How to Amp Up the B2B Lead Generation Power of Your White Papers

@marketingmojo | #mojowebinar | marketing-mojo.com
Presented by
Tad Miller
Vice President, Accounts
Kari Rippetoe
Content Marketing Manager
HOW TO AMP UP THE LEAD
GENERATION POWER OF
YOUR WHITE PAPERS

TODAY’S PRESENTERS
KARI RIPPETOE
Marketing Mojo
@KariRippetoe +Kari Rippetoe
TAD MILLER
Vice President of Accounts
Marketing Mojo
@jstatad +Tad Miller

ABOUT MARKETING MOJO
• Originally founded as Search Mojo
• Demand generation marketing firm founded in 2005
› Search engine optimization (SEO)
› Paid media management
» Pay-per-click advertising management (PPC)
» Social media advertising
› Content marketing
› Marketing automation
› Analytics consulting
• Headquartered in Charlottesville, VA
› Office in Charleston, SC
• Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
• Speakers at SMX Advanced, MarketingProfs, PubCon and more

OUR CLIENTS

WHY USE WHITE PAPERS ?

WHY WHITE PAPERS ?
• You are selling to Businesses

WHY WHITE PAPERS ?
• You are selling a complex product, solution
or service
Not Complex Complex

WHY WHITE PAPERS ?
• It’s a complex sale process

WHY WHITE PAPERS ?
• Your product, service or solution is a major
commitment

WHY WHITE PAPERS ?
• Your sales cycle is very long

WHY WHITE PAPERS ?
• You need qualified sales leads
• Because of the nature of your sale, very few
are immediately ready to buy
• You need a “Foot in the Door”

WHY WHITE PAPERS ?
• They provide free valuable information that your customers
are interested in
• High Value – Low Commitment – Low Friction Assets
• Typically the easiest B2B Lead to Acquire – Highest Volume
Getting a Form Completion is Easy!

WHY WHITE PAPERS ?
• They Make You Look Smart to Potential
Customers
Thought Leadership
Authority
Trust
Expertise

WHY WHITE PAPERS ?
• In a long sales cycle you don’t want to be
forgotten
• White Papers allow you to nurture your old
leads

BENEFITS OF WHITE
PAPERS

1. AUTHORITY BUILDERS
White paper readers are seeking information
to help them understand a problem or issue.

2. VALUABLE AND UTILITARIAN
White papers make effective ToFu (Top of
Funnel) or MoFu (Middle of Funnel) content
› Help someone understand an issue
› Provide a solution to a problem
› Research a possible purchase
SALES PITCH

3. DEMAND AND LEAD GENERATORS
Survey of IT managers* showed why they
read white papers:
› 69%: Get information about new products and
vendors
› 50%: Compare products
› 42%: Help justify buying decisions
*Forbes.com & TechTarget

WHAT MAKES AN
EFFECTIVE WHITE PAPER?
What is a white paper
anyway?

DEFINITIONS OF “WHITE PAPER”
• “An authoritative report or guide helping
readers understand an issue, solve a problem,
or make a decision.” -Wikipedia
• “A persuasive essay sponsored as a piece of
marketing content by an organization.” -
ThatWhitePaperGuy.com
• “…the purpose of a white paper is to advocate
that a certain position is the best way to go or
that a certain solution is best for a particular
problem.” –Purdue University

ELEMENTS OF AN EFFECTIVE WHITE
PAPER
• Authoritative
› Takes a position on the topic addressed
• Useful and valuable information
• Backed by research
› Your own data
› External research

CREATING WHITE PAPERS
In just 4 easy steps!

1. WHO IS THE AUDIENCE?
• Know the roles of the decision-makers and
influencers
• Know what their pain points are
• Know what their top questions regarding
your solutions are

Step
How Many
Solutions
Evaluated
Key
Personas
Key Rings
of Insight
Trigger Small biz owner
Lightweight option,
warranty expiring
Research 5 Office Manager
Battery life
Size/Weight
Assess 3 Office Manager
Keyboard feel
Screen Resolution
Negotiate 2 Small biz owner
Cost trade-offs
Extended warranty
Implement 1 Office Manager
Start-up time
Tech Support
Buyer Persona Institute: buyerpersona.com

2. WHAT WILL IT BE ABOUT?
Several approaches to consider:
• Taking a side in a debate
• Discussing best practices
• Providing a product background or briefing
• Offering a solution to a challenge

TAKE A SIDE IN A DEBATE

DISCUSS BEST PRACTICES

PROVIDE A PRODUCT BRIEFING

OFFER A SOLUTION TO A CHALLENGE

3. WHAT DATA IS AVAILABLE?
• Your own company’s data
› Aggregate
› Specific customers
• External research
› Lends additional credibility

4. WHAT CAN YOU REPURPOSE?
• Case studies
• Blog posts
• Webinars
• Conference presentations
• Podcasts

• Presents a challenge
› Backed by research
• Offers a solution (useful
information)
• Presents data as
validation
› Case study

HOW LONG SHOULD A WHITE PAPER BE?

ACHIEVING SCALE WITH
WHITE PAPER LEADS

JUST BECAUSE YOU BUILD IT…
• Doesn’t mean they will come.
• White Paper Lead Generation requires distribution
channels

START WITH THE FREE DISTRIBUTION
CHANNELS
• Use SEO best practices on your download
page
• Post to fans on all of your Social Channels

PAYING FOR SCALE
• If you want lead volume you are going to
have to advertise your White Paper

COST PER LEAD ?
• You want as many leads as possible for your
budget
• Typically the higher the cost and
commitment to buy the higher the cost per
lead tends to be
• What channels are most effective?

SURPRISE !
• LinkedIn Self-Serve Advertising is the perfect
ad platform for B2B White Paper lead
generation

CREATE THE PERFECT AD TARGETING
• Location
• Company
• Job Title
• School
• Skills
• Group
Membership
• Gender
• Age

LINKEDIN HAS B2B SCALE

THE BEST YOU WILL FIND
• B2B niche audiences tend to be small
• Decision maker audiences in those niches are
even smaller
• LinkedIn Ads offer the best chance to get ads in
front of them

SUCCESS AFTER FAILING
• Put Google AdWords or Facebook
remarketing code on your landing pages

SET UP REMARKETING AUDIENCES
• Tag your URLs to ID your unique LinkedIn
Audiences

LINKEDIN + (GDN + FB) = B2B SCALE
• Combining LinkedIn targeting with the scale of
remarketing on the worlds largest Display
Network and the worlds largest Social Network
gives you long term advertising reach
+ ( ) =+

GOOGLE DISPLAY SEARCH INTERESTS
• Today’s Google Display Network is more advanced
• Targeting by Search Interests in the Last 30 days
• Many Niche B2B Categories

COMBINE TARGETING METHODS
• Try going super niche on Google Display with
combinations of contextual keyword
advertising, search interests or page topics
• Yields a small but targeted reach

DISPLAY IS COST EFFECTIVE
• In terms of delivering cost effective leads Google Display works
better than Google Search
• Enterprise level keyword advertising on search is very
expensive per click, Display is relatively cheap
• Take the low CTR and even the lower conversion rate…Cost per
lead can be exponentially cheaper than search
CPC
Search Display

GIVE SEARCH A TRY
• Search shouldn’t be your first or even
second method of attack for getting
White Paper Downloads
• Most searcher intent isn’t on finding
White Papers, so White Papers are “an
instead of offer” for most search
queries
• But compete and see how it does

HOW WELL DOES LINKEDIN WORK ?

UNHEARD OF PERFORMANCE
• Across all of our B2B clients LinkedIn White
Paper Campaigns have delivered 12%
conversion rates

LINKEDIN WHITE PAPER PERFORMANCE
• Some of our LinkedIn White Paper campaigns have experienced
over 20% conversion rates
• We have case studies where clients surpassed their previous
AdWords conversion volume of the previous 15 months in just 6
weeks of LinkedIn White Paper advertising
• Same case study yielded a cost per conversion that was 94% lower
than previous online advertising and a conversion rate that was
over 1,500% better than prior online advertising
• In 4 months of LinkedIn Advertising we delivered 217% more
leads than what the previous 15 months of advertising did for 82%
less budget
• See: http://www.marketing-mojo.com/about-us/case-
studies/sciencelogic-generates-conversions-less-budget-using-
linkedin-advertising/

CLOSING POINTS
• Use White Papers for lead generation in complex, costly and high
commitment sales
• White Papers need to:
› Take a position on issues
› Solve problems for readers
› Validate your position with data
› Make you look authoritative to buyers
• LinkedIn Self-Serve Ads are the best mechanism for achieving scale
in White Paper Lead Generation
• Secondary White Paper Lead Generation tactics include
Remarketing to LinkedIn Audiences, Display Advertising with
targeting options and Search Advertising

CONTACT
KARI RIPPETOE
Marketing Mojo
@KariRippetoe +Kari Rippetoe
TAD MILLER
Vice President of Accounts
Marketing Mojo
@jstatad +Tad Miller

LOOKING FOR HELP?
Contact Marketing Mojo
800-939-5938 ext. 101
jmiller@marketing-mojo.com
MARKETING MOJO
Twitter: @MarketingMojo
Facebook: facebook.com/MarketingMojoAgency
Google+: +Marketing Mojo

How to Amp Up the B2B Lead Generation Power of Your White Papers

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How to Amp Up the B2B Lead Generation Power of Your White Papers