The White Paper Marketing Handbook

How to Generate More Leads and Sales with White Papers, Special Reports, Booklets, and CDs

As consumers become more resistant to direct sales appeals, white papers; promotional pieces in the guise of informational articles or reports; are increasingly alluring. And this exciting new book is the first to tell marketers across industry how to create effective white papers using a variety of media, all the while building successful marketing campaigns to create interest, generate leads, build relationships, and ultimately drive sales.

Offering insight into the "Edu-Marketing" revolution, the book explains the dynamics of white paper marketing and why it works, equipping readers with the tools to create content, educate buyers, generate leads, and develop marketing plans using white papers; and measure the results. Packed with practical illustrations, the book includes more than a dozen cases from such industry heavyweights as IBM, Comfort Control, Home Depot, and Engineered Software. It also illustrates how white papers effectively fit into successful Integrated Marketing Communications efforts to speak with one voice, be where the prospect is, and help the prospect find you.

Product Details
Case Bound Book
256 pages
ISBN: 0-324-30082-4