A prospect that has indicated interest in products or services is a Marketing Qualified Lead (MQL).
MQL is a lead that has intentionally engaged with your brand by some indicative actions such as filling in the form and submitting contact information, opting into a program and/or downloading content assets etc.
The prospect is showing an inclination and has taken steps to become a customer and is primed to receive additional contact. In short, Marketing Qualified Leads then turn into Sales Qualified Leads (SQLs), which can then turn into customers.
A white paper is a report or guide that includes valuable and educative information about the on-going services, products or technology providers. It’s built to help readers understand an issue, address and solve a problem, or to simply make a decision.
There can be a variety of white-papers as per the industry as a whitepaper is generally used as a marketing tool for sale.
Even though a white-paper is academic in nature and educational, it’s main purpose whitepaper is to promote services or products or some technology and more.
B2B marketers usually produce whitepapers with the aim to promote a selected methodology or to share insights that also show how a solution could be useful to the audience. White-papers can also be seen as advanced problem-solving guides. Typically, whitepapers need an email address for transfer (usually need more data than that) and they come in three types- Backgrounder, Numbered list, Problem/Solution while each one has its own benefits.