Brian Carroll wrote a great post the other day titled, “When is a “free download” no longer free?”  It talks about the tactic some still use to allow customers to download a free white paper after entering their info and then immediately calling them for the sale. He states, “People download content often to answer questions. Don’t assume that because they downloaded something that they are ready to talk to a sales person. You need to first connect with your potential lead.”

We couldn’t agree more. This isn’t just the case with some solution providers themselves, but also with some online directories. 

On a directory that will remain nameless, I had downloaded a white paper to learn more about a certain technology.  I specified that I was just researching.  The next day I received a call out of the blue that started with, “Hi Scott.  I understand you’re interested in buying our product.”  My first question was, “Who is this and what are you talking about?”  I hadn’t even read the white paper yet. After he explained, I figured out he had received my contact info from the directory site as a “hot lead” and I told him thanks but no thanks.  Not only did I not want to buy the product, but I was upset with them and the directory for the way they chose to “market” to me.

After thinking about it for awhile, I called the telemarketer back.  “How many actual hits do you get out of this process?” I asked.

“Almost none.”

“How often do people actually know what you’re talking about when you call them?”

“Almost never.”

“How much time do you put into this?”

“A lot.”

I don’t know what the directory charged for each “hot lead” but even if it was negligible, I’m sure the overall cost of time and the bad taste in the mouth of potential prospects do not make this method good for anyone involved.  Brian makes a great statement about thinking of lead generation as “micro-conversations” and provides tips on how to build (and not mess up) a lead from downloads.

The best thing you can do is provide your downloads as education.  If they’re informative and you have a great service or product, I’ll come to you.   But if you’re just adding an extra blurb to a brochure and calling it a white paper to leave out as bait, I would argue that you’ll lose more business then you’ll gain.