[Survey] Approaching the Pitfalls of the 'Royal Road' of BtoB Marketing: White Papers!

株式会社PRIZMA conducted a survey among BtoB marketers regarding 'lead acquisition and white paper utilization.' The results revealed that many marketers are struggling with 'lead quality' and 'business meeting conversion rates.'

Due to rising advertising costs and intensifying competition, while the number of leads is being maintained or increased, companies are facing issues such as: - Not leading to business meetings - Not being utilized by sales teams - Not leading to orders

Furthermore, the spread of generative AI is changing user information-gathering behavior. Cases where decisions are made based on AI summaries and answers, rather than the traditional 'downloading and comparing materials,' are increasing, and the role of white papers is shifting.

Based on this background, PRIZMA has released practical materials for marketers that summarize: - The structure behind declining lead quality - Challenges in white paper initiatives - New lead acquisition strategies in the AI era

[Structural problems of 'leads are being acquired but not selling'] The survey revealed common challenges: 'Downloaded but no business meetings' and 'Not effectively used by sales.' The background is a design focused on 'introducing the company's services.' Users seek 'new knowledge/market understanding' and 'objective information for decision-making,' and simple service introductions no longer meet expectations.

[The value of 'primary information' required in the AI era] In this environment, having information cited by AI is crucial. Unique survey data, primary information, and highly specialized content are evaluated as reliable sources.

[New strategy: 'Data Force'] This is a strategy that uses survey data to present challenges and necessities through objective market data, increasing reader conviction. PRIZMA's 'Data Force Promotion' turns market research into persuasive content assets like press releases and white papers, accelerating promotion regardless of budget or name recognition.