“Hello, give me your name, address, shoe size, motorcycle and boots.” Now, we can all agree that approaching a first date like you’re the Terminator is not going to go very well. No one likes to be bombarded with personal questions as soon as they sit down — let alone by a stranger they’ve just met. Yet this is how most brands approach those first moments of engagement with potential customers online. Most marketers don’t even think of the login box being a tool to woo consumers — it’s a functional tool owned by security teams in their eyes. I’ve spent 20+ years working in marketing, including a number of B2B SaaS companies, and many teams rarely saw the login box as something that we could use to their advantage. But what if marketers started to see the login box for what it really is: the ideal opportunity to not.