Steven Casey says, “Today’s business marketers and their prospects are engaged in a frustrating content “dating” game. To get the content they want – and avoid the inevitable follow-up sales call or nurturing emails – more and more buyers are populating your gating forms with false, incomplete, or non-business information. They get the whitepaper, but all you get is another useless “lead.”

To assess the current state of content gating and uncover innovative solutions to this problem, we reviewed 35 B2B websites and interviewed 15 B2B marketing practitioners across four industries, the results of which are available in my latest report, entitled Unlock Content Gates To Support Self-Educating Buyers. Here are a few of the high points:

  • Gating practices vary across industries, but the pendulum is clearly swinging back to more open access. The early adopters of content marketing have learned the hard way that too many forms too early in the buyer’s journey do more harm than good”.

B2B Marketers Should Gate Later And Less To Improve Engagement And Success

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