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April 2009 April
10
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The generation game
Lead generation websites are growing, most recently with the launch of EWeek. Meg de Jong
investigates how these sorts of sites are branching out, and how your business can benefit
T
he March launch of EWeek UK adds through EWeek’s databases and sometimes
another player to the swiftly the vendor’s own databases. “It’s a funnel
growing number of online lead approach,” says Busso, “editorial content is
generation services. The online used to drive readers to the site, which in
publisher of B2B technology joins turn directs them to the webcast.” Viewers
the ranks of content syndication sites with are enticed with informative, topical
the likes of IDG Connect, CBS Interactive, content and live interactivity with the
ITMedia, emedia and Knowledge Storm, to ability to pose questions to the roundtable
name but a few, and promises solid ROI in and contribute to a poll. Again, the
a climate where marketers are desperate webcasts are free to view, but viewers must
for measurability. register to attend. Qualified leads are
The site, which offers free editorial passed back to the vendor, and EWeek
EMC used a webcast to generate leads
content, is targeted at IT professionals with guarantees a minimum of 100 attendees.
purchasing influence. Vendors are able to Lead-generation site Conjungo, "One recent example is a webcast NetMedia
post whitepapers for download, which launched in January 2009, has a slightly put together for EMC computer systems in
appear as links when a visitor searches the different offering; providing a ‘go early March. This is the second time the
site for the specific topic. They are free to understand’ function to explain different company has used this channel, says
download, but visitors must enter their types of technology and the business marketing midmarket manager Laurence
information in order to gain access. These implications to visitors. Founder and CEO Peghaire, adding it was an attempt to
highly relevant leads are then delivered to Dave Cruse explains that this is a seamless generate leads for a new unified storage
the vendor. process – once a viewer understands a product the company recently launched. Three
“If someone is enquiring about a topic technology and decides they want to hundred people signed up for the event, the
we know they’re interested, and are able to implement it into their business, they are data of which was passed back to EMC for
match our editorial topic with the interests able to search Conjungo’s database of qualification. “It’s a really good tool, it
of the vendor,” says Dominique Busso, suppliers according to strict criteria in combines two marketing tools – lead-
founder and CEO of NetMediaEurope, the order to find a vendor tailored to their generation and awareness,” says Peghaire."
company behind the publication (which needs. Conjungo can be used as a ‘shop
also publishes well-renowned online window’ for vendors, says Cruse. the hotter lead generation trends,
publication Silicon). “They’re solid, according to Barlow.
concrete, hot leads,” he claims. Content Services such as Emedia offer
The company also hosts live, interactive The format of content on lead gen sites can syndicated, advertiser-funded ebulletins,
webcasts – at a cost to the brand of around vary from publisher to publisher. EWeek where recipients opt-in to receive relevant
£25,000 – as a means to foster leads. offers everything from webcasts to information. This can be a great
EWeek devises the topic, sources podcasts, seminars (pre-recorded content, opportunity to leverage as prospects are
speakers and analysts and organises all the non-interactive) in addition to its voluntary and open to learning about your
logistics and technologies, explains Busso. whitepaper library. Other sites often product to keep up-to-date with
As with promotion of the whitepapers, the include the option to post independent technologies, points out Kim Barlow, head
webcasts are advertised on the editorial site research, case studies, bespoke of data planning at TW Data Consulting,
when a visitor searches on topic, as well as questionnaires and even ebooks – one of which utilises lead generation for brands
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