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How do you think demand generation must adapt to the buyer experience?
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I think we need to consistently show forms that are commensurate to the leads stage in their decision cycle.
Educational content? Ungated or extremely short form, maybe only ask for an email address. Webinar registration or an eBook? Five field form. Longer forms, possibly with some BANT questions woven in should only come into play on content they would be interested in if they were close to a decision.
Or more accurately, content we would only want to share with them if they were close to a decision.
Sales and marketing both need to make smarter decisions about the content we share. We need to understand that sometimes less is more and resist the urge to throw everything but the kitchen sink at a prospect who only "kinda-sorta" raises their hand.
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