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Using White Papers for Lead Generation

Using White Papers to Turbo-Charge Your Lead Generation

Generating high-quality leads is a top objective of B2B marketers. The traditional tools of tradeshows, business cards and brochures don’t cut it anymore. We have entered the era of Thought Leadership, where a company has to demonstrate that it has expertise that will help prospective customers improve their performance.

White papers are a valuable tool for doing this. They allow you to take experience from a few different clients, aggregate it (so you’re not giving away anything proprietary) and share your knowledge with the market. White papers work – studies in recent years show that as many as 70% of B2B executives rely on white papers in their purchasing decisions.

When and How to Use White Papers
The key to using white papers effectively in lead generation is to understand where they fit in the purchasing cycle.

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