Elevate Your Advertising Game: Introducing Billion Broadcaster Lift Advertising
How To Amp Up The Lead Generation Power Of Your White Papers
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
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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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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
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
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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
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
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
32. @marketingmojo | #mojowebinar | marketing-mojo.com
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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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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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
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
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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/
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