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

by Nettie Hartsock  |  
June 10, 2008
  |  1,051 views

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.


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