Your Gated Content Strategy Needs an Overhaul w/ Jonathan Riemer, Director of Global 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. What You’ll Learn: How to map your buyer’s journey to identify the best places for gated content; how to source unique, high-value content that your audience can’t get anywhere else; and how AI can change the gated content scene for a new generation of buyers. Resources: https://97thfloor.com/articles/podcasts/gated-content/ https://www.linkedin.com/in/jonathanriemer "It is up to us as marketers to really understand where our audiences are and what's driving them. And that's the real answer between forming and not forming." - Jonathan Riemer Timestamps: 02:35 - Gated vs ungated debate 06:18 - "Kitchen sink" analogy for gating decisions 16:32 - AI transforming content personalization 20:19 - Avoiding AI-generated content noise 29:33 - Agentic content and personalized summaries 34:22 - Mid-funnel gating tips
The Campaign | A Marketing Podcast by 97th Floor
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Show Notes
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.
What You’ll Learn:
- How to map your buyer’s journey to identify the best places for gated content;
- how to source unique, high-value content that your audience can’t get anywhere else;
- and how AI can change the gated content scene for a new generation of buyers.
Resources:
https://97thfloor.com/articles/podcasts/gated-content/
https://www.linkedin.com/in/jonathanriemer
"It is up to us as marketers to really understand where our audiences are and what's driving them. And that's the real answer between forming and not forming." - Jonathan Riemer
Timestamps:
02:35 - Gated vs ungated debate
06:18 - "Kitchen sink" analogy for gating decisions
16:32 - AI transforming content personalization
20:19 - Avoiding AI-generated content noise
29:33 - Agentic content and personalized summaries
34:22 - Mid-funnel gating tips