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	<title>Comments on: Are White Papers Still Effective for B2B? Absolutely!</title>
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		<title>By: Boris Grinkot</title>
		<link>http://sherpablog.marketingsherpa.com/b2b-marketing/b-to-be-ecommerce/are-white-papers-still-effective-for-b2b-absolutely/comment-page-1/#comment-43056</link>
		<dc:creator>Boris Grinkot</dc:creator>
		<pubDate>Thu, 16 Jun 2011 23:39:56 +0000</pubDate>
		<guid isPermaLink="false">http://marketingsherpablog.com/?p=64#comment-43056</guid>
		<description>&lt;a href=&quot;#comment-42966&quot; rel=&quot;nofollow&quot;&gt;@Jaime DeArman &lt;/a&gt; 
Hi Jamie. I am assuming you are talking about conversion rate, and not download speed of white papers. We are often asked what the &quot;right&quot; or &quot;average&quot; conversion rates are--whether for white paper downloads, for e-commerce transactions, etc.

Unfortunately, as much as we want to know there is a single benchmark out there, it would be impossible to provide a number that would be meaningful for &lt;b&gt;your&lt;/b&gt; website. The meaning of a conversion rate number heavily depends on the preferences and motivations of your website visitors--which you may be able to group into segments, or measure in terms of &quot;lead quality&quot; or something similar. Therefore, only data from websites that get the same type of visitor would provide you with a potentially meaningful average--not all websites that offer white paper downloads.

Also, different websites have different objectives. While your question defines the objective pretty narrowly, even &quot;whitepaper download&quot; could mean different things and be prominent to a different extent on different sites--all leading to a conversion rate not being comparable apples-to-apples.

So, that&#039;s a long non-answer to your question. However, the good news is that if you have determined that whitepaper downloads are important to you, it doesn&#039;t matter where you are in comparison with other websites. In my experience doing consulting and research work, we start with whatever the conversion rate is, and improve it from there--and it doesn&#039;t really matter if it&#039;s &quot;good&quot; or not. Only testing can show you if it can be improved, and that&#039;s probably your real objective.

So while this doesn&#039;t directly answer your question, I hope I helped set aside the underlying concern.</description>
		<content:encoded><![CDATA[<p><a href="#comment-42966" rel="nofollow">@Jaime DeArman </a><br />
Hi Jamie. I am assuming you are talking about conversion rate, and not download speed of white papers. We are often asked what the &#8220;right&#8221; or &#8220;average&#8221; conversion rates are&#8211;whether for white paper downloads, for e-commerce transactions, etc.</p>
<p>Unfortunately, as much as we want to know there is a single benchmark out there, it would be impossible to provide a number that would be meaningful for <b>your</b> website. The meaning of a conversion rate number heavily depends on the preferences and motivations of your website visitors&#8211;which you may be able to group into segments, or measure in terms of &#8220;lead quality&#8221; or something similar. Therefore, only data from websites that get the same type of visitor would provide you with a potentially meaningful average&#8211;not all websites that offer white paper downloads.</p>
<p>Also, different websites have different objectives. While your question defines the objective pretty narrowly, even &#8220;whitepaper download&#8221; could mean different things and be prominent to a different extent on different sites&#8211;all leading to a conversion rate not being comparable apples-to-apples.</p>
<p>So, that&#8217;s a long non-answer to your question. However, the good news is that if you have determined that whitepaper downloads are important to you, it doesn&#8217;t matter where you are in comparison with other websites. In my experience doing consulting and research work, we start with whatever the conversion rate is, and improve it from there&#8211;and it doesn&#8217;t really matter if it&#8217;s &#8220;good&#8221; or not. Only testing can show you if it can be improved, and that&#8217;s probably your real objective.</p>
<p>So while this doesn&#8217;t directly answer your question, I hope I helped set aside the underlying concern.</p>
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		<title>By: Jaime DeArman</title>
		<link>http://sherpablog.marketingsherpa.com/b2b-marketing/b-to-be-ecommerce/are-white-papers-still-effective-for-b2b-absolutely/comment-page-1/#comment-42966</link>
		<dc:creator>Jaime DeArman</dc:creator>
		<pubDate>Wed, 15 Jun 2011 19:11:41 +0000</pubDate>
		<guid isPermaLink="false">http://marketingsherpablog.com/?p=64#comment-42966</guid>
		<description>How do you know if a download rate (for a white paper) is good?</description>
		<content:encoded><![CDATA[<p>How do you know if a download rate (for a white paper) is good?</p>
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		<title>By: Shelly</title>
		<link>http://sherpablog.marketingsherpa.com/b2b-marketing/b-to-be-ecommerce/are-white-papers-still-effective-for-b2b-absolutely/comment-page-1/#comment-21012</link>
		<dc:creator>Shelly</dc:creator>
		<pubDate>Wed, 26 May 2010 06:55:00 +0000</pubDate>
		<guid isPermaLink="false">http://marketingsherpablog.com/?p=64#comment-21012</guid>
		<description>This is a good resource for people to utilize in their local business strategy. 
Thanks for such wonderful ways. &lt;a href=&quot;http://globalwebscience.com&quot; rel=&quot;nofollow&quot;&gt; Shelly &lt;/a&gt;</description>
		<content:encoded><![CDATA[<p>This is a good resource for people to utilize in their local business strategy.<br />
Thanks for such wonderful ways. <a href="http://globalwebscience.com" rel="nofollow"> Shelly </a></p>
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		<title>By: AJ Brown</title>
		<link>http://sherpablog.marketingsherpa.com/b2b-marketing/b-to-be-ecommerce/are-white-papers-still-effective-for-b2b-absolutely/comment-page-1/#comment-455</link>
		<dc:creator>AJ Brown</dc:creator>
		<pubDate>Thu, 05 Feb 2009 15:04:51 +0000</pubDate>
		<guid isPermaLink="false">http://marketingsherpablog.com/?p=64#comment-455</guid>
		<description>I absolutely agree with your comments, Sean.  White papers are a great tool for kicking of a lead nurturing program, but they should not be expected to close a deal in and of themselves.  It&#039;s sometimes difficult to believe in this &quot;internet day and age&quot; that something as old fashioned as white papers would be important.  But indeed they are, as your numbers point out.  Thanks for the article.</description>
		<content:encoded><![CDATA[<p>I absolutely agree with your comments, Sean.  White papers are a great tool for kicking of a lead nurturing program, but they should not be expected to close a deal in and of themselves.  It&#8217;s sometimes difficult to believe in this &#8220;internet day and age&#8221; that something as old fashioned as white papers would be important.  But indeed they are, as your numbers point out.  Thanks for the article.</p>
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