Q:

What's the business models for LMS? How do I make money with it?

A:

There are two main business models in use today.

First, there is the "Cost Per Lead" model. A publisher of white papers or other assets provides a lead to an advertiser or sponsor, charging on a per-lead basis. Typical pricing for these leads is from $35 to $100 per lead, but in some cases can be much higher depending on the value of the product. In addition, advertisers can "filter" leads to match very specific criteria (e.g., industry type, C-level, geography) and these leads can provide significantly more value.

Second, there is the "Sponsorship" model. A publisher will provide a complete "program" to a sponsor, which may include a white paper as the "core offering". Since LMS allows integration of webcasts, videos, and other rich media, the bundled offering provides an extremely rich value for the sponsor, and these programs typically are bundled and sold for $10,000 to $100,000 per program.

Q:

I already have a lead generation system, and it seems to be working fine. Why do I need LMS?

A:

Readers Like it Better. Most Lead Gen systems use PDF at the core of the offering. By not having a PDF download, readers get an "immediate" experience from any browser or supported mobile device (e.g., iPhone). Readers like immediacy and high quality.

Engagement Data (Better Lead Quality). Lead generation systems have been around for many years. The current approach is "fill and grab". The reader "fills" out a form, and "grabs" a PDF to download. The problem with "fill and grab" is that it ignores the value of the engagement level of the reader. Did they read the document? Print it out? Share it with others? What percent of the document did they actually view, which specific pages or articles, and how many minutes did they spend?

Many, many more leads. "Fill and grab" has a huge downside - if a reader likes the content enough to forward it, the downstream "readers" are lost. No registration. No leads. No revenue. With LMS, forwarding requires a new registration, resulting in more new leads. In addition, you can see "engagement patterns" across organizations, as a document becomes "viral". This is a strong signal of interest that an advertiser can take advantage of.

Interactivity and Information. LMS allows publishers to integrate "real time" surveys inside of a white paper, which is both engaging to the reader (they get to "see" the results of their peers), and provided back in the lead report.

Q:

How can I integrate my current lead generation system with LMS?

A:

Our system has several methods of "hooking into" your lead generation system. If you already have a "lead capture" form which connects to a database, we have a programming interface (API) that can be used to "pass" the session and the data to our system. Then, we take care of the advertiser-specific tracking, reporting, and special advertiser-specific questions.

Q:

OK, sounds good. How do I get started?

A:

Contact Cimarron Buser directly at 508-804-3062, or use our information request form which is monitored during business hours - you'll get an immediate response.