The direct revenue sources for white papers include product or service sales, list rental value and increased product usage or consumption that leads to repeat sales. White papers may assist in the generation of revenue by creating awareness and credibility for products or services (brand value).

Direct Sales - Direct sales are products or services purchased as a direct result of the reading of a white paper. Because registration information may be gathered for white papers, it may be possible to directly identify sales that result from white papers by matching download contact information with sales contact information.

List Value - List value is a measure of the overall ability of a list to create value. List value may include a mix of direct marketing (direct list use), list rental or list bartering value. The list value for white paper marketing may be determined by referencing the typical costs of sales lead acquisition (sales prospecting costs) or by comparing the costs of list rental (combining multiple rental costs).

Brand Value - While it may be hard to directly identify and measure some sources of revenue generated by white papers, the value of interactions with white papers can be estimated. For example, if it is determined that it takes 10 brand impressions before 1 person requests information and it takes 5 information requests for one sale, this implies each brand impression is worth 1/50th of a sale (10 impressions x 5 requests per order). It is possible to show how white papers generate revenue value by multiplying the estimated impression brand value by the number of impressions that are generated by the white paper.

Increased Product Sales and Usage - White papers may generate revenue by increasing the amount of product or service usage. This may be accomplished by explaining new ways to use a product or service. By using unique refill product codes or discounted reorder offers, it may be possible to determine the amount of increased revenue percentage that is generated.

Figure 1.x shows some of the revenue sources and value that white papers may provide. Some of the indications of direct sales include order revenue and the download to order ratio (1/2% to 5%). List value includes list rental fees and/or barter value ($1 to $10 per name). Increased product usage can be measured by reorder rates (1/2% to 20%). Brand value can be measured by the number of impressions a person sees (5 to 20 impressions per download). The relationship value can be measured by the number of communication opportunities (free white paper offers) and responses (typical sales call cost value).