Effective lead-generation strategy begins with the task of defining and managing user expectations. Offering clear information contact policies are equally important to increase opt-in.

1. THE GIVE-GET
FRAMEWORK
Balancing Lead Generation With the
Expectations of Technology Buyers
Frank Jurden & Rebecca Sullivan
2013

2. 2
“Technology decision-makers and consumers
are alike in a number of ways, particularly in
how they use recommendations, search and
peer opinions when buying technology. But
technology decision-makers are less willing
to share personal information until later in
the decision journey and only when the
exchange involves ‘real’ value.”
In practical terms, exchanging “real value”
means putting only the highest-quality
assets like software downloads, exclusive
product previews, expert consultations or
custom quotes behind site registration.
Lesser assets (for example, white papers,
support documentation) lack attractiveness
to compel users to surrender information.
So-called registration walls are an effective
lead-generation strategy, but the disparity in
expectations of what brands require and what
users expect is where most lead-generation
programs fall down. Effective lead-generation
strategy begins with the task of defining
and managing user expectations. Offering
clear information contact policies are equally
important to increase opt-in.

3. 3
EXECUTIVE SUMMARY
BE EXPLICIT ABOUT THE VALUE EXCHANGE. Brands that provide clear descriptions of the
benefits of registration enjoy higher opt-in rates. Amazon, for example, offers personalized product
recommendations for users who choose to register.
KNOW THE QUALITY OF SITE ASSETS. Leading brands develop quasi-empirical methods for
scoring the perceived quality of site assets and use this information to define where in the click
stream to introduce registration walls.
REWARD DESIRED USER BEHAVIORS. Studies consistently find that buyers expect to be
rewarded for sharing personally identifiable information, so discounts and/or quality content are
almost requirements. But smaller rewards — and lower quality assets — can be useful to lead the
customer toward a richer engagement. The New York Times site (nytimes.com) allows users to
sample full articles but then requires registration after a threshold of pages (or visits).
ADDRESS PRIVACY CONCERN IMMEDIATELY. Aside from the issue of perceived value,
customers’ reluctance to share is driven in part by concerns over how PII (personally identifiable
information) will be used. Buyers fear (a) PII will be given to third parties without consent and (b) PII
will only add to the flood of vendor spam they already receive. Among all their concerns, these two
top the charts of their fears. The obvious conclusion for vendors is to address security and privacy
concerns directly in all interactions in which PII is an issue. Harris Interactive found that 77 percent of
internet users in the U.S. believe that brands are materially responsible for protecting customers’ online
privacy. Convincing users that the brand is in control is key to earning the trust needed for opt-in.
GIVE USERS CONTROL OVER COMMUNICATIONS. A common error is for vendors to over-
communicate with users. Sales and marketing teams are often anxious to move the user down the
decision journey, and different business units often share the same lists without sharing contact
strategies. Such enthusiasm can backfire. Enabling users to define the channels, content and
frequency of brand communications is critical. Create internal “comms caps” so that users avoid
being double-targeted by distinct business groups. In this way, wary technology buyers will be
assured that sales teams won’t be hounding them as a result.

4. 4
BEST PRACTICES IN GIVE-GET
EXPLAIN THE BENEFITS OF REGISTRATION
Jacob Nielsen advises that when brands offer a link to registration, they must explain how creating
an account would benefit the user. Amazon is a clear example here, offering users personalized
recommendations in exchange for registration information. As Nielsen explains, “Users don’t come to
sites to register, but they might do so if the reasons are compelling enough.”
In ecommerce research, Forrester found that almost one-quarter of online shoppers in the U.S.
leave the site without registering or purchasing, taking millions of dollars in potential revenue with
them. This data makes technology clear that registration should be optional and that the business
must explain the benefits customers will get if they do sign up.
23%
7%
70%
REGISTERED AND
COMPLETED PURCHASE
LEFT SITE WITHOUT
REGISTERING
REGISTERED ­—
NO PURCHASE
BEST PRACTICES IN VALUE EXCHANGE

5. 5
CONSIDER ADDITIONAL INCENTIVES FOR REGISTRATION
Forrester also found that the right incentives can also be helpful — online shoppers are most likely to
hand over personal data in exchange for discounts in the ecommerce context.
Elsewhere, a Q4 2011 study from Aimia, found that over 40 percent of respondents said they want to
be rewarded for sharing their personal data, which can be very useful for alleviating privacy concerns.
ADDRESS SECURITY CONCERNS PROACTIVELY
Consumers and technology buyers are increasingly concerned about privacy. Even as social media
usage, shopping and other online activities become more commonplace, the American Consumer
Institute Center for Citizen Research reported in November that a full 62 percent of consumers say
they “do not trust” online companies with their personal information.
Consumers Are Most Willing To Trade Personal Information For Greater Discounts
Please indicate how willing you are to share personal information under the following conditions.
[4 or 5 on a scale of 1 [not at all willing] to 5 [very willing]]
To receive greater discounts
To receive fewer ads
To save time
To receive free content
To create a more personalized experience
To receive more relevant ads
Source: North American Technographics Consumer Experience, Marketing, and Technologt Online Survey, Q3 2007.
45179 Source: Forrester Research, Inc.
Base: US online consumers
51 %
41 %
40 %
39 %
27%
14%
Extent to Which U.S. Consumers Trust Online Companies with Their Personal Information
November 2011
% of Respondents
Note: Numbers may not add up to 100 percent due to rounding *like Google, Facebook and others.
Source: American Consumer Ins Center for Citizen Research as cited in press release, Nov. 30, 2011.
134713 www.eMarker.com
2% Completely Trust
4% Don’t know | refused
33% Somewhat trust
63% Do not trust
BEST PRACTICES IN VALUE EXCHANGE

6. 6
The company doesn’t pass my data on to any third parties
I know exactly how my data is going to be used
That I can control exactly which pieces of information I share and don’t share
The company website has a security certificate
I have a clear understanding of how to giving up my data will benefit- me
The company is well known
The company’s privacy policy is easy to read and understand
The company destroys its collected consumer information after 6 months
The key to building trust online, according
to numbers out from Harris Interactive, is
ensuring that users feel like they’re aware of
what data is being collected, and in control of
how data is used. This is even truer for tech-
savvy technology buyers, who report a higher
level of distrust than other internet users.
A global study conducted at the same time
reported similar results. Note that including
links to the privacy and security policies, in
context, wherever personally identifiable
information is collected is a Forrester
recommendation.
Most Important Aspects of Online Privacy and
Security According to Consumer Worldwide,
July 2011
% of Respondents
Note: Respondents selected their top three aspects; Chile, Hong Kong, India,
Japan, the UK and U.S.
Source: McCann Woldgroup,” The Truth About Privacy”, Oct. 18, 2011.
134713 www.eMarker.com
55 %
51 %
50 %
43 %
31 %
29 %
26 %
20 %
BALANCING LEAD GENERATION & THE TECHNOLOGY BUYER’S EXPECTATIONS
A recent study of technology buyer habits from TechTarget found that readiness to buy, vendor familiarity
and information quality are the top drivers for sharing contact information with vendors online.
The same study asked technology buyers what they want the vendor to do after they download
vendor content. Technology buyers only want the information they’re registering for but do expect
some follow-up. Still, a full 18 percent say that they would be annoyed if a vendor followed up with
them as a result of the download. The diversity of answers here only underscores the importance of
setting expectations on your privacy and contact policies up front.
BEST PRACTICES IN VALUE EXCHANGE

7. 7
GIVE USERS CONTROL OF COMMUNICATIONS CHANNELS AND FREQUENCY
Technology buyers have a greater need for control over communications. Recognize this need
and merchandize the control features of your lead-generation program as part of its value.
Most buyers want vendors to send relevant follow-up information but prefer to contact vendor when they are ready to take next step.
Technology Buyers
Consumers
I only want the information that I am registering for
I expect the vendor to send me more information but
leave technology up to me to contact them when I am ready
I do not expect anything else from the vendor and would
be annoyed if they followed up with me
I expect the vendor to send me more information and if
I accept that information then this is a sign I want to be
contacted by the vendor
I expect the vendor to follow up with me as a result
of the time I took to resister for its offer
I expect the vendor to send me multiple follow-up offers
that give me options to explore and will ultimately
lead me to the website if I decide to go there
33%
30%
32%
29%
18%
16%
7%
10%
6%
7%
5%
9%
Technology buyers readiness to buy, vendor familiarity and information quality are the top drivers for sharing contact information with vendors.
When ready to make a purchase
If technology is a company I am familiar with
If I am receiving expert or editorial vendor information in return
When evaluating or short-listing vendors
If I am receiving expert or editorial, non-vendor information in return
When identifying a problem and beginning my online research
If I am reading product or vendor reviews
If I am in an online social environment where relevant
discussions are taking place
If technology is with a company I am not familiar with
42%
27%
19%
19%
15%
10%
9%
8%
2%
43%
55%
53%
48%
44%
34%
34%
36%
18%
5%
5%
7%
9%
12%
20%
20%
20%
33%
Very willing
Somewhat
willing
Probably not
willing
Definitely not
willing
BEST PRACTICES IN VALUE EXCHANGE
10%
13%
21%
25%
30%
36%
37%
36%
47%
TechTarget: When Worlds Converge, September, 2011
TechTarget: When Worlds Converge, September, 2011

8. 8
Frank’s focus is on digital planning in the
enterprise. His team designs digital and
relationship-marketing initiatives, global
demand-generation campaigns and
customer-nurturing efforts, among other
activities. His responsibilities span campaign
architecture, goal refinement, audience
insights, collaboration with creative teams,
definition of contact strategies and media-
mix allocations, campaign optimization and
cross-agency collaboration.
Frank Jurden
Group Planning Director
Frank’s background spans both the academic
and agency worlds. He’s been with VML since
2005 and has served as Lecturer in Marketing
at the Graduate School of Business at the
University of Kansas since 2004.
ABOUT THE AUTHORS
Rebecca worked in online advertising and
web strategy positions for Right Media,
Yahoo! and the University of Oregon before
rejoining VML in 2010. Along with her
colleagues in the White Salmon, Wash., office,
Rebecca provides research, analysis and
reviews for the full stable of VML clients on
topics ranging from competitive analysis to
usability and strategy.
Rebecca Sullivan
Research Analyst