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White Papers:Topics, Techniques, and Trade Secrets

George Buckbee

V.P. Marketing, ExperTune Inc.

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Presenter

• George Buckbee, ExperTune

George Buckbee, P.E. holds a B.S. and M.S. in Chemical Engineering. As Vice President of Marketing and Product Development at ExperTune, Inc., he is co-designer of ExperTune’s PlantTriage software. George has led ExperTune’s marketing program to deliver high-quality, high-quantity sales leads. As an experienced practitioner, George has over 20 years of practical experience in process control across many industries, with over 10 years devoted to advancing the theory and practice of process and control system

improvement.

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Abstract

Customers love white papers.  White papers demonstrate the strengths of your company and your products in a very credible way.   In this session, you will learn how to use white papers as an effective tool for lead generation, client development, and customer retention.  Starting with the selection of topics, this session will discuss white paper content, presentation, and distribution methods.  Learn some trade secrets to avoid common pitfalls of white papers. You will also see how white papers can be used over and over again, so that a single investment becomes a re-usable asset for the rest of the marketing program.  

George Buckbee is the author of dozens of popular white papers for the automation industry, and he will be sharing his experiences and specific techniques that you can re-apply.  Start using these techniques, and you’ll soon love white papers as much as your customers do.

What is a White Paper?

Wikipedia:

“A white paper is an authoritative report or guide that often addresses issues and how to solve them. White papers are used to educate readers and help people make decisions.”

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A White Paper is NOT:

• In-Your-Face Advertising !

• Fluff

• Too Short

• Too Long

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White Papers Can:

• Generate Qualified Leads

• Establish Thought Leadership

• Make a Business Case

• Educate Potential Customers

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Why White Papers? Customer Perspective

• Learn About New Technology

• Refreshers

• Help with Justifications

• Simplify My Work

• More Up-to-Date & Practical than Academic Materials

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Why White Papers?

MarketingSherpa's Business Technology Buyers Report, 2008-2009. Tech buyers were asked, "Which content types are you typically willing to register for?"

Tech Buyer Preferences1. White paper, 79%2. Case study, 63%3. Analyst reports, 57%4. Product literature, 45%5. Demo, 38%6. Archived article, 37%7. Webcast, 31%8. Online video, 22%9. Podcasts, 12%

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Why White Papers? Marketing Perspective

1. They Get Results

2. Thought Leadership

3. Build Reputation

4. Generate Qualified Leads

5. Simplify Your Sales Cyclea. Educated Customers

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Selecting a Topic

Good Topics

• Understanding XYZ• Uses of XYZ in the Foods

Business• How to Calculate the

Benefit of…• The 6 Most Common

Errors in XYZ• Applying XYZ to Save

Energy

Not So Good

• How Product ABC Saves You Money

• Case Studies…Maybe• Benefits of XYZ

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Authoring White Papers

• Internal Authors

• External Authors

• Expert Authors

• Ghost-Writing

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• Blatant Sales Material• Advertisements• Fluff• Hyperbole• Sales Contact Info

White Paper Content

Include:

• Technical Details• Expert Opinions• Quotes• Examples with Product• References

Do NOT Include:

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Presentation

• Simpler is Better– Pure text?– Some graphics?

• Graphically Appealing– Fluff pictures?– Screen Shots?– Product Photos?

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White Paper Distribution Methods

• Web Site

• Mailings

• Email Blast

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Trade Secrets and Pitfalls

• Commercialism

• Not Enough Detail

• Too Much Detail

• Shelf Life

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Stretching the Value of a White Paper

• Multiple Distributions– External– Internal

• Magazine Articles• Webinars• Trade Show Presentations• Web Site

– Premium Content

• Training• Translations

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Example White Papers

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Questions?