White Papers, Lead Generation - Key for BtoB Marketers

Complex sales cycles make the development of multi-modal marketing strategies critical. For many B2B marketing pros (especially those in technology), a time-tested tool is the white paper. As I've written before, I'm a big proponent of educational marketing tools such as white papers, because they allow you to reach people early in their buying process. Just remember, they should be EARLY in their Writing White Papers: How to Capture Readers and Keep Them Engaged. I think book lays out proven strategies to producing white papers that support your lead generation process. Also, I recently wrote in this post "Brian Carroll is the CEO of Brian authors the very interesting