For selling complex and expensive products, white papers are essential marketing tools that can elevate your brand, position your company as a trusted expert, promote your proprietary technology or idea, and capture or nurture a qualified lead.
B2B buyers do their own research — mostly online — before reaching out to a vendor. This is why white papers are so important. They get you into a conversation that’s already in progress.
White papers can take many forms, such as lists, which are great for building awareness, or backgrounders, which help in seal the deal with established prospects.
But for lead generation, a well-written, reader-centric problem/solution white paper delivers the most impact and makes the best impression on your most highly qualified prospects. It builds trust, which motivates action.
