Professional Documents
Culture Documents
White Papers
Table of Contents
1.
2.
3.
4.
5.
6.
7.
8.
Conclusion....................................................... 10
9.
Page 2 of 11
White papers
are the most
popular type
of content
downloaded
and shared
with peers.
1) Marketers:
Together with data sheets and product brochures, white papers are a key tool
in any marketers portfolio of promotional material. By reading this paper,
marketers will understand the reason white papers can make a powerful
contribution to their businesses.
3) Sales/Product managers:
White papers are one of the most effective tools to generate sales leads.
However, sales and product managers need to clearly understand the
difference between white papers and brochures or advertisements.
1
CMO Council Technology buying and media consumption survey report - 2008
Page 3 of 11
Decisionmakers are
more likely to
read a high
quality white
paper in detail
than a
brochure.
1) Reach decision-makers
Decision-makers are more likely to read a high-quality white paper in
detail than a brochure that simply pitches a products features and
benefits, even if the white paper is several pages longer than the
brochure.
Page 4 of 11
5) Internal communication
White papers also serve to educate your own sales force with the realworld technical and business case details. It gives them the added
wisdom needed to close deals effectively.
Reach decision
makers
Generate sales
leads
Educate
prospects
GROW YOUR
BUSINESS
White
Paper
Extended
dissemination
Raise
awareness and
create expert
reputation
Communicate
expertise
Page 5 of 11
Identify target
audience
Gather
technical and
market data
Compose
content
Apply
corporate
design
Page 6 of 11
1) Abstract
One paragraph description of the purpose of the white paper.
Decision-makers frequently read only the abstract and conclusion of
white papers.
2) The challenge
Two-to-three paragraphs describing the challenge. (If needed, include
background).
5) Conclusion
One-paragraph summary of why the product is the best solution to the
challenge. Include a short review of the main elements to remember.
6. The team
Here are some typical roles involved in developing a white paper. The same
person may assume more than one set of responsibilities - for example, the
project manager may also be a content provider - but no roles should be
omitted.
1) Project manager
As in any development process, the project manager is the glue that
holds the project together. The project managers responsibilities
include setting the schedule; arranging meetings; locating and
delivering background documents; co-ordinating document review,
design, and production; and more.
Page 7 of 11
3) Writer
In the white
paper creation
process, the
same person
may assume
more than one
role. But no
role should be
omitted.
Page 8 of 11
Decisionmakers expect
unbiased
information
and objective
references.
Page 9 of 11
8. Conclusion
Marketing professionals realize that publishing white papers undoubtedly
raises awareness of their companys technical expertise and generate a large
amount of sales leads.
Communicated through appropriate channels, this resource is highly valued by
decision-makers seeking knowledge about how to resolve complex issues.
Based on this, white papers are effectively used to generate sales leads for
your companys products and services, providing you can track who has
gained access to these documents. Indeed, contacting a decision-maker that
has expressed interest in your companys white paper will bring a definitive
advantage to your sales personnel, when the time comes to drive revenue for
your companys products and services.
Page 10 of 11
Page 11 of 11