Enterprise White Papers

 

Enterprise tech buyers navigate a sea of fluffy marketing content on their way to the solution they need (yours, of course). White papers are a key tool used by decision makers to conduct preliminary research and identify the criteria they need to fill their gaps.

White papers should convey a since of objectivity and authority. Your reader needs to trust your organization before they’re willing to reach out or schedule a demo.

Some tips to keep in mind while crafting your white paper or research report:

  • Help the reader create a rubric for their decision

  • Balance text with clear diagrams and visual support

  • Make a clear argument for one path, while examining all paths

  • Cite sources in a consistent style like Chicago or MLS

  • Limit self-promotion to the last page

  • Create a strong call to action


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Jesse Webb