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There are primarily three main types of white papers used for B2B marketing: background, numbered list, and problem and solution. A numbered list is just that. It is a quickly scanned set of tips or points for a product or business issue. A problem and solution white paper often looks like a research study and is used to generate sales leads or inform stakeholders. A background white paper describes the technical and/or business benefits of a certain offering. Many times, it presents research findings to substantiate product claims. But remember that it is a marketing and sales tool.

I have a template for a background white paper. It is to promote a technical product. However, this format would be appropriate for any product, whether for the consumer or business community.


Whether technical or commercial, the structure of a white paper remains the same:



Background: a brief introduction

Business case: high-level overview of the content of the paper

Introduction: problem statement or a general introduction to the subject of the paper

Proposed solution(s): introduction and application of the solution

Future direction: long-term focus of the overall future direction of the solution

Results: concluding recommendation(s) of one solution over another


An Introduction to ProductName 2013

Optimizing Hardware Investments with Replication Software

 Copyright 2013, ABC Company

ABC Company launched its most recent, long-awaited product in its series of software products, ProductName 2013, in January, 2013.

The Challenge

Before ProductName 2013, customers of XYZ Company hardware products were challenged with slow uptimes and recovery, and lack of proper safeguards to avert a site disaster. Furthermore, there were few replication-based, high availability software solutions that customers could readily integrate into their existing infrastructures.

Product Enhancements to Enable Replication

ProductName 2013 has built in two key software features not found in ProductName 2012, its predecessor.

1) Local Continuous Replication (LCR) allows local replication of a mirror copy from the ProductName server to a local PC. This replication process occurs continuously in real time. Therefore, in most circumstances, in case of a software or hardware failure, there is immediate recovery with little or no loss of data. Users will not be inconvenienced with wait time.

2) Cluster Continuous Replication (CCR) allows site-to-site replication from the host. Site disasters can be averted because if one site fails, another houses the replicated software and data. Since many customers with multiple sites consider their ProductName environments mission critical, remote replication as a disaster recovery option is a key feature.

Research Findings Substantiate Need for Replication Software

The Burlington Research Group, an independent research organization located in Burlington, MA, in January, 2013, reported the results of its findings on usage of ProductName by enterprise customers in 2012. 24 percent of customers required high availability. High availability is defined as an uptime of 99.9 percent or greater. Further findings of the Burlington group revealed that 36 percent of enterprise customers required remote replication capabilities. Both findings demonstrated the need for ProductName 2013 enhancements.


ProductName 2013 presents a significant opportunity for customers to leverage XYZ Company hardware products and solutions. It provides tested configurations and best practices as proof points.

The results of the Burlington Research Group study provide enterprise-level customers data to effectively evaluate the options and limitations of implementing replication-based, high availability software solutions into their existing infrastructures.

ProductName 2013 satisfies customers’ needs for both local and site-to-site replication software.