The way we watched television ten years ago sounds perfectly quaint to most of us now.

In an age of on-demand and DVR’d content, as well as entire seasons of shows launched at once, do you remember when you:

  • Watched an episode
  • Waited a week
  • Watched another episode
  • Waited another week
  • And so on…

No matter how much you loved the show, you had to wait.  No matter how much you might have paid to get access to more content more quickly, you had to wait.

So what does last decade’s TV consumption habits sound like?  How about this:

  • Get a drip email
  • Wait a week
  • Get another drip email
  • Wait a week
  • Get another exciting drip email!
  • And so on…

For your less-qualified prospects, maybe that cadence is fine.  If certain prospects aren’t hot-to-trot about exploring, researching or solving a particular problem, getting insights on your timeline might be acceptable.

But for your very best prospects, for those who have a burning problem right now and want to dive into as much information as possible, do you really want them to wait another week?

Because they won’t.  They’ll go find what they need somewhere (and from someone) else.

Steve Casey from Forrester introduced this analogy last week at the Demandbase ABM Innovation Summit.  He shared compelling research indicating just how many of our prospects will abandon research missions if faced with a registration gate, or if further insights are only available via your drip campaign.

If your prospects want to binge on content, let them.  Don’t use an artificial timeline or even a registration gate to distract or detain them.

Your most qualified prospects are those you want to distract and gate the least.