Salesforce is, in the end, a database with a reporting engine bolted onto it for use by managers. The search function is weak, the number of clicks it takes to get something done is obscene and its mobile functionality could be better. But, it is the best of a bad lot. There are some newer CRMs out there that are much more fluid and social but, sadly, they are not well developed enough to support a sales team. In the land of the blind, the one eyed man is king.
Your outbound marketing will be most effective if you run it steadily, consistently. Work with authentic content and a focused email list; you should plan on a campaign every two to three weeks.
Take the time to develop clear, focused buyer personas. Do this with your team so that you all understand who your target is and are aligned in your sales effort – this is really the biggest benefit.
You need a website that is simple, clear and easy to maintain. Use a prepackaged website software (e.g. WordPress, Weebly, Wix) that you can maintain and manage yourself.
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.