To gate or not to gate...that is the question on every marketer's hot takes list. For Chris Singlemann, Senior Manager of Demand Generation at Prelude, the answer is simple: ungated. Why? Transparency builds trust.
In this episode of The Proof Point, we're delving into the nuances of ungated marketing and how authenticity builds trust in the high-stakes world of cybersecurity.
Host Mark Huber, VP of Marketing at UserEvidence, is joined by Chris Singlemann, Senior Manager of Demand Generation at Prelude, to explore the strategies that help early-stage companies create frictionless buyer journeys and earn trust without gating content.
This candid conversation magnifies the challenges of marketing in cybersecurity, where skepticism runs high, and buyers demand proof before they even consider a conversation. Chris shares how Prelude uses product videos, interactive demos, and thought leadership ads to inform buyers and drive better sales conversations-all while keeping the focus on transparency and authenticity.
We also discuss the role of agile sprint methodologies in demand generation, the pitfalls of overcomplicating attribution, and why sometimes doing less can mean achieving more.
What you'll get in this episode:
1. Why ungated content leads to more productive sales conversations
2. The power of authentic product demos and interactive tools
3. How to simplify attribution without sacrificing valuable insights
4. Fresh ideas for running thought leadership ads that resonate
Things to listen for:
(00:00) Why trust is the foundation of effective marketing
(01:42) Chris's journey from agency life to cybersecurity demand gen
(05:05) The philosophy behind ungated content and transparency
(07:48) Building trust with product videos and guided demos
(10:42) Chris's approach to balancing simplicity and insights in attribution
(12:32) Lessons learned from running thought leadership ads
(18:20) What Chris is excited about for marketing in 2025
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Learn more about the customer evidence platform trusted by B2B teams at Gong, HackerOne, Sendoso, and more at userevidence.com.
