Creative Intelligence from McLellan Creative

Driving Sales with White Papers

April, 2008

White papers are perfect tools for communicating benefits of complex technologies, emerging platforms and dynamic new solutions. Read more to learn how you can create a robust white paper program and breathe fresh life into your white papers.

2008 Trends: White Papers #1 for Tech Buyers
A CMO and TechTarget "Technology Buying and Media Consumption Survey" reports that the majority of respondents (63%) use white papers to evaluate new technology solutions...

White Papers Shorten Sales Cycles
A recent article in TargetMarketing discusses Cisco's move to an customer-driven engagement model that provides white papers to help prospects self-propel through the sales cycle.

White Paper Programs: Achieving Success
Powerful enough to lure customers, influence multi-million dollar buying decisions and accelerate the sales cycle, white papers are well-known weapons in the technology marketing arsenal. White Paper Programs, like Cisco's, are successful because they help prospects see real value through a series of consistent messages. A well executed program of white papers offers far more value over single white papers, such as:

Creating anticipation for new applications and uses
Offering future-proofing solutions
Highlighting the collective intelligence of an organization

Cisco's Unified Communications marketing team uses a program of white papers to deliver the latest technologies and solutions to their customers and prospects. "However, any organization evaluating their options with Cisco has to consider many factors when making these buying decisions," states Mahvish Bari, Marketing Communications Manager, Cisco Unified Communications. "It's our focus to make this process easy for them. McLellan Creative does a remarkable job of explaining Cisco's solutions to our end users. Their team approach to writing meets our needs."

See a Cisco white paper

See other white papers

Best Practices: Creating Your Own Successful White Paper Program
A successful White Paper Program supports marketing departments by attracting prospects and moving them through the sales cycle. Download this complimentary white paper:

Best Practices for Creating a Successful White Paper Program

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