White Papers and Case Studies are great lead generation tools. Making complex products and services easy to understand. Case Studies are one of your best sources of promotion. Because who do you think customers trust more – you or a satisfied customer? A combination White Paper/Case Study provides even more leverage, especially when cross channeled.
Offering a free white paper drives traffic to your site, so you can captures opt-in information for future follow-up.
When you position yourself as the expert resource, you become the hero.