Ran a cybersecurity webinar with zero gated content and got triple the signups we expected

My CMO was sure giving away our top tips for free would hurt our lead gen, but after the first session last Tuesday we had 80 people on the call and 12 of them booked demos the next day, so what's the actual value of forcing people to fill out a form before they even see if you know your stuff?

2 comments

2 Comments

price.gavin3d ago

Wait, did you actually gate the demo booking or was that still open to anyone on the call? lol Because the real test is whether those 12 demos convert into paying customers, not just if they showed up. I've seen people book a demo just to get a free trial code or something, then ghost you after. But yeah, the whole "protect your secret sauce" thing is overblown - most companies' "top tips" are stuff you can find on a blog post anyway. The real value is showing people you actually know what you're talking about instead of hiding behind a form.

derek_perez2d ago

Buddy of mine had 30 sign up. Zero bought a thing.