Using White Papers to Generate Better Sales Leads
According to a 2005 survey from the CMO Council and KnowledgeStorm, prospects value white papers more than any other content produced by technology companies. And while most technology companies regularly publish white papers, they fail to get the maximum marketing value for their efforts.
White Papers 101
A white paper in its most basic form educates prospective customers on your approach to a business or technical subject without making a direct product pitch. If readers agree with your approach, they'll bemore inclined to evaluate your products if the issue is relevant to their business.
For example, there are thousands of CRM applications on the market today in every flavor imaginable. If you sell CRM applications, your white paper would emphasize the latest market trends, business drivers, statistics, benefits, ROI, etc. that make your approach to CRM more beneficial than any others on the market.
The objective of the white paper is to offer further proof to those already in your camp and nudge those on the fence to embrace your way of thinking.
White Papers as a Hook
Most technology companies create white papers and simply post them to their website for visitors to download. Don't stop there. Create email or online marketing campaigns around the theme of a white paper and use it as the fulfillment piece for anyone responding to the campaign. A soft copy white paper offers additional benefits in its extended reach. Anyone who deems it a worthwhile read will pass it on to others, giving you greater coverage.
Be sure to get the contact information for anyone downloading your white papers. Don't worry about deterring visitors by asking for information. In most cases, people with genuine interest have no issue telling you who they are. Just be brief with the information you ask for.
If you have a few white papers in your existing portfolio of marketing materials, create lead generation campaigns around them. You'll be amazed at how quickly and easily the results show up in your sales pipeline.
How would you rate your white papers? Do they educate readers on a business or technical subject, or do they pontificate too much about products and technology? Register for Product Management University and learn what constitutes good white papers as well as a host of other techniques for improving your marketing prowess.
