Overheard a CISO say 'we don't do webinars' and it made me rethink my whole strategy

I was at a small meetup in Austin last week and this CISO from a mid-size firm told a group he avoids webinars because they're all just sales pitches dressed up as education. It stuck with me because I've been pitching webinars to our marketing director as our main lead gen tool for 6 months now. But honestly, he's got a point - most of the ones I attend feel like a 45 minute ad. Has anyone else shifted away from webinars to other content formats like short videos or interactive demos and seen better engagement?

3 comments

3 Comments

craig.mila4d ago

Shook my head reading this because I've sat through too many webinars where they spend 10 minutes on a product demo disguised as a security tip. I get what that CISO is saying. A lot of vendors think loading up a slideshow with stats counts as education when it's really just a sales funnel with a Q&A at the end.

milaw144d ago

Wait, didn't that CISO say his company just avoids webinars completely?

claire_hart531d ago

and yeah @craig.mila nailed it, those webinars are basically a 45 minute ad with a couple of slides that look educational but really they're just fishing for leads. i've sat through ones where they promise "security best practices" and then spend half the time showing off their dashboard with zero actual advice you could use without buying their product. the problem is it makes everyone cynical, so even when a legit company has something useful to share, nobody trusts it anymore. that CISO probably just decided it's not worth the headache of filtering through all the noise to find the real content.