You need a white paper if…

You’ve got something new

• You’re pioneering a new technology and need to explain it
• You’re a new company or selling a new technology and need to build credibility
• You want your company to appear larger and more established than it is right now

Your product or approach needs explanation

• You’re selling a complex product that’s hard for decision-makers to understand
• Your differentiator is your technical approach and CTOs need to know that

Your sales process needs shortening

• Your sales reps are spending too much time trying to explain your offering instead of focusing on the customer’s specific needs
• DevOps are strong influencers in the decision process; they want to see how their daily work will be aided by your solution

Jay Gitomer of Machines & Words helps companies selling complex technologies expose the real business value of their solutions and shorten their sales cycles with white papers, case studies, and slicks written in plain English. Over a decade of marketing experience in the tech industry has given her an understanding of strategy, technology, and B2B markets that translates into content that connects with your customers. Jay teaches digital marketing at the graduate level and is certified in inbound marketing by HubSpot. She is a graduate of Sarah Lawrence College and has an MA in English Literature and Creative Writing from NYU. In the cats vs. dogs debate, Jay is firmly on the side of dogs.