White Papers and Blogs
Having a White Paper or a Blog written by a respected 3rd-party subject matter expert like Jack Shaw will be powerful addition to your marketing arsenal. You can Jack's own Blog here. Additionally, notwithstanding the evolution toward mobile computing and the power of web video, there are times when it is either impractical or inconvenient to be online. Printed White Papers are also very effective as leave behinds or distributed at meetings and trade shows.
The sample White Papers described below span a broad range of audiences, technologies, and marketing objectives. Be certain to ask Jack about how to incorporate White Papers into your educational marketing strategy. Click on the titles of the White Papers to download them.
Jack wrote this paper in early 2010 for Security Software provider Pramana. It explains how Pramana's Human Present™ software could protect web sites and their hosts from "Bots." The challenge was to reach both highly technical security administrators and relatively non-technical C-level decision makers in a single paper. The challenge was met with the very creative approach of writing the paper from the perspective of a pair of anthropomorphized "Bots." The combination of this creative approach and the equally creative graphics make this one of the most unique and effective educational white papers ever written.
Selectica White Papers on
Constraint Based Product Configuration Software
Jack Shaw wrote this paper to address a common challenge in marketing emerging technologies. Selectica was sometimes losing deals to competitive solutions that were inferior for the prospective clients' needs because those clients did not understand the differences between the underlying enabling technologies.
As a market education piece, this paper helped prospects recognize when competitive technology was actually the preferred approach and when Selectica's technology was more effective – and the benefits which would result. While addressing a very highly technical topic, it was written in such a way as to allow decision makers without strong technical beckgrounds to understand it. The result for Selectica: less time wasted on poorly qualified prospects and faster, higher close rates on prospects for whom their solution was the right fit.
Selectica learned that few of its clients were using its software solution as well as they could have been. By writing a paper showing how leading clients were leveraging its tools more effectively, Jack Shaw was able to help Selectica both increase the success rate and ROI for its clients and generate upgrades and new module sales as clients moved to take full advantage of the product's capabilities.
Jack Shaw created this paper as a Thought Leadership piece for Inovis in July, 2009. It discusses the application of advanced intelligent decision management technologies to the dynamic managment of IT infrastructure for a large financial institution – one of Inovis' key target markets at that time.
Note that the text of the paper begins with a memo dated July 2011. While that date is now in the past, at the time the paper was written is was two years in the future. This paper was written in Future Retrospective mode. The objective was to show the positive outcomes that would have ensued for a hypothetical client who adopted emerging technology which Inovis was planning to incorporate into its product line in order to elicit input and interest from the marketplace.
DynaSis "Blue" Papers on
Cloud Computing and Managed Services
The management of DynaSis originally engaged Jack Shaw to create a series of educational web videos to help their existing clients and prospects better understand the business benefits of their Cloud based solutions. They quickly recognized that the time and effort needed to research and script the videos could be leveraged by rewriting those scripts in the form of White Papers. Because of the creative graphic layout you'll see in these papers and to offer some marketing differentiation, DynaSis refers to them as "Blue" Papers. You can see the full set of DynaSis "Blue" Papers featured on their website by clicking here.
This brief overview introduces Cloud Computing to small to mid-sized businesses (SMB's). While emphasizing Infrastructure-as-a-Service (IaaS), it also discusses Software as a Service (SaaS). It describes the early concepts of Service Bureaus and “Utility” Computing and summarizes Cloud Computing Benefits.
This paper describes the benefits of Cloud Computing for SMB's including:Better Use of Resources, Converting Capital Expenditures to Operating Expenses, Scalability, Storage and Backup, Mobile Computing, Business Continuity, Green Computing, and Leveling the Playing Field with large businesses.
This paper addresses concerns small businesses may have about Cloud Computing such as: Where’s my data? Who has access? What about security? Won’t working in the Cloud slow my systems’ response times? What if there is an outage? What about regulatory requirements? What's the long-term viability of the provider?
DynaSis offers its clients a range of Cloud-based solutions. So, it's important that their clients and prospects understand the differences among public, private, and hybird clouds in order to appreciate the full value of DynaSis' solutions. This paper discusses these three types of Clouds and shows how such capabilities as Hosted Email and Business Continuity utilize the capabilities of each. It also describes concepts key to implementing Hybrid Clouds.
When your primary target market consists of small businesses, it's important that they have confidence that you understand their needs. DynaSis recognized that conveying that understanding would reassure their prospects that their solutions would meet those needs. This paper starts by describing key technology risks small businesses face. and small business technology priorities. It then succinctly describes how DynaSis' various solutions address those needs and priorities.
This is the first of two "Blue" Papers which describe the specific solutions DynaSis offers. But, these are not simply product spec sheets. They are written as white papers, and they don't assume that the reader has read the other white papers. So they start by breifly describing the need and then show how the key features and capabilities of the DynaSis solution address those needs. The ITility solution is DynaSis' fully Hosted Private Cloud solution.
For those clients and prospects who are unable or not yet ready to move to a fully Hosted Cloud solution, DynaSis offers their Ascend solution. Similarly to the paper above, this one describes that solution.