editor at data quality pro.com
11 September 2009 10:46am
We run a business/IT online magazine with hundreds of large technology vendors as members.
I get almost daily requests by vendors asking to host white papers on our site but they will only do it if we do a name grab on download, ie. we pass details of our members who read the reports so they can instantly call them for sales leads.
I'm seeing a backlash against this in our industry and speaking to many senior buyer type roles they admit to avoiding this type of practice like the plague yet tech. vendors in particular still demand it's the only way.
What are your views on this as marketers?
Is it better to have white papers distributed far and wide to get your brand noticed or is it better to have a smaller distribution with a heavy sales focus.
Welcome your views and if you have stats or evidence on any one approach that would be my nirvanha.
Technical Project Manager (MBA, MBCS, CITP, CEng) at Naxtech.com
11 September 2009 11:15am
I would personally be against passing on the visitor details to suppliers. Instead I'd merely make it as easy as possible for the visitors to contact the suppliers.
For example, there could be an option prior/after to downloading where the visitor is asked whether they'd like to discuss things further or receive a call from suppliers. ..just an idea. Then it is up to the visitor to choose whether they just want to download the info or also talk to the supplier.
Managing Director at Digital Gearbox
11 September 2009 12:32pm
I have to say I'd feel a little bit funny about how much the person who requested the download wanted a call-back.
For me white papers and case studies are all about spreading our name. So it's more a case of making sure the right contacts details are on there.
11 September 2009 16:21pm
Denis/Chloe - thanks for your views.
I guess it's that perennial problem of trying to service two communities, the vendor wants sales, reader wants knowledge.
I try to encourage vendors to build relationships and invest time in the community so their promotions are less intrusive but so many companies just want to stick with what they know.
I question whether they have more success with contact grabs given the lower distribution rates, someone on twitter had some stats on this but I simply can't find the link, would be great if there was some real data on the most optimal approach.
Welcome other people's views, I'm with you though Chloe, make it easy to be contacted and get the message spread as far as possible.
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