White Papers

Business-to-Business white papers are marketing communications documents designed to promote the products or services from a specific company. As a marketing tool, these papers use selected facts and logical arguments to build a case favorable to the company sponsoring the document. B2B white papers are often used to generate sales leads, establish thought leadership, make a business case, or inform and persuade prospective customers, channel partners, journalists, analysts, or investors.

Essentially there are three different types of white papers.

  • Backgrounder: Describes the technical and/or business benefits of a certain offering from a vendor, either a product, service, or methodology. This type of white paper is best used to supplement a product launch, argue a business case, or support a technical evaluation at the bottom of the sales ladder.
  • Numbered list: Presents a set of tips, questions, or points about a certain business issue. This type is best used to get attention with new or provocative views, or cast aspersions on competitors.
  • Problem/solution: Recommends a new, improved solution to a nagging business problem. This type is best used to generate leads at the top of the sales channels, build thought leadership, or inform and persuade stakeholders.

These are pieces usually written for an executive for general distribution in a certain industrial market or local
market. These usually require a more extensive interview or number of interviews with the author to prepare a useful commentary that publications will be interested in using. White papers are typically mailed to a group of
specific publications known to publish these types of pieces. Many trade magazines have guest editorial type departments which fit this area of interest. These articles are usually 800-1,600 words and take about 12 to 16 hours to produce.


Our account executives bill $125/hr. So a typical White Paper with Mechanical costs is about $1,650 – $2,000

There are a number of examples of types of White Papers that have been prepared by industrialpublicity.com  Please look at the samples shown in the listing at the right.

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