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May 21, 2007 01:15 PM

Categories: Marketing and PR

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Joined: 08/21/2006

Our organization has had a whitepaper posted at an industry portal for several months. When visitors download that paper, their contact info is captured by the host of the portal. That organization has offered us the opportunity to have an email sent on our behalf to all parties that have downloaded the whitepaper this quarter.

Any ideas of content that would help drive sales (e.g. special offer, webinar, consultation, etc...)?



Discussion:    Add a Comment | Comments 1-8 of 8 | Latest Comment

May 21, 2007 4:02 PM

You need a network of content, no just the content for one blast.

You should also be concerned about whether the receipents actually gave the company who will send the email permission to do so.

May 21, 2007 4:24 PM

Regarding Dave4500's

You should also be concerned about whether the receipents (sic.) actually gave the company who will send the email permission to do so.
-- I concur, for this not to be considered SPAM under the current US CAN-SPAM laws, the recipients must have given permission and you should review this organization's registration process to ensure that the recipients opt'ed in.

Assuming they opt'ed in to receive email from the organization, I would highly recommend that you make your offer a follow-on to the whitepaper -- i.e., whatever issue the whitepaper addresses, make the offer fit the whitepaper. So it could be consultation on the whitepaper's issue, training to address the whitepaper, trial software to address the whatever is discussed in the whitepaper, etc. -- whatever is most appropriate given the whitepaper. Whatever is offered should also correlate to the organization's audience.

Hope that helps.

May 21, 2007 5:10 PM

I respectfully submit that any spam concerns in this context are overblown. Sending someone a "thank you for downloading our white paper" e-mail, in a courteous, professional tone, with suggestions of where that person might go for additional information or for answers to questions, is hardly spam.

Now if you take that person's e-mail and start bombarding him or her with e-mails once a week asking them to "buy now", that's a different matter.

Look to your current sales process for a clue as to what information a potential customer might seek upon downloading a white paper. Is it typical that someone would want to know how other companies are using your software (offer them a case study), or view how the software works (offer them a flash demo), or how you compare to others in your category (offer them an analyst report)?

In our experience, software companies routinely make the mistake of NOT following up on white paper leads aggressively enough. Sales reps have the tendency to dismiss such prospects as "tire kickers" when, with the appropriate follow-up and invitation to engage with your company, many of those who respond may be found to have very real and immediate needs.

Good luck!


May 30, 2007 9:07 AM

I agree with Dave and Howard. Go ahead and do it.

Think about what piece of information they might want next, after they read the white paper. Then offer them that.

What it is depends on the content of the paper. And you could test several different offers, right? Try a second white paper, a webinar and a demo.

May 30, 2007 10:29 AM

I respectfully disagree with the comment about an opt-in requirement under the CAN SPAM law. There is no such provision. The only thing close is the requirement that there is a method of "opt-out" in any commercial email that this sent. This seems to be a point of confusion for many people, given the zealous defenses against SPAM by the ISPs, and the way rented email lists are generally opt-in only.

By the way, these are major portals that are doing lead capture this way (Ziff-Davis, etc.). They would do nothing which explicitly breaks a law.

Judy and Howard give good advice. I personally would follow up a white paper download with the offer of a webinar or free trial, then if you get them to bite on the next step, maybe a special time-limited discount after that.

Phil Morettini
PJM Consulting
Moretti on Management Blog
+1 858 792 1062

View unverified member's comment - posted by Bobby Fisher

July 21, 2011 8:29 AM

I think Dave covered some part of my thoughts. You need structured content to engage and nurture these cases and this should not get into sales promotion spamming.

- Thanking him could be the first step
- The other things that he might find useful might be the next step
- BTW people who downloaded this white paper were also looking for this.. do you find this useful
- Run some promotional and specific offers with defined CTA (not purchase) but some confirmed action

Those should be good ideas to start

Twitter @xeniaconsulting

Atul Twitter - @xeniaconsulting

December 8, 2011 1:48 AM

A 15 minute phone meeting request to explore their problem/situation with one of your Product Specialists or Domain Experts could be suitable.

How to Get More Executive Level Sales Appointments: http://www.MoreSalesAppointments.info

Discussion:    Add a Comment | Back to Top | Comments 1-8 of 8 | Latest Comment

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