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Whitepaper sponsorship generates approximately 500 qualified leads
Case Study: Whitepaper sponsorship
Ramsay Corporation is a human resources consulting firm that specializes in the development of tests and the associated usage of these tests for the hiring and training of maintenance and production workers.
With skilled labor positions in high demand and the decline of this labor force due to aging baby boomers retiring, many organizations find themselves in a difficult position when it comes to finding qualified maintenance technicians and production personnel.
With the forthcoming problems facing many organizations, Ramsay Corporation felt many managers and supervisors in plants would be interested in learning how skills assessments can help their organization find and train employees more effectively.
Ramsay Corporation’s marketing team felt that a whitepaper on the usage of tests for hiring and developing maintenance employees would help build awareness of these techniques and chose Plant Services’ white paper sponsorship program to achieve this goal.
Plant Services’ whitepaper sponsorship program sends a notification to subscribers via email and requires registration to read the whitepaper. Sponsors of the whitepaper are allowed to ask several questions to the registrants of the whitepaper as a way to pre-qualify leads or conduct market research.
In the first week of sponsorship, Ramsay Corporation received 377 qualified leads that were sent via email to Ramsay Corporation marketing team. After the initial email, the whitepaper is also available for viewing on Plant Services’ website and leads are continually generated. After the first month 488 qualified leads had been generated by the whitepaper alert for use by Ramsay Corporation’s marketing and sales force.
"We found the whitepaper sponsorship program to be extremely effective for us. Not only were we able to educate approximately 500 interested people, we were able to gain valuable market research on test usage within organizations and build a contact list of prospective clients and organizations that could benefit from our products and services."
- Brian Mancini, Marketing Manager, Ramsay Corporation
Key "takeaways"
- Whitepaper sponsorship is a great technique for building awareness of products and services by providing explanation of solutions
- Whitepaper alerts provide quality feedback on the effectiveness of your marketing dollars
- The registration format allows you to qualify leads and conduct market research on the readers of your whitepapers
- Quality leads are generated by effectively tailoring your white paper message to the needs of the target audience