I've posted before about them, and here is more evidence of the power of the White Paper. Take a look at this research from Marketing Sherpa:
Research shows that 69% prospects who download and like your white paper PDF will actively pass it on to their colleagues. In fact 36% of total downloads will be passed on to a direct supervisor.
In other words, if your white paper is good enough, it can go viral.
The full article
So, the effort to produce one or two quality white papers surely offers a more probable payout than other sales activities.
For more on white papers, see an earlier post here.
