P.A.R.E.: The four pillars for successful whitepaper lead generation campaigns

Jason Hunt and Dave Kerr
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Jason Hunt: Co-Founder, Merged Media, Canada
Dave Kerr: Merged Media, Canada

Journal of Brand Strategy, 2023, vol. 11, issue 4, 378-385

Abstract: The authors’ team specialises in creating lead generation campaigns for clients across various industries. But after creating many white paper lead generation campaigns, they discovered that some were wildly successful in terms of low cost per lead (CPL), while others were not. In attempting to answer the question ‘why are these white papers successful?’, they compared the titles of their successful and unsuccessful white paper topics and found that the titles of all the successful white papers had four things in common: people, applicability, relevancy and emotion. Thus, the P.A.R.E. method was born. This paper explains lead generation, white papers and the P.A.R.E. method to help marketers create successful white paper lead generation campaigns. Also provided are a few examples of where the P.A.R.E. method was applied to demonstrate its effectiveness in creating an attractive lead generation campaign that captures many leads at a low cost.

Keywords: lead magnets; lead generation; social media advertising; Facebook ads; e-mail marketing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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