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A white paper can deliver a weighty point of view from a firm that wishes to set its audience straight on how to solve a business problem. Some white papers become big lead generators and help close big sales. But nearly every firm also has a tale of a white paper whose development streaked out of control.
How can you steer clear of this kind of trouble? Bloom Group partner Bob Buday explains, and shares the recent story of a firm that benefited from developing its paper the right way.
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