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		<title>Helping Sales Breakthrough the “Bad Economy” Barrier</title>
		<link>http://viewpointwhitepapers.wordpress.com/2009/07/30/helping-sales-breakthrough-the-%e2%80%9cbad-economy%e2%80%9d-barrier/</link>
		<comments>http://viewpointwhitepapers.wordpress.com/2009/07/30/helping-sales-breakthrough-the-%e2%80%9cbad-economy%e2%80%9d-barrier/#comments</comments>
		<pubDate>Fri, 31 Jul 2009 00:02:53 +0000</pubDate>
		<dc:creator>Viewpoint White Papers</dc:creator>
				<category><![CDATA[White Papers]]></category>
		<category><![CDATA[bad economy]]></category>
		<category><![CDATA[cost savings]]></category>
		<category><![CDATA[customer-centric]]></category>
		<category><![CDATA[increased productivity]]></category>
		<category><![CDATA[sales & marketing]]></category>
		<category><![CDATA[sales breakthroughs]]></category>
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		<category><![CDATA[white papers as perfect business case]]></category>

		<guid isPermaLink="false">http://viewpointwhitepapers.wordpress.com/?p=127</guid>
		<description><![CDATA[We all know the economy is bad, but that doesn’t mean marketing and sales can go on an extended vacation until budgets recover. With a little forethought and some hard work, marketing groups can really help sales when they are in front of a prospective customer who brings up the “bad economy” excuse for not [...]<img alt="" border="0" src="http://stats.wordpress.com/b.gif?host=viewpointwhitepapers.wordpress.com&amp;blog=6642180&amp;post=127&amp;subd=viewpointwhitepapers&amp;ref=&amp;feed=1" width="1" height="1" />]]></description>
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			<media:title type="html">Success</media:title>
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		<title>Getting Hard ROI from Soft Thought Leadership Campaigns</title>
		<link>http://viewpointwhitepapers.wordpress.com/2009/06/17/getting-hard-roi-from-soft-thought-leadership-campaigns/</link>
		<comments>http://viewpointwhitepapers.wordpress.com/2009/06/17/getting-hard-roi-from-soft-thought-leadership-campaigns/#comments</comments>
		<pubDate>Wed, 17 Jun 2009 19:29:46 +0000</pubDate>
		<dc:creator>Viewpoint White Papers</dc:creator>
				<category><![CDATA[White Papers]]></category>
		<category><![CDATA[Advertising]]></category>
		<category><![CDATA[banner advertising]]></category>
		<category><![CDATA[cost per lead]]></category>
		<category><![CDATA[e-Marketing]]></category>
		<category><![CDATA[Hard ROI]]></category>
		<category><![CDATA[Marketing]]></category>
		<category><![CDATA[Soft ROI]]></category>
		<category><![CDATA[Thought Leadership]]></category>
		<category><![CDATA[trackable campaigns]]></category>
		<category><![CDATA[tracking expenditures to sales]]></category>
		<category><![CDATA[Twitter]]></category>

		<guid isPermaLink="false">http://viewpointwhitepapers.wordpress.com/?p=109</guid>
		<description><![CDATA[In today’s difficult economic times, it’s no surprise that marketing activities are under the microscope. A strong return on investment – the ability to directly track expenditures to sales – has become increasingly important. Unfortunately, many programs that deliver “soft” ROI – such as corporate advertising and thought leadership activities where a direct correlation to sales is much harder to track – have been axed or put on hold indefinitely. This strategy may assuage short-term budgetary concerns, but it can be detrimental to long-term marketing success by undermining branding, awareness and customer engagement.<img alt="" border="0" src="http://stats.wordpress.com/b.gif?host=viewpointwhitepapers.wordpress.com&amp;blog=6642180&amp;post=109&amp;subd=viewpointwhitepapers&amp;ref=&amp;feed=1" width="1" height="1" />]]></description>
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			<media:title type="html">Strategy</media:title>
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		<title>White Papers and Creative: a Perfect Thought Leadership Strategy</title>
		<link>http://viewpointwhitepapers.wordpress.com/2009/05/26/white-papers-and-creative-a-perfect-thought-leadership-strategy/</link>
		<comments>http://viewpointwhitepapers.wordpress.com/2009/05/26/white-papers-and-creative-a-perfect-thought-leadership-strategy/#comments</comments>
		<pubDate>Tue, 26 May 2009 19:00:14 +0000</pubDate>
		<dc:creator>Viewpoint White Papers</dc:creator>
				<category><![CDATA[Good Design]]></category>
		<category><![CDATA[White Papers]]></category>
		<category><![CDATA[Creative Strategy]]></category>
		<category><![CDATA[Design Strategy]]></category>
		<category><![CDATA[Integration of Design and Marketing]]></category>
		<category><![CDATA[Thought Leadership]]></category>

		<guid isPermaLink="false">http://viewpointwhitepapers.wordpress.com/?p=100</guid>
		<description><![CDATA[Design plays a huge role in thought leadership because it is the other component, besides the written word, that differentiates and elevates your company. Engaging and branded communications at all levels impact your bottom line (ROI) significantly. A study by Watson Wyatt showed that a significant improvement in communication effectiveness is associated with a 29.5 [...]<img alt="" border="0" src="http://stats.wordpress.com/b.gif?host=viewpointwhitepapers.wordpress.com&amp;blog=6642180&amp;post=100&amp;subd=viewpointwhitepapers&amp;ref=&amp;feed=1" width="1" height="1" />]]></description>
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		<title>How to start a white paper.</title>
		<link>http://viewpointwhitepapers.wordpress.com/2009/04/07/how-to-start-a-white-paper/</link>
		<comments>http://viewpointwhitepapers.wordpress.com/2009/04/07/how-to-start-a-white-paper/#comments</comments>
		<pubDate>Tue, 07 Apr 2009 22:13:14 +0000</pubDate>
		<dc:creator>Viewpoint White Papers</dc:creator>
				<category><![CDATA[White Papers]]></category>
		<category><![CDATA[whitepapers]]></category>
		<category><![CDATA[Writing]]></category>
		<category><![CDATA[content development]]></category>
		<category><![CDATA[technology]]></category>
		<category><![CDATA[IT White Papers]]></category>
		<category><![CDATA[B2B]]></category>
		<category><![CDATA[Marketing]]></category>
		<category><![CDATA[Marketing Communications]]></category>
		<category><![CDATA[Target Audience]]></category>
		<category><![CDATA[Key Messaging]]></category>
		<category><![CDATA[Point of Difference]]></category>
		<category><![CDATA[Call to Action]]></category>
		<category><![CDATA[Support Points]]></category>
		<category><![CDATA[White Paper Worksheet]]></category>

		<guid isPermaLink="false">http://viewpointwhitepapers.wordpress.com/?p=87</guid>
		<description><![CDATA[Let’s assume you have come up with a thought provoking and original topic for your new white paper. Now you just have to write it. But often that’s easier said than done – even without the constant phone calls, emails, crisis meetings and other possible interruptions. Like most things in life, the task is not [...]<img alt="" border="0" src="http://stats.wordpress.com/b.gif?host=viewpointwhitepapers.wordpress.com&amp;blog=6642180&amp;post=87&amp;subd=viewpointwhitepapers&amp;ref=&amp;feed=1" width="1" height="1" />]]></description>
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		<slash:comments>3</slash:comments>
	
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			<media:title type="html">Viewpoint White Papers</media:title>
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		<title>White Papers, from a designer&#8217;s perspective.</title>
		<link>http://viewpointwhitepapers.wordpress.com/2009/03/30/white-papers-from-a-designers-perspective/</link>
		<comments>http://viewpointwhitepapers.wordpress.com/2009/03/30/white-papers-from-a-designers-perspective/#comments</comments>
		<pubDate>Mon, 30 Mar 2009 17:32:45 +0000</pubDate>
		<dc:creator>Viewpoint White Papers</dc:creator>
				<category><![CDATA[Good Design]]></category>
		<category><![CDATA[White Papers]]></category>
		<category><![CDATA[B2B]]></category>
		<category><![CDATA[content development]]></category>
		<category><![CDATA[design]]></category>
		<category><![CDATA[Design Fees]]></category>
		<category><![CDATA[IT White Papers]]></category>
		<category><![CDATA[Marketing]]></category>
		<category><![CDATA[Marketing Communications]]></category>
		<category><![CDATA[ROI]]></category>
		<category><![CDATA[technology]]></category>
		<category><![CDATA[Writing]]></category>

		<guid isPermaLink="false">http://viewpointwhitepapers.wordpress.com/?p=74</guid>
		<description><![CDATA[One of the other questions we’re asked from time to time, is whether or not it’s necessary to put graphics or images in white papers. Emphatically, yes! Good design assists white paper readers and the organizations that produce them move people toward achieving their goals. Hopefully, in a way that will be positive for both. [...]<img alt="" border="0" src="http://stats.wordpress.com/b.gif?host=viewpointwhitepapers.wordpress.com&amp;blog=6642180&amp;post=74&amp;subd=viewpointwhitepapers&amp;ref=&amp;feed=1" width="1" height="1" />]]></description>
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		<slash:comments>0</slash:comments>
	
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		<title>Beyond Features &amp; Functions</title>
		<link>http://viewpointwhitepapers.wordpress.com/2009/03/22/68/</link>
		<comments>http://viewpointwhitepapers.wordpress.com/2009/03/22/68/#comments</comments>
		<pubDate>Sun, 22 Mar 2009 16:22:58 +0000</pubDate>
		<dc:creator>Viewpoint White Papers</dc:creator>
				<category><![CDATA[White Papers]]></category>
		<category><![CDATA[B2B]]></category>
		<category><![CDATA[IT White Papers]]></category>
		<category><![CDATA[lead generation]]></category>
		<category><![CDATA[Marketing]]></category>
		<category><![CDATA[Marketing Communications]]></category>
		<category><![CDATA[technology]]></category>
		<category><![CDATA[whitepapers]]></category>
		<category><![CDATA[Writing]]></category>

		<guid isPermaLink="false">http://viewpointwhitepapers.wordpress.com/?p=68</guid>
		<description><![CDATA[I had an interesting conversation the few months ago with a product manager of a software company. We were meeting to discuss some potential topics for a white paper. Most of his suggestions focused on highlighting features, functionality and associated benefits. Nothing wrong with that of course, but once I started to ask some in [...]<img alt="" border="0" src="http://stats.wordpress.com/b.gif?host=viewpointwhitepapers.wordpress.com&amp;blog=6642180&amp;post=68&amp;subd=viewpointwhitepapers&amp;ref=&amp;feed=1" width="1" height="1" />]]></description>
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		<slash:comments>0</slash:comments>
	
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		<title>Big Bang Theory</title>
		<link>http://viewpointwhitepapers.wordpress.com/2009/02/23/importance-of-white-papers-for-technology-buyers-isnt-just-a-hunch/</link>
		<comments>http://viewpointwhitepapers.wordpress.com/2009/02/23/importance-of-white-papers-for-technology-buyers-isnt-just-a-hunch/#comments</comments>
		<pubDate>Mon, 23 Feb 2009 23:30:01 +0000</pubDate>
		<dc:creator>Viewpoint White Papers</dc:creator>
				<category><![CDATA[White Papers]]></category>
		<category><![CDATA[B2B]]></category>
		<category><![CDATA[Case Studies]]></category>
		<category><![CDATA[IT White Papers]]></category>
		<category><![CDATA[Marketing]]></category>
		<category><![CDATA[technology]]></category>
		<category><![CDATA[Writing]]></category>

		<guid isPermaLink="false">http://viewpointwhitepapers.wordpress.com/?p=56</guid>
		<description><![CDATA[When I worked on the corporate side, my colleagues would often pass white papers along to me, usually accompanied with some kind of commentary: “A must read,” or “An interesting take on this” or, more often than not, “Why don’t we have something like this?” This got me thinking about the value of white papers [...]<img alt="" border="0" src="http://stats.wordpress.com/b.gif?host=viewpointwhitepapers.wordpress.com&amp;blog=6642180&amp;post=56&amp;subd=viewpointwhitepapers&amp;ref=&amp;feed=1" width="1" height="1" />]]></description>
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		<slash:comments>0</slash:comments>
	
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		<title>So, what makes a good white paper?</title>
		<link>http://viewpointwhitepapers.wordpress.com/2009/02/19/so-what-makes-a-good-white-paper/</link>
		<comments>http://viewpointwhitepapers.wordpress.com/2009/02/19/so-what-makes-a-good-white-paper/#comments</comments>
		<pubDate>Thu, 19 Feb 2009 21:34:58 +0000</pubDate>
		<dc:creator>Viewpoint White Papers</dc:creator>
				<category><![CDATA[White Papers]]></category>
		<category><![CDATA[B2B]]></category>
		<category><![CDATA[Case Studies]]></category>
		<category><![CDATA[content development]]></category>
		<category><![CDATA[copywriting]]></category>
		<category><![CDATA[design]]></category>
		<category><![CDATA[IT White Papers]]></category>
		<category><![CDATA[lead generation]]></category>
		<category><![CDATA[Marketing]]></category>
		<category><![CDATA[Marketing Communications]]></category>
		<category><![CDATA[technology]]></category>
		<category><![CDATA[whitepapers]]></category>
		<category><![CDATA[Writing]]></category>

		<guid isPermaLink="false">http://viewpointwhitepapers.wordpress.com/?p=3</guid>
		<description><![CDATA[We get asked that question a lot. Over the last 20 years we’ve written white papers for technology companies spanning enterprise software, healthcare, consulting, software development, supply chain management, telecommunications and other markets. In that time we’ve learned a few things about what really works (and what doesn’t) when writing about complex products and services. [...]<img alt="" border="0" src="http://stats.wordpress.com/b.gif?host=viewpointwhitepapers.wordpress.com&amp;blog=6642180&amp;post=3&amp;subd=viewpointwhitepapers&amp;ref=&amp;feed=1" width="1" height="1" />]]></description>
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		<slash:comments>1</slash:comments>
	
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