[Survey] Uncovering the Pitfalls of White Papers, the Cornerstone of BtoB Marketing!

PRIZMA Inc. conducted a survey of BtoB marketers regarding "Lead Generation and White Paper Utilization."

The results revealed that many marketers are facing challenges with "lead quality" and "sales meeting conversion rates."

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Due to soaring advertising costs and intensified competition, while the number of leads generated is being maintained or increased,

・Not leading to sales meetings

・Not being effectively used by sales

・Not resulting in closed deals

an increasing number of companies are facing these issues.

Furthermore, with the spread of generative AI, user information-gathering behavior is also changing.

In addition to the conventional approach of "downloading materials for comparison," cases where decision-making proceeds based on AI-generated summaries and answers are increasing, and the role of white papers is also evolving.

Based on this background, PRIZMA has,

・The structure causing a decline in lead quality

・Challenges of white paper initiatives

・New lead generation strategies in the AI era

published practical material for marketers that summarizes these points.

The structural problem of "Getting leads but not sales"

This survey revealed that in the utilization of white papers,

・They are downloaded but do not lead to sales meetings

・They are not being effectively utilized by the sales team

are common challenges for many companies.

The background to this is a document design centered on "introducing our own services."

What users are looking for in a white paper is,

・New knowledge and understanding of the market

・Objective information useful for decision-making

and a mere service introduction cannot meet these expectations.