Go ahead and download the white paper worksheet now, we use it during this webinar.
Neil Howman: We thought that we would do a Webinar on how to use White Papers to drive sales. Really the reason why we thought this would be a really good thing to discuss is because, over the past two or three years especially, we’ve noticed the people we’ve worked with, have the desire to create White Papers, the requests for White Papers and that sort of more in-depth content has grown quite considerably.
Neil Howman: I couldn’t agree more. They’re hungrier for knowledge year on year, I think, we’ve noticed. You’re right. If you’re not gonna provide them with the answers that they are looking for, the solutions to some of the issues they’re facing, they’re gonna find that answer somewhere. In a highly competitive industry, you want to give yourself as many advantages as possible. If you can demonstrate that you understand the challenges that your customers, or your potential customers, face and that you have the expertise, the solutions, the flexibility to help them solve their problems, I think that is what we’re talking about here. Why White Papers? I think, specifically, I’ve looked at some recent research and several surveys, industry surveys, and White Papers consistently come at the top of the type of content that people look at when they are making their purchasing decisions. Closely followed by things like case studies and things like that but, consistently, White Papers are at the top of their list. We might mention case studies a little bit in passing, as well, but this Webinar is mainly gonna focus on White Papers. I think we’ll get in and take a look at our worksheets. I hope you all have your worksheets downloaded and ready.
Neil Howman: …I think we would all agree that sometimes we get a little complacent about the terminology. What is a White Paper? What is a case study? Cindy, I’m gonna give you the first shot at this. I’m actually cheating here because I’ve got an official very brief definition of them. Just so that we make sure that we all know what we’re talking about here.
You maybe do a 15, 30 second or even longer clip with an expert on that. That lets you hit all the different learning styles and, in that White Paper, of course, you’re gonna tell them in the beginning what problem you’re gonna solve. Hey, if you’re interested in solving X, Y, Z, take a look at this. We’re gonna go over A, B, and C. That’s a good way to organize it, as well.
Cindy Zuelsdorf: Yeah, I think you nailed it. I don’t have a ton to add to that. We do have a question, though.
Neil Howman: I see a question… How technical should your White Paper be? Can it be high-level? I would … Thank you for the question, Bregt. Every White Paper is a different animal to an extent. Again, I would suggest that it would be … It’s dependent on its subject matter and dependent on the conversations you’ve been having with your potential target audience. If the White Paper is dealing with a topic that’s gonna be for the CTO of the company then, naturally, a more technical level of understanding. If it is really, the challenge you are trying to help a potential client, customer, prospect achieve is a little bit on a business model but, through a more efficient use of a technology or deployment of a solution. Then, I would suggest that it could be a slightly higher level thing.
Neil Howman: This next question… it’s probably a bit more for Cindy, really. Sorry to keep bombarding you but, I think this plays very much … How would you recommend to proceed with prospects once the White Paper has been downloaded? This is totally your expertise. I know certain ways we’ve done that but, would you offer them a free trial, a demo, or do you suggest something else?
Cindy Zuelsdorf: If it’s okay, I’ve got a couple of samples that are cued up and we’ll put the links to them in the chat here. You can actually see some real-life examples of what we’re doing with opt-ins with actual customers right now and a sales funnel.
I got those together, in case someone had this question. To answer your question, I think about the sales funnel. This is my sales funnel here. If we’re using the White Paper more at the top of the funnel to get people interested in us, just to know about us, then maybe think about your buyer’s journey. What happens next? What do they need to do next? Do they need to, I don’t know, get a data sheet? Do they need to, closer to the bottom of the funnel, get a demo? Do you have some software they can demo?
Put a path for ’em. If they take it awesome and, if not, you still have something in place that will help them along the way. Does that answer the question?
Cindy Zuelsdorf: Did you guys find the worksheet useful? Will you be using it? Were you able to fill it out during the Webinar? Just curious and if you have time to chat that in, great, or just let us know later. We’d love to know.
Neil Howman: Yeah, it’s just a handy guide to help you structure how you might approach this and, of course, just reminding you again that we’d be very happy to have further conversations. We can revisit the worksheet or talk about some other aspect of your strategy. Very happy to do that afterwards, you’ve got our contact details there. Maybe just one more… that was a great question there. Is it a good idea to promote White Papers through a Webinar? Absolutely, I would say.
If you want to have a call with Neil to finish up your worksheet, I saw some people filled theirs in and we’ve got some comments saying you didn’t get ’em filled in yet, which makes sense ’cause we’re all talking and stuff. Can I thank Cindy very much?