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The Benefits of Offering Gated Content in B2B Marketing 

A salesperson goes through a lot to reach a lead, and gated content is what brings the lead to your doorstep. Read on for more insights. 

Creating content for a business isn’t just enough; the important aspect is how and in which way it is consumed and delivered. In this regard, we will be discussing the delivery part, focusing on how the content reaches the reader. Gated Content is the answer. It is the most effective and transparent way by which one can easily sort the genuine leads resulting in conversions.      

Gated content refers to valuable resources or information such as digital content, such as whitepapers, e-books, reports, case studies, webinars etc., that are made available to potential customers or leads in exchange for their contact information or specific actions. In fact, according to HubSpot, 80% of B2B marketing content assets are gated.  

Below, we will be exploring the benefits of offering gated content in B2B marketing, backed by insights from leading publishers and industry data. 

Lead Generation and Qualification  

In the B2B world, gated material is a great way to get people to sign up for your email list. Businesses can get leads and grow their marketing database by asking users to give their contact information. The information that is collected, like email addresses, names, and job titles, is used to qualify prospects and put them into groups so that marketing efforts can be more targeted. 

Leading publishers have also recognized the importance of gated content for lead generation. Forbes, reported that companies report a 50% increase in brand lift when their content is published in the media rather than self-publishing. These statistics highlight the effectiveness of gated content in capturing qualified leads that have demonstrated an interest in a specific topic or solution. 

Building Trust and Establishing Authority

Offering valuable gated content can significantly impact a business’s reputation and authority within B2B industry. When users freely access high-quality content, it establishes trust and positions the business as a knowledgeable source of information. This can lead to increased credibility and brand affinity.  

Businesses can demonstrate their expertise and separate themselves from competition by delivering gated material targeted to address these pain points. 

Enhanced Audience Engagement 

Gated content not only generates leads but also fosters deeper engagement with prospects. When customers give their consent to view gated content, it signifies a level of intent and interest in the topic. This valuable engagement can be leveraged to nurture leads and guide them through the buyer’s journey. According to Search Engine Journal, “B2B professionals state that they read industry publications (60%), whitepapers (48%), and blog entries (42%).” 

Data-Driven Insights and Personalization  

Gated content enables businesses to gather valuable data about their audience. The information collected during the registration process can be utilized to personalize future marketing efforts, tailor content recommendations, and deliver targeted messaging. This degree of customization improves the user experience and boosts the likelihood of conversions. 

Increased Conversion Rates 

One of the primary goals of gated content is to drive conversions. When users provide their contact information to access valuable content, they have already demonstrated an interest in the topic or solution being offered. This higher level of intent often translates into improved conversion rates. 

However, it’s important to note that conversion rates can vary, based on factors such as content quality, promotion strategies, and the targeted audience. 

Targeted and Account-Based Marketing 

Businesses can personalize their marketing efforts to specific target populations or even individual accounts by using gated content. Marketers can gain insights into the characteristics and preferences of their leads by evaluating data acquired via gated content forms. This data can then be used to create personalized campaigns, delivering content that directly addresses the pain points and challenges of each audience segment or target account. According to Fobes, ABM best practices includes the importance of gated content for lead gen. Therefore, use of targeted ABM strategies can significantly improve conversion rates and shorten the sales cycle by providing highly relevant and tailored content to key decision makers. 

Sales Enablement and Lead Nurturing  

Gated content plays a vital role in enabling sales teams and lead nurturing throughout the buying process. Sales teams can leverage the valuable content offered behind forms to educate and engage prospects, positioning themselves as trusted advisors. Below is the more simplified buyer’s journey through gated content  

  • Awareness stage: Provide gated content that educates and raises awareness about industry challenges, trends, and potential solutions. 
  • Consideration stage: Offer in-depth gated content that showcases the value and benefits of your product or service, addressing specific pain points and demonstrating expertise. 
  • Decision stage: Provide gated content such as case studies, demos, or trials that highlight success stories and help prospects make informed decisions. 

Through gated content, sales teams can seamlessly nurture prospects, leading them towards confident purchase decisions. 

Monetization and Revenue Generation 

It’s possible for companies to make money off of gated material. In addition, to using gated content for lead generation, some companies offer premium or exclusive content that comes with a price tag. This approach is often seen in industries where specialized knowledge or advanced resources are highly valued. For example, Forbes, Statista, Business Insider etc. Through providing valuable gated content that goes beyond what is freely available, businesses can create new revenue streams and monetize their expertise. 

Data-Driven Iteration and Optimization  

Gated content provides valuable data that can be used to refine marketing strategies and optimize future content creation. Businesses can detect patterns, preferences, and areas for improvement by monitoring the performance data related to gated content, such as conversion rates, engagement rates, and lead quality. This data-driven approach enables iterative optimization, ensuring that subsequent gated content offerings are more effective, resonating with the target audience and yielding higher conversion rates.

The Bottom Line   

There are many reasons why gated content is still an important part of B2B marketing strategies. It helps with things like finding new leads, qualifying those leads, developing trust, engaging an audience, customizing content for that audience, boosting conversion rates, marketing to a specific audience. Also, empowering salespeople to close deals, resulting in greater revenue, forming new alliances, and optimizing based on data. 

That’s why, our presence in your business with complete marketing solutions, we open the gates for your business to the high road of success, connect with us now!     

 

 

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