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Vent: I put a gated PDF behind our RSA booth demo and got 11 scans all week
Back in 2019 we were at RSA in San Francisco and our whole lead gen plan was gating a threat report PDF behind a booth demo. I stood there for 3 days and watched maybe 11 people actually scan the thing, while the swag table next to us with just a plush toy had a line out to the aisle. The thing is, our SDRs closed 2 real deals off those 11 names because the people who bothered were actual security leads, not badge scanners. The 4,000 random badge scans we got the year before converted to basically nothing. So now I'm wondering if anyone else has just stopped chasing scan volume and gone small on purpose, because I can't tell if I got lucky or if this is the actual play.
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danielkim28d ago
A buddy of mine ran a tiny dinner event at Black Hat instead of a booth and got 14 people, 5 of which turned into pipeline. Volume games at these shows never made sense to me when the badge scanners just want the t-shirt.
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