Overview of our work in Content Syndication. LeadSwell helps technology companies cost efficiently succeed in external / outbound marketing. We locate, vet & recommend publishers, negotiate pricing & deal terms to benefit the client, secure contracts between client & publishers (so clients enjoy direct relationships if they wish,) draft whitepaper abstracts, launch the campaign, optimize fulfillment, Q/A & deliver of leads. Clients realize value because we negotiate below market Cost Per Lead-based pricing. We know how to negotiate below market performance-based pricing (Cost Per Lead) & who to negotiate with.

1. LEADSWELL – EXPERTS IN B2B
LEAD GENERATION SINCE 2007
CASE STUDY FOR CONTENT SYNDICATION
JUNE 2013

2. Quality:
• Leveraging 15 years in B2B Media, we have built Executive-level relationships with
Business Media Companies like Ziff Davis, UBM Tech, Source Media, Summit Business
Media & more.
• Best leads are often generated using email lists of publishers & client’s .pdf content
Reach:
• We have access to the most Business & Technology decision makers in the US.
Targeting:
• We enjoy size across all categories & can target granularly.
Media Value:
• We know how to negotiate below market performance-based pricing (Cost Per Lead) &
who to negotiate with.
Background on LeadSwell

3. Background on the Engagement
- From Oct-Dec ‘12, LeadSwell was subcontracted by Bluebird Strategies to assist with
Content Syndication.
- LeadSwell was paid $5,000 flat fee to locate, vet & recommend publishers, negotiate
pricing & deal terms to benefit the client, secure contracts between client &
publishers, draft whitepaper abstracts, launch the campaign, optimize fulfillment, Q/A
& deliver of leads.
- Client realized value considering they were unfamiliar with content syndication & how
to negotiate below market Cost Per Lead-based pricing. Client is happy with their
results & recently renewed.
- Recap of client’s media spend:
1) Oct ’12- $10,000 invested across 2 publishers:
- Pub A: 100 leads @ $50 CPL = $5k
- Pub B: 50 leads @ $100 CPL = $5k
> Result: 158 leads delivered, thanks to overdelivery by Pub A
2) Dec ‘12 - $10,000 invested across 2 publishers:
- Pub A: 100 leads @ $50 CPL = $5k
- Pub B: 56 leads @ $90 CPL* = $5k *10% discount secured
> Result: Client is tightening up the nurture track, we’ll go live shortly

4. Content Syndication– How It Works
Most publishers such generate content leads in the same manner. We will attempt to
illustrate this process in 9 steps, using Insurance & Technology as a model.
Step 1: Publisher deploys an email campaign to a subset of it’s subscriber database. The
email contains an offer for the client’s free .pdf content.
Step 2: User clicks on
the offer & is redirected
to publisher landing
page.

5. Step 3: Landing Page – User is prompted to click “Download Now” in order to access
the whitepaper.
Content Syndication – How it Works

6. Step 4: Users are
required to either sign in
or register with the
publication.
Content Syndication – How it Works
Step 5: Prior to accessing
the whitepaper, our
client required users to
select their organization’s
“# of Active Producers.”
This mandatory custom
question was negotiated
into the campaign.

7. Step 6: End user is able to
download their
whitepaper from
whitepaper library.
Content Syndication – How it Works

8. Step 7: Publishers Q/A’s leads,
delivering them via Excel to
LeadSwell 1-2x week. LeadSwell
Q/A’s, rejecting leads outside of
contract parameters, visually
bogus leads, competitors, etc.
Step 8: LeadSwell delivers leads
to client 1-2x week in any format
requested.
Step 9: may reject bad leads-
bad phone #’s, bounced emails,
any lead with a valid reason for
return. Replacements are
delivered as necessary.
Content Syndication – How it Works

9. Next Steps to Fulfill the Dec ‘12 Spend
1) Client sends LeadSwell .pdf content, targeting requirements, & volume requirements
for each piece of content.
2) Within 24-48 hrs, LeadSwell will draft abstracts & submit to for approval.
3) Client revises or approves abstracts, submits to LeadSwell.
4) Within 5 business days, LeadSwell will submit content registration pages to client for
approval prior to going live.
5) Within 5 business days of approval, campaign will be live & client can expect the first
delivery of leads.
6) Timeline to fulfillment. Considering Oct’ 12:
> Pub A delivered 50 leads in the 1st week.
> Pub B delivered 108 leads in 4-6 weeks.
7) Client rejects bad leads as often as possible, ideally monthly. Each bad lead must
include a reason. Feedback on good leads is helpful for optimization.
8) Billing with pubs is monthly, net-30, based on # of accepted leads by every month.

10. Thank you!
Matt Payne
415.518.6701
matt@leadswell.com
skype: mattdpayne