I’ve clipped some of the insightful tid-bits below. Thanks Roger!

Insight #1: “For B2B web sites, the content that really matters in terms of positioning and prospecting isn’t your ‘markitecture’ pages – your product and services descriptions, corporate histories and such…. it’s your ‘thought leadership’ pages – the places where you express opinions and ideas rather than features and benefits.”

Insight #2: “Furthermore, what of the people that you lose along the way? To me, a commitment to form-filling is no great measurement of the quality of a sales lead. A far better tactic is to set your thought leadership content free and give people more ‘opportunities to engage‘ with who you are and what you stand for.”

Warner continues, “Let’s face it, most of us are commitment-phobes when it comes to the web anyway. Why not just accept this fact and move on?”

Here are Warner’s review questions for evaluating your own white paper exchange process:

“Ask yourself:

• What’s your most valuable and engaging content?
• Do you make you accessible enough?
• What’s the upside of providing more opportunities to engage with it?
• What’s the downside of removing a subscription line?
• How scientific is your answer to the previous question? (Gut feeling, conventional wisdom, or based on small side-show experiment and validated by stats?)”