On this route towards the sale, certain milestones need to be achieved in order to effectively progress the lead through the funnel. At some stage, their data needs to be collected, and this is where content gating comes into play. This tactic is typically used to turn an unknown contact into a known contact to enable more sophisticated nurturing and follow-up.
So what is content gating? Well content gating is the process of putting up a paywall between the prospect and a valuable piece of content, only instead of cash, they must offer up their personal data in exchange. This usually includes basic contact information; name, email, phone number etc.
With this data, organizations gain a better understanding of the prospects in their sales funnel and can work to customise their offerings to meet their prospect’s specific needs. This data driven approach optimises internal resource use and allows for much more focused and effective marketing activity.
Using marketing technologies such as a Marketing Automation Platform (MAP) or web personalization services, the information provided through data capture forms can be used to further personalise the prospect’s buyer journey, sending more relevant content straight to their inbox. Gated content prioritises qualified leads over other unsubstantiated metrics.
- Single web owner
- Single developer and/or publisher
- Single language
- Native integrations with other platforms
- Limited stakeholders
- Quick launch and testing
- Multiple web owners
- Many web publishers
- Multiple languages
- Complex business technology integrations
- Many stakeholders
- Planned launch and testing