Syndication strategies

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Syndication strategies

• Tom Gaither
• VP, Recurring Revenue Marketing
• iMarket, inc.

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All of us here in you-ville like marketing a lot!
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Agenda

• iMarket background
• What is syndication?
• iMarkets syndication strategy
• Lessons learned
• Is syndication right for your business?

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iMarket background

• Internet and desktop tools for B2B sales and
  marketing professionals
• Find new customers
• Understand existing customers
• Evaluate new marketing opportunities
• Private, growing, profitable
• Internally funded Internet unit, zapdata.com

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What is syndication?

• Not just for cartoonists, columnists and game
  shows
• Think Amazon.com
• Trade content for traffic
• Revenue sharing model, or fee based

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Three part traffic strategy

• Syndication
• Retail traffic
• Corporate accounts

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Examples of iMarket partners

• American Express
• Allbusiness.com
• Hoovers
• IBM
• Inc.com
• Listsnow
• Lycos
• mynetsales

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Syndication levels

• Co-brand
• Co-link
• Link

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Allbusiness.com co-brand
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listsnow.com link
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Results
Conversion from registration to purchase
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Lessons learned

• Quality vs. quantity
• Logistics outsource vs. internal
• Automate usage tracking, reports, royalty checks,
  etc.
• Example Be Free (Marlborough, MA)
• Revenue sharing vs. fixed fee
• Location, location, location
• Track results, work with partners to improve
  results
• Expect syndication results to build slowly

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Is syndication right for your business?

• Are other sites aggregating a similar audience?
• Horizontal (e.g. small businesses- Inc.com, IBM)
• Vertical(e.g. business information- Hoovers)
• Complementary (e.g. SFA- mynetsales.com)
• Can you and your partner benefit?

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And what happened then? Well... In you-ville they
say