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MarketingSherpa Email Summit 2015 - SAVE $700 - VIP PRICING ENDS THURSDAY
Dec 07, 2006
How To

Special Report: How to Syndicate Your White Paper Successfully -- Comprehensive Directory of Syndicators -- Part II

SUMMARY: Want to post your white paper with one of the syndication services but not sure which one to use? This two-part Special Report is for you.

We talked to the big syndicators and got the answers to questions you need to know when selecting one, including:
- Will they guarantee the number of leads you'll get
- What lead info do they pass along
- Top 10 search terms

Plus, what’s it really going to cost you?
By Contributing Editor Dianna Huff

White papers are hot. Our research shows that 69% of prospects who download and like your white paper will actively pass it along to their colleagues. 36% of total downloads will be passed on to a supervisor. The more people who read your white paper, the better your chance of closing a deal.

Last week, we provided a step-by-step guide on how to write a white paper. Now, we offer insight into where to go to have it broadcast to the rest of the world. What follows is an alpha listing of key white paper syndication players, including banking, IT, retail and manufacturing:

Bank Info Security
Web site: http://www.bankinfosecurity.com
Partner sites: None.
Target audience: Senior management at financial services organizations who are responsible for their institution’s information security, audit, fraud, risk management and compliance program.
Site demographics: 38,000 members.
Site registration required for download: Must register to get content but registration is free.
Number of white paper downloads per registered users/visitors: Information not available.
Cost to syndicate a white paper: Cost per lead starts at $35 per lead.
Guarantee minimum number of leads: Yes, per contract.
Downloading takes place on vendor site: Yes.
Lead delivery mechanism: Excel spreadsheet. Real-time lead management and delivery system will be available to advertisers shortly.
What lead information is provided: Standard contact information.
What information appears on the registration form: Name, company, title, mailing address, email, country, phone, fax, Web site, subscription selections, how did you hear about us.
Custom questions OK for registration form: Yes.
Abstract/summary available on registration form? Who writes it: Summary available on description page, plus title. Advertisers provide the description. BankInfoSecurity’s copywriters are available to assist in modifying or developing the abstract/summary.
Will tweak mid-campaign if needed: Yes.
Time limit on campaigns: Programs based on number of leads, not time.
Top 10 search terms: Not available.
Additional marketing tools/programs available: Vendor offers sponsorships of webinars, podcasts, newsletter(s) sponsorships, text link ads, press releases, etc.

CMP Technology
Web site: http://www.cmp.com
Partner sites: http://www.techweb.com/
Target audience: IT professionals with primary focus on professionals with managerial responsibility or greater, Senior IT professionals.
Site demographics: More than 2.5 million across network. 25,000 email subscribers.
Site registration required for download: Yes, at the time of download. Cost is free.
Number of white paper downloads per registered users/visitors: No direct data performance; surveys indicate 63% of respondents have downloaded a white paper before making a purchase.
Cost to syndicate a white paper: Three-month sponsorship for one paper: $11,250 net; can negotiate from base package, especially if customer has more than one asset.
Guarantee minimum number of leads: Work to exceed 250 pre-qualified leads.
Downloading takes place on vendor site: Either on vendor site or client site.
Lead delivery mechanism: Can get leads in real time via extranet. Each client has unique password and ID number.
What lead information is provided: Provide all lead demographic information plus top-line performance; gross number of leads vs net after scrubbing.
What information appears on the registration form: Name, email, company name, address, phone, job function, highest level of purchasing authority, company size. If prospect is a registered user, form is pre-populated.
Custom questions OK for registration form: CMP decides on a case-by-case basis.
Abstract/summary available on registration form? Who writes it: Yes. Client provides copy.
Will tweak mid-campaign if needed: On a case-by-case basis.
Time limit on campaigns: None.
Top 10 search terms: VPN, CRM, VOIP – “no single term stands out.”
Additional marketing tools/programs available: Post download lead qualification. Will prequalify leads on clients’ behalf via phone. Can post white papers in email newsletters. Custom publishing – create co-branded white papers or build microsites on basic topic. Can write entire white paper for client if necessary.

CNET Networks Business
Web site: http://www.cnet.com
Partner sites: http://www.ZDNET.com, http://www.techrepublic.com, http://www.BNET.com
Target audience: Business decision makers for technology products, services and business services, including business professionals, tech professionals and C-level executives.
Site demographics: 5 million unique visitors each month.
Site registration required for download: No, but visitors can become registered members. Cost is free.
Cost to syndicate a white paper: Free. Asset promotion and lead generation programs options are not free. Cost per lead starts at $30.
Guarantee minimum number of leads: No.
Downloading takes place on vendor site: Yes.
Lead delivery mechanism: Excel spreadsheet; leads are scrubbed before delivery to remove duplicate and false names.
What lead information is provided: Information unavailable.
What information appears on the registration form: Use proprietary tool called Business Trax that tells vendors where they stack up across the decision-making funnel in terms of percent of items and the percent of requests or downloads of these items as compared to competitors.
Custom questions OK for registration form: Yes.
Abstract/summary available on registration form: Yes.
Will tweak mid-campaign if needed: Yes.
Time limit on campaigns: No.
Top 10 search terms: Leadership, project management, ccna, checklist, excel, resume, service level agreement, innovation, ITIL, career.
Additional marketing tools/programs available: Offers posting of webcasts, podcasts and case studies. Offers contextual integration, category sponsorships and newsletter promotions.

Find White Papers
Web site: http://www.findwhitepapers.com
Partner sites: None.
Target audience: Runs the gamut: security, network administration, software developers, C-levels.
Site demographics: 145,000 unique visitors each month. More than 35,000 members.
Site registration required for download: Yes. Membership is free.
Number of white paper downloads per registered users/visitors: Information not provided.
Cost to syndicate a white paper: Can post papers for free. Lead generation, geographical, company, job title filtering costs extra. Costs start at $30 per lead – will work with client to tailor program to budget.
Guarantee minimum number of leads: Yes, according to campaign contract.
Downloading takes place on vendor site: Yes.
Lead delivery mechanism: Excel or CSV file.
What lead information is provided: Provide all lead demographic information after leads have scrubbed to ensure lead information matches filtering requirements. Duplicates and bad names removed. Will provide clients with updated site demographics. Will merge leads from multiple campaigns/single client to show if prospects have downloaded more than one asset.
What information appears on the registration form: Name, email, company name, address, country, phone, industry, job title, company size. If prospect is a registered user, the form is pre-populated. Once the registration form is complete, another form with customized questions appears.
Custom questions OK for registration form: Yes.
Abstract/summary available on registration form? Who writes it: Summary is available on description page (don’t need to register to see it). Summary page includes links to other categories within site plus “view all items by the company” link. Client writes summary.
Will tweak mid-campaign if needed: Yes.
Time limit on campaigns: No.
Top 10 search terms: Not available.
Additional marketing tools/programs available: Will help with creative on white paper titles, summaries or calls to action.

IDG Connect (Part of IDG - International Data Group)
Web site: http://www.idgconnect.com
Partner sites: http://www.computerworld.com ; http://www.infoworld.com ; http://www.networkworld.com ; http://www.cio.com ; http://www.csoonline.com ; http://www.linuxworld.com ; http://www.javaworld.com
Target audience: Technology and business influencers and decision makers across small, medium and large businesses and institutions. Includes business and IT executives, senior managers, directors and IT staff.
Demographics: More than 6 million people who subscribe to IDG publications, registered at Web sites and attended conferences and trade shows.
Site registration required for download: Yes. Once registered, users are recognized and have access to content.
Cost to syndicate a white paper: Programs include syndication plus outbound email promotion of content to relevant audience segment of opt-in subscriber base. Lead-generation programs include guaranteed CPLs so costs vary based on number of leads desired. All programs are customized, scalable and lead counts are guaranteed.
Guarantee minimum number of leads: Amount of leads varies by program and depend on target audience, topic, content and lead criteria.
Downloading takes place on vendor site: Either on customer or IDG Connect site.
Lead delivery mechanism: Excel spreadsheet emailed daily or weekly
What lead information is provided: email address, name, title, job function, industry, company name, company size, address, phone, fax, titles of documents downloaded and date of download.
What information appears on the registration form: The vendor’s logo, document title, abstract, publish date, format and registration fields appear on one page.
Registration fields include: email address, name, title, job function, industry, company, company size, address, city, state, country, phone and fax.
Custom questions OK for registration form: Yes
Abstract/summary available on registration form? Who writes it: Abstract and summary included on the registration page. Client typically provides abstract, but IDG Connect will assist or create one if requested.
Will tweak mid-campaign if needed: Yes. Programs are monitored and proactively managed on an ongoing basis.
Time limit on campaigns: Varies by campaign
Top 10 search terms: Not available
Additional marketing tools/programs available: Email promotions are part of each program and include exclusive emails that highlight one vendor and its select content assets to a targeted audience segment. Weekly newsletters are also part of the mix. Re-messaging programs help identify motivated prospects and move them forward in the research process. When a user downloads a white paper, a follow-up email is sent inviting him/her to view a related content asset. Re-messaging programs assist in nurturing leads by supplying the individual with additional assets to download and view.


IndustryWeek
Web site: http://www.industryweek.com/
Partner sites: None. However, site is partner to print publication, which is owned by Penton Media.
Target audience: Decision makers within manufacturing organizations.
Site demographics: 100,000 unique visitors per month. 300,000 page views per month. 92% senior management and department managers.
Site registration required for download: No.
Number of white paper downloads per registered users/visitors Information not available.
Cost to syndicate a white paper: $1,000 per month.
Guarantee minimum number of leads: No.
Downloading takes place on vendor site: Yes.
Lead delivery mechanism: Whenever the site visitor downloads a white paper, the vendor will immediately email prospect’s name, etc. to advertiser.
What lead information is provided: Standard contact information and custom questions if desired.
What information appears on the registration form: White paper title, 50-word summary, plus registration information including name, company, title, mailing address, email, country, phone.
Custom questions OK for registration form: Yes.
Abstract/summary available on registration form? Who writes it: Yes, summary appears on registration form. Advertiser writes it, but IndustryWeek will offer guidance and suggestions upon request.
Will tweak mid-campaign if needed: Yes.
Time limit on campaigns: No.
Top 10 search terms: Not available.
Additional marketing tools/programs available: Vendor offers sponsorships of webcasts, enewsletters, contextually-relevant sponsor links ("Related Knowledge") and pay-per-click marketplace links.

IT Business Edge
Web site: http://www.itbusinessedge.com/
Partner sites: None.
Target audience: Top-level IT decision makers.
Site demographics: 275,000 visits per month. 350,000 registered subscribers for Q3 2006.
Site registration required for download: Yes. Free membership required to download white papers.
Number of white paper downloads per registered users/visitors: Not available.
Cost to syndicate a white paper: Costs start at $25 per lead and increase based on criteria of targeted leads and customization of registration form.
Downloading takes place on vendor site: Yes.
Lead delivery mechanism: Excel spreadsheet.
What lead information is provided: Data is scrubbed to remove duplicates and bad names.
What information appears on the registration form: Business card information is standard on all registration forms. Additional fields based on client customization
Custom questions OK for registration form: Yes.
Abstract/summary available on registration form? Who writes it: Yes. Abstract can be provided by advertiser or written by the IT Business Edge marketing team.
Will tweak mid-campaign if needed: Campaigns are monitored and adjusted accordingly if necessary.
Time limit on campaigns: Yes.
Top 10 search terms: Not available.
Additional marketing tools/programs available: Contextual promotions integrated into e-mail newsletters and dynamically into related site content. Copywriting and graphic design provided for promotions tailored to user and subscriber base. Sponsorship of site-based resource centers combining client and publisher content can be incorporated into white paper programs. Contextual third-party research provided at no extra cost (based on availability) for clients lacking white papers. Webcast production, delivery and lead generation programs available. CPM programs available via on-site advertising, newsletter sponsorships and list rental.

IT Toolbox
Web site: http://www.ittoolbox.com
Partner sites: No.
Target audience: A member-based community for IT professionals to share information. Site includes blogs, wikis and knowledge bases. Community consists of executive decision makers, IT decision makers, business managers, IT staff, developers and others.
Site demographics: 1.5 million page unique visitors each month. 1 million registered members (registered users can have more than one subscription i.e.: email alerts, discussion groups). 1 million pages of community generated content.
Site registration required for download: Yes. Once member is registered, all download forms are then pre-populated.
Number of white paper downloads per registered users/visitors: 10-20,000 downloads in any given month:
Cost to syndicate a white paper: $50 per lead for base level. Discounting available based on volume or extended run. Premiums attached for reaching specific demographics.
Guarantee minimum number of leads: No.
Downloading takes place on vendor site: Yes.
Lead delivery mechanism: Excel spreadsheet. Leads are scrubbed to ensure accuracy and to remove duplicates and bad names.
What lead information is provided: In addition to standard contact information, offers information on which white papers are generating high lead volumes and why; offers data from site about which marketing tools are working (i.e. newsletters, alerts, etc.) and how people are finding white papers.
What information appears on the registration form: Prospect info: Name, email, phone, company, role, title, address, country, number of employees, three custom questions. Title of white paper, plus summary. Information about the sponsor.
Custom questions OK for registration form: Yes, up to three.
Abstract/summary available on registration form? Who writes it: Yes. Customer writes it. Vendor supplies Best Practice Guide for help with titles, SEO-friendliness, etc.
Will tweak mid-campaign if needed: Yes. Client gets dedicated sales rep plus someone from client services team. Client services will check campaign 1 week out, 2 weeks out to see how it’s doing and make changes accordingly if necessary.
Time limit on campaigns: No limit, but if white paper deals with trends or market info it needs to be updated.
Top 10 search terms: Oracle, Security, Server, Database, BI/Business Intelligence, SQL, Wireless, Training, Certification, Windows.
Additional marketing tools/programs available: Contextual engine – looks at content on a page or email and will match content to relevant white papers – lead count is up 50% since introduction. Can also post relevant wikis, blogs, and podcasts to white papers. Marketers can sponsor surveys – anyone downloading the survey has to submit contact info, lead then goes to survey sponsor.

KnowledgeStorm
Web site: http://www.knowledgestorm.com/
Partner sites: More than 230 premier sites.
Target audience: Business and technology professionals from companies ranging in size from fewer than 20 people to international corporations. 60% of users come from business, 40% from technology.
Site demographics: Approximately 36 million unique visitors per year. 3.2 million unique visitors per month.
Site registration required for download: Yes, users need to register to download “assets.” Registration is free and good across all partner sites.
Number of white paper downloads per registered users/visitors: 62% of users download white papers and other research assets.
Cost to syndicate a white paper: $5K to $10K for single white paper – can go to seven figures for multiple assets and campaigns.
Guarantee minimum number of leads: Yes.
Downloading takes place on vendor site: All leads are tracked through KnowledgeStorm.
Lead delivery mechanism: Reports are updated weekly, but available 24/7 and can be accessed electronically – report shows demographic breakdown and geographic breakdown.
What lead information is provided: In addition to standard lead generation offers, vendor offers the following: Lead Relay – A registration wrapper is embedded in PDF white papers, so that when the paper is passed along or forwarded, the new recipient can’t open it unless he/she registers. This helps salespeople know whom to target within an organization (“pass-along” audience). If the recipient is currently registered on KnowledgeStorm, they will not have to register again. Behavioral and Competitive Intelligence Reporting – Vendor studies actual data around demographics and behavioral activity around groups of users. Vendor can show by white paper level or company level a comparison to competitor’s campaign.
What information appears on the registration form: Name, email, job title, company name, physical address, country, phone, primary industry, highest level of acquisition investment, number of employees, optional sign-up for newsletters.
Custom questions OK for registration form: No.
Abstract/summary available on registration form? Who writes it: Abstract page includes white paper title, vendor’s name, then a several paragraph description of the white paper. Marketer has full control over the description, but vendor QA team will review it to ensure copy will ensure maximum download performance. Abstract page also includes links to other content posted by customer.
Will tweak mid-campaign if needed: Yes. Account managers work with clients to make changes at any point during the campaign if performance is low. No charge to swap content in and out.
Time limit on campaigns: No.
Top 10 search terms: None provided.
Additional marketing tools/programs available: Solution Listings – They offer site users side-by-side comparisons of solutions (i.e. ERP). Research Listings (e.g. Webcasts, case studies, podcasts etc.) Special edition newsletters. Premium content sponsorships – client can sponsor analyst reports or ROI calculator content that vendor will procure and launch on client’s behalf. Lead Assessment – Will contact leads by phone and ask set of qualifying questions. Podcast production – Will take a white paper or scripted interview with exec and convert it to a podcast.

NetLine Corp.
Web site: http://www.netline.com
Partner sites: Yes, more than 4,000 online partner sites. See NetLine’s www.tradepub.com for listing of available 33+ industries. NetLine’s Tradepub.com is part of NetLine’s extensive network.
Target audience: Full range across 33+ industry verticals.
Site demographics: Specific numbers unavailable as network reach is so broad.
Site registration required for download: Yes. Must fill out registration form and qualify to clients’ criteria.
Number of white paper downloads per registered users/visitors: On average, greater then 50% of prospects request two or more downloads per session.
Cost to syndicate a white paper: Can run $5K to $20K per month depending on client’s content and the desired target audience. Price includes content swaps in programs. Will build custom programs for clients with stringent criteria -- $50-$75 a lead.
Guarantee minimum number of leads: Yes – program dependent and minimum and maximum numbers are based on post-data scrub.
Downloading takes place on vendor site: Happens in prospects’ email – prospect must provide valid email address to get asset. To ensure valid email, prospect receives email with PDF attachment or additional instructions (as in the case of webcast sign-ups, etc.). In addition “physical” downloads may also happen on the client site once a lead has fully registered.
Lead delivery mechanism: Excel spreadsheet, online access, real-time fulfillment, hot lead alerts and connectors to CRM systems such as Salesforce.com and Siebel are also available. Data is scrubbed to remove any invalid data or duplicates.
What lead information is provided: Standard contact information and qualifying answers to custom questions asked by the client.
What information appears on the registration form: Name, title, company, address, country, email address, industry, job title, number of employees, opt-in questions for additional info from vendor.
Custom questions OK for registration form: Yes, forms are fully customized for each client to ensure prospects fit target qualifying criteria.
Abstract/summary available on registration form? Who writes it: Abstract/splash page is available before the registration form. Abstract page includes title, short summary, company logo and content provider’s name.
Will tweak mid-campaign if needed: Yes. Vendor constantly monitors and adjusts programs on behalf of clients.
Time limit on campaigns: Programs start at three-month runs and are available for longer.
Top 10 search terms: Specifics not available – network is too broad.
Additional marketing tools/programs available: Newsletter Promotions. RSS Feeds. Contextual Search. Targeted email promotions. Cross promotion with relevant publications. NetLine’s PubStream: Creates automatic inclusion through dynamic contextual feeds across partner network, allowing for real-time optimization of client assets in relation to the content the audience is viewing on any partner site. Second Touch – Special follow-up emails to registrants delivered 2-4 days after content request with follow-up offering content and additional information. Gives prospects another chance to download in case they forgot to do so. Response rates show an increase of 20% for content downloads.

RetailWire
Web site: http://www.retailwire.com/
Partner sites: No.
Target audience: Retailing professionals, including operators, manufacturers, tech companies, consultants, analysts and researchers.
Site demographics: Membership base is 35,000+.
Site registration required for download: Yes, registration required to download assets. Membership is free.
Number of white paper downloads per registered users/visitors: Not available.
Cost to syndicate a white paper: Typically one element of a multi-month paid sponsorship program (Business Tips) where RetailWire writes articles on behalf of client to promote thought leadership.
Guarantee minimum number of leads: No.
Downloading takes place on vendor site: Yes.
Lead delivery mechanism: Excel spreadsheet. Data is scrubbed before it's sent to the client.
What lead information is provided: Standard contact information plus general membership demographics.
What information appears on the registration form: Name, email, job title, company, state, country, organization type, job function, email newsletter options.
Custom questions OK for registration form: No, but yes on white paper download form.
Abstract/summary available on registration form? Who writes it: No, but yes on white paper download form. Written by RetailWire.
Will tweak mid-campaign if needed: Yes. Vendor goal is to ensure advertisers get ROI from Business Tips program.
Time limit on campaigns: Typically three to 12 months.
Top 10 search terms: Not available.
Additional marketing tools/programs available: Vendor offers Business Tips (sponsored articles) and Webinars, and will create asset based on white paper content.

TechTarget
Web site: http://www.techtarget.com/
Partner sites: Yes – see complete listing on home page.
Target audience: IT professionals and executives in all phases of the technology decision-making and purchase process.
Site demographics: Vendor states they capture 1.5 million leads a year.
Site registration required for download: Yes. Network user generally becomes member of one of the network sites, i.e. Bitpipe. Registration is good across entire network.
Number of white paper downloads per registered users/visitors: Info not available.
Cost to syndicate a white paper: Some packages start at ~$2K a quarter up to $100K a quarter depending on volume, content and promotion.
Guarantee minimum number of leads: Offers both guaranteed and non-guaranteed packages.
Downloading takes place on vendor site: Yes.
Lead delivery mechanism All advertisers get Excel spreadsheet with standard contact information.
What lead information is provided: Standard contact information plus standard demographics, including industry, budget, purchasing role, etc., and engagement metrics – how long did prospect spend with white paper, was it printed, how many pages were read.
What information appears on the registration form: Two-step process: Abstract page includes white paper Title, summary, author, format, length and list of related sources. Registration page includes name, email address, job title, phone, company, mailing address, country, number of employees, department, industry and custom questions.
Custom questions OK for registration form: Yes, up to five.
Abstract/summary available on registration form? Who writes it: Abstract page provided before registration page, but registration page also includes summary.
Will tweak mid-campaign if needed: Yes, all programs are monitored. Vendor will make adjustments is campaign is under-performing.
Time limit on campaigns: No.
Top 10 search terms: Not available.
Additional marketing tools/programs available: Vendor will take white paper content and repurpose podcast or will turn webcast into white paper. Lead Center – Online space where advertisers can interact with their leads, filter them and get automated demographics. Lots of reporting tools available. Automated Re-messaging System – The program allows advertisers to reach back out to prospects and offer them additional content. Vendor then flags these prospects who click through a second time.

Ziff Davis Web Buyers Guide
Web site: http://www.webbuyersguide.com/
Partner sites: http://www.eweek.com http://www.Baselinemag.com http://www.cioinsight.com http://www.channelinsider.com http://www.publish.com http://www.pdfzone.com
Target audience: Active and qualified enterprise IT buyers at every stage of the buying process.
Site demographics: The Web Buyer’s Guide reaches more than 3.5 million highly qualified technology buyers every month through its syndication across the Ziff Davis Enterprise Online network of sites.
Site registration required for download: Yes
Number of white paper downloads per registered users/visitors: Information not available.
Cost to syndicate a white paper: White paper syndication under the Basic Listing Program is free and allows vendors to syndicate unlimited white papers. Leads are available for purchase separately through vendor’s Lead Generation Showcase and Branded Landing Zone programs.
Guarantee minimum number of leads: No.
Downloading takes place on vendor site: White papers may be hosted in a doc, txt or PDF file format on the Web Buyer’s Guide or clients may point to the white paper on their own site. Clients are not allowed to direct the user to their own registration form on their site. All downloads technically take place on the Web Buyer’s Guide.
Lead delivery mechanism: Weekly Excel spreadsheet is emailed to client.
What lead information is provided: Name, job title, company, mailing address, city, state, ZIP, province, country, phone, email, industry, job function, company size. When marketers participate in the Branded Landing Zone program, they also receive behavioral data that helps their sales team prioritize their follow-up efforts.
What information appears on the registration form: Name, job title, company, mailing address, city, state, ZIP, province, country, phone, email, industry, job function, company size, questions about marketing objectives, fields for creating company profile, enewsletter information and opt-in choices.
Custom questions OK for registration form: Yes.
Abstract/summary available on registration form? Who writes it: Very brief summary is available before getting to the registration/sign-in form. Longer summary/abstract is available after registering/signing in. Either client or the vendor will write it.
Will tweak mid-campaign if needed: Under the Basic Listing Program, clients can manage their own syndication campaigns and can change them at any time. Under the Lead Generation Showcase and Branded Landing Zone programs vendor will adjust campaigns to meet goals.
Time limit on campaigns: Under the Basic Listing Program, content may be syndicated until the client decides to take it down or the Ziff Davis editors think the information is grossly outdated and no longer pertinent. Campaigns for Lead Generation Showcase and Branded Landing Zone programs will run until lead volume is met.
Top 10 search terms: Not available.
Additional marketing tools/programs available: Free Targeted Syndication of all client content assets including white papers, case studies, webcasts, podcasts, news releases, product demos, trial downloads, survey results and more. Upgraded Listing Opportunities to help clients’ syndicated product, research and/or marketing listings in the topic sections of their choice. Lead Generation Showcase Program – Drives traffic to a client’s specific white paper, case study, webcast or other asset to generate high-quality, targeted leads within a specified time-frame. Branded Landing Zone Program – Scaled version of the Lead Generation Showcase Program. Landing Zones are co-branded within the Ziff Davis Enterprise framework; clients can organize up to 12 assets, such as white papers, case studies, webcasts and product demos, in one location. Proprietary Lead Nurturing & Tracking System – Leads are nurtured to cross-promote other assets/further buyer education and tracked to identify buyers who download multiple assets and who may be further along in the buying process. Helps sales teams prioritize their follow-up. Enewsletter sponsorships – 10 targeted vertical enewsletters. List rental – Clients can buy the Web Buyer’s Guide email list. Corresponding phone numbers and postal addresses are also available. Accelerating IT Sales Blog – http://www.acceleratingitsales.com


Note: If you’re a white paper syndicator and would like to be considered for inclusion in our listing, email the following information to Irina Missiuro, Assistant Editor at MarketingSherpa. Her email address is irinam(at)marketingsherpa(dot)com.

Company name:
Web site:
Partner sites:
Target audience:
Site demographics:
Site registration required for download:
Number of white paper downloads per registered users/visitors:
Cost to syndicate a white paper:
Guarantee minimum number of leads:
Downloading takes place on vendor site:
Lead delivery mechanism:
What lead information is provided:
What information appears on the registration form:
Custom questions OK for registration form:
Abstract/summary available on registration form? Who writes it:
Will tweak mid campaign if needed:
Time limit on campaigns:
Top 10 search terms:
Additional marketing tools/programs available:


Useful links related to this article
Creative samples of white papers and a white paper podcast:
http://www.marketingsherpa.com/cs/whitepapers/study.htm


Special Report: How to Syndicate Your White Paper Successfully – 12 Steps, 8 Mistakes & Creative Samples – Part I
http://www.marketingsherpa.com/article.php?ident=29791




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