Our goal with the FiREapps 2014 Q1 Corporate Earnings Currency Impact Report white paper was to leverage it as thought leadership to generate leads, convert leads into opportunities, and opportunities into clients. The metric by which we define success of the white paper is return on investment (ROI) – as measured by the cost of the white paper relative to the value it drives. FiREapps assigned values to the leads and opportunities the white paper could generate based on average conversion rates and customer lifetime value.
Every quarter we collaborate with FiREapps to produce a research- and analysis-based white paper highlighting how corporations were impacted in the previous quarter by currency risk (which can erode companies’ revenue and earnings per share). The white paper makes a very clear statement of the problem that corporations turn to FiREapps to solve.
Because it is based on research and analysis and never explicitly sells FiREapps, the white paper is true value-added thought leadership content. Journalists eagerly await the white paper, and cover it in a range of ways. Prospective customers reading the white paper take away valuable, actionable insight – insight that brings the their problem into focus and implicitly positions FiREapps as the solution.
We work with FiREapps’ in-house marketing team and external PR firm to leverage the white paper in as many ways as possible to achieve our goals, with an eye to maximizing ROI (i.e., getting the most bang for the buck).
The emedia email marketing campaign (which sent the white paper teaser and download link to likely prospects) returned an ROI of 506%. Social media marketing engaged prospects and generated leads – posts about the white paper by FiREapps and its executives drove visits to the white paper download page. PR built awareness and influenced the influencers, and generated leads – in-depth coverage of the white paper in Wall Street Journal, Bloomberg Businessweek, and gtnews, plus broadcast media interviews with FiREapps CEO about the white paper (including on FOX Business) drove visits to the white paper download page.
The in-house email from individual sales reps to warm leads sharing the Forbes article How Emerging Market Mayhem Turns Up In Corporate America’s Earnings returned an ROI of 1300%.
FiREapps’ sales representatives reported that when they led in to a call with the white paper findings, the call was much more likely to really engage the opportunity than without the white paper.
read the whitepaper read the Forbes article read the WSJ article