@marketingmojo | #mojowebinar | marketing-mojo.com
Presented by
Tad Miller
Vice President, Accounts
Kari Rippetoe
Content ...
@marketingmojo | #mojowebinar | marketing-mojo.com
TODAY’S PRESENTERS
KARI RIPPETOE
Content Marketing Manager
Marketing Mo...
@marketingmojo | #mojowebinar | marketing-mojo.com
ABOUT MARKETING MOJO
• Originally founded as Search Mojo
• Demand gener...
@marketingmojo | #mojowebinar | marketing-mojo.com
OUR CLIENTS
@marketingmojo | #mojowebinar | marketing-mojo.com
WHY USE WHITE PAPERS ?
@marketingmojo | #mojowebinar | marketing-mojo.com
WHY WHITE PAPERS ?
• You are selling to Businesses
@marketingmojo | #mojowebinar | marketing-mojo.com
WHY WHITE PAPERS ?
• You are selling a complex product, solution
or ser...
@marketingmojo | #mojowebinar | marketing-mojo.com
WHY WHITE PAPERS ?
• It’s a complex sale process
@marketingmojo | #mojowebinar | marketing-mojo.com
WHY WHITE PAPERS ?
• Your product, service or solution is a major
commi...
@marketingmojo | #mojowebinar | marketing-mojo.com
WHY WHITE PAPERS ?
• Your sales cycle is very long
@marketingmojo | #mojowebinar | marketing-mojo.com
WHY WHITE PAPERS ?
• You need qualified sales leads
• Because of the na...
@marketingmojo | #mojowebinar | marketing-mojo.com
WHY WHITE PAPERS ?
• They provide free valuable information that your c...
@marketingmojo | #mojowebinar | marketing-mojo.com
WHY WHITE PAPERS ?
• They Make You Look Smart to Potential
Customers
Th...
@marketingmojo | #mojowebinar | marketing-mojo.com
WHY WHITE PAPERS ?
• In a long sales cycle you don’t want to be
forgott...
@marketingmojo | #mojowebinar | marketing-mojo.com
BENEFITS OF WHITE
PAPERS
@marketingmojo | #mojowebinar | marketing-mojo.com
1. AUTHORITY BUILDERS
White paper readers are seeking information
to he...
@marketingmojo | #mojowebinar | marketing-mojo.com
2. VALUABLE AND UTILITARIAN
White papers make effective ToFu (Top of
Fu...
@marketingmojo | #mojowebinar | marketing-mojo.com
3. DEMAND AND LEAD GENERATORS
Survey of IT managers* showed why they
re...
@marketingmojo | #mojowebinar | marketing-mojo.com
WHAT MAKES AN
EFFECTIVE WHITE PAPER?
What is a white paper
anyway?
@marketingmojo | #mojowebinar | marketing-mojo.com
DEFINITIONS OF “WHITE PAPER”
• “An authoritative report or guide helpin...
@marketingmojo | #mojowebinar | marketing-mojo.com
ELEMENTS OF AN EFFECTIVE WHITE
PAPER
• Authoritative
› Takes a position...
@marketingmojo | #mojowebinar | marketing-mojo.com
CREATING WHITE PAPERS
In just 4 easy steps!
@marketingmojo | #mojowebinar | marketing-mojo.com
1. WHO IS THE AUDIENCE?
• Know the roles of the decision-makers and
inf...
@marketingmojo | #mojowebinar | marketing-mojo.com
Step
How Many
Solutions
Evaluated
Key
Personas
Key Rings
of Insight
Tri...
@marketingmojo | #mojowebinar | marketing-mojo.com
@marketingmojo | #mojowebinar | marketing-mojo.com
Step
How Many
Solutions
Evaluated
Key
Personas
Key Rings
of Insight
Tri...
@marketingmojo | #mojowebinar | marketing-mojo.com
2. WHAT WILL IT BE ABOUT?
Several approaches to consider:
• Taking a si...
@marketingmojo | #mojowebinar | marketing-mojo.com
TAKE A SIDE IN A DEBATE
@marketingmojo | #mojowebinar | marketing-mojo.com
DISCUSS BEST PRACTICES
@marketingmojo | #mojowebinar | marketing-mojo.com
PROVIDE A PRODUCT BRIEFING
@marketingmojo | #mojowebinar | marketing-mojo.com
OFFER A SOLUTION TO A CHALLENGE
@marketingmojo | #mojowebinar | marketing-mojo.com
3. WHAT DATA IS AVAILABLE?
• Your own company’s data
› Aggregate
› Spec...
@marketingmojo | #mojowebinar | marketing-mojo.com
4. WHAT CAN YOU REPURPOSE?
• Case studies
• Blog posts
• Webinars
• Con...
@marketingmojo | #mojowebinar | marketing-mojo.com
@marketingmojo | #mojowebinar | marketing-mojo.com
• Presents a challenge
› Backed by research
• Offers a solution (useful...
@marketingmojo | #mojowebinar | marketing-mojo.com
HOW LONG SHOULD A WHITE PAPER BE?
@marketingmojo | #mojowebinar | marketing-mojo.com
ACHIEVING SCALE WITH
WHITE PAPER LEADS
@marketingmojo | #mojowebinar | marketing-mojo.com
JUST BECAUSE YOU BUILD IT…
• Doesn’t mean they will come.
• White Paper...
@marketingmojo | #mojowebinar | marketing-mojo.com
START WITH THE FREE DISTRIBUTION
CHANNELS
• Use SEO best practices on y...
@marketingmojo | #mojowebinar | marketing-mojo.com
PAYING FOR SCALE
• If you want lead volume you are going to
have to adv...
@marketingmojo | #mojowebinar | marketing-mojo.com
COST PER LEAD ?
• You want as many leads as possible for your
budget
• ...
@marketingmojo | #mojowebinar | marketing-mojo.com
SURPRISE !
• LinkedIn Self-Serve Advertising is the perfect
ad platform...
@marketingmojo | #mojowebinar | marketing-mojo.com
CREATE THE PERFECT AD TARGETING
• Location
• Company
• Job Title
• Scho...
@marketingmojo | #mojowebinar | marketing-mojo.com
LINKEDIN HAS B2B SCALE
@marketingmojo | #mojowebinar | marketing-mojo.com
THE BEST YOU WILL FIND
• B2B niche audiences tend to be small
• Decisio...
@marketingmojo | #mojowebinar | marketing-mojo.com
SUCCESS AFTER FAILING
• Put Google AdWords or Facebook
remarketing code...
@marketingmojo | #mojowebinar | marketing-mojo.com
SET UP REMARKETING AUDIENCES
• Tag your URLs to ID your unique LinkedIn...
@marketingmojo | #mojowebinar | marketing-mojo.com
LINKEDIN + (GDN + FB) = B2B SCALE
• Combining LinkedIn targeting with t...
@marketingmojo | #mojowebinar | marketing-mojo.com
GOOGLE DISPLAY SEARCH INTERESTS
• Today’s Google Display Network is mor...
@marketingmojo | #mojowebinar | marketing-mojo.com
COMBINE TARGETING METHODS
• Try going super niche on Google Display wit...
@marketingmojo | #mojowebinar | marketing-mojo.com
DISPLAY IS COST EFFECTIVE
• In terms of delivering cost effective leads...
@marketingmojo | #mojowebinar | marketing-mojo.com
GIVE SEARCH A TRY
• Search shouldn’t be your first or even
second metho...
@marketingmojo | #mojowebinar | marketing-mojo.com
HOW WELL DOES LINKEDIN WORK ?
@marketingmojo | #mojowebinar | marketing-mojo.com
UNHEARD OF PERFORMANCE
• Across all of our B2B clients LinkedIn White
P...
@marketingmojo | #mojowebinar | marketing-mojo.com
LINKEDIN WHITE PAPER PERFORMANCE
• Some of our LinkedIn White Paper cam...
@marketingmojo | #mojowebinar | marketing-mojo.com
CLOSING POINTS
• Use White Papers for lead generation in complex, costl...
@marketingmojo | #mojowebinar | marketing-mojo.com
CONTACT
KARI RIPPETOE
Content Marketing Manager
Marketing Mojo
@KariRip...
@marketingmojo | #mojowebinar | marketing-mojo.com
LOOKING FOR HELP?
Contact Marketing Mojo
800-939-5938 ext. 101
jmiller@...
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How to Amp Up the B2B Lead Generation Power of Your White Papers

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How can you amp up the lead gen power of your white papers? During this webinar, Marketing Mojo’s Tad Miller, Vice President of Accounts, and Kari Rippetoe, Content Marketing Manager, will show you why white papers work for B2B and share best practices for getting the most value from them.

What You’ll Learn:
• Why white papers are an effective content marketing tactic for B2B companies
• How you can save time by repurposing your existing content into white papers
• The best means for promoting your white papers for demand and lead generation

Published in: Business, News & Politics
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How to Amp Up the B2B Lead Generation Power of Your White Papers

  1. 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. 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. 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. 4. @marketingmojo | #mojowebinar | marketing-mojo.com OUR CLIENTS
  5. 5. @marketingmojo | #mojowebinar | marketing-mojo.com WHY USE WHITE PAPERS ?
  6. 6. @marketingmojo | #mojowebinar | marketing-mojo.com WHY WHITE PAPERS ? • You are selling to Businesses
  7. 7. @marketingmojo | #mojowebinar | marketing-mojo.com WHY WHITE PAPERS ? • You are selling a complex product, solution or service Not Complex Complex
  8. 8. @marketingmojo | #mojowebinar | marketing-mojo.com WHY WHITE PAPERS ? • It’s a complex sale process
  9. 9. @marketingmojo | #mojowebinar | marketing-mojo.com WHY WHITE PAPERS ? • Your product, service or solution is a major commitment
  10. 10. @marketingmojo | #mojowebinar | marketing-mojo.com WHY WHITE PAPERS ? • Your sales cycle is very long
  11. 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. 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. 13. @marketingmojo | #mojowebinar | marketing-mojo.com WHY WHITE PAPERS ? • They Make You Look Smart to Potential Customers Thought Leadership Authority Trust Expertise
  14. 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. 15. @marketingmojo | #mojowebinar | marketing-mojo.com BENEFITS OF WHITE PAPERS
  16. 16. @marketingmojo | #mojowebinar | marketing-mojo.com 1. AUTHORITY BUILDERS White paper readers are seeking information to help them understand a problem or issue.
  17. 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. 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. 19. @marketingmojo | #mojowebinar | marketing-mojo.com WHAT MAKES AN EFFECTIVE WHITE PAPER? What is a white paper anyway?
  20. 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. 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. 22. @marketingmojo | #mojowebinar | marketing-mojo.com CREATING WHITE PAPERS In just 4 easy steps!
  23. 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. 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. 25. @marketingmojo | #mojowebinar | marketing-mojo.com
  26. 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. 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. 28. @marketingmojo | #mojowebinar | marketing-mojo.com TAKE A SIDE IN A DEBATE
  29. 29. @marketingmojo | #mojowebinar | marketing-mojo.com DISCUSS BEST PRACTICES
  30. 30. @marketingmojo | #mojowebinar | marketing-mojo.com PROVIDE A PRODUCT BRIEFING
  31. 31. @marketingmojo | #mojowebinar | marketing-mojo.com OFFER A SOLUTION TO A CHALLENGE
  32. 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. 33. @marketingmojo | #mojowebinar | marketing-mojo.com 4. WHAT CAN YOU REPURPOSE? • Case studies • Blog posts • Webinars • Conference presentations • Podcasts
  34. 34. @marketingmojo | #mojowebinar | marketing-mojo.com
  35. 35. @marketingmojo | #mojowebinar | marketing-mojo.com • Presents a challenge › Backed by research • Offers a solution (useful information) • Presents data as validation › Case study
  36. 36. @marketingmojo | #mojowebinar | marketing-mojo.com HOW LONG SHOULD A WHITE PAPER BE?
  37. 37. @marketingmojo | #mojowebinar | marketing-mojo.com ACHIEVING SCALE WITH WHITE PAPER LEADS
  38. 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. 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. 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. 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. 42. @marketingmojo | #mojowebinar | marketing-mojo.com SURPRISE ! • LinkedIn Self-Serve Advertising is the perfect ad platform for B2B White Paper lead generation
  43. 43. @marketingmojo | #mojowebinar | marketing-mojo.com CREATE THE PERFECT AD TARGETING • Location • Company • Job Title • School • Skills • Group Membership • Gender • Age
  44. 44. @marketingmojo | #mojowebinar | marketing-mojo.com LINKEDIN HAS B2B SCALE
  45. 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. 46. @marketingmojo | #mojowebinar | marketing-mojo.com SUCCESS AFTER FAILING • Put Google AdWords or Facebook remarketing code on your landing pages
  47. 47. @marketingmojo | #mojowebinar | marketing-mojo.com SET UP REMARKETING AUDIENCES • Tag your URLs to ID your unique LinkedIn Audiences
  48. 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. 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. 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. 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. 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. 53. @marketingmojo | #mojowebinar | marketing-mojo.com HOW WELL DOES LINKEDIN WORK ?
  54. 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. 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. 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. 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. 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

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