kellyjones•12d agoProlific Poster

Hot take: Our lead numbers tanked after we switched from plain talk to 'cyber speak'

For about six months, our emails and site copy were full of simple words like 'protect your data' and 'stop hackers'. We got around 50 solid leads a month, which felt good. Then our new marketing head came in and made us use terms like 'zero trust architecture' and 'threat surface reduction' everywhere. In the next quarter, our leads dropped to maybe 15 a month. People just stopped filling out forms, and our open rates fell off a cliff. Has anyone else seen their numbers crash when they got too technical with customers?

3 comments

3 Comments

the_joseph12d ago

Huh, interesting. My experience was the opposite. We had to get more specific with our terms because our early leads were just tire kickers who didn't really get what we did. The right people need to hear the right words.

janarivera12d ago

Yeah @the_joseph, it's all about finding that sweet spot between too vague and too niche.

wendysanchez12d ago

Totally agree with that. We wasted so much time on vague calls before tightening our language. Now the leads that come in are actually ready to talk.