B2B marketeers today face disappointing response rates with traditional lead generation initiatives. Campaigns for products and services that have a low purchasing frequency and high impact on business face the biggest challenge. Pushing commercial messages by telesales, banners and direct (e)mail are seldom timed at the right moment.

White paper network
White paper marketing enables companies to start-up a dialogue in an early stage of the buying process. By letting potential customers pull information at the moment they request it. Using search engines, participating webportals and e-newsletters, potential customers find their way to knowledge documents like white papers regarding solutions rather than products and services. The actual documents can be acquired in exchange for contact and profile information. A dialogue has started.

B2B marketeers today face disappointing response rates with traditional lead generation initiatives. Campaigns for products and services that have a low purchasing frequency and high impact on business face the biggest challenge. Pushing commercial messages by telesales, banners and direct (e)mail are seldom timed at the right moment.

White paper network
White paper marketing enables companies to start-up a dialogue in an early stage of the buying process. By letting potential customers pull information at the moment they request it. Using search engines, participating webportals and e-newsletters, potential customers find their way to knowledge documents like white papers regarding solutions rather than products and services. The actual documents can be acquired in exchange for contact and profile information. A dialogue has started.