By Nettie Hartsock
In June 2005, Ziff Davis Internet, a division of New York-based Ziff Davis Media, launched the Ziff Davis Web Buyer’s Guide. This new offering in the white paper vendor space offers white paper marketers some great lead generation possibilities.
The Ziff Davis Web Buyer’s Guide includes listings in all major categories of enterprise technology and includes reviews, user experience ratings, research and other decision-making tools from Ziff Davis to help users make the best purchasing decisions.
In addition, the Ziff Davis Web Buyer’s Guide is contextually integrated into eWEEK.com, a leading enterprise technology news website with listings that reach over 1.5 million active enterprise technology buyers each month. For marketers, this exposure represents a new and powerful avenue for reaching enterprise IT buyers.
The content is also integrated with other Ziff Davis Internet Web properties and Ziff Davis Media’s reader database of more than four million buyers who recommend, specify and buy technology, according to Stephanie McCarthy, associate marketing manager of Ziff Davis Web Buyer’s Guide.
White papers listed on the Web Buyer’s Guide are syndicated across, and searchable from, the Ziff Davis Internet network of sites including WebBuyersGuide.com, eWEEK.com, Baselinemag.com, CIOInsight.com, ChannelInsider.com, Publish.com, and PDFZone.com. White papers are not syndicated to any site outside of the Ziff Davis network.
The site’s demographic target is senior-level enterprise technology buyers and management professionals. Professional titles include both C-level and their supporting managers in departments such as IS/IT/MIS, corporate management, e-commerce, e-business, manufacturing and engineering and marketing/sales, said McCarthy.
White papers can be submitted F*R*EE under the Basic Listing program and will appear alphabetically within the categories chosen by the vendor. There is no limit on the number of white papers you can upload.
White papers submitted using the Web Buyer’s Guide Lead Generation Showcase program are promoted with search engine marketing campaigns, eNewsletters, site advertising, upgraded listings and dedicated email blasts, according to McCarthy.
The topics targeted in the Web Buyer’s Guide represent over 1000 product categories and 800 white paper topics. Some of the top categories and topics include: desktops, enterprise applications, laptops, networking, storage and wireless.
All of the white paper leads are qualified with a standard registration form. The advertiser is also provided the lead data on a weekly basis. The cost for the Lead Generation Showcase program is competitively priced at $85 per lead with no lead minimums. First-time clients are eligible for a lower test rate.
Every white paper submission is reviewed by one of the site’s editors. If approved, the paper can be seen live on the site within 5-10 business days.
For advertisers not quite ready to take the buying leap toward the Lead Generation Showcase program, Ziff still offers other higher visibility choices through their dual White Paper Listing Upgrade options.
The first option, Topic Leader White Paper Upgrades, runs $500 per month and ensures that vendor papers appear in the first position in the topic section of choice. The listing is also highlighted in yellow and features a company logo for further differentiation from other vendors.
The second option, Featured White Paper Upgrades, costs $250 monthly and positions the vendor’s paper in the second through fifth spots in the topic section of choice. In addition, the listing is highlighted in blue and can include a company logo. Leads are available for purchase separately.
In the future are plans for a research library that accepts press releases, case studies and Webcasts. The Web Buyer’s Guide also plans to allow vendors to offer F*R*EE trial downloads on its site.
Bottom line to marketers: This site is definitely worth submitting your papers to because it offers strong exposure to serious buyers.
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