Effective Marketing Using White Papers

"Companies that sell complex technology products and services face different marketing challenges than those selling easy-to-understand commodities. Sometimes the features and benefits of a company's offerings are too complex to be readily apparent at first glance. White papers can be an effective way to educate potential customers on the merits of such products and to explain the complex technologies involved. Although they aren't the most exciting kind of collateral, white papers offer a benefit that more glamorous advertising and marketing materials cannot provide. They lend validity to product claims and help prove that there's 'steak' behind the marketing 'sizzle.'" Read Effective Marketing Using White Papers by Elissa Miller.

Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.

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