Word of the week: Gated content
Gated content is any article, whitepaper, video or other type of collateral that requires visitors to fill out a form before accessing. Gated content is an effective tactic in B2B marketing and sales efforts that provides unique or substantial value to prospective clients in exchange for them volunteering contact information. Using a form aids sales users as they can collect important information before the making a call, allowing for a more relevant conversation. In addition, some marketing automation tools can collect information over time with progressive profiling, which remembers fields that prospects have previously submitted and asks a different set of questions.
Use gated content in your digital marketing to continuously add leads to the sales pipeline.