IDG Offers Lead-Generation Database

Tech magazine and Web site publisher IDG has aggregated subscription information about the readers of its technology print publications and created an online database of IT decision-makers to sell marketers leads.

The database, dubbed IDG Connect, which was quietly launched last month, contains data on 6 million IT professionals, including names, contact information, IT budgets, what programs and systems are currently installed in their offices, and their future buying intentions. The database is also segmented and searchable by roughly 100 categories, including business intelligence, storage, security, networking, and mobile and wireless.

Leads can be purchased by IT marketers on a per-lead basis, and can be generated fairly quickly from the database. "We've essentially turned this database into a lead-generation machine for marketers," said IDG President Bob Carrigan. Marketers can then target white papers and Webcasts to these IT buyers or recommenders, in the hopes of influencing purchasing decisions.

The database is opt-in, Carrigan said, and the information is culled from subscription information from IDG's print publications--including ComputerWorld, InfoWorld and Network World, as well as registration information from IDG's various technology events, such as MacWorld and LinuxWorld.



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