What is B2B content syndication?
Content syndication promotes your gated content, such as a report, guide or webinar, to B2B audiences outside your own channels. People who want the asset request it, and you receive their details as leads.
What is the difference between a syndicated lead and a normal lead?
A syndicated lead comes from a person who requested a specific asset of yours, so you know which topic they read. A normal inbound lead may come from anywhere. Syndicated leads also arrive matched to the brief you wrote, and phone-verified.
What details come with each lead?
Contact and company details matched to your targeting brief, with the specific fields agreed at kickoff.
Are the leads verified?
Yes. Leads are phone-verified.
What happens if a lead does not match our brief?
It is replaced within 48 hours. Tell us which leads missed the agreed brief and why, and we replace them.
Which privacy rules do you follow?
We follow GDPR, CASL and TCPA.
How do leads reach us?
Leads are delivered into your CRM. You can receive them in real time through an API or webhook, as encrypted files, or through a shared drive such as Google, Microsoft, Dropbox or Box. You choose at kickoff.
How soon can a campaign start?
Programs launch within a week of kickoff, with a minimum of 3 days.
Which content works best for syndication?
Assets that answer a question a buyer has during evaluation: research reports, buyer guides, checklists and recorded webinars. If you are unsure which of your assets to use, we go through them with you at kickoff.
Can we choose which companies see our asset?
Yes. The brief sets the industries, company sizes, regions, technology used and the part of the business involved in the purchase. You can narrow or widen it at kickoff.
Do we keep our content and branding?
Yes. The asset, the offer and the brand stay yours. We handle the promotion and the checks.
What should we do with the leads once they arrive?
Contact them while the topic is fresh. The lead requested your asset on a subject you chose, so open with that. If you want a first conversation booked for you, see Appointment Generation.
How do you check lead quality?
Every lead gets a 100% audit before delivery and goes through a four-step quality drill-down before it ships. Leads are phone-verified. Rejected leads are replaced within 48 hours.
Which qualification levels can you deliver?
MQL, HQL and BANT. An MQL has shown interest and fits your profile. An HQL is ready to talk business. A BANT lead is checked for budget, authority, need and timeline. You choose the level in the brief.
Do we pay for leads we reject?
No. You pay for leads you accept. We invoice accepted leads at campaign completion, on the payment terms agreed up front.
