White papers:
Proof your prospects need
before they believe
A white paper is a detailed, evidence-based document that proves your company understands a complex problem and has the expertise to solve it. It’s heavy on research, light on rhetoric.
Shorten sales cycles by 25%
Arm your team with data-backed proof
Outshine competitors with thought leadership
Convince multi-stakeholder purchasing committees
“71% of B2B buyers find marketing white papers valuable in their buying decisions”
Want to win big B2B clients?
You need a white paper
Most B2B purchase decisions are made by teams of multiple stakeholders. The biggest challenge is getting their collective buy-in.
White papers are your opportunity to speak to multiple stakeholders in a way that builds trust and demonstrates expertise.
Our white papers win big
Our clients have landed 7-figure deals with enterprise clients thanks to our white papers, including brands like:
Visa
BlackRock
Department of Defense
Pfizer
Without a white paper, you’re counting on blog articles and one-pagers to do all the talking. But B2B buyers want more depth and proof that you are the right choice.
What a white paper does
1. Frames the problem
When you give a prospect a white paper, you help shape the way they think about a problem. A well-written white paper can reframe a problem so your solution becomes the obvious solution.
It also allows you to frame the problem such that your competitors’ solutions’ are not the right solutions.
3. Proves your capability
Proof is the defining feature of a white paper. It can take the form of data, case studies, performance metrics, or third-party validation. Charts, tables, and diagrams are helpful when they clarify key points. Every claim you’ve made about the problem and solution should have a source or a measurable outcome detailed in your paper.
A typical white paper outline
White papers go far beyond a long-form blog post or thought leadership article. They are serious, professionally structured, deeply researched documents.
Our white papers are typically 10-30 pages long and contain the following:
Nicely-designed cover page
Table of contents
1-page executive summary
2-page analysis of the problem
Includes facts and figures from first- and third-party research
2-page description of the opportunity to fix the problem
An infographic with a visualization of the solution
4-6 pages describing potential solutions
Includes analysis of competing solutions and expert insights from your internal SMEs
5-page appendix, which includes:
2-page case study (or “case scenario” if you don’t have a real customer yet)
2-page list of benefits for key stakeholders
1-page glossary of terms
2. Explains your solution clearly
White papers give you a chance to thoroughly and carefully explain how your solution works without being sales-y or promotional. Instead of saying, “Here’s why you should choose our solution,” you can say, “Here’s how a solution to this problem should work.”
Once you have primed the reader to understand the problem in the right frame of mind, then you become the clear authoritative expert.
4. Wins deals
A strong white paper gives buyers the confidence to move forward.
By the time someone finishes reading it, they should understand the problem, understand your reasoning, and see why your approach is credible. This shortens evaluation cycles, reduces back-and-forth technical questions, and makes every sales conversation more productive.
A good white paper does not close the deal on its own, but it creates the conditions that make a close possible.
Can an AI write a white paper?
Yes, you can use AI to write a white paper, but it won’t be a good one. (We’ve tried.)
We write with AI all day long. It’s a fantastic tool. But when there’s 5-, 6-, or even 7-figure deals at stake, we’ve found that it’s best to use AI for what it does best:
Ideation
Outlining
Agentic research
Finding errors
Expanding on subjects
AI is getting better every day at research and writing, but there’s only so much it can do when the pool of training data is polluted by poorly-referenced stats and incorrect information.
You are unlikely to impress a group of technical decision-makers if your white paper is riddled with AI-isms and false information. Of course it is possible to write a white paper with AI. We just don’t recommend it.
Frequently Asked Questions (FAQ)
Who needs a white paper?
The more technical your product/service, the greater the likelihood of needing a white paper. However, we’ve written them for high-level, somewhat-technical consulting offers as well. My general rule is: if you’re selling something for six figures or more, you need at least one white paper.
Who reads white papers?
If your buyer is technical (e.g. CIO, CTO, VP of infrastructure, software architect, etc.), they’re going to want to read your white paper. It’s a litmus test that serves as an early “can I trust these guys?” filter. A good white paper means you can get in the weeds and have serious discussions about serious problems.
Why do you need a white paper?
A white paper demonstrates problem awareness, understanding of the broader landscape, multiple perspectives on the problem and solution(s), and an ability to think clearly. Whereas many tech marketing websites leave you scratching your head wondering, “What does this company sell?” a white paper will do the opposite.
Where should a white paper “live” on your website?
The beefier the white paper, the better off you are with gating it, which means it should only be accessible when someone gives you their contact information by filling in a form. If you’ve made a five-figure investment in developing a free white paper, the least you can do is ask the reader who they are.
How long should a white paper be?
The length of a white paper doesn’t really matter. It can be as long or short as you and your team needs. But if it gets long, make sure it’s navigable and well-structured so you can find the info you need without feeling overwhelmed.
Who’s the right audience for a white paper?
CIOs, CTOs, VPs of engineering, architects, data leaders, compliance teams, security reviewers, and procurement. These readers use white papers to test whether you think clearly. It is an early credibility check.
What should the white paper include?
A clear definition of the problem
Context for why the problem exists
An explanation of why common approaches fail
A framework or model for understanding the space
Your recommended path and the reasoning behind it
Practical examples or scenarios
If any of these pieces are missing, the white paper will not land.
How much does a white paper cost?
White paper pricing is all over the map because there are countless variables at play.
Our clients have paid $150K+ for white papers from established organizations like IDC and MIT Technology Review. Some businesses sell white papers for $20-50K (though they’re typically upselling papers subcontracted to agencies). We typically charge around $10-15K for a good white paper.
We’ve seen costs as low as $3K, but I’ve never heard of a successful white paper at that price point. And don’t forget to factor in the cost of designing the ebook, which can run $1-3K depending on length and complexity.
How do you measure the success of a white paper?
White papers don’t go viral. The audience is usually too small and they’re usually too bottom-of-funnel. Your white paper is best used for influencing deals. Measure depth, not breadth.
Primary metric: Deals influenced or pipeline sourced within 60-90 days of publication.
Leading indicators: Downloads by ICPs, dwell time on PDF or landing page, referral traffic from paid campaigns.
Lagging indicators: Mentions in sales conversations, citations by analysts or partners.
Qualitative signals: Prospects reference it unprompted (“I read your paper on…”).
Benchmark question: Would this white paper change a skeptical buyer’s mind?
What makes a bad white paper?
A bad white paper can feel like a slog to read (and write). It’s easy for your white paper to be overly-technical, not address any real audience, and to just be boring as hell. Make sure your white paper doesn’t have any of the following problems:
It has more adjectives than data points.
It sounds like an extended blog post instead of a research paper.
You can’t name a single source you cited.
Your audience can’t tell where the evidence stops and the opinion starts.
Nobody outside your marketing team has read it.
White papers shouldn’t feel like homework. They should provide meaningful technical insights to your readers. If it isn’t, then consider pulling it off the website, getting it out of circulation, and re-thinking it.
What can I do with a white paper?
We typically use white papers as gated lead magnets and will build entire campaigns around them. That includes ads leading people to a landing page, which leads people to the white paper, which leads to a follow-up email sequence with additional helpful PDFs. We firmly believe in “Always be helping” instead of “Always be closing.”
Want to see our white papers?
We’re happy to share the white papers we’ve written. Just fill in the form below.
Or, if you’re thinking of writing a white paper or need some help, please don’t hesitate to reach out. We don’t charge for meetings and are happy to provide some free consultation.