Ziff Launches Lead Generation Program for Tech Marketers
Launched in November 2005, the White Paper Library allows technology marketer to offer their white papers for download through contextually placed sections of Ziff Davis’ entire network of Web sites. Technology buyers may search the White Paper Library from any site on the Ziff Davis Enterprise Online network including eWEEK.com, Baselinemag.com, ChannelInsider.com and WebBuyersGuide.com.
Ziff Davis also promotes the white papers through its online, email and interactive products such as eNewsletters and dedicated email blasts. All white paper leads are qualified with a standard or custom registration form and lead data is provided to the customer on a weekly basis.
The idea for the Web Buyers Guide came from content featured on the Web sites, including PDFzone.com, that were previously part of Connexus Media (Ziff purchased Connexus in October 2004), Harrigan said.
"PDFzone.com had a buyers guide section on the site and we noted from the traffic logs that it was the most popular section of the site," he continued. "It had the most visitors. It was the stickiest and both the users and the vendors really liked and used it."
Traffic on PDFzone showed that users would come to research PDF-related products and plugins and the vendors would submit updates to their products as they were released, Harrigan said. "That gave use the idea to create a software application that would be based on a database that we could use to populate a buyer’s guide on any Web site we created," he said. The buyer’s guide was rolled out in 2003 using content from more than 30 of Ziff’s sites, Harrigan said. Today, more than two million buyers use the guide each month.