Yet few people can say for sure what a white paper really is. That’s why any new book devoted to building more understanding about white papers is welcome. In The White Paper Marketing Handbook, renowned copywriter Bob Bly covers a lot of territory. In fact,…

Have you ever tried making a marketing plan, without much success? Maybe you’ve checked out some of the planning tools around? These range from simple templates in Word to massive spreadsheets and questionnaires. But who has time?   Now there’s a great little guide that makes planning your marketing quick and painless… even if you’ve never done…

We all have more to read than we can get to. So how can we expect time-starved B2B execs to read our latest 10-page white paper? We can’t. “Executives know that white papers provide them with valuable information,” writes Jonathan Kantor in his refreshing book Crafting White Paper 2.0. “Unfortunately, the traditional all-text white paper… requires too…