Let’s be honest, for some, being known as a thought leader is a little uncomfortable.  There seems to be two camps; those who believe that ‘thought leadership’ is essential for business and client success and those who think it’s simply a tired and rather uneasy ego-trip.

A well-written white paper can really help build credibility and support your sales process – from lead generation right through to signing on the dotted line. But with so many alternative marketing channels available now, are white papers still an effective way to catch the attention of the HR decision maker?