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A botched webinar demo at a Chicago trade show made me rethink gated whitepapers, which side are you on?
Last month at a security expo in Chicago, a vendor's live demo crashed twice in front of about 200 people, and they just kept reading off slides like nothing happened. That got me thinking about how much of our marketing budget goes into gated whitepapers that nobody reads versus live demos that can fall flat on their face. One side says gated content is the only way to track real leads and prove ROI to the boss. The other side says buyers are tired of handing over their work email for a PDF they could skim in five minutes, and raw demos build more trust even when they break. I've been on the gated side for a long time because our sales team wants names and numbers, but that crashed demo stuck with me. What's the split in your shop, are you still gating everything or moving toward open demos and ungated content?
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tylerpark2d ago
That line about buyers being tired of handing over email for a PDF they skim in five minutes hits hard, because if they skim it in five minutes the sales team is calling a name that was never really a lead.
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