Investing in research papers can help move prospects faster and impact the overall customer journey. An educational whitepaper or research paper can help attract new prospects, while a carefully crafted ROI calculator can help prospects further down the process justify their decision to invest in your product/service.

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An ROI calculator is one of the most powerful tools you can give your prospects and sales teams. It helps them attach monetary value to the benefits you described. An ROI case study is a powerful tool as well, but enabling prospects to place their own numbers in the calculator further increases their confidence in the results. 

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Creating these types of research papers in a normal business environment, when urgent requests come in on a daily (if not hourly) basis, is difficult. That's why outsourcing this task to an external individual that is experienced with these papers makes sense.