White Paper or Case Study – Which One Should You Use First in a Sales Cycle?

26 Jul
2011
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White papers and case studies are two commonly used B2B marketing materials. Most businesses know that they need them and they get them written. But nobody’s sure which one they are supposed to use earlier and which one should be used later in the sales cycle or if both of them should be used at the same time.

The best time to use the white paper is earlier in the sales cycle, while the best time to use the case study is later in the sales cycle.

The white paper is a marketing tool which provides information about problems that are affecting your clients and how they can solve them. This is the reason why you need to use them earlier in the sales cycle, to let your clients know that a problem is affecting them and they need to do something about it. The solutions and the company and product information, in the white paper, let the reader know that you have an effective solution which they can use right away.

The case study shows the readers that the solution, that was expressed in the white paper has been used by companies and that this solution has helped them perform better. This is the reason why you need to use the case study later in the sales cycle, after the client who likes your solution is still deciding on using it or not. The case study lets them know that the knowledge about the white paper they have just received is true and that using the solution will definitely help them perform better.

This is the reason why you need to use the white paper earlier in the sales cycle and the case study later. If you do this you can be sure that your white paper and case study will work together and generate and close deals.

To learn how to write white a paper read our free white paper “Understand and Write White Papers”.

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