IT Pros Don't Want to Register for Your White Paper

IT Pros Don't Want to Register for Your White Paper
Stephanie Tilton - Mon Nov 23, 2009 @ 04:42AM
Comments: 98

I recently learned that Spiceworks surveyed its community of SMB IT pros to get their thoughts about registering for white papers. Spiceworks offers free networking monitoring software aimed at the SMB market. What's unique is the social-media component that Spiceworks has embedded into its application so its community of users can interact. Vendors can tap into this community of 800,000 IT pros in a number of ways, including posting their white papers for download. survey

I got in touch with Jay Hallberg, one of Spiceworks' four founders and its VP of Marketing, to understand what prompted Spiceworks to conduct the survey about white papers, what the survey revealed, and how advertisers/vendors had responded.

Q. The Spiceworks model is interesting. Please describe how the software/community/media aspects fit together.

A. Our users call Spiceworks the "Facebook of IT." It's a social business application. The software helps them do their job. While they are in the application they see relevant content from the community. This draws them into the community where they interact with each other, answer questions, write how-to's, etc. This content then shows up in the application creating a virtuous cycle.

Q. What prompted Spiceworks to ask a) whether or not IT professionals are implying an intent-to-purchase by sharing their contact information in exchange for a white paper and b) what their feelings are about companies that ask for that information?

A. We offer vendors a standard lead-generation program through which IT pros exchange their contact information for white paper downloads. But it always struck us as a bit odd that reading a white paper meant that you were ready to make a purchase. So, we asked our community of IT pros what they thought.

Q. What were the results of that survey?

A. Those that do share their information obviously don't mind doing so, but they DO mind a pesky vendor that calls them 10 times over the next 30 days. We also found a lot of people – more than 75% – DON'T sign up for papers requiring registration, which means the vendor is missing the opportunity to share and disseminate their knowledge.

Q. You also asked your community members if they'd prefer to fill out an email form or call a toll-free number when they're ready to speak to a technology company. What did they say?

A. IT pros want to reach out to the vendor on their terms via their preferred channel, e.g. phone, email, or chat. Prospects don’t want the vendor to contact them. Period. If they want more information or to talk to a rep after they download a paper, they will contact that vendor. Some IT vendors offer "free" white papers but require registration. If the vendor requires contact information, the white paper is far from free.

Q. Of your 100+ advertisers, it appears 40 of them offer white papers to your community. What percentage requires registration in exchange for white papers?

A. 90%.

Q. How many stopped requiring registration as the result of your survey?

A. A handful so far. The results are pretty staggering. When you remove the "registration wall," downloads go way up. One white paper that was offered without registration was downloaded 500 times in three days!

Q. Did any advertisers change tactics in response to the survey results regarding contact preferences?

A. Yes, vendors such as Rackspace are giving users multiple ways to contact them: phone, email, chat and within the Spiceworks community.

Q. What other white-paper best practices do you suggest?

  • Write objective, educational papers, not product pitches.
  • Show your expertise.
  • Let people comment on your white papers, provide feedback, and rate them. This will help you produce better material of more value to the prospect.
  • Integrate social media and let your authors and product experts have a conversation with prospects. In other words, create a conversation as opposed to using white papers as a way to bait and hook people. The white paper should be part of an integrated approach that helps start a conversation, move it along, or close it.

Q. What do you think accounts for the popularity of the top-rated white papers in your community?

A. That's always driven by the quality and relevance of the content.

Q. What advertising and sponsorship options are available via Spiceworks?

A. Because Spiceworks is both an application and a community, there are literally hundreds of places to advertise and sponsor relevant content and reach the right audience.

Q. How much does it cost to advertise a white paper on your community?

A. That varies. Those are always part of a broader and more strategic engagement.

Q. How many white papers are downloaded per month?

A. Sorry, we don't disclose that information but with over 800,000 IT pros in Spiceworks, you know it's a lot!

Q. What do white paper advertisers get for their money?

A. They get access to the world's largest, 100% SMB IT audience. They also get leads that are far more qualified than the standard white paper sign-ups from typical content sites.

Q. Tell us about your Voice of IT market research program.

A. A subset of our users opt-in to a program where they are available to answer questions posed by IT vendors. Vendors can query this panel – comprising over 30,000 IT pros – to find out what they really think about their products, find out what they need, etc.

Q. What types of surveys has Spiceworks conducted on behalf of its advertisers?

A. We have conducted over a dozen surveys measuring things such as brand awareness, brand opinion, and brand sentiment.

Q. How can technology vendors tap into this program?

A. That's simple! Just call us or email marketresearch@spiceworks.com.

*Photo credit: Dan Eriksson

Related posts:

Read more Savvy B2B posts from Stephanie.

Comments: 98

Comments

51. waseem   |   Sat Jul 25, 2015 @ 01:34AM

Look about for inexpensive holidays with these destinations and you may find a lot of activities and also atmosphere regarding kids and also adults likewise. http://hypnosisideasworld.tumblr.com/

52. Jual RPP Kurikulum 2013  |  my website   |   Fri Sep 04, 2015 @ 01:14AM

thanx

53. siva   |   Wed Sep 23, 2015 @ 06:22AM
54. Areatha  |  my website   |   Sat Oct 10, 2015 @ 04:47PM

Very interesting info. <a href="http://segredocapilar.com">segredocapilar</a>

55. Busana Muslim  |  my website   |   Tue Dec 08, 2015 @ 06:28PM

Too many hyperlinks of low high quality in a few months frame is considered link bombarding and can considerably reduce your pagerank and even get you prohibited from the google https://dolmuslim.com

He or She is the person who has detailed information and knowing about the performing and actions of various google and capability to use this information for the marketing of your sites

57. cymax stores  |  my website   |   Sat Dec 26, 2015 @ 12:47AM

Thank you so much for sharing this lovely blog with us, i really appreciated to blogger, for wonderful sharing…
<a href="http://www.cymax.com/oversized-recliners--c680-6240.htm?utm_source=Referral&utm_medium=SEO&utm_campaign=Blog-%20Comments">big and tall recliner</a>

58. Modern hairstyles for men  |  my website   |   Wed Jan 06, 2016 @ 07:31AM

This post reflects what many are thinking but are have no platform from which to voice. You allow us to do that collectively.

60. asdsf   |   Fri Jan 08, 2016 @ 05:22AM

na itu mulai dari lima tahun terakhir kami sudah mengembangkan untuk pembelian produk furniture denganDiscount vapor code
http://discountvaporcode.com
Vape mods
http://discountvaporcode.com/vape-mods/
Vape pen
http://discountvaporcode.com/vape-pen/
Vape eliquid
http://discountvaporcode.com/eliquid/

61. Toko mainan surabaya  |  my website   |   Wed Jan 27, 2016 @ 12:16AM

toko mainan anak murah online di surabaya
http://www.mainankids.com

62. harga paket wisata pulau pari  |  my website   |   Mon Feb 01, 2016 @ 01:47AM

thanks info...

63. david   |   Mon Feb 01, 2016 @ 06:28AM

I like your point of choice for website yet need to recommend you for sharing some more data with respect to your subject so we can comprehend your idea all the more plainly.. <a href="http://www.buzzapplications.com/ios-applications-development/"> IOS 7 app designs </a>

64. stylish hairstyles  |  my website   |   Tue Feb 09, 2016 @ 07:47AM

Just want to thank you for another brilliant article. You offer tons of valuable information, nice and refined design here.

65. Glucosamine for dogs  |  my website   |   Thu Feb 11, 2016 @ 05:58AM

Valuable information and excellent design you got here! I would like to thank you for sharing your thoughts and time into the stuff you post!

68. slam sko   |   Fri Mar 04, 2016 @ 01:40PM

Through the steps to literally reshape your brain so these 7 habits just pour out of you. So naturally,
the first thing you need for your millionaire mental upgrade, are the 7 key thoughts, habits and attitudes they have. Using this program, you will be magnetically pulled towards the wealth you've always wanted.
http://groupspaces.com/MillionairesBrainAcademy/pages/the-millionaires-brain-academy-review

69. slam sko   |   Sat Mar 05, 2016 @ 11:06AM

program that specifically boost your body’s natural fat burning hormones,and capitalize the hormonal
shift that happens in your body after you will never find a groundbreaking, cutting edge template
http://flatbellyovernightreview.com

70. buy car bad credit Fontana   |   Mon Mar 07, 2016 @ 12:40AM

Too many links of low top quality in a few months structure is regarded weblink spamming and can significantly decrease your page rank and even get you banned from the search engines. http://www.financeautogroup.com/

71. buy car bad credit Fontana  |  my website   |   Mon Mar 07, 2016 @ 12:41AM

Too many links of low top quality in a few months structure is regarded weblink spamming and can significantly decrease your page rank and even get you banned from the search engines.

72. Glucosamine for dogs  |  my website   |   Mon Mar 07, 2016 @ 01:25AM

That is some inspirational stuff. Never knew that opinions could be this varied. Thanks for all the enthusiasm to offer such helpful information here.

73. slam sko   |   Thu Mar 10, 2016 @ 05:38AM

is an easy to follow system that presents to you the hidden secrets of the ages that you can use right now to begin to attract in abundance those things you
dream and wish you have in your life.
http://cosmicorderingsecretreviews.com

74. slam sko   |   Thu Mar 10, 2016 @ 12:30PM

The biggest obstacle coming at a set point and bvious. However, once you do it, will give you the advantage to get started in this industry and has in a tragedy.
He be your fear, and do not need to sell the results of the greatest of the past, as the marketer
http://datadollarsproreview.com

75. samdiro   |   Thu Mar 10, 2016 @ 12:31PM

The biggest obstacle coming at a set point and bvious. However, once you do it, will give you the advantage to get started in this industry and has in a tragedy.
He be your fear, and do not need to sell the results of the greatest of the past, as the marketer
http://datadollarsproreview.com

76. slam sko   |   Fri Mar 11, 2016 @ 03:05PM

Through the steps to literally reshape your brain so these 7 habits just pour out of you. So naturally,
the first thing you need for your millionaire mental upgrade, are the 7 key thoughts, habits and attitudes they have. Using this program, you will be magnetically pulled towards the wealth you've always wanted.
http://millionairesbrainacademyreview.com

77. Anonymous   |   Fri Mar 11, 2016 @ 03:06PM

Through the steps to literally reshape your brain so these 7 habits just pour out of you. So naturally,
the first thing you need for your millionaire mental upgrade, are the 7 key thoughts, habits and attitudes they have. Using this program, you will be magnetically pulled towards the wealth you've always wanted.
http://millionairesbrainacademyreview.com

78. slam skoH   |   Wed Mar 16, 2016 @ 06:43AM

recently-released collection created by spectacular hair restoration dilute Jerry Reverend. This software is a major bleach to regrow the
tomentum into a modal premiss and avoid the pilus expiration, so you can be capable without idea mind around the cloth red difficulty anymore for the reside of your life.
http://therestorelosthairreview.com

79. probiotics for dogs  |  my website   |   Tue Mar 22, 2016 @ 07:00AM

Valuable information and excellent design you got here! I would like to thank you for sharing your thoughts and time into the stuff you post!

80. slam sko   |   Mon Mar 28, 2016 @ 12:16PM

This thought enables you to transmute an in-demand vocalization over artist with ease. ranging from the earth old auditions to your own marketing efforts.
The latter shows you what you pauperization to do to be healthy to ask, and receive correspondingly, the rates you Rattling and should merit.
=http://thememoryguardprogramreview.com=

81. sabuk bonceng motor  |  my website   |   Tue Apr 05, 2016 @ 01:30AM

thanks information..

82. grosir baju hamil murah  |  my website   |   Thu Apr 14, 2016 @ 03:06AM

good article..

83. SLAMI   |   Mon May 09, 2016 @ 12:50PM

The important bit of WDC is how to activate these genes, and he provides a comprehensive strategy to do that.
ttp://opulenceforlifeprogram.com

84. IM Hardware  |  my website   |   Wed May 11, 2016 @ 06:52AM

Pretty good article I'd like to add something in it. Visit <a href="http://www.imhardware.pk">Hardware Store in Lahore</a>

85. IM Hardware  |  my website   |   Wed May 11, 2016 @ 06:52AM

Pretty good article I'd like to add something in it. Visit <a href="http://www.imhardware.pk">Hardware Store in Lahore</a>

86. klester   |   Thu May 19, 2016 @ 03:04AM

menawarkannya di dalam hal ini saya ada rekomendasi untuk anda untuk

Survival Life Deals
http://survivallifedeals.com
Survive the end days
http://survivallifedeals.com/product/survive-the-end-days/
Surviving the final bubble
http://survivallifedeals.com/product/surviving-the-final-bubble/
Survival Md
http://survivallifedeals.com/product/survival-md/
Family Survival System
http://survivallifedeals.com/product/family-survival-system/

88. slamdd   |   Tue Jun 21, 2016 @ 12:24PM

is a valid way to transfer unnecessary money each month. By simply pursuing the roadmap within the syllabus and guaranteed, there is no way you can die.http://ucashacademyreview.com

89. SLAMI   |   Sat Jul 02, 2016 @ 11:55AM

is the latest product from Laura. It’s about learning the secrets of success and wealth.The Awakened Source you’ll become a happier person because you have everything you need. http://theawakenedsourcereviews.com

90. Music Downloader Apps For Android  |  my website   |   Sat Jul 30, 2016 @ 02:01PM
91. best gaming laptop under 1000$  |  my website   |   Tue Aug 02, 2016 @ 01:12PM

nice one share man you can also check http://destroythisplace.com/best-gaming-laptops-under-1000/ here

92. jenny  |  my website   |   Fri Aug 19, 2016 @ 01:23PM

Simply wish to say your article is as astounding. The clearness on your submit is just excellent and i can suppose you are an expert on this subject.

http://oneboxmc.com/mobile-binary-code-review/

93. Nesdek App Scam  |  my website   |   Tue Aug 23, 2016 @ 01:15PM

I know that you explain it very well. And I hope that other readers will also experience how I feel after reading your article. I feel very grateful that I read this. It is very helpful and very informative and I really learned a lot from it.

94. furnished apartments dubai  |  my website   |   Sun Aug 28, 2016 @ 03:47AM

i am glad that i found this blog it's great i got very interesting post over here.

<a href="http://dubaishortstay.weebly.com/dubai-short-stay/find-cheap-holiday-apartments-anywhere-in-the-world">dubai hotel apartments</a>
<a href="https://dubaistay.net/">dubai holiday villas</a>

95. vacation homes  |  my website   |   Sun Aug 28, 2016 @ 03:51AM

Very useful information i just bookmarked this one to read more interesting posts over here.

<a href=http://dubaishortstay.weebly.com/dubai-short-stay/find-cheap-holiday-apartments-anywhere-in-the-world>dubai holidays</a>

<a href="https://dubaistay.net/">hotel apartments</a>

96. vacation homes  |  my website   |   Sun Aug 28, 2016 @ 03:51AM

Very useful information i just bookmarked this one to read more interesting posts over here.

<a href=http://dubaishortstay.weebly.com/dubai-short-stay/find-cheap-holiday-apartments-anywhere-in-the-world>dubai holidays</a>

<a href="https://dubaistay.net/">hotel apartments</a>

97. poker online uang asli  |  my website   |   Fri Sep 02, 2016 @ 03:00AM

great post,

poker online uang asli @ http://asianqq.asia
situs bandaq @ http://asianqq.asia
judi domino 99 terpercaya @ http://asianqq.asia

98. 250  |  my website   |   Sun Sep 04, 2016 @ 06:30PM

Very descriptive article, I liked that a lot.

Previous 1 2 Next

Post a Comment




powered by Doodlekit™ Free Website Builder