how to amp up the lead generation power of your white papers
TRANSCRIPT
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Presented by
Tad MillerVice President, Accounts
Kari RippetoeContent Marketing Manager
HOW TO AMP UP THE LEAD GENERATION POWER OF YOUR WHITE PAPERS
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TODAY’S PRESENTERS
KARI RIPPETOEContent Marketing ManagerMarketing Mojo
@KariRippetoe +Kari Rippetoe
TAD MILLERVice President of AccountsMarketing 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 BUILDERSWhite paper readers are seeking information to help them understand a problem or issue.
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2. VALUABLE AND UTILITARIANWhite 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 GENERATORSSurvey 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 PAPERSIn 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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StepHow Many Solutions Evaluated
Key Personas
Key Rings of Insight
Trigger Small biz owner Lightweight option, warranty expiring
Research 5 Office Manager Battery lifeSize/Weight
Assess 3 Office Manager Keyboard feelScreen Resolution
Negotiate 2 Small biz owner Cost trade-offsExtended warranty
Implement 1 Office Manager Start-up timeTech Support
Buyer Persona Institute: buyerpersona.com
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StepHow Many Solutions Evaluated
Key Personas
Key Rings of Insight
Trigger Small biz owner Lightweight option, warranty expiring
Research 5 Office Manager Battery lifeSize/Weight
Assess 3 Office Manager Keyboard feelScreen Resolution
Negotiate 2 Small biz owner Cost trade-offsExtended warranty
Implement 1 Office Manager Start-up timeTech 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 searchCPC
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 RIPPETOEContent Marketing ManagerMarketing Mojo
@KariRippetoe +Kari Rippetoe
TAD MILLERVice President of AccountsMarketing Mojo
@jstatad +Tad Miller
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LOOKING FOR HELP?Contact Marketing Mojo
800-939-5938 ext. [email protected]
MARKETING MOJOTwitter: @MarketingMojo
Facebook: facebook.com/MarketingMojoAgencyGoogle+: +Marketing Mojo