How to Amp Up the B2B Lead Generation Power of Your White Papers
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Transcript of 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
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TODAY’S PRESENTERS
KARI RIPPETOE Content Marketing Manager
Marketing Mojo
@KariRippetoe +Kari Rippetoe
TAD MILLER Vice President of Accounts
Marketing Mojo
@jstatad +Tad Miller
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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
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OUR CLIENTS
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WHY USE WHITE PAPERS ?
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WHY WHITE PAPERS ?
• You are selling to Businesses
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WHY WHITE PAPERS ?
• You are selling a complex product, solution or service
Not Complex Complex
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WHY WHITE PAPERS ?
• It’s a complex sale process
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WHY WHITE PAPERS ?
• Your product, service or solution is a major commitment
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WHY WHITE PAPERS ?
• Your sales cycle is very long
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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”
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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!
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WHY WHITE PAPERS ?
• They Make You Look Smart to Potential Customers
Thought Leadership
Authority
Trust
Expertise
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WHY WHITE PAPERS ?
• In a long sales cycle you don’t want to be forgotten
• White Papers allow you to nurture your old leads
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BENEFITS OF WHITE PAPERS
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1. AUTHORITY BUILDERS
White paper readers are seeking information to help them understand a problem or issue.
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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
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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
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WHAT MAKES AN EFFECTIVE WHITE PAPER?
What is a white paper
anyway?
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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
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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
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CREATING WHITE PAPERS
In just 4 easy steps!
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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
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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
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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
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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
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TAKE A SIDE IN A DEBATE
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DISCUSS BEST PRACTICES
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PROVIDE A PRODUCT BRIEFING
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OFFER A SOLUTION TO A CHALLENGE
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3. WHAT DATA IS AVAILABLE?
• Your own company’s data
› Aggregate
› Specific customers
• External research
› Lends additional credibility
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4. WHAT CAN YOU REPURPOSE?
• Case studies
• Blog posts
• Webinars
• Conference presentations
• Podcasts
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• Presents a challenge
› Backed by research
• Offers a solution (useful information)
• Presents data as validation
› Case study
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HOW LONG SHOULD A WHITE PAPER BE?
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ACHIEVING SCALE WITH WHITE PAPER LEADS
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JUST BECAUSE YOU BUILD IT…
• Doesn’t mean they will come.
• White Paper Lead Generation requires distribution channels
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START WITH THE FREE DISTRIBUTION CHANNELS
• Use SEO best practices on your download page
• Post to fans on all of your Social Channels
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PAYING FOR SCALE
• If you want lead volume you are going to have to advertise your White Paper
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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?
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SURPRISE !
• LinkedIn Self-Serve Advertising is the perfect ad platform for B2B White Paper lead generation
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CREATE THE PERFECT AD TARGETING
• Location
• Company
• Job Title
• School
• Skills
• Group Membership
• Gender
• Age
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LINKEDIN HAS B2B SCALE
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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
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SUCCESS AFTER FAILING
• Put Google AdWords or Facebook remarketing code on your landing pages
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SET UP REMARKETING AUDIENCES
• Tag your URLs to ID your unique LinkedIn Audiences
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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
+ ( ) = +
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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
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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
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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
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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
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HOW WELL DOES LINKEDIN WORK ?
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UNHEARD OF PERFORMANCE
• Across all of our B2B clients LinkedIn White Paper Campaigns have delivered 12% conversion rates
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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/
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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
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CONTACT
KARI RIPPETOE Content Marketing Manager
Marketing Mojo
@KariRippetoe +Kari Rippetoe
TAD MILLER Vice President of Accounts
Marketing Mojo
@jstatad +Tad Miller
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