At first glance, the email below from security solution provider Symantec seems engaging, attractive, and well-designed. And indeed, it is all those things. From a lead generation perspective, however, the campaign is a hot mess. Here’s why:
First and foremost, the offer is devoid of value. Witness the first paragraph:
“Find out how prepared your business is to fend off cyberattackers by taking our quick, four-question Code Signing Security Assessment. After completing the assessment, you’ll know how to keep your code secure with Symantec(TM) Code Signing Certificates.”
Now, I have no issue with “self-assessment” offers, and indeed I’ve seen them used very successfully for other high-tech products. But here, any perceived value is obliterated because I’m told that the primary reason to take the survey is to learn why I should buy Symantec’s product.
I wrote in a recent post about how B2B marketers are seeing diminished returns from content marketing initiatives because they insist on pumping out content that is essentially product collateral in sheep’s clothing. This campaign is a perfect example. Here is a content offer that purports (on the surface) to offer an honest evaluation of code vulnerability, but is in effect an invitation to a sales pitch.
How much better would this campaign be if it promoted the value of the assessment WITHOUT introducing the product? What if the reason to take the assessment was to discover how to detect code vulnerabilities? Or to learn just how exposed my applications are compared to best practice standards? Or how my code stacked up against 4 key factors that are shown to protect critical applications?
But here, no, I’m being told I should take the assessment so I can learn how Symantec can protect me. Thanks, but no thanks. Read More