What if an angler drops a line in the river with something new, fresh and tasty on their hook, would that give them an edge? If they know where the fish are, then yes.
But when it comes to messaging, content and sales copy, business-to-business (B2B) tech marketers all seem to be shopping at the same bait shop.
“When done right, nothing pulls in qualified leads like a well-targeted offer for a juicy white paper,” says marketing expert Larry Chase, publisher of Web Digest for Marketers. White papers are indispensable in reaching and converting qualified buyers who are making career-shaping decisions about expensive, complex solutions.
White papers — also know as discussion papers, special reports, e-books, executive briefs — are business-to-business (B2B) fact-based articles about a technology, process or innovation that sets your company, product or service apart from the competition. White papers are about a new or better way to solve a problem or achieve a result. White papers help buyers understand an issue and make a decision.