Comments on: Lead Generation With Website Registration, Learn From Gamers http://www.writingwhitepapers.com/blog/2006/09/05/lead-generation-gamers/ Everything about writing and marketing white papers Mon, 13 Oct 2008 00:05:42 +0000 http://wordpress.org/?v=2.3.1 By: Chess Openings Guru http://www.writingwhitepapers.com/blog/2006/09/05/lead-generation-gamers/#comment-55257 Chess Openings Guru Mon, 10 Dec 2007 22:37:32 +0000 http://www.writingwhitepapers.com/blog/2006/09/05/lead-generation-gamers/#comment-55257 I think the bottom line is exactly this: the bottom line. Does your cost per lead increase or decrease when requiring registration for a white paper? Even more important than cost per lead, does the value of the new customer increase or decrease when requiring registration for a white paper? Meaning: suppose requiring registration decreases the number of leads you get, but each lead becomes a repeat customer that purchases your most expensive product or service. Would you rather have 10 customers that buy a $10,000 package, or 100 customers that buy a $1000 package. The answer depends on your business model, but I know I'd choose the former. So really the only way to determine the answer to the white paper question is to test, measure results, decide what outcome you want, and go with the best test results. I think the bottom line is exactly this: the bottom line.

Does your cost per lead increase or decrease when requiring registration for a white paper?

Even more important than cost per lead, does the value of the new customer increase or decrease when requiring registration for a white paper? Meaning: suppose requiring registration decreases the number of leads you get, but each lead becomes a repeat customer that purchases your most expensive product or service. Would you rather have 10 customers that buy a $10,000 package, or 100 customers that buy a $1000 package. The answer depends on your business model, but I know I’d choose the former.

So really the only way to determine the answer to the white paper question is to test, measure results, decide what outcome you want, and go with the best test results.

]]> By: Michael Stelzner http://www.writingwhitepapers.com/blog/2006/09/05/lead-generation-gamers/#comment-149 Michael Stelzner Fri, 15 Sep 2006 20:53:49 +0000 http://www.writingwhitepapers.com/blog/2006/09/05/lead-generation-gamers/#comment-149 Hey Fard - My guess is that you would site a good paper, whether you had to register for it or not, right? The question for the sponsoring company is, "Why did they produce the white paper in the first place?" If the answer is to produce leads, then the reg. form is a no brainer if done correctly. - Mike Hey Fard - My guess is that you would site a good paper, whether you had to register for it or not, right? The question for the sponsoring company is, “Why did they produce the white paper in the first place?” If the answer is to produce leads, then the reg. form is a no brainer if done correctly. - Mike

]]> By: Fard Johnmar http://www.writingwhitepapers.com/blog/2006/09/05/lead-generation-gamers/#comment-148 Fard Johnmar Fri, 15 Sep 2006 19:24:55 +0000 http://www.writingwhitepapers.com/blog/2006/09/05/lead-generation-gamers/#comment-148 Very nice blog you have here. I've gone back and forth on this issue. I offer white papers, e-books and other content on my Website. However, I don't ask for registration. I've often been frustrated when I want to get content and I have to provide an e-mail address to access it. I've used e-books for research and in many cases I'm unlikely to contact the company providing the resource anyway. I just want the information. Here's the rub though. In cases where I've downloaded very helpful information that I did not have to sign up to get I've used that information in reports, presentations and other places. In fact, I've quoted and cited other companies in reports that I've developed. They certainly appreciate the mention and it makes them look good. So, I come down on the side of not requiring registration. Now, of course I ask people to provide me with their e-mail address and some people do. These are the folks who will be happy to get information from me in the future and that I can cultivate as a lead. I'd rather see my stuff out there and being referenced than to put it behind the registration firewall. I think registration has more drawbacks than benefits. Very nice blog you have here. I’ve gone back and forth on this issue. I offer white papers, e-books and other content on my Website. However, I don’t ask for registration. I’ve often been frustrated when I want to get content and I have to provide an e-mail address to access it. I’ve used e-books for research and in many cases I’m unlikely to contact the company providing the resource anyway. I just want the information.

Here’s the rub though. In cases where I’ve downloaded very helpful information that I did not have to sign up to get I’ve used that information in reports, presentations and other places. In fact, I’ve quoted and cited other companies in reports that I’ve developed. They certainly appreciate the mention and it makes them look good.

So, I come down on the side of not requiring registration. Now, of course I ask people to provide me with their e-mail address and some people do. These are the folks who will be happy to get information from me in the future and that I can cultivate as a lead. I’d rather see my stuff out there and being referenced than to put it behind the registration firewall. I think registration has more drawbacks than benefits.

]]> By: Michael Stelzner http://www.writingwhitepapers.com/blog/2006/09/05/lead-generation-gamers/#comment-105 Michael Stelzner Thu, 07 Sep 2006 13:58:28 +0000 http://www.writingwhitepapers.com/blog/2006/09/05/lead-generation-gamers/#comment-105 Hi Susan - A white paper sign up form can also drive newsletter signups. All my best! - Mike Hi Susan - A white paper sign up form can also drive newsletter signups. All my best! - Mike

]]> By: Susan Weiner http://www.writingwhitepapers.com/blog/2006/09/05/lead-generation-gamers/#comment-101 Susan Weiner Wed, 06 Sep 2006 22:38:43 +0000 http://www.writingwhitepapers.com/blog/2006/09/05/lead-generation-gamers/#comment-101 Helpful comments! I will keep this in mind for the day when I've got a white paper to post on my website. First, I'm going to offer a collection of tips to folks who sign up for my e-newsletter. Helpful comments!

I will keep this in mind for the day when I’ve got a white paper to post on my website. First, I’m going to offer a collection of tips to folks who sign up for my e-newsletter.

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