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Using White Papers for Lead Generation?

By Michael Stelzner

White papers are very powerful marketing tools.

They are commonly used by prospects in the research stage.

What I want to ask you is this simple question: How are you collecting leads with white papers?

P.S. I am in San Fransisco today, speaking at MarketingSherpa’s B2B Demand Summit. Track me down and say hi if you are there.

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This entry was posted on Monday, October 29th, 2007 at 4:38 am and is filed under Lead Generation, Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.

  • I decided to start a newsletter a few months ago as a way to generate leads, stay in touch with contacts, and start building an e-mail list. The topic of the newsletter was direct response advertising, copywriting, direct marketing, etc.

    Signups were okay, but when I created a free 16-page report called "99 Easy Ways to Boost Your Direct Mail Response" my signups increased immediately.
  • Hi Mike;

    Perhaps you hit the submit button two times?

    I prefer a template with a wide left margin and light on graphics.

    If you want to link to some you are considering, I can tell you my preference.

    Mike
  • The "DUPLICATE" messgae popped up when I sub,itted my comment. IYet I don't think I've ever evven sent one before. Thanks.
    Mike
  • I've seen various outlines/templates for one-page'r white papers. Your favorite? Thanks.
    Mike
  • Originally I placed a url at the end of the article that pointed to the white paper, but apparently their VP of new business wants to put it in the hands of prospects and clients. They haven't asked for a dime!
  • David - Great exposure for you guys with that newsletter. Did that cost you anything? - Mike
  • Although I have used white papers for high tech lead gen in the past, I wrote my first real white paper this year at my current day job at a health plan. It's called "Controlling Health Care Costs with Strategic Worksite Wellness Programs." It makes the case that wellness is a business imperative, and not just a "warm fuzzy" program. We've been handing it out to customers and brokers at events and including it in proposals. In November, a major benefits consultant is bundling the white paper with their monthly newsletter. We may also use it as a direct mail premium. It amazes me how much mileage and unforeseen opportunities can come out of a tool like this!
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