Eaton unveils content syndication program to generate power leads 18 March, 2010 By Mark Cox

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"Eaton is striving to provide resellers with tools they need to build up their power practice," said Brooke Lang, global IT channel manager, Eaton's Distributed Power Quality Business Unit.

"The issue that we saw is that while resellers want to push partners to their own websites, they are a little hesitant to send them to OEM sites," Lang said. "They want them on their own sites. The problem is that many resellers don't have the desire, capacity or time to keep third party content on their own site up to date."

Eaton's syndicated content includes product, service and special promotional information, as well as the ability to download white papers, thought-leadership articles, product videos, and case studies.

"We package up our content, present it with more of a joint go-to-market feel with the partner, and publish it on their website," Lang said. "And it's dynamic content."

"As far as I know we are the only ones in the power category doing this, although other companies like VMware, Cisco and HP do it," Lang added.

"Within 15 minutes a partner can have an extremely professional Eaton showcase on their site, explaining why power quality is important, with up to date content, and promoting their ability to build a quality power solution," Lang said. "They can also generate leads from this content."

The partner, and not Eaton, gets full control over these leads.

"Eaton doesn't see them at all. The lead goes directly to the reseller," Lang said.

The reseller has a management console that lets them pick and choose their content, and also lets them see how many customers are searching that data, what are they looking at, and what specifically generates leads.

Eaton also has plans to develop this tool further to add additional value for partners.

"VMware, through the same portal, allows the reseller to set up events," Lang said. "That's our next stage, an event an a box, with HTML templates they can customize, which includes all the information for a webcast or a live event. This is likely by the end of Q2 or early in Q3."