White Paper Lead Generation Campaigns
These programmes epitomise itpr’s two core emphases – sales-focused PR campaigns and a strong focus on the value of well-drafted content.
Prospects are hard-won in any industry, but grabbing and keeping the full attention of a CXO is a particular challenge. However, this can be made far easier if instead of simply asking them to notice you and begin a dialogue, an incentive is provided.
By creating a white paper that offers answers to problems and challenges they are tackling at the moment, whilst simultaneously presenting your USPs and case studies, you are able to make it available, in exchange for a few contact details, to your ’suspect database’ – the organisations you are targeting, but have not as yet made sufficient indications of being interested in your proposition.
By introducing the availability of the white paper into your other marketing activities, your call to action is made immediately more attractive. Instead of simply providing a telephone number and a web address, you are able to give the recipient a real reason to engage with you - ”Download our white paper to learn more”, rather than “Here’s our website”!
On download, the receipt of these details alerts your sales team to two important facts – this person is sufficiently interested at a general level in your offering, and because he/she has chosen to download your white paper today, he/she may well be in the buying cycle right now.
And this programme can be strengthened further by integrating the white paper material into the PR campaign itself. The content can be cut and repurposed to be made suitable for the press, and the coverage generated can be used in the advertising campaigns as a ‘teaser’ to whet the appetite of the reader and encourage a subsequent download of the full white paper.
White papers are an excellent way to promote your proposition, whilst also giving your marketing activities a quantifiable and attractive hook