How B2B Technology Companies Effectively Syndicate White Papers for Lead Generation

How B2B Technology websites that are targeted based on your ideal
lead.

Companies Effectively When seeking a source for white paper
Syndicate White syndication, be sure to examine:

Papers for Lead ● Targeting ability Seek a vendor that can
target both your industry and your ideal
Generation reader. The vendor should delineate
leads based on title or job function. For
example, a senior accounting manager
Developed by Kim Cornwall Malseed in the health services market or CIOs in
corporations with over $5M in yearly
B2B Technology Marketing Consultant revenues. Many vendors claim industry
www.MarComInk.com targeting but cannot refine leads to the
job function level.
kcornwall@marcomink.com

703.327.9269
● Breadth of properties Look for a vendor

that has partnerships with a wide range
Connect with Kim on LinkedIn, StumbleUpon,
of content sites to increase the
and Twitter.
penetration of your white paper
marketing efforts via multiple channels.

White papers are proven lead generation and ● Lead support Seek a solution that
provides leads in a user‐friendly format,
deal closing machines. Research by
MarketingSherpa shows that 69% of prospects such as a CSV file (to use with Microsoft
who find, download, and like your white paper Excel or other spreadsheet program) or
will actively pass it along to their colleagues, integrates with Customer Relationship
and 36% of total downloads will be passed on to Management services such as
a supervisor. 57% of IT purchase decision Salesforce.com.
makers said a white paper influenced at least
one buying decision in the past 12 months. ● Analysis The ideal vendor should
provide detailed reporting, including a
But with over 50,000 B2B white papers being comprehensive historical analysis that
reveals how your white paper
promoted online, how can you make yours
stand out from the crowd and get your target campaigns are performing currently and
audience to find it, read it, pass it along, and in comparison to past performance.
ultimately buy what you’re selling?
More syndication site tips:

● Take advantage of pre‐populated
Use Syndication Services to Place Your White
Paper on Targeted Websites forms One reason to use syndication
sites is that they require prospects to
A popular form of white paper lead generation
register or become a member of the
involves distributing your white paper through
syndication services you pay to place your white network. (You also can use cookies or
paper across a network of vertically‐oriented website analytics software to track
visitors if you’re hosting a paper on

©2008 Kim Cornwall Malseed                     www.MarComInk.com Page 1

your own site.) When a prospect is a Tradepub.com (http://www.tradepub.com) is
registered member, each time they part of NetLine’s extensive network.
download a white paper, the form is
automatically pre‐populated with their Target audience: Full range across 33+ industry
contact data. This speeds up the verticals.
registration process and ensures that
you get more accurate lead Site demographics: Specific numbers
information. unavailable as network reach is so broad.

However, if the form isn’t pre‐populated, Site registration required for download: Yes.
MarketingSherpa research indicates only 6%‐ Must fill out registration form and qualify to
11% of prospects will actually fill it out (or use a clients’ criteria.
bogus name like Elmer Fudd).
Number of white paper downloads per
● Orchestrate your listing dates For registered users/visitors: On average, greater
syndication sites with extensive than 50% of prospects request two or more
networks, ask to be spotlighted on the downloads per session.
most available sites. Orchestrate the
dates when your paper will appear so Cost to syndicate a white paper: Can run $5K to
you’re promoted on as many sites as $20K per month depending on client’s content
possible at the same time, even if it and the desired target audience. Price includes
means not being on all the exact sites content swaps in programs. Will build custom
you wanted. The more downloads you programs for clients with stringent criteria‐‐$50‐
can get all at once, the greater the $75 a lead.
likelihood your title will make the top
50 list that week. Once you’re in the top Guarantee minimum number of leads: Yes –
50, it snowballs – other partner sites program dependent and minimum and
notice you, making it easier to sustain maximum numbers are based on post‐data
your ranking. scrub.

Directory of White Paper Syndication Services Downloading takes place on vendor site:
By now you’re probably curious as to what Happens in prospects’ email – prospect must
services are available, what they offer, and provide valid email address to get asset. To
especially how much they cost. Here is a ensure valid email, prospect receives email with
directory of B2B white paper syndication PDF attachment or additional instructions (as in
services sorted by industry: the case of webcast sign‐ups, etc.). In addition
“physical” downloads may also happen on the
client site once a lead has fully registered.
Multi‐Industry
Lead delivery mechanism: Excel spreadsheet,
NetLine Corp. online access, real‐time fulfillment, hot lead
alerts and connectors to CRM systems such as
Web site: http://www.netline.com Salesforce.com and Siebel are also available.
Data is scrubbed to remove any invalid data or
Partner sites: Yes, more than 4,000 online duplicates.
partner sites. See NetLine’s www.tradepub.com
for listing of available 33+ industries. NetLine’s


What lead information is provided: Standard after content request with follow‐up
contact information and qualifying answers to offering content and additional
custom questions asked by the client. information. Gives prospects another
chance to download in case they forgot
What information appears on the registration to do so. Response rates show an
form: Name, title, company, address, country, increase of 20% for content downloads.
email address, industry, job title, number of
employees, opt‐in questions for additional info
from vendor. Financial Services

Custom questions OK for registration form: Bank Info Security
Yes, forms are fully customized for each client
to ensure prospects fit target qualifying criteria. Web site: http://www.bankinfosecurity.com

Abstract/summary available on registration Partner sites: None.
form? Abstract/splash page is available before
the registration form. Abstract page includes Target audience: Senior management at
title, short summary, company logo and content financial services organizations who are
provider’s name. Who writes it: Vendor responsible for their institution’s information
provides copy security, audit, fraud, risk management and
compliance program.
Will tweak mid‐campaign if needed: Yes.
Vendor constantly monitors and adjusts Site demographics: 38,000 members.
programs on behalf of clients.
Site registration required for download: Must
Time limit on campaigns: Programs start at register to get content but registration is free.
three‐month runs and are available for longer.
Top 10 search terms: Specifics not available – registered users/visitors: Information not
network is too broad. available.

Additional marketing tools/programs Cost to syndicate a white paper: Cost per lead
available:   starts at $35 per lead.
• Newsletter Promotions
• RSS Feeds Guarantee minimum number of leads: Yes, per
• Contextual Search contract.
• Targeted email promotions
• Cross promotion with relevant Downloading takes place on vendor site: Yes.
publications.
• NetLine PubStream: Creates automatic Lead delivery mechanism: Excel spreadsheet
inclusion through dynamic contextual and real‐time lead management and delivery
feeds across partner network, allowing system
for real‐time optimization of client
assets in relation to the content the What lead information is provided: Standard
audience is viewing on any partner site.   contact information
• Second Touch – Special follow‐up
emails to registrants delivered 2‐4 days

What information appears on the registration Number of white paper downloads per
form: Name, company, title, mailing address, registered users/visitors: No direct data
email, country, phone, fax, Web site, performance; surveys indicate 63% of
subscription selections, how did you hear about respondents have downloaded a white paper
us. before making a purchase.

Custom questions OK for registration form: Cost to syndicate a white paper: Three‐month
Yes. sponsorship for one paper: $11,250 net; can
negotiate from base package, especially if
Abstract/summary available on registration customer has more than one asset.
form? Who writes it: Summary available on
description page, plus title. Advertisers provide Guarantee minimum number of leads: Work to
the description. BankInfoSecurity’s copywriters exceed 250 pre‐qualified leads.
are available to assist in modifying or
developing the abstract/summary. Downloading takes place on vendor site: Either
on vendor site or client site.
Lead delivery mechanism: Can get leads in real
Time limit on campaigns: Programs based on time via extranet. Each client has unique
number of leads, not time. password and ID number.

Top 10 search terms: Not available. What lead information is provided: Provide all
lead demographic information plus top‐line
Additional marketing tools/programs performance; gross number of leads vs. net
available: Vendor offers sponsorships of after scrubbing.
webinars, podcasts, newsletter(s) sponsorships,
text link ads, press releases, etc. What information appears on the registration
form: Name, email, company name, address,
phone, job function, highest level of purchasing
Information Technology authority, company size. If prospect is a
registered user, form is pre‐populated.
CMP Technology
Custom questions OK for registration form:
Web site: http://www.cmp.com   CMP decides on a case‐by‐case basis.

Partner sites: http://www.techweb.com/   Abstract/summary available on registration
form? Yes. Who writes it: Client provides copy.
Target audience: IT professionals with primary
focus on professionals with managerial Will tweak mid‐campaign if needed: On a case‐
responsibility or greater, Senior IT professionals. by‐case basis.

Site demographics: More than 2.5 million Time limit on campaigns: None.
across network. 25,000 email subscribers.
Top 10 search terms: VPN, CRM, VOIP – “no
Site registration required for download: Yes, at single term stands out.”
the time of download. Cost is free.


Additional marketing tools/programs the decision‐making funnel in terms of percent
available: Post download lead qualification. Will of items and the percent of requests or
prequalify leads on clients’ behalf via phone. downloads of these items as compared to
Can post white papers in email newsletters. competitors.
Custom publishing – create co‐branded white
papers or build microsites on basic topic. Can Custom questions OK for registration form:
write entire white paper for client if necessary. Yes.

Abstract/summary available on registration
CNET Networks Business form: Yes.

Web site: http://www.cnet.com   Will tweak mid‐campaign if needed: Yes.

Partner sites: http://www.ZDNET.com, Time limit on campaigns: No.
http://www.techrepublic.com,
http://www.BNET.com   Top 10 search terms: Leadership, project
management, ccna, checklist, excel, resume,
Target audience: Business decision makers for service level agreement, innovation, ITIL,
technology products, services and business career.
services, including business professionals, tech Additional marketing tools/programs
professionals and C‐level executives. available: Offers posting of webcasts, podcasts
and case studies. Offers contextual integration,
Site demographics: 5 million unique visitors category sponsorships and newsletter
each month. promotions.

Site registration required for download: No,
but visitors can become registered members. Find White Papers
Cost is free.
Web site: http://www.findwhitepapers.com
Cost to syndicate a white paper: Free. Asset
promotion and lead generation programs Partner sites: None.
options are not free. Cost per lead starts at $30.
Target audience: Runs the gamut: security,
Guarantee minimum number of leads: No. network administration, software developers,
C‐levels.
Downloading takes place on vendor site: Yes.
Site demographics: 145,000 unique visitors
Lead delivery mechanism: Excel spreadsheet; each month. More than 35,000 members.
leads are scrubbed before delivery to remove
duplicate and false names. Site registration required for download: Yes.
Membership is free.
What lead information is provided:
Information unavailable. Number of white paper downloads per
registered users/visitors: Information not
What information appears on the registration provided.
form: Use proprietary tool called Business Trax
that tells vendors where they stack up across


Cost to syndicate a white paper: Can post Additional marketing tools/programs
papers for free. Lead generation, geographical, available: Will help with creative on white
company, job title filtering costs extra. Costs paper titles, summaries or calls to action.
start at $30 per lead – will work with client to
tailor program to budget.
IDG Connect (Part of IDG ‐ International Data
Guarantee minimum number of leads: Yes, Group)
according to campaign contract.
Web site: http://www.idgconnect.com
Downloading takes place on vendor site: Yes.
Partner sites: http://www.computerworld.com,
Lead delivery mechanism: Excel or CSV file. http://www.infoworld.com,
http://www.networkworld.com,
What lead information is provided: Provide all http://www.cio.com,
lead demographic information after leads have http://www.csoonline.com,
scrubbed to ensure lead information matches http://www.linuxworld.com,
filtering requirements. Duplicates and bad http://www.javaworld.com
names removed. Will provide clients with
updated site demographics. Will merge leads Target audience: Technology and business
from multiple campaigns/single client to show if influencers and decision makers across small,
prospects have downloaded more than one medium and large businesses and institutions.
asset. Includes business and IT executives, senior
managers, directors and IT staff.
What information appears on the registration
form: Name, email, company name, address, Demographics: More than 6 million people who
country, phone, industry, job title, company subscribe to IDG publications, registered at
size. If prospect is a registered user, the form is Web sites and attended conferences and trade
pre‐populated. Once the registration form is shows.
complete, another form with customized
questions appears. Site registration required for download: Yes.
Once registered, users are recognized and have
Custom questions OK for registration form: access to content.
Yes.
Cost to syndicate a white paper: Programs
Abstract/summary available on registration include syndication plus outbound email
form? Summary is available on description page promotion of content to relevant audience
(don’t need to register to see it). Summary page segment of opt‐in subscriber base. Lead‐
includes links to other categories within site generation programs include guaranteed CPLs
plus “view all items by the company” link. Who so costs vary based on number of leads desired.
writes it: Client writes summary. All programs are customized, scalable and lead
counts are guaranteed.
Guarantee minimum number of leads: Amount
Time limit on campaigns: No. of leads varies by program and depend on
target audience, topic, content and lead
Top 10 search terms: Not available. criteria.


Downloading takes place on vendor site: Either • Re‐messaging programs help identify
on customer or IDG Connect site. motivated prospects and move them
forward in the research process. When
Lead delivery mechanism: Excel spreadsheet a user downloads a white paper, a
emailed daily or weekly follow‐up email is sent inviting him/her
to view a related content asset. Re‐
What lead information is provided: email messaging programs assist in nurturing
address, name, title, job function, industry, leads by supplying the individual with
company name, company size, address, phone, additional assets to download and view.
fax, titles of documents downloaded and date
of download. IT Business Edge

What information appears on the registration Web site: http://www.itbusinessedge.com/
form: The vendor’s logo, document title,
abstract, publish date, format and registration Partner sites: None.
fields appear on one page.
Target audience: Top‐level IT decision makers.
Registration fields include: email address, Site demographics: 275,000 visits per month.
name, title, job function, industry, company, 350,000 registered subscribers for Q3 2006.
company size, address, city, state, country,
phone and fax. Site registration required for download: Yes.
Free membership required to download white
Custom questions OK for registration form: Yes papers.

Abstract/summary available on registration Number of white paper downloads per
form? Abstract and summary included on the registered users/visitors: Not available.
registration page. Who writes it: Client typically
provides abstract, but IDG Connect will assist or Cost to syndicate a white paper: Costs start at
create one if requested. $25 per lead and increase based on criteria of
targeted leads and customization of registration
Will tweak mid‐campaign if needed: Yes. form.
Programs are monitored and proactively
managed on an ongoing basis. Downloading takes place on vendor site: Yes.

Time limit on campaigns: Varies by campaign Lead delivery mechanism: Excel spreadsheet.

Top 10 search terms: Not available What lead information is provided: Data is
scrubbed to remove duplicates and bad names.
Additional marketing tools/programs
available:   What information appears on the registration
• Email promotions are part of each form: Business card information is standard on
program and include exclusive emails all registration forms. Additional fields based on
that highlight one vendor and its select client customization
content assets to a targeted audience
segment. Custom questions OK for registration form:
• Weekly newsletters are also part of the Yes.
mix.


Abstract/summary available on registration makers, IT decision makers, business managers,
form? Yes. Who writes it: Abstract can be IT staff, developers and others.
provided by advertiser or written by the IT
Business Edge marketing team. Site demographics: 1.5 million page unique
visitors each month. 1 million registered
Will tweak mid‐campaign if needed: members (registered users can have more than
Campaigns are monitored and adjusted one subscription i.e.: email alerts, discussion
accordingly if necessary. groups). 1 million pages of community
generated content.
Time limit on campaigns: Yes.
Site registration required for download: Yes.
Top 10 search terms: Not available. Once member is registered, all download forms
are then pre‐populated.
available:   Number of white paper downloads per
• Contextual promotions integrated into registered users/visitors: 10‐20,000 downloads
e‐mail newsletters and dynamically into in any given month
related site content.
• Copywriting and graphic design Cost to syndicate a white paper: $50 per lead
provided for promotions tailored to for base level. Discounting available based on
user and subscriber base.   volume or extended run. Premiums attached
• Sponsorship of site‐based resource for reaching specific demographics.
centers combining client and publisher
content can be incorporated into white Guarantee minimum number of leads: No.
paper programs.
• Contextual third‐party research Downloading takes place on vendor site: Yes.
provided at no extra cost (based on
availability) for clients lacking white Lead delivery mechanism: Excel spreadsheet.
papers.   Leads are scrubbed to ensure accuracy and to
• Webcast production, delivery and lead remove duplicates and bad names.
generation programs available.
• CPM programs available via on‐site What lead information is provided: In addition
advertising, newsletter sponsorships to standard contact information, offers
and list rental. information on which white papers are
generating high lead volumes and why; offers
data from site about which marketing tools are
IT Toolbox working (i.e. newsletters, alerts, etc.) and how
people are finding white papers.
Web site: http://www.ittoolbox.com
Partner sites: No. form: Prospect info: Name, email, phone,
company, role, title, address, country, number
Target audience: A member‐based community of employees, three custom questions. Title of
for IT professionals to share information. Site white paper, plus summary. Information about
includes blogs, wikis and knowledge bases. the sponsor.
Community consists of executive decision


Custom questions OK for registration form: Site demographics: Approximately 36 million
Yes, up to three. unique visitors per year. 3.2 million unique
visitors per month.
form? Yes. Who writes it: Customer writes it. Site registration required for download: Yes,
Vendor supplies Best Practice Guide for help users need to register to download “assets.”
with titles, SEO‐friendliness, etc. Registration is free and good across all partner
sites.
Will tweak mid‐campaign if needed: Yes. Client
gets dedicated sales rep plus someone from Number of white paper downloads per
client services team. Client services will check registered users/visitors: 62% of users
campaign 1 week out, 2 weeks out to see how download white papers and other research
it’s doing and make changes accordingly if assets.
necessary.
Cost to syndicate a white paper: $5K to $10K
Time limit on campaigns: No limit, but if white for single white paper – can go to seven figures
paper deals with trends or market info it needs for multiple assets and campaigns.
to be updated.
Guarantee minimum number of leads: Yes.
Top 10 search terms: Oracle, Security, Server,
Database, BI/Business Intelligence, SQL, Downloading takes place on vendor site: All
Wireless, Training, Certification, Windows. leads are tracked through KnowledgeStorm.

Additional marketing tools/programs Lead delivery mechanism: Reports are updated
available: Contextual engine – looks at content weekly, but available 24/7 and can be accessed
on a page or email and will match content to electronically – report shows demographic
relevant white papers – lead count is up 50% breakdown and geographic breakdown.
since introduction. Can also post relevant wikis,
blogs, and podcasts to white papers. Marketers What lead information is provided: In addition
can sponsor surveys – anyone downloading the to standard lead generation offers, vendor
survey has to submit contact info, lead then offers the following:
goes to survey sponsor. • Lead Relay – A registration wrapper is
embedded in PDF white papers, so that
when the paper is passed along or
KnowledgeStorm forwarded, the new recipient can’t
open it unless he/she registers. This
Web site: http://www.knowledgestorm.com/   helps salespeople know whom to target
within an organization (“pass‐along”
Partner sites: More than 230 premier sites. audience). If the recipient is currently
registered on KnowledgeStorm, they
Target audience: Business and technology will not have to register again.
professionals from companies ranging in size • Behavioral and Competitive Intelligence
from fewer than 20 people to international Reporting – Vendor studies actual data
corporations. 60% of users come from business, around demographics and behavioral
40% from technology. activity around groups of users. Vendor
can show by white paper level or


company level a comparison to • Podcast production – Will take a white
competitor’s campaign. paper or scripted interview with exec
and convert it to a podcast.
form: Name, email, job title, company name,
physicaladdress, country, phone, primary TechTarget
industry, highest level of acquisition
investment, number of employees, optional Web site: http://www.techtarget.com/
sign‐up for newsletters.
Partner sites: Yes – see complete listing on
Custom questions OK for registration form: No. home page.

Abstract/summary available on registration Target audience: IT professionals and
form? Abstract page includes white paper title, executives in all phases of the technology
vendor’s name, then a several paragraph decision‐making and purchase process.
description of the white paper. Who writes it:
Marketer has full control over the description, Site demographics: Vendor states they capture
but vendor QA team will review it to ensure 1.5 million leads a year.
copy will ensure maximum download
performance. Abstract page also includes links Site registration required for download: Yes.
to other content posted by customer. Network user generally becomes member of
one of the network sites, i.e. Bitpipe.
Will tweak mid‐campaign if needed: Yes. Registration is good across entire network.
Account managers work with clients to make
changes at any point during the campaign if Number of white paper downloads per
performance is low. No charge to swap content registered users/visitors: Info not available.
in and out.
Cost to syndicate a white paper: Some
Time limit on campaigns: No. packages start at ~$2K a quarter up to $100K a
quarter depending on volume, content and
Top 10 search terms: None provided. promotion.

Additional marketing tools/programs Guarantee minimum number of leads: Offers
available:   both guaranteed and non‐guaranteed packages.
• Solution Listings – They offer site users
side‐by‐side comparisons of solutions Downloading takes place on vendor site: Yes.
(i.e. ERP).
• Research Listings (e.g. Webcasts, case Lead delivery mechanism All advertisers get
studies, podcasts etc.) Special edition Excel spreadsheet with standard contact
newsletters.   information.
• Premium content sponsorships – client
can sponsor analyst reports or ROI What lead information is provided: Standard
calculator content that vendor will contact information plus standard
procure and launch on client’s behalf.   demographics, including industry, budget,
• Lead Assessment – Will contact leads by purchasing role, etc., and engagement metrics –
phone and ask set of qualifying how long did prospect spend with white
questions.


paper, was it printed, how many pages were
read. Web site: http://www.webbuyersguide.com/

What information appears on the registration Partner sites: http://www.eweek.com,
form: Two‐step process: Abstract page includes http://www.Baselinemag.com,
white paper Title, summary, author, format, http://www.cioinsight.com,
length and list of related sources. Registration http://www.channelinsider.com,
page includes name, email address, job title, http://www.publish.com,
phone, company, mailing address, country, http://www.pdfzone.com
number of employees, department, industry
and custom questions. Target audience: Active and qualified
enterprise IT buyers at every stage of the
Custom questions OK for registration form: buying process.
Yes, up to five.
Site demographics: The Web Buyer’s Guide
Abstract/summary available on registration reaches more than 3.5 million highly qualified
form? Who writes it: Abstract page provided technology buyers every month through its
before registration page, but registration page syndication across the Ziff Davis Enterprise
also includes summary. Online network of sites.

Will tweak mid‐campaign if needed: Yes, all Site registration required for download: Yes
programs are monitored. Vendor will make
adjustments is campaign is under‐performing. Number of white paper downloads per
registered users/visitors: Information not
Time limit on campaigns: No. available.

Top 10 search terms: Not available. Cost to syndicate a white paper: White paper
syndication under the Basic Listing Program is
Additional marketing tools/programs free and allows vendors to syndicate unlimited
available:   white papers. Leads are available for purchase
• Vendor will take white paper content separately through vendor’s Lead Generation
and repurpose podcast or will turn Showcase and Branded Landing Zone programs.
webcast into white paper.
• Lead Center – Online space where Guarantee minimum number of leads: No.
advertisers can interact with their leads,
filter them and get automated Downloading takes place on vendor site: White
demographics. Lots of reporting tools papers may be hosted in a doc, txt or PDF file
available.   format on the Web Buyer’s Guide or clients may
• Automated Re‐messaging System – The point to the white paper on their own site.
program allows advertisers to reach Clients are not allowed to direct the user to
back out to prospects and offer them their own registration form on their site. All
additional content. Vendor then flags downloads technically take place on the Web
these prospects who click through a Buyer’s Guide.
second time.
Lead delivery mechanism: Weekly Excel
spreadsheet is emailed to client.
Ziff Davis Web Buyers Guide


What lead information is provided: Name, job • Free Targeted Syndication of all client
title, company, mailing address, city, state, ZIP, content assets including white papers,
province, country, phone, email, industry, job case studies, webcasts, podcasts, news
function, company size. When marketers releases, product demos, trial
participate in the Branded Landing Zone downloads, survey results and more.
program, they also receive behavioral data that • Upgraded Listing Opportunities to help
helps their sales team prioritize their follow‐up clients’ syndicated product, research
efforts. and/or marketing listings in the topic
sections of their choice.
What information appears on the registration • Lead Generation Showcase Program –
form: Name, job title, company, mailing Drives traffic to a client’s specific white
address, city, state, ZIP, province, country, paper, case study, webcast or other
phone, email, industry, job function, company asset to generate high‐quality, targeted
size, questions about marketing objectives, leads within a specified time‐frame.
fields for creating company profile, e‐newsletter • Branded Landing Zone Program –
information and opt‐in choices. Scaled version of the Lead Generation
Showcase Program. Landing Zones are
Custom questions OK for registration form: co‐branded within the Ziff Davis
Yes. Enterprise framework; clients can
organize up to 12 assets, such as white
Abstract/summary available on registration papers, case studies, webcasts and
form? Very brief summary is available before product demos, in one location.
getting to the registration/sign‐in form. Longer • Proprietary Lead Nurturing & Tracking
summary/abstract is available after System – Leads are nurtured to cross‐
registering/signing in. Who writes it: Either promote other assets/further buyer
client or the vendor will write it. education and tracked to identify
buyers who download multiple assets
Will tweak mid‐campaign if needed: Under the and who may be further along in the
Basic Listing Program, clients can manage their buying process. Helps sales teams
own syndication campaigns and can change prioritize their follow‐up.
them at any time. Under the Lead Generation • E‐newsletter sponsorships – 10
Showcase and Branded Landing Zone programs targeted vertical e‐newsletters.
vendor will adjust campaigns to meet goals. • List rental – Clients can buy the Web
Buyer’s Guide email list. Corresponding
Time limit on campaigns: Under the Basic phone numbers and postal addresses
Listing Program, content may be syndicated are also available.
until the client decides to take it down or the • Accelerating IT Sales Blog –
Ziff Davis editors think the information is grossly http://www.acceleratingitsales.com
outdated and no longer pertinent. Campaigns
for Lead Generation Showcase and Branded
Landing Zone programs will run until lead Manufacturing
volume is met.
IndustryWeek
Top 10 search terms: Not available.
Web site: http://www.industryweek.com/
available:


Partner sites: None. However, site is partner to
print publication, which is owned by Penton Will tweak mid‐campaign if needed: Yes.
Media.
Time limit on campaigns: No.
Target audience: Decision makers within
manufacturing organizations. Top 10 search terms: Not available.

Site demographics: 100,000 unique visitors per Additional marketing tools/programs
month. 300,000 page views per month. 92% available: Vendor offers sponsorships of
senior management and department managers. webcasts, e‐newsletters, contextually‐relevant
sponsor links ("Related Knowledge") and pay‐
Site registration required for download: No. per‐click marketplace links.

registered users/visitors Information not Retail
available.
RetailWire
Cost to syndicate a white paper: $1,000 per
month. Web site: http://www.retailwire.com/

Guarantee minimum number of leads: No. Partner sites: No.

Downloading takes place on vendor site: Yes. Target audience: Retailing professionals,
including operators, manufacturers, tech
Lead delivery mechanism: Whenever the site companies, consultants, analysts and
visitor downloads a white paper, the vendor will researchers.
immediately email prospect’s name, etc. to
advertiser. Site demographics: Membership base is
35,000+.
What lead information is provided: Standard
contact information and custom questions if Site registration required for download: Yes,
desired. registration required to download assets.
Membership is free.
form: White paper title, 50‐word summary, plus Number of white paper downloads per
registration information including name, registered users/visitors: Not available.
company, title, mailing address, email, country,
phone. Cost to syndicate a white paper: Typically one
element of a multi‐month paid sponsorship
Custom questions OK for registration form: program (Business Tips) where RetailWire
Yes. writes articles on behalf of client to promote
thought leadership.
form? Yes, summary appears on registration Guarantee minimum number of leads: No.
form. Who writes it: Advertiser writes it, but
IndustryWeek will offer guidance and Downloading takes place on vendor site: Yes.
suggestions upon request.


Lead delivery mechanism: Excel spreadsheet.
Data is scrubbed before it's sent to the client. ● Shorter is better You have three
seconds to capture someone’s
What lead information is provided: Standard attention so get it fast with a shorter
contact information plus general title. For example, on IT Toolbox the
most‐viewed white paper on business
What information appears on the registration process management is named
form: Name, email, job title, company, state, “Understanding the Financial Impact of
country, organization type, job function, email BPM” and the least popular paper is
newsletter options. titled “The Evolution of Business
Process Management ‐ Remaining
Custom questions OK for registration form: No, Competitive in an Integrated World.”
but yes on white paper download form.
● Promise a benefit in the title Samples
Abstract/summary available on registration from KnowledgeStorm’s database
form? No, but yes on white paper download include “Measuring the Return on HR
form. Who writes it: Written by RetailWire. Technology”, “Ten Things You Need to
Know About Compliance”, and “VoIP
Will tweak mid‐campaign if needed: Yes. Basics for IT Technicians.”
Vendor goal is to ensure advertisers get ROI
from Business Tips program. ● Use numbers A title such as “Five
Questions to Ask When Choosing a
Time limit on campaigns: Typically three to 12 Health Insurance Provider” conveys to
months. your readers that your paper includes
tangible, rapidly digestible information.
Top 10 search terms: Not available.
● Use plain English Don’t use pompous
Additional marketing tools/programs language like “Best Practices in
available: Vendor offers Business Tips Utilization of Value Proposition
(sponsored articles) and Webinars, and will Hypotheses” or made‐up terms like
create asset based on white paper content. “Enterprise‐Level Supply Formulation
Analytics Solution.”
Tips for Standing Out from the Crowd
Now that you’ve identified one or more ● Titles should be descriptive, not clever
syndication services you want to use or According to CNET Networks Business
individual websites you want to post your paper research, prospects won’t download
to, it’s time to ensure your white paper grabs white papers with titles that include a
the attention of your target reader and play on words or puns. One example for
convinces them to download it by standing out Business Activity Monitoring software:
from the other papers available. “All Aboard the BAMwagon.”

Write a Compelling Title ● Write your title last As a copywriter, I
The title is the ad for the white paper. Think use working titles during the writing
about reading a newspaper and how you scan process. When the project is complete
headlines to find something of interest before I’ll go back and work on a compelling
reading the article. Keep the following in mind title that matches the paper’s content.
when developing your paper’s title:


Special Tip: To test the effectiveness of your Format Your Paper for Online Scanning and
title, try posting the white paper with one title Offline Reading
then post it again with different title. Track People scan white papers online to see if the
results and you’ll soon see which gets the best content interests them. To make scanning easy,
response rate. Keep optimizing the title by break long paragraphs into smaller chunks. Use
deleting the poor‐performing title, writing subheads, bullets and diagrams to call attention
another title to test against the best‐performing to important information.
title and re‐post the white paper.
Yes, white papers get passed around via email,
but many people print them out for reading on
The Summary/Abstract Needs to Tell Prospects the plane, at home, flight layovers, etc. For
What’s in it for Them offline reading, keep your left margins wider
Whether you use a syndication site or your own than normal – people like to make notes – and
landing webpage, you’ll need to develop a make sure the font is black and large enough to
summary or abstract of your paper. If the white read (especially important if your audience is
paper title is the ad, the summary/abstract is older.) Don’t let your designer talk you into light
the closer. Be sure to give the reader a gray mousey type that’s virtually invisible when
persuasive reason to read the paper by printed. Stick to standard 10‐point Arial or 12‐
answering the reader’s most important point Times New Roman for the copy.
question: “What’s in it for me?” Some further
things to keep in mind:
Other Online White Paper Promotion Sources
● Keep technical jargon to a minimum
● Address who the reader is i.e., CFOs of E‐newsletters of Industry Publications,
large retail establishments Associations, Interest Groups
● Talk about key problems and/or pain Popular e‐newsletters are generally sold out up
points to a year in advance, so it pays to contract for
● Eliminate all sales copy about the media buys far in advance of when you actually
product or your company have a paper to promote. Text newsletters let
● Say what the white paper will offer the you develop a text ad that looks like editorial.
reader, for example “This white paper HTML newsletters are good, too, but test ad
will address the challenges of corporate types to see what pulls best.
accounting managers.”
Search Engine Pay Per Click
You can promote your white paper via search
Search Engine Optimize the Summary/Abstract engine PPC ads. Again, do your keyword
with Powerful Specific Keywords research and test copy to see which words get
The abstract page is often indexed by search the best response.
engines like Google, so you’ll want to optimize
your abstract/summary with the right Search Engine Optimized Press Release
keywords. Use a keyword tool like Wordtracker Once your white paper is complete, send out a
to see which keywords are used in searches. keyword‐optimized press release announcing its
Use two or three in your abstract to help with availability and where prospects can find it.
search engine optimization. Remember, pompous, jargon‐laded releases
and white papers don’t impress journalists –
who want a topic that sounds compelling, fun,
and useful.


Other good sources include PodcastAlley and
E‐mail Reporters re: Your Paper   Podcast.com.
Send a personal text‐only message with a link to
the paper. Make sure the link is to a page that According to Paul Burani, founder of digital
doesn’t require reporters to register for your marketing agency ClickSharp Marketing,
white paper (they won’t). Unless you’ve TubeMogul is a great service that enables
checked with a reporter in the past, don’t publishers large and small to automate the
include attachments. If the reporter does upload of video content to the Web's top video
accept attachments, send a PDF not a Word doc sharing sites and gain independent information
as they are infamous for carrying viruses. about video performance on the Internet.

Media Exclusive TubeMogul Distribution Network
Offering an exclusive is a great way to get Website Name
better coverage and to build a strong 5min
relationship with an influential journalist. They AOL Video
look good and feel good when they can Blip.tv
proclaim a story as an "exclusive.” If it's really Break
hot, bloggers and other reporters will pick it up Brightcove
and link back to the original story, so you'll get
Crackle
more coverage from the exclusive than you
Daily Motion
expected. Give the reporter a time limit on
Google Video
exclusivity – seven days to three months
depending on their publishing calendar – so you Graspr
have the option to take it elsewhere if the item Howcast
doesn't get the attention you think it deserves. Imeem
Metacafe
Turn White Papers Into Podcasts and/or Online Myspace
Videos Revver
According to KnowledgeStorm research, 41% of Sclipo
survey respondents from their registered user StupidVideos
base of business and technology professionals Veoh
(3,900 respondents) have downloaded podcasts Viddler
at least a few times. Of those who have Vimeo
downloaded podcasts, 65% indicated they have Yahoo Video
used them for business and personal reasons. A YouTube
whopping 60% said white papers and analyst
reports would be more interesting as podcasts.
Monitor Results and Continuously Optimize
Ask your syndication vendor if they can Your Strategy
repurpose your white paper content into a After implementing your white paper marketing
podcast. Most vendors can also repurpose your strategy, make sure to monitor its success.
content into webcasts (which you can then Obviously the quantity and quality of leads
sponsor) or they can take an existing webcast generated is the overall indicator, but some
and turn it into a white paper. sources may work better for your industry or
target audience than others, and some white
There is a wide array of online sites to distribute papers may appeal to some audiences while
your podcast, iTunes being the most popular.


others don’t. Keep an eye on this, and modify managed media relations for early stage high‐
your strategy accordingly.
tech companies, obtaining business and
About the Author   industry press coverage. Kim holds a Bachelor
of Arts degree in Public Relations and Marketing
from Miami University (Ohio).

Kim Cornwall Malseed has over a
decade of global marketing, public relations,
analyst relations, and inside sales experience
In 2006 Kim placed 2nd out of
with Fortune 500 and startup high‐tech
200+ entries nationwide in the Tech PR Idol
companies. As the founder of B2B technology
Award competition hosted by a Washington,
marketing communications firm MarCom Ink,
D.C. technology PR firm. Also in 2006, Kim won
Kim has worked with small and mid‐size high‐
a WebAward for Outstanding Website from the
tech companies on marketing strategy and
Web Marketing Association for a software
implementation that significantly increased lead
client’s corporate website.
generation and sales conversions, leading to
improved revenue. Several clients have
Kim's B2B technology marketing and
received leading industry awards as a direct
copywriting insights have been published in
result of her marketing efforts.
MarketingProfs, MarketingVOX,
MarketingCharts, and several industry blogs.
Formerly the Marketing and Public Relations
Kim also publishes the B2B Technology MarCom
Manager for Parature, Kim implemented
Blog and e‐newsletter.
marketing initiatives and secured media and
industry analyst coverage that increased sales
For a free consultation and no‐obligation quote
revenue and positioned the company for
on your next marketing communications
venture capital funding. Prior to Parature, Kim
project, contact Kim at
managed marketing and public relations for
kcornwall@marcomink.com or call 703‐327‐
webMethods, including launching numerous
9269.
products and services and completing an entire

corporate re‐branding after several company
You can also connect with Kim on LinkedIn,
mergers and acquisitions. As an account
StumbleUpon, and Twitter.
executive at a Washington D.C. PR firm, Kim


Free B2B Technology Marketing Resources
More free resources for B2B high‐tech
marketers can be found at Kim’s blog, B2B
Technology MarCom, by subscribing to the B2B
Technology MarCom Newsletter, and on the
MarCom Ink website.


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