White Papers
Situation: Gaska Tape, an industrial foam and gasket manufacturer, was receiving a tremendous number of leads regarding the roll out of a new high-tech foam tape product. Classic Media Release systems provided 2,800 B2B leads in one year alone, but although the sales team was using these leads to successfully close deals with new customers, many times they ended up selling engineers lower line products rather than the phenomenal, and more profitable, new high-tech foam. The sales team wanted a marketing approach that would pre-qualify better leads for both the profitable new product and new industry niches.
Response: Our solution was to develop a series of “white paper” technical brochures that showcased actual customer case studies and provided specific solutions. These brochures were then used in tandem with media relations. We distributed press releases to specific market niche editors, announcing that these case study white papers were now available to their readership of engineers, specifying designers and purchasing agents.
Rationale: This approach targets specific markets, en masse, through trade publications. It has proven extremely successful in pre-qualifying leads, for specific high-end products, that sales teams can then follow up on. Leads generated off of published press release articles announcing the availability of industry white papers result in leads who are pre-qualified and already educated about the product when they receive the sales call.
Results: This approach resulted in engineers ordering free copies of the brochures to educate themselves about this complex, high-tech product. The phones began to ring with highly qualified leads, already knowledgeable about the company’s products. These brochures also doubled as sales leave-behinds, show handouts and fulfillment devices.
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