Building a Knowledge Center

(aka White Papers)

White papers are a well-known and useful tool for any sales organization. Broadly, a white paper is a 2-3 page document featuring useful information on a particular topic. Usually, a white paper is on a topic that aligns well with your business and may encourage readers to “opt-in”. White papers can become an excellent sales lead generation tool.

An effective white paper lead-generation strategy has several components:

• An excellent white paper to distribute
• A prompt to get contact information before allowing download
• A good place to store your leads (spoiler: in Close.io)
• A great follow-up