Posted by Dan Greenwald

I hear it often in B2B, “we have the hardest time explaining what we do, but as soon as our prospects SEE it, they’re blown away.” The immediate instinct is to push prospects straight to a demo or an in-person meeting. But when 73% of B2B leads are not sales-ready, that’s like going “all-in” before the flop in Texas Hold’em. Your prospects will fold immediately.

Instead, try this: showing instead of telling. Our client American Science & Engineering (AS&E) has achieved great success with this approach. We call it Addictive Experience - and it can produce truly habit-forming results.

AS&E, a global leader in X-Ray detection technologies, had developed a game-changing product: the world’s first-ever handheld Z Backscatter X-Ray imaging system, called MINI Z. This amazing device allows law enforcement agents to detect and see threats anywhere, anytime. But how could they get people hooked on the power of this new technology without constantly flying sales reps around the globe?

It’s one thing for AS&E to tell you just how small and maneuverable the MINI Z is. It’s quite another to let you use the MINI Z to solve crimes that other x-ray technology simply can’t. Like finding a bomb in a subway station or drugs in the wing of a plane. It’s fun. But don’t take my word for it - try it for yourself: (if you can find the rhino horn, you’re a pro).


Within one week of launch, the MINI Z made national headlines and our Addictive Experience received record traffic - including a historically low 8% bounce-rate (3% on desktop!) and 4 minutes average time spent on the site.

Sure, videos, demos, whitepapers, and even infographics all have their place in the marketing world. But when studies show that people only remember 10% of what they hear and 20% of what they read, but they remember 80% of what they see and do, I know where I’d put my marketing dollars.

Topics: Digital Marketing, Gamification, B2B, Addictive Experience