Whitepaper with lead form
Your knowledge document behind a short form on the platform. Each download gives you a name, a company and an email address.
Lead generation
Lead generation in construction and industry
Enquiries from skilled professionals in your market, via the trade magazine, the platform and the newsletter they read for their work.
45+platforms, each with its own newsletter
21,000+companies reached via our titles
What it gets you
An enquiry comes from someone who knows you and can find you.
Therefore, first visible and discoverable, then reachable.
Found.
At the moment of the question.
An editorial article on the platform remains discoverable for your customer's search queries, in Google and possibly also in AI answers. With a clear question in it: a demo, a calculation, a visit.
Known.
Before the question arises.
The newsletter and the trade magazine bring your story to the reader before they search. Those who already know you are more likely to click on your article than on that of an unknown.
Chosen.
Complete and traceable.
A whitepaper behind a form, an enquiry that reaches the right person, and reporting per placement: you see which title and subject generated the enquiries.
What it is
What is lead generation via trade media?
Lead generation is the collection of contacts who show interest in what you sell: a name, a company and a question you can follow up on. Via trade media, those contacts come from your own market, as the reader of a trade magazine already works in the sector you supply.
Louwers Mediagroep has 45+ trade magazines, each with an online platform and a newsletter, for construction, architecture, industry and production, infrastructure and outdoor and business and hospitality. On these platforms, you place content that skilled professionals respond to: a whitepaper, a partner article or a mailing.
A lead arises when a reader requests something from you, for example by downloading a whitepaper. Per placement, you see how many people you reached, how many clicked and who responded. What happens to the lead afterwards is explained on our page about connecting leads to your CRM.
Does this sound familiar?
For which companies does lead generation via trade media work?
Lead generation via trade media suits manufacturers, suppliers and service providers who sell to a defined professional group. Four situations where it works well.
Your product is specified
Architects, specification writers and consultants choose a system long before purchasing. With a technical document behind a form on ArchiComm Vlaanderen or Bouwen aan Vlaanderen, you know which specifiers are exploring your system.
You sell something with a long decision time
An installation or machine is not purchased after one placement. A whitepaper or partner article answers the questions from the orientation phase, and the lead provides your sales with a name to contact before a request for quotation is made.
You have knowledge that professionals seek
A calculation method, an overview of regulations or a maintenance guide is a reason for a professional to leave their details. Thus, your knowledge becomes the reason for an initial conversation.
You want to speak to your market personally
At De Bouwtop, De Infratop and Meet the Architect, you meet professionals up close. A campaign on the platform in the weeks before makes your name known to the same audience.
Where you appear
See all platforms On which platform do you find your professionals?
With the platform, you choose the professional group. Below are three titles per sector. You can find them all on the sector page.
Architecture
8 titlesArchitects, specification writers, facade specialists and the sun protection industry.
Infra & Outdoor
9 titlesGround, road and water construction, construction equipment and green professionals.
What you can use
How do you generate leads on a platform?
Not every placement generates leads in the same way. A whitepaper provides names; an article, newsletter or banner brings the reader to that document or to your site. All forms are detailed on the page about online.
Partner article
An expert article or company feature on the platform, discoverable in Google for the long term, with a link to your site or your whitepaper.
Newsletter sponsorship
Your banner or content item in the newsletter that platform subscribers receive in their mailbox.
Dedicated email
A mailing with only your message to the subscribers of a platform, on a date you choose. We design it for you.
Banners
A leaderboard, billboard or rectangle on your sector's platform, leading the reader to your article or download.
Events
Partner of De Bouwtop, De Infratop or Meet the Architect: a stage, a stand and conversations with your market in one day.
Discoverable online for the long term
Made once, discoverable for years.
Every editorial article we create for you is publicly available and fully written out on the platform of your sector. A video or podcast is accompanied by an article with the full transcript, because Google and AI assistants read text, not images or sound. Google indexes these articles and they remain available, even if the trade magazine is long off the desk.
Thus, each publication contributes to what can be found about you, in Google and possibly also in AI answers. What each article does is measured in your campaign report: on which search terms it ranks in the top 10 of Google and whether Google mentions it as a source in its AI answer, with the measurement date included.
Campaign reportingA supplier of attachmentsMeasured on 22 September 2026
17times in the top 10 of Google
12times in the top 3
4times as a source in Google's AI answer
84average SEO score, out of 100
A selection of search terms in the top 10 of Google
- #1sloop sorteergrijper zware inzetArticle about a new demolition sorting grabGEO
- #1verhuur zware slooptoolsArticle about the start of a rental of demolition tools
From reader to lead
How does a reader become a lead?
A reader sees your partner article on the platform or in the newsletter. The article explains which problem you solve and refers to a document with the details: a whitepaper, a product guide or a calculation example. Whoever wants that document fills in a short form.
From that moment, the reader is a lead: you know who they are, which company they work for and which topic interested them. The leads are included in your campaign report. If you want them in your sales system, we connect them to your CRM.
How it works
How does a lead generation campaign work?
From the first conversation to the leads reaching your sales team. We respond to your enquiry within one working day.
- 1Step 1
Set the goal and audience
You tell us who you want to reach and what you offer. We align the suitable platforms and use the SEO & GEO check to map how discoverable you are now.
- 2Step 2
Agree the content and plan
You receive a proposal with platforms, placements, duration and specifications. You supply the whitepaper yourself; our editorial team can write a partner article for you.
- 3Step 3
Live on the platform
Article, form, banners and mailing are built, approved by you and placed on the agreed dates.
- 4Step 4
Leads and reporting
During and after the campaign, you receive impressions, clicks, opens and leads per placement, with advice for the next round.
Comparison
Trade media, LinkedIn Ads or a bought lead list: what fits?
Three ways to acquire business contacts. They mainly differ in how the lead is generated.
Trade media
How the lead comes about. A reader of the platform requests your document themselves
For whom the lead is. For you: the lead responds to your content
Where your message appears. Among editorial articles from an independent editorial team
Consent. The reader enters their details themselves for your document
What you measure. Reach, clicks, opens and leads per placement
LinkedIn Ads
How the lead comes about. A user clicks on your advertisement and fills in a form
For whom the lead is. For you: the lead responds to your advertisement
Where your message appears. In a timeline, among posts from colleagues
Consent. The user fills in a form themselves
What you measure. Impressions, clicks and costs per lead in the advertisement platform
Bought lead list
How the lead comes about. A supplier sells contact details they previously collected
For whom the lead is. The same list may also have been sold to other buyers
Where your message appears. There is no placement: you approach the contact directly
Consent. You must verify whether the contact gave consent to be approached by you
What you measure. Only what you track yourself after approaching
The routes are not mutually exclusive. Trade media build awareness and leads within one profession; LinkedIn ads additionally target roles. If you first want to know how discoverable your own site is, request the free SEO & GEO check.
What determines the price
What does lead generation via trade media cost?
You book a whitepaper campaign per platform, and we do not promise a number of leads in advance. What you pay depends on a few choices you make with us. The rates per title are in the media kit 2027, including those for a whitepaper campaign. You compose it yourself: you choose goal, sector, region and channels and immediately see which titles are included. Prefer to discuss first? Book a meeting.
The platform
Each title has its own rate and readership.
The placements
Whitepaper, partner article, newsletter, mailing or banner, individually or combined.
The duration
A short, intensive effort around a launch, or a campaign over several months.
Number of platforms
One sector in one region, or the same campaign in the Netherlands and Belgium.
Production
Supply it yourself, or have our editorial team handle the text and layout.
Combination with print or events
A placement in the trade magazine or an event partnership included.
Good to know
Questions about lead generation
Is your question not listed? Call us or ask it via the contact form.
What is a lead in construction?
A contact person who shows interest in what you offer: someone who downloads your whitepaper, responds to your form or speaks to you at an event. Unlike an address from a list, a lead has a reason, a question or topic you can follow up on.
How many leads does a campaign generate?
That depends on your offer, the platform, the topic and the duration. We do not promise a number in advance. What you do get is insight per placement: reach, clicks, opens and leads. This way you see what works and adjust the next round accordingly.
What information do I get from someone who downloads my whitepaper?
What the form asks: at least name, company and email address, and if you wish, also role or question. We keep the form short, as each additional field costs downloads. The data are your leads and are included in the campaign report.
What is the difference with a bought lead list?
A bought list contains contacts who have not responded to your offer, and the same list may also be with other buyers. A lead from a platform has requested your document themselves. This way you know what to start the conversation about.
How long should a campaign run?
For banners, count on at least a few months and change the image in between, as repetition builds recognition. For a product launch or trade fair, a short, intensive effort with newsletter and article works better than a long, thin duration. In the plan, we advise on the duration.
Do I need to have a whitepaper myself?
For a whitepaper campaign, you supply the document yourself. If you do not have it yet, start with a partner article or company feature, which our editorial team can write for you. The article generates reach and clicks and can later refer to a whitepaper.
How do the leads reach my sales team?
Via the campaign report, by email or through a connection to your CRM. With a connection, we agree together on which package and method we use. Read more about connecting leads to your CRM.
What does lead generation via trade media cost?
A whitepaper campaign is booked per platform. What you pay depends on the platform, the placements, the duration and the production. The rates per title are in the media kit 2027, which you can request for free.
Read on
Your lead generation campaign and the rest of your channels.
Leads in your own CRM
Connect leads to your CRM
What happens after someone downloads your whitepaper: from form to follow-up by sales.
More about leads in your CRMOnline
Online communication on platforms
Banners, partner articles, newsletters and whitepapers, with the approach per campaign.
More about onlineNetworking and events
Events: meet your market in one day
Partner of De Bouwtop, De Infratop or Meet the Architect, visible before, during and after the event.
More about eventsWhat can we do for you?
All goals at a glance Start with what you want to achieve.
Per goal, you see how we approach it and with which channels.
- Build brand awarenessAmong decision-makers in your sector
- Product or project in the spotlightNew or already on the market
- A new market or regionThe Netherlands, Flanders, Wallonia
- Get found onlineIn Google and AI assistants
- More enquiries and revenueFrom your own market
- Recruit skilled staffVisible as an employer
Put your lead campaign together
The 2027 media kit includes the reach, formats and rates per title, also for a whitepaper campaign.
