Cost-per-lead (CPL) content syndication is a demand generation program in which a media partner distributes your content to readers who match your target profile, and you pay a fixed price for each lead that meets the agreed criteria. It turns a white paper, e-book or report into a predictable flow of contacts for your sales team.
How the model works
- You provide an asset. A useful piece of gated content, such as a report, guide or case study.
- You define the audience. Industries, company size, job titles, seniority and regions.
- The partner distributes it. Through its own publications, newsletters and partner sites.
- Readers download it. Each download that matches your criteria becomes a lead.
- You pay per lead. Leads that do not meet the criteria are not charged.
Why B2B teams use it
- Predictable cost and volume for pipeline planning
- Reach beyond your own website and social audience
- Leads who have shown interest in a relevant topic
Questions to ask a syndication partner
- Where do your leads come from, and what share comes from your own publications?
- How do you verify contact details and job titles?
- How do you handle leads that do not meet the criteria?
- Can you add custom questions to qualify leads further?
- How and how often are leads delivered, and can they go straight into our CRM?
Making leads convert
Syndicated leads are early in their research. Follow up with relevant content and a clear next step rather than an immediate sales call, and score them alongside your other channels.
eMedia Brands runs CPL syndication across its own industry brands and partner publishers. See our demand generation programs.