Your Gated Content Strategy Needs an Overhaul w/ Jonathan Riemer, Director of Content @ ServiceNow скачать в хорошем качестве

Your Gated Content Strategy Needs an Overhaul w/ Jonathan Riemer, Director of Content @ ServiceNow

According to LinkedIn, nearly 80% of B2B content is gated. But some research suggests that buyers are strongly averse to gated content. Rather than surrender their inbox to an onslaught of nurture campaigns, buyers are choosing to skip the gated content all together or to give a false name and temporary email in the form. (Hello, Daffy Duck and Bruce Wayne.) Gated content “doesn’t work,” but some of the world’s biggest and most successful companies are still using it. What gives? Gated content still has a place in B2B strategy. Companies that capture contacts with gated content and excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost per lead, according to Forrester Research. The right gated content strategy can attract, nurture and close your highest-value leads. In this episode, Paxton Gray and Jonathan Riemer discuss the value of gated content and how marketers should be thinking about where and why they choose to gate to maximize impact.