WHITE PAPER

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Company Name / Industry *

Job Title / Department *

How did you hear about us? *

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WHITE PAPER; DUE DATES

White Paper; Rough Draft Due Date: *

White Paper: Final Version Due Date (depending on feedback, this date must be at least three business days after the rough draft is due). *

WHITE PAPER; OUTLINE/PURPOSE

Please set aside time and fill out the below questionnaire to the best of your knowledge. Write NA in any field that you don't have an answer for.

I am aware that I am asking a lot of questions! My goal is that these answers will tremendously help all parties working on this brief gain clarity, outline objectives and make complex issues palatable which will ultimately result in a concise yet transformative brief that will resonate with your targeted audience.

What is the topic of the White Paper? *

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Why are you creating this White Paper? How will it help you advance your marketing goals? *

In what stage of the selling process will you use this white paper? A white paper for early-stage leads will be very different than one for someone who is considering your product and is almost ready to buy. *

Who is your ideal reader/readers? What is their job role? What would motivate them to read the White Paper? *

Is there anyone else who may read this White Paper? Do you have any secondary audiences? For example, if you’re selling to CMOs, someone in the finance department may also read the White Paper to decide whether they want to approve a budget or not. *

How will your readers benefit from reading this White Paper? What will they learn? List primary and secondary benefits. *

What is happening to your readers, or in your industry, that makes this White Paper relevant? These are usually the market drivers. *

Which of your audience’s key issue(s) will this White Paper address? List them here. *

How is this problem affecting them? Is it impacting their company’s bottom line? Does it affect their ability to perform their job? Is it impacting their customers? Does it affect their personal lives? Be as specific as possible.. *

Why haven’t your readers solved this problem on their own? What is standing in their way? Are they trying to do something about it or maintaining the status quo? *

What are the benefits of implementing this solution? List as many benefits as possible. *

At the end of the White Paper, is there a specific solution that you would like explore? You can also provide links to background information about this solution. *

What would you like your readers to do after they read the white paper? This will be used in the call to action. *

Provide the name, phone number and email address for anyone you want to interview for the White Paper. These people can be anyone outside of your company who can provide valuable insights that lend credibility to the white paper, such as analysts and industry thought leaders. *

What are the risks of not solving the problem? These can be the risks associated with maintaining the status quo, implementing the wrong solution or choosing the wrong vendor. For example, will they lose customers or fall behind their competitors? *

Do you have anything in mind for the White Paper’s “key considerations” list? You may want to include these in your content. *

How do you think your product or service will help solve your readers’ problems? What are the product’s benefits? *

What tone would you like to use throughout this White Paper? For example, would you like it to sound educational, professional or conversational? Do you have a corporate branding and style guide that you must follow? Do you have examples of other white papers that use the correct tone? *

List any sources you think would be valuable for background research. These can include internal or external websites, reports, surveys, studies, press releases, presentations, articles, data sheets, brochures and other materials. *

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White Paper​Proposal Questionnaire

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White Paper
Proposal Questionnaire