White papers seem a little dated, a little legacy. Try writing something short – a 2 page white note – and doing so against an editorial calendar you put together. Consider riffing on the topic over an number of days on Twitter and LinkedIn.
Social media are wonderful tools but are largely a waste of time for an early stage company (If it is making a B2B sale). You’ll want to focus on LinkedIn and Twitter and ignore the rest, laying out a simple, sustainable publication schedule.
Build,don’t buy, your email list. You need a list that is tight, focused and current: if you buy one it will not be either of these things. I like to set up a tiered research team with the volume guys in the Philippines and some higher level folks stateside. If you research your own lists, you will have little trouble with bounces or spam complaints.
With an early stage company, just about every part of what you do is moving: the product is changing, your target market is out of focus and shifting, your pricing is up in the air. So, you and your sales team will need to be nimble as you sell; some of their job is finding out what configuration of your product fits the market, helping you gauge your product market fit.
Keep your sales stages to four to six and, where possible, predicate each on clear, identifiable actions, so that little is left to subjective judgement. For example “Proposal delivered” is a clear action that can be measured, while “Has buy in from senior management” is much harder to quantify.