How do you get through to a large, sales-resistant organization where many people are involved in a decision – and some of them have never heard of you?

Via a white paper.

According to US research reported by Marketing Sherpa:

• 69% of prospects who download and like a white paper PDF will actively pass it on to their colleagues
• 36% of total downloads will be passed on to a direct supervisor
• 57% of IT purchase decision makers say a white paper influenced at least one buying decision in the past year

Good white papers went viral within target organisations.

What is a white paper?

A white paper gives background and know-how on some industry issue. It may for example look at the current role and possible future development of cloud computing in a way that helps IT manager plan their organisation's future requirements.

It may present research or contribute to policy development or propose a new way of looking at a situation.

The fundamental things is that a white paper is an information resource. It is an expert document.

It is not, ever, a sales pitch. A sales pitch masquerading as a white paper will have no positive impact. It may have a negative impact.

The use of white papers

White papers have four important functions in a business model. They:

• increase awareness within the relevant market segment
• build credibility and prestige for the author (individual or company)
• influence the development of the sector, in ways that can benefit a particular product or approach
• are an indicator that the reader is a serious sales prospect (that's why white papers are offered for download, in exchange for the person's email address)

Glide Strategic is well experienced at researching, writing and promoting white papers. Like speeches and articles, this is a "ghost writing" service: you own the copyright, you get the attribution.