I was researching your product and company this morning... so I went to your website. How did I get there? I don't remember. It may have been an ad on a Google search, a LinkedIn post or some other ad I clicked through... who knows?
Your website looks nice, modern and has good colors. The page loaded fast enough. At least it's not a cheap looking site with 2013 menus. Professional or better..that's probably the label. It does kinda draw me in. I think I may have seen that group of 5 people talking about something around a table somewhere else, but no matter.
I wanted to learn more about your company and your products and it is too early to call you up so after looking over your home page, I clicked on your resources tab. I think I felt something tracking my eyeballs... probably allergies.
Ok, some whitepapers, datasheets, a couple of videos. Not a library of information but it might answer some of my initial questions. I saw a whitepaper icon with a headline and a description that looked promising. I clicked on the icon.
I was then prompted to fill out a form with my first name, last name, company and industry. I'm not even sure what this whitepaper is or that I want it that badly but I guess you can't get something for nothing and the invite page looks tidy enough.
Most of the time I wouldn't bother filling out a form and downloading but the title and summary looked promising. I downloaded and opened that bugger up.
I get a title page followed by 3 pages of text and a cartoon graphic.
This might help explain why 71% of buyers have been disappointed by content.
Buyers are interested in your company and your products.
- Provide useful information upfront
- Allow your prospects to download the detailed information to help them in their buyer's journey.
- Ungate more useful content & purge the crap... it's not worth the pdf count.
They'll want you to contact them... I would.