White papers vs case studies for a B2B security product launch?

I had to choose between investing in 3 white papers or 5 customer case studies for our Q3 product launch. I went with the case studies because sales kept asking for real proof, but now I'm wondering if I missed out on the SEO juice from white papers. What's worked better for your team?

2 comments

2 Comments

clairen8513d ago

Has the sales team actually closed those deals yet though? I went the white paper route for our last security launch and the SEO alone brought in 40% of our inbound leads for months after. Case studies give you proof for people already in the pipeline, but white papers pull in people who didn't even know they needed the product yet. You might be leaving money on the table if you're not capturing that top of funnel traffic, especially for security buyers who do their own research first.

carter.casey13d ago

White papers are great for SEO but case studies actually close deals for security buyers.