White Paper Lead Effectiveness, New Study Results
July 20th, 2006, by Michael Stelzner
The results are in and white papers are still powerful lead generation vehicles. No surprises here.
MarketingSherpa today released some of its findings from its new Business Technology Benchmark Guide 2006.
There are two important findings. The first examines the effectiveness of white papers for lead generation and the other looks at white paper syndication. Here is what you need to know:
WHITE PAPERS FOR LEAD GENERATION:
This is broken down by company type:
Hardware manufacturers: White papers are the most effective forms of lead generation (36% reported), followed by webinars (31%) and free trials (28%).
Service businesses: White papers (31%) fall only ever so slightly behind webinars (33%) and blogs (33%) for lead generation.
Software companies and ASPs: White papers (35%) are tied for third behind free trials (54%) and webinars (41%).
In all cases, it should be noted that the above numbers indicate respondents that rated the tactic as “very effective.”
WHITE PAPER SYNDICATION:
Results are divided by size of organization:
Large organizations: White paper syndication is the most effective media purchase among large organizations (78% reporting), more than online ads, paid search, emails and offers in third-party newsletters.
Medium-sized organizations: White paper syndication was in the top 3 (67%), behind paid search (84%) and industry-focused online ads (79%).
Smaller organizations: White paper syndication was number 3 (59%), behind offers in third-party newsletters (70%) and paid search (68%).
Summary: White papers still are a very important part of the mix for companies of all sizes.
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