October 6

White Papers and Lead Generation, Key for BtoB Marketers

Content Marketing


Complex sales cycles make the development of multi-modal marketing strategies critical.  For many B2B marketing pros (especially those in technology), a time-tested tool is the white paper.

As I’ve written before, I’m a big proponent of educational marketing tools such as white papers because they allow you to reach people early in their buying process. Just remember, they should be EARLY in their buying process

I recently had the pleasure to read Michael Stelzner’s new book on the topic, Writing White Papers: How to Capture Readers and Keep Them Engaged. I think book lays out proven strategies to producing white papers that support your lead generation process.

Also, I recently wrote a post, "Using White Papers for Lead Generation," that you might want to check out too. 

I appreciate the practical steps that are outlined in the book, such as Michaels 10-step process to creating white papers.  There is also some excellent information on writing titles and some great ideas about how to market the finished white paper.

Check out a sample chapter from Michael’s new book at http://www.writingwhitepapers.com/book/.

CONTEST: Michael has also agreed to give away two signed copies of his book to my blog readers who first correctly answer the following question: What is the original meaning of the word ‘white’ in ‘white papers’?"

Email your answers to bcarroll at startwithalead dot com

We have two winners!  Congratulations to Kathy and Patricia who replied with the correct answer.  Answer: Refers to the document’s binding in white colored paper rather than a traditional hardcover binding.

About the author 

Brian Carroll

Brian Carroll is the CEO and founder of markempa, helping companies to convert more customers with empathy-based marketing. He is the author of the bestseller, Lead Generation for the Complex Sale and founded B2B Lead Roundtable LinkedIn Group with 20,301+ members.

  1. Brian – Thanks for mentioning my book. A recent study by KnowledgeStorm confirmed that for people early in the buying cycle, the white paper is king daddy of lead generation marketing tools. – Mike

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