MarCom Strategist Podcast: White Papers and the Sales Lead Process

MarCom Strategist Podcast #2 | download [audio:MarCom-Strategist-podcast-MS.mp3] In this second episode of the MarCom Strategist podcast, I interview Michael Stelzner, author of the book, Writing White Papers: How to Capture Readers and Keep Them Engaged. He's also the publisher of the Writing White Papers blog -- which is a terrific blog and one I read regularly. Mike and I talk about white papers and their role in the B2B sales lead process. You can find lots of information about how to write white papers, but few people talk about how to use them in marketing campaigns once they've been written. Other questions Mike and I cover include:

How white papers fit into the sales lead process. Using landing page copy to help better qualify leads. "Versioning" white papers for specific job types (i.e. manager vs. Sr. VP). The various ways you can use white papers in marketing campaigns.

Length is approximately 26 minutes. Links mentioned in the episode:

• Writing White Papers blog
• White Paper Source
• Andrew Goodman's e-book, Winning Results With Google Adwords (book available at Page Zero Media)
• John C. Havens -- About.com: Podcasting
• DH Communications, Inc.

Thanks, Mike, for your time! I appreciate it.