White Papers & Lead Generation—Evolving Daily. Part 1

White papers are reports usually offered as free downloads. The content is a focused topic  that pertains to the creator’s business and that the downloader wants to learn more about. In return for the free white papers, people supply the hosting company with contact information, possibly some demographics.

White papers are a valuable part of the revenue steam and help with brand building, lead generation, and database building.  Many media companies have “white paper” sections on their websites.

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Manufacturers or service providers post white papers on their websites as well.

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However, they often want them posted on media company sites to be introduced to potential customers. By virtue of media companies’ heavy content, many have regular website traffic of people visiting them.

When posted on the media company’s site, the white paper leads are passed to the advertisers.  Vendors are finding these lead generation programs worthwhile, since these are pre-screened prospects. They can try to convert to future sales. Sometimes leads are downloaded directly to the advertiser websites, which can be a missed opportunity for the media company to build its database.

There are 3 main kinds of white papers, with hybrids as well. To keep it simple, I use the “advertiser” to represent the firm posting the white paper and “media company” to refer to the company selling the services and hosting the white paper.

  1. The advertiser writes its own white paper to put on a media company’s website.
  2. The media company does proprietary research with the advertiser to create and execute the white paper.
  3. The media company creates a white paper with its own internally generate content to help build its own client base.

I will ignore the 4th type , which is straight forward sales material. This is NOT a white paper and should be called what it is.

Perusing many websites recently shows that data collection for online white papers is like the Wild West—no protocol, no rules, firms collecting data points from nothing to way more information than people are willing to give for a free download.

Part 2 of this post will include a sampling of the wide range of data collection forms, with pros and cons for each.

The journey continues.

C

A Marketer’s 2016 Top Prediction

As an audience marketer, my #1 marketing prediction for what is HOT in 2016 remains what was my #1 2015 prediction, with a few twists. In January 2015 that was:

Lead generation. Advertisers continue to request more detailed demographics about their leads. These leads are lucrative, IF marketing companies have the information being demanded—employee size, sales volume, titles, business types, etc.

The demand from advertisers to reach a very specific audience will continue to increase in 2016. They want us to pre-qualify leads before we send pass them along. Sample: we want 1000 leads of people in the C-suite (CEO, CIO, President) in $100 million+ companies. This is a typical request—but it seems like EVERYONE wants to each this group. Note– this group does NOT make all the purchase decisions! They may sign off on a contact, but it is the upper management who often vets and recommends vendors. Another topic for another day, since I could write reams about this subject.

The ongoing question is –how do we continue to capture and then fulfill these types of requests? Advertisers today often ask for targeted leads with email addresses and phone numbers. To continue to provide clean, active prospects, we need to first provide valuable web content that encourages prospects to give us their contact information. This can be an article on our website, a white paper, a free sample, a video, a webinar, a live event, a research summary, the list goes on.

We need to harness the power of our customers and our database.  At the front end we need targeted marketing efforts that promote these “carrots” to the correct audience. We then need to ensure we capture and turn around the contact information on a timely basis.

A lot to ask for, with today’s budgets and tight timelines, as well as customers becoming more reluctant to share personal information.  My next post will be some practical, inexpensive ways you can improve your target marketing efforts TODAY.

The journey continues.

C