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How To Amp Up The Lead Generation Power Of Your White Papers
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How To Amp Up The Lead Generation Power Of Your White Papers

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If you are a B2B marketer that needs leads then you need to utilize White Papers and promote them with LinkedIn ads.

If you are a B2B marketer that needs leads then you need to utilize White Papers and promote them with LinkedIn ads.

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