B2B White Paper Example
AI in Talent Handbook
The AON team had invested heavily in their presence at SIOP, as a sponsor and with many of its I/O psychologists presenting at the conference. The marketing team was looking for a way to extend the impact of their messaging with attendees long after the event, beyond the usual style of content marketing for HR tech companies.
In this B2B white paper example, Rep Cap wrote and designed a special print “AI in Talent Handbook” to showcase their collective expertise in applying cutting-edge technology to assessments. The guide offered plain-language guidance on the major developments in AI in talent, covering basic definitions as well as an overview of trends.
The print guide was a big hit at the event, with attendees spotted throughout the conference center reading and sharing the handbook. The content was also adapted into a digital format, to be used as a gated lead-generation asset. The asset performed so well that the handbook model has been extended to a series and adopted for other business lines.
This is really cool. Amazing how a quick conversation can turn into this. You guys are good.
—AON Marketing Leader