Whitepapers and eBooks can take many forms but should be designed to target audiences in different parts of the sales funnel. Marketing papers are designed to appeal to a broader audience higher in the sales funnels where sales papers target prospects closer to a buying decision.
Why:
Long shelf life – Whitepapers can continue to provide value over a long period of time. They can be posted on your site or distributed directly to your prospects through sales or email campaigns.
Influence decisions – Deeper dives into technologies and trends can influence buying decisions.
Leads – Gated whitepapers can generate quality leads that sales can follow up on.
How:
Close coordination with sales and marketing executives – Your marketing executives have a crystalized view of the market and the best grasp of your value proposition. Engaging with these individuals throughout the process ensures that whitepapers convey your message and vision.
Draw on industry knowledge – Combining your focused expertise with our broader industry knowledge leads to well-researched and valuable decision support tools.