B2B Content: To Gate or Not to Gate, That is the Question

B2B Content: To Gate or Not to Gate, That is the Question

• Dec 01, 2018
• Dan Hoff
• 0
• B2B Marketing, Content Marketing, Conversion Strategies

by Beth Negus Viveiros

Everyone wants to build their lead databases and prove the value of their marketing automation programs. Gated content is one way to do that. But B2B marketers need to resist the urge to gate everything.

You Want Leads. That Means Contact Information

However, trying to grab someone’s information too quickly is a move that will fail. At that point in their process, the perceived value of what you’re offering in return doesn’t seem greater than the perceived pain of sharing their email address. Early in the purchase consideration process, prospects aren’t yet looking for a product. They have a challenge to solve. They need ideas, information, data and they’re looking for a solution.

So, where’s that balance point? To Gate or Not to Gate, That is the Question. And to find answers, read the full article at Chief Marketer.

Comments are closed.