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 in this 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
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Brian Carroll is the CEO of InTouch Inc. InTouch is a 50-person company focused on delivering effective lead generation solutions for “the complex sale.”
Brian authors the very interesting B2B Lead Generation Blog which focuses on B2B lead generation, sales leads, and marketing for the complex sale.
