Company: JER Envirotech
Contact: Marc Hoelscher, former Dir. of Marketing and Communications JER Envirotech; Robert Cooper, Strategic Director/President of PlusROI
Location: Delta, British Columbia, Canada
Industry: Raw Materials, B2B
Annual revenue: Confidential
Number of employees: 30

Quick Read:

JER Envirotech is a custom formulator and manufacturer of environmentally friendly thermoplastic biocomposite materials. Competing against traditional manufacturers with its nascent technology was challenging. The company wanted to develop a whitepaper that would help build credibility for its offerings.

Understanding the hesitancy of manufacturers to use recycled and still-unfamiliar materials, the company wanted a whitepaper that could serve as an educational tool at tradeshows as well as an ongoing lead-generation tool on its Web site.

JER Envirotech turned to online marketing firm PlusROI, which helped create the edu-focused whitepaper for $4,000.

That relatively small investment allowed the company to capture 500 leads via downloads of the whitepaper in the first 60 days of its being featured on the company's Web site. It also scored major coverage in the  leading industry publication in the form of an article generated as a result of the whitepaper.

The Challenge:

JER Envirotech is a custom formulator and manufacturer of environmentally friendly thermoplastic biocomposite materials (polypropylene combined with organic materials such as sawdust, rice husk, and palm fiber). One of the company's largest challenges was figuring out how best to highlight the durability of its recycled-material products to other manufacturers hesitant to use "green" materials.

In August 2007, the company decided that a whitepaper could present the company to a larger audience, initiate possible leads for reaching new customers, and build credibility and awareness for JER Envirotech.

The whitepaper was intended for a B2B audience, focused on the benefits and durability of recycled material products.

The company tapped Rob Cooper, founder and strategic director/president of PlusROI, to help create the whitepaper for debut at a large plastics-related B2B tradeshow, the Leading Edge Molding Conference, and for use as a lead-acquisition tool on a download page at JER Envirotech's Web site.

The initial cost of the paper was $4,000.

Marc Hoelscher, at the time the director of marketing at JER Envirotech, noted, "We were hoping to generate additional credibility for our company, but did not initially have a specific target number of leads in place. We wanted the whitepaper to also be on our Web site with the goal of developing new contacts for our opt-in database and new leads for as long as the content was relevant."

The Campaign:

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Case Study: How One Whitepaper Generated 500 Leads and Significant PR for a B2B Manufacturer

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