Here is an example from our very own website. We set up an overlay on our blog pages in order to encourage interested visitors to book demos. Since they are already on the blog and have been reading more about Unless, we already know they are interested. From our experience, we also know that the requests and questions a lead has varies depending on their position.
While a CCO is focused on getting more leads and being able to target them effectively, a CTO often wants to know how easy a solution is to implement, as well as whether it’s secure and scalable in the long run. We also noticed that they respond better to different call to actions. This is why for the CCO example we’ve used “talk to sales” and “book a demo” for the CTO example.