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March 1, 2012   Posted by: Britty Wagner

B2B Lead Generation Tactics: Part 2.1 White Papers


We will continue this B2B Lead Generation Tactic series by covering the core components of white papers continued from B2B Lead Gen Tactics: Part 2 White Papers.

The Meat and Potatoes…Make It Juicy! White Paper: Capture B2B Leads Using Self-Service Pricing

The core of a white paper is the body. This is what you have been leading your reader up to. Keep in mind a white paper is meant to be informative and persuasive so you will want to have the following for support to make the most out of this B2B lead generation tactic. Keep in mind white papers are not a brochure.

Market Driver: This will provide proof that the marketplace is changing by presenting market trends and changes with third-party evidence and resources to add credibility to your paper. Alternatively, if your topic is too narrow or broad you may focus on logical arguments with broad third-party resources and their links that suggest a changing market.

What’s the Problem? Focus on the problems your readers are facing and touch base on every pressure point and challenge. Discuss these challenges and their roots. By educating your reader they will find confidence in your white paper and your company. These problems may focus on: process problems, quality problems, absent problems, people problems. Back up the problem with supporting data, clarify the risks and hint at the solution. Repeat for every challenge.

History Overview: Adds further credibility. Present general information your readers may find interesting. Note historical problems and how they have been resolved with a link to third-party supporting evidence. What has led up to this problem and the creation of the solution? Proceed by mentioning new technology and techniques to better assist in transitioning to your company’s product.

Generic Solution Description: Present the solution in an easy to understand generic manner. Avoid mentioning your company, product name or displaying branding elements hence generic. Technical writers may opt-out of this section. Begin with defining your solutions category or defining a new category if your product is the first of its kind in the marketplace. Simply explain what the product is and what it does. Clarify how your product differs from similar alternatives.

Benefits: Focal points should zoom in on the advantages of a feature, product or service. The benefit should address the need and the feature explains how the need is delivered. For example; B2B self-service quote solution has integrated e-mail automation to speed response time for quote requests. ’E-mail automation’ is a feature and the benefit is to’ speed up response time for quote requests’. This statement of the benefit can stand on its own without ever mentioning its feature. Be sure to begin each benefit with an action verb such as;

  • Assures
  • Delivers
  • Enables
  • Enhances
  • Extends
  • Improves
  • Maximizes
  • Provides
  • Reduces
  • Simplifies
  • Validates


What to Look For: This should be a list of no more than 10 key considerations which basically consist of directing them down a path to purchase your product by;

  • Introducing your specific advantages without directly stating it
  • Eliminate the competition
  • Translate specific features into must-haves
  • Position your company as the ‘type of company’ your prospect should seek
  • Demonstrate your knowledge and experience


Specific Solution: You may now mention your company and your solution. Begin by explaining that your product or solution meets all the requirements previously outlined throughout your white paper. Further explain your solutions relation to your selected category. Be sure to write no more than two pages on your specific solution and company. This area may also consist of the following focal points;

  • Company Introduction – also address some key considerations from previous section.
  • Reasons to Partner
  • Proven Process
  • Reviews
  • Unique Advantages


Call to Action: Concluding with a Call to Action directs the reader to their next step, encouraging them to act. May consist of the following;

  • Further information
  • Purchasing a product
  • Schedule a demo
  • Subscribe to a newsletter
  • Visiting website
  • Calling a sales rep
  • Request for quote
  • Provide a special discount or promotion
  1. Call Now For More Information
  2. Get a Self-Service Quote Today @ www.LeadLifter.com/pricing
  3. Start Today with our ‘Keep the Leads Free Trial’
  4. Subscribe to our Newsletter.


You may continue your call to action with supporting facts about your call to action.

For example;

Free Trial Offer

Be compelled to emphasize key phrases to catch the reader’s eyes by bolding, capitalizing and by placing the call to action in a light blue box. As a side note, utilize examples throughout your white paper for increased credibility.

Hope you found this overview of white papers informative and helpful … Good Luck!

Subscribe to stay tuned for Part 3 of B2B Lead Generation Tactics series: Price Papers.