Let Them Binge! Why Ungating Content is a No-Brainer

Pipeline Visionaries

This episode features an interview with Calen Holbrooks, VP of Demand Gen at Airtable, the no-code app platform that empowers people closest to the work to accelerate their most critical business processes.

In this episode, Calen shares with us how she thinks about “big C and little c community” and why it is important to invest in, even when it is harder to measure. She also dives into her approach to accessible content and how they increased their conversion rates through a homepage refresh.

Key Takeaways:

• We know that people are consuming content in a binge-like format; we should let them binge! While sales’ desire to gate content is understandable, ungating is a no-brainer, especially given all of the data we have now.
• Investing in community pays dividends and drives intent. While some community investments are more measurable than others, it doesn’t mean you should not invest in those less-measurable communities.
• The homepage is crucial, and refreshing it to tweak the way Airtable told their story resulted in a 25 percent conversion increase.

Quote:

• “ I'm surprised at how slow organizations have been to adopt some of this, ungate 80 percent of what you're doing strategy. Maybe I shouldn't be surprised, like, I get it. The processes with marketing to BDR to sales handoffs require a lot of this sort of traditional lead flow of things. Not to point fingers, but I do blame a little bit on the sales side and sort of what they need to be why we can't do that. But it seems like a no-brainer when we have the amount of data that we have today… When we know everybody is scrolling and consuming content in a binge-like format, like, let them binge!”

Episode Timestamps:
*(03:53) The Trust Tree: The evolution to enterprise selling

*(21:26) The Playbook: Investing in community and tracking account propensity

*(34:23) The Dust Up: Demand gen versus brand araguments

*(41:42) Quick Hits: Calen’s Quick Hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com. Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with Calen on LinkedIn
• Learn more about Airtable
• Learn more about Caspian Studios