White papers are a B2B marketing workhorse.
B2B buyers – especially technology buyers – rely on them for in-depth information when making purchasing decisions. In fact, 71% of B2B buyers have read a white paper in the past year.[1] They tend to read white papers across all stages of their buying journey—from awareness to decision.
When done correctly, white papers can present a compelling argument for your product or service.
However, many white papers miss the mark and fail to engage high-quality leads. Here are nine common mistakes that drive away customers and give white papers a bad name:
