Exploring LeadingEdge’s Five Content Syndication Offerings

Earlier this year, LeadingEdge launched five new content syndication offerings to help our customers generate new opt-in leads by promoting marketing content created by LeadingEdge, internal resources, and even our competitors. But which content syndication offering is best for your organization? That depends on a few factors, including:

  • Whether you’re trying to generate leads at the ‘awareness’ or ‘consideration’ stage of the buyer journey (or both)
  • Whether your organization has an account-based marketing (ABM) initiative
  • How much budget you’ve got to spend on your content syndication campaign

All of this will make more sense as we explore each of the five offerings. In the meantime, this chart helps to distinguish the key characteristics of each one.

NOTE: With all five content syndication offerings, each client specifies target lead job filters, including job role (e.g., IT security, network operations, database administration) and job level / seniority (e.g., manager and higher, director and higher).

Standard Lead Generation

Most common content syndication offering leveraged by tech vendors that want to generate top-of-funnel leads.

  • Buyer Journey Stage: Awareness (usually)
  • Target Company Criteria: Employee count or annual revenue
  • Cost: Low

Account-based Marketing (ABM) Lead Generation

Ideal for tech vendors that already have an ABM initiative who want to generate more top-of-funnel leads. (Need help assembling an ABM list of accounts? We can help.) 

  • Buyer Journey Stage: Awareness (usually)
  • Target Company Criteria: Companies depicted in client’s ABM list (500 or more)
  • Cost: Low to Medium (largely depends on the quantity of companies)

Purchase Intent-based Lead Generation

Think of this as an ABM campaign, but instead of the client providing LeadingEdge with a list of target accounts, it’s the reverse – LeadingEdge provides the client with a list of target accounts based on up-to-date purchase intent data (that aligns with your product and/or service categories) aggregated by Aberdeen (acquired Big Willow), Bombora, and/or Intentsify. 

  • Buyer Journey Stage: Consideration
  • Target Company Criteria: Companies depicted in purchase intent report (500 or more)
  • Cost: Medium

Marketing-qualified Lead Generation

“Two-touch campaign” requiring two content assets. Those who download the first content asset will receive an email 3-4 days later inviting them to download the second content asset. Such leads commonly portray individuals in the midst of a buying cycle.

  • Buyer Journey Stage: Consideration
  • Target Company Criteria: Employee count or annual revenue
  • Cost: Medium

Sales-ready Lead Generation

Begins as a standard lead-generation campaign, but a few days after downloading the content asset, a telemarketer contacts each lead to offer a second content asset and to ask questions in hopes of uncovering potential sales opportunities. Questions asked by telemarketers typically align with “BANT” – budget, authority, need, and timeline (not necessarily asked in that order).

  • Buyer Journey Stage: Consideration
  • Target Criteria: Employee count or annual revenue
  • Cost: High

We hope this helps you to better understand the differences among our five content syndication offerings. If you’d like to learn more, LeadingEdge recently hosted a webinar titled, “Selecting the Right Consideration Partner.” Be sure to check it out. And then connect to our website to review our five content syndication offerings in more detail. Or drop us a line at to schedule a 20-minute briefing.

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