White Papers in Business To Business (B2B) Marketing
Since the early 1990s, the term white paper has been applied to documents used as B2B marketing or sales tools. Far more commercial white papers are now produced for B2B vendors than political white papers for governments.
Many B2B white papers argue that one particular technology, product or method is superior for solving a specific business problem. They may also present research findings, list a set of questions or tips about a certain business issue, or highlight a particular product or service from a vendor.
B2B white papers are marketing communications documents designed to promote the products or services from a specific company. As a marketing tool, these papers use selected facts and logical arguments to build a case favorable to the company sponsoring the document. B2B white papers are often used to generate sales leads, establish thought leadership, make a business case, or inform and persuade prospective customers, channel partners, journalists, analysts, or investors.
While some list dozens of different types of B2B white papers, there are essentially three main types:
- Backgrounder: Describes the technical and/or business benefits of a certain offering from a vendor, either a product, service, or methodology. This type of white paper is best used to supplement a product launch, argue a business case, or support a technical evaluation at the bottom of the sales funnel.
- Numbered list: Presents a set of tips, questions, or points about a certain business issue. This type is best used to get attention with new or provocative views, or cast aspersions on competitors, especially by using FUD.
- Problem/solution: Recommends a new, improved solution to a nagging business problem. This type is best used to generate leads at the top of the sales funnel, build thought leadership, or inform and persuade stakeholders.
A numbered list may be combined with either other type, but it is not workable to combine the detailed product information of a backgrounder with the industry-wide perspective of a problem/solution white paper.
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