White Papers influential in purchase decisions

According to a recent survey amongst B2B technology buyers, White Papers are rated the most influential sources of information and their content figures early on in the buying process.

Although " brochures and data sheets were cited as the most frequently consumed collateral type, White Papers were rated the most influential in the purchasing decision process." This is a significant insight because in our experience white papers are regarded as something of an oddity by many companies, or even with suspicion by revealing inside knowledge. It is perhaps a hangover to the old way of thinking where the manufacturer controlled the monopoly on information, dribbling out only what was required to make the sale. We would argue that rather than reveal secrets, a well constructed white paper enhances the company's reputation as an authority and by setting out the relevant technical knowledge that  helps inform the prospect and enhances the likelihood of securing a sale. In fact respondents to the survey were more likely to be disappointed when a white paper contained not enough technical information rather than too much.

The second most valued and influential sources of information were Case Studies with a strong preference - more than two thirds - for these to be in a written format rather than video or audio. Not only does a well crafted case study provide valuable third party endorsement, but provides credibility for the product in use. In the buying process starting when a buyer begins researching products, developing awareness, considering options, making purchase decisions to placing orders, both white papers and case studies provide vital early information. Typically this is downloaded from the company web site or may be received by direct mail, news feeds or links.

At Technical Marketing Ltd these findings come as no surprise but as further confirmation of the importance in developing and sharing important information as part of an integrated marketing programme which is crucially influential in the buying decision process.