White papers are influence kings, but need personalization

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For technology decision makers and influencers, content is an all important decision catalyst, according to Tom Pisello ("The ROI Guy"). Buyers in this sphere research opportunities, solutions, technical specifications, financial justification and more before reaching for the company checkbook. White papers are particularly influential to these and other decisions makers, but how can marketers make sure it's really an effective tool and not just a waste of words? Personalization by industry, role, company size and geography, Tom says in this blog post.
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