When is the right time to use a B2B marketing white paper?

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A typical customer buying cycle can be defined as having five stages: awareness, consideration, preference/intent, purchase, and repurchase. An informative, carefully crafted white paper would typically fit into the third stage. This is where the customer has heard of your brand, is considering your service, and now needs that final piece of persuasive content to trigger action.

This is your chance to provide your prospects with valuable, researched content that provides insight on and a solution to a persistent problem they face and addresses their pain points. If you can promise to do that, your target audience will take the extra steps to enter their contact details and download the report.

What your B2B marketing white paper should cover
Your B2B marketing white paper should seek to tackle a common problem that list of mexico cell phone numbers your industry faces — and should always be backed up by evidence obtained through meaningful research. By presenting your company as offering the solution, you can stamp your authority on the issue.

The challenges facing your industry will vary according to your line of business, so choosing the right topic is vital. But the premise is the same. Your white paper should put forward the problem and recommend a viable solution.

It sounds simple when presented this way. But It’s crucial to strike a balance between creating an informative non-promotional report while demonstrating that your business can help provide the answers. A white paper is not the place for brand promotion. According to AdAge, some 60% of survey respondents turned down content that sounded like a sales pitch.
Let’s take an example of a growing challenge facing the HR industry: attracting and retaining top talent. According to a poll by Gallup, some 60% of millennials are open to exploring different job opportunities. In other words, “For businesses, this suggests that half of their millennial workforce doesn’t see a future with them”.