White Papers - marketing's best kept secret
CODA achieved requests from 1,700 Financial Directors (out of 5,000 mailed) in just 12 months for their Selection Guide White Paper
Why/how are White Papers so effective in lead generation?
The problem with traditional mailings (physical and electronic) is that, even when a recipient likes what they read, inertia sets in - I'll deal with that later. The true reason for not responding is the knowledge they will have to speak to a salesman.
Using an offer of a White Paper / Management Discussion Paper / Management Briefing / Survival Guide (same thing) has the following benefits as a lead generation technique:
Remember, in the B2B environment, our objective is simply to get prospects to identify themselves, not to sell our product/service. Once identified, then we can call in the sales team.
Clients also offer downloads of their respective White Papers from their websites - but prospects have to register first!
Contact me to learn what could be achieved in your B2B environment with an on demand white paper copywriter - firstname.lastname@example.org
“It’s great working with a professional copywriter who enjoys writing White Papers. Len Smith has made life so much easier for us.
He came up with a compelling structure and has been so proactive in the development of the report. Much more than just a wordsmith.”
- Ella Crook, Marketing Manager at CTI Group