Your company - is a growing concern with a high nerd product or service that solves a significant to major industry problem.
Your customer - is looking for a solution but doesn’t have the technical knowledge to confidently compare supplier offerings. Or make a strong case to management for such a large investment. They know (nerd buzzword) is a thing and that they probably would benefit from it, but they desperately don’t want to be the guy that went all in on minidiscs.
Your solution - white papers. Or interminable meetings and pointless on-site visits.
What is a whitepaper, exactly?
A white paper is also sometimes called an executive briefing, a market overview, a position paper or a special report. The name doesn’t matter as much as its position in the sales cycle.
White papers are meant to be used before the sale and give potential buyers information they need about the technical aspects of your product, what problems it will solve or some advice on how to get the best results out of it.
Format: usually between 3000 and 5000 words. The tone is authoritative and there is a clear argument, much like you would find in the New Yorker or a quality industry trade magazine.
Timeline: 4-6 weeks from the first organisational call to the final draft. Barring any major changes to the product, the whitepaper can be used for 2-3 years before it needs to be refreshed.