The CISO quote that killed our whitepaper pitch

Last Thursday I sat in on a sales call where the prospect's CISO said 'we don't read whitepapers, we skim threat reports.' It hit me that our whole marketing engine at the Austin office was built around 40-page ebooks. I pulled our last 6 months of gated content data and the average time on page was 47 seconds. We're now testing a 2-page incident breakdown format with a single chart and a direct action item. Has anyone else seen engagement drop when they went long-form, or is it just our niche?

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