A whitepaper gets 5,000 downloads. The dashboard lights up. Everyone celebrates.
Then sales asks, “Did anyone actually read it?”
This is where most cybersecurity marketing efforts fall short—confusing clicks with intent and downloads with deals.
Vanity metrics don’t close enterprise contracts. Qualified POCs (proofs of concept) do. The shift from one to the other isn’t about volume. It’s about focus.
Stop Optimising for Leads. Start Optimising for Conversations.
Instead of asking, “How many people downloaded the report?” ask, “How many booked a meeting after?” You’ll get fewer names, but more signal.
Cut the form fields. Add post-download CTAs that matter. “Want to see how your setup compares?” or “Book a 20-minute teardown of your current XDR configuration.” These create motion, not noise.
Build for the Buyer, Not the Funnel
CISOs don’t have time for gated ebooks. They want clarity—on risk, value, and fit. Use content that simulates the product: interactive checklists, guided ROI tools, sandbox labs.
Each click should move them forward.
Loop in SEs Early
The best POCs often start before sales touches the lead. A follow-up from an SE can cut weeks from the cycle. “You downloaded our threat intel primer—want to see how it maps to your SOC?” That’s useful. That opens doors.
Treat Every Download Like a Signal
Don’t just hand over a name. Pair it with context: what they read, what they clicked, which use case it maps to.
And make the follow-up count. “You looked at X—most teams miss Y when implementing. Want to talk?” Not “Just checking in.”
The goal isn’t to grow the top of the funnel. It’s to move the right people through it.
Skip the vanity. Focus on velocity. That’s how marketing earns its seat at the table.
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