Why Salespeople Hate Most White Paper Leads
The Point
SEPTEMBER 16, 2011
How is it that a quality white paper on a hot topic can still generate bad leads? It’s got to be the media, right? Wrong. It’s the offer. Even a well-written white paper, by a respected author, on a hot topic of vital interest to your target audience, can still generate leads your salespeople will consider “junk.” In my experience, the problem in these situations is invariably that the content on offer did not align with the types of leads the company was trying to generate.
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