A free white paper is a powerful B2B offer that can
stimulate high click-through rates, result in successful lead
generation, and influence purchases. According to stats
compiled by
eMarketer, white papers are the second most-consulted source
of information by corporate end users.
As
a result, decision makers look to white papers in order to
answer one fundamental question that is on their minds: "How
will your product or service solve my business needs right
now?"
Decision makers often use white papers as the first source of
information when conducting research about a particular
product or service.
Decision makers will usually pass along a white paper
that they can understand to other decision makers that are
involved in the purchase process.
Decision makers will read a white paper first before
ever contacting a "live" sales representative.
White papers account for a significant portion of the
input criteria that goes into determining the solution
providers that will make it to the final selection stage.
A sales representative's role in the decision making process
is to confirm the facts and negotiate the terms of the sale.
IW's Sponsored White Paper Collection allows
manufacturing executives to download a sponsor's white paper from the
IndustryWeek.com site. Documents are listed along with
the company's name, URL, and a 50-word description.
White papers appear within their own section
of the IW website at
www.industryweek.com/whitepapers. Additionally,
each paper is listed under one of the site's content
categories. This system helps site users find relevant
papers when they are searching for content.
Actionable sales leads delivered in real time Whenever an IndustryWeek.com visitor downloads a white
paper, IW will immediately e-mail the person's name,
address, company name, job title, etc. to the sponsoring
company. This service allows the sponsor to quickly
along
pass the lead to its sales team or enter it into its prospect
database within minutes.
Marketing and PR directors rave about the Sponsored White
Paper Collection
"I'd never let our IW Sponsored White Paper contract
expire! In fact, it has made me a heroine at my
company. We are selling to several billion-dollar
companies because of our white paper posting on
IndustryWeek.com. The sales cycle for our product
is rather long, but I'm hopeful to land three big new
clients by the middle of next month."
-- Director of Marketing for a consulting firm /
value-added reseller
"I'm addicted to [our white paper posting]. We
like the quality of titles and companies who are
downloading it."
-- Chief Marketing Officer for a manufacturing
consulting company
IndustryWeek's White Paper Excerpt Program provides an
opportunity to reach IW's print and online audiences
through a full-page excerpt in IW, an eblast to IW
subscribers and posting of the white paper online.
This cross-media promotion increases audience
awareness of and interest in the white papers. Every time
someone downloads a sponsored paper, IW will immediately
email that sponsor with the person's contact information.
As
a result, decision makers look to white papers in order to
answer one fundamental question that is on their minds: "How
will your product or service solve my business needs right
now?"
Also
available: