How Are You Measuring Your White Paper Reader?

Updated: May 13, 2011

So how do you measure the effectiveness of your white paper?

By re-directing that reader to a unique online location that could have only come from the white paper. Some ideas in this area include:

1. A Unique Landing Page, that says something to the effect of: "So now that you've read our white paper, here's some additional information you may be interested in." Your landing page should also include a thumbnail of the same white paper (as a reminder and placeholder) and a counter to measure the number of unique views.

2. A Unique Offer, such as an additional report, a free give-away, or a coupon for a complimentary service that is only available to white paper readers.

3. A Unique Toll-Free Phone Number, that directs the reader to a specially designated contact.

If any of these three things occur, that person is entered into the CRM system which is flagged in the event that the contact ends up making a purchase. This eventually ties the white paper to the sale, providing a direct ROI measurement. If you have several white papers, you create a unique redirect location for each one.

Seems to be a ‘no-brainer' no? So why aren't more B2B marketers doing this?

The problem is that most marketers view white papers like every other passive deliverable (read brochure) and don't see the larger role they play in lead generation and sales development. Most think all that is needed is to publish the white paper, and put it out on their website in the hope that it will result in a lead and a sale. Without some form of measurement, it is impossible to tie the reader to an eventual sale.

White papers influence decision makers more than any other deliverable and as a result, lend themselves much better to enabling some form of online measurement strategy.

Featured Research
  • Contact Center Software on a Budget

    Although contact center software is necessary for a modern contact center, it can be outrageously expensive. Many companies find that their budget bloats during the implementation process. more

  • How UC Can Help Your Business Survive the Holidays

    The holiday season is filled with frenzy and excitement for businesses and consumers alike. Consumers prepare gift lists, compare brands and prices, and begin shopping with a vigor that is not present most other times of the year. For many businesses, the holiday season accounts for a large profit bump at the end of each year, and companies strive to exceed their goals and keep customers happy during this rush late in the year. more

  • [Infographic] Switching Phone Systems

    There are a lot of possible reasons you might want to switch to a new phone system. The old one might cost too much or be too troublesome to operate and maintain. It might not be flexible enough. It might not be reliable enough. Or it just might not have the kinds of features and capabilities that you need in today’s competitive business climate. more

  • Business Intelligence Software Cost Guide

    Your choice in a BI (Business Intelligence) provider can lead you to make better, data-driven decisions for your business, resulting in significant ROI. Or it can cost hundreds of thousands of dollars with mixed results. more

  • The New 2016 ERP Comparison Guide

    Selecting an ERP solution is no easy undertaking. You have to select and configure a system that fits your exact business needs. The right system can make operations more streamlined, efficient, and agile. But choosing the right vendor can be difficult. more