Articles exploring lead generation through the lens of behavioral science and experimentation. Practical frameworks for growth leaders who measure in revenue, not vanity metrics.
3 articles
Every form field creates a psychological cost-benefit calculation for the visitor. Understand why certain fields trigger disproportionate abandonment and how to design forms that respect cognitive boundaries while capturing the data you need.
Creating demand vs. capturing it: different psychological mechanisms, different metrics, different timelines. Why conflating these two functions produces mediocre results in both.
The reciprocity principle applied to content strategy: giving away knowledge as an acquisition strategy. Why ungated content builds more pipeline than gated content captures leads.