Get started with B2B lead generation using professional white papers with our free guide. We use our ultimate guide to clarify the strategic and technical requirements, show the most important tools and campaign assets, and define the next necessary steps so that you can start generating leads right away.
Why you should focus on Lead Generation
You wouldn't be reading this blog post if you hadn't considered using a white paper yourself to generate qualified leads for your own business.
There are scenarios where lead generation makes sense:
- Not every product is as obvious as a Coke at first glance. Particularly in the B2B sector, products are generally complex, and you really have to be trained to use them correctly.
- Not every product is as inexpensive as a Coke. While a Coke is purchased and tried out with little money, a more complex product like software, for example, requires a year-long contract before they can be set up and put through their paces.
- This makes the customer journey longer and the effort to invest in benefit communication and objection handling greater.
- To implement these digitally for reasons of efficiency, you need the e-mail address of the target customer to handle the necessary persuasion work in the dialog via e-mail.
That's why we generate leads—in compliance with data protection laws, with genuine consent from the user and a great desire on our part to make a happy customer out of him.
What is Lead Generation?
Lead generation is the data-protection-compliant acquisition of a user's e-mail address, which is the basic prerequisite for a consultation preceding a purchase.
By submitting the e-mail address via a form, the user gives the lead-generating company his or her consent to receive information about the brand, product, or service. This is usually done by e-mail.
Once the lead-generating company has the address, it can qualify the user: From lead to marketing-qualified lead to sales-accepted lead or even to sales-qualified lead. The marketer hands over the latter incarnation of the user to the sales department, which is not only spared a lengthy sales communication process, but also has a user on its desk who is ready to close the deal.
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Gerrit Grunert is the founder and CEO of Crispy Content®. In 2019, he published his book "Methodical Content Marketing" published by Springer Gabler, as well as the series of online courses "Making Content." In his free time, Gerrit is a passionate guitar collector, likes reading books by Stefan Zweig, and listening to music from the day before yesterday.