A whitepaper is a persuasive, authoritative, in-depth report on a specific topic that presents a problem and objectively provides a solution. Whitepapers are an excellent way to capture new leads. They’re intended to educate their readers about a particular issue or explain and promote a particular methodology or solution. So in essence, they’re advanced problem-solving guides. As academic papers, readers expect a high degree of expertise that is backed by solid research and well documented. Whereas blog posts and ebooks can be a quick communique, good whitepapers are deeply factual and carefully crafted. They’re much more serious in tone, less flashy, and heavily research-based. As such, they are a great way to lead the customer to the conclusion that they should seriously consider your product. Additionally, once completed, a White Paper can be the parent document to many child documents such as Solution Profiles, Leave Behinds, Value Propositions etc.
A Solution Profile provides a concise high-level overview of how products, solutions and features work together to deliver a complete solution for a particular technology or for a specific vertical market. A Solution Profile is typically two or three pages of text. They can be used to focus customer conversations and are also an effective way to call attention to your products at industry events or to drive field sales awareness.
Customer Testimonials are endorsements from customers who have purchased a product and are happy with its performance and results. Once completed they can be used in other documents such as Pitch Decks, White Papers and Leave Behinds. Typically they are intended to influence external customers and developed in concert with well-known organizations by their executive staff to lend credibility to your sales story.
Success Stories are internal documents designed to inform sales staff about how a significant sale was executed with a new product. They are brief, factual and focus on how the win can be easily repeated. It calls attention to how sales staff can adopt a given strategy to retire their sales quota. They tell sales people what’s in it for them and have the contact info, links and other information needed to make new sales as easy as possible and drive interest in a product.
Unlike a Use Case which generally defines how to achieve a desired outcome, a Case Study describes how a specific organization achieved a specific operational goal. In a Case Study, the options available, final approach, technology used, challenges, key performance indicators, milestones and ultimate value achieved are discussed. The Case Study will include clear technical details, data and metrics that show the impact of the solution or product.