Pelorus

The number one reason why vendors publish White Papers is to collect quality sales leads. The quantity and quality of leads is directly related to the level of marketing effort. Posting and promoting the White Paper over popular web sites will greatly increase downloads. There are usually fees associated with posting papers on third--party web sites. Talk to potential partners prior to authoring the paper so you will know your total budget.

Other tips are:

• Issue a press release to editors and writers of trade publications.
• Distribute the paper at trade shows.
• Send it to your data base of current and prospective customers.
• Share it with your employees.
• Encourage sales personnel to use the paper strategically.
• As appropriate, include the paper in formal proposals.
• Feature it on your web site.
• Track all sales leads – know what you are getting for your money.
• Include excerpts in your customer newsletter.