B2B technology white papers


Educate prospects to close more sales


​Ever missed out on a sale because a prospect didn't know what you could do for them?

Technology buying processes stretch over many months. To get onto shortlists, you typically need to have built up credibility with a firm’s buyers long before they're ready to buy.

White papers let you do this. They:

  • ​Get you onto the radar of companies as someone starts searching for a way to solve a problem
  • Educate potential customers about the options they have for solving this problem
  • Showcase your expertise.

Then, when your prospects are ready to buy, you’re more likely to be one of the companies on their shortlist.

With the right process, creating a white paper needn’t take large amounts of your experts’ time.​

4 steps to creating your white paper

Step 1 – Clarify your objectives

What do you want to achieve with your white paper? Who will it be targeting?

We hold a call to discuss your white paper's:

  • Topic
  • Target audience – so your white paper uses language that resonates with the people you want to reach
  • Marketing objectives and where it’ll be used in your sales process
  • Subject matter expert

This call typically lasts around 30–45 minutes and gives me the information I need to interview your subject matter expert.

Step 2 – Interview your subject matter expert

I prepare questions to discuss with your subject matter expert.

On the call we discuss:

  • What problems the target readers for your white paper face
  • What options they have for solving their problems
  • Why what you offer is the best option
  • What readers will learn from reading your white paper

This call typically lasts around an hour and gives me the background I need to plan your white paper.

Step 3 – Agree an outline for your white paper

I prepare an outline for your white paper and send it over to you.

You provide feedback and I revise your outline if needed.

This step ensures the white paper meets your goals. It reduces the likelihood of needing to revise the full copy later, which helps you launch your white paper sooner.

Step 4 – Craft your copy

I write your white paper and send it through to you for review.

If there are any changes that need to be made I make up to two sets of revisions so that you are happy with the content.

Educate prospects. Enhance your credibility

Your case study helps you to:

  • Establish your credibility early in your prospects' buying process
  • Educate potential customers how your product solves problems they have
  • Discover which potential customers are researching your market and downloading your white paper
  • Close more sales
  • Receive more invitations to tender

Let's get started

Drop me a message describing what you're looking for. Then we can set up a call to discuss how I could best help you.

I’ll get back to you within two working days.

Fiona Campbell-Howes Managing Director, Radix Communications

We engaged Jon to work on a set of quite technical white papers, blogs and case studies for a client selling into the mobile telecoms industry. Jon has been thoroughly professional throughout: interviewing the client to get the right info, producing detailed documents with the right tone and level of technical information, and proactively handling the feedback and editing process with the client. I have been impressed with his writing and professionalism, and will certainly work with him again on technical, telecoms-focused content.

About me

I’m a B2B copywriter helping technology companies market their services so they can generate more leads and close more sales. Read more about my background in the telecoms and IT sector here.


What are your payment terms?

How long will it take you to produce the copy for my white paper?

Do you produce graphics and do the visual design on the white paper?