Trends Report

Unlock Content Gates To Support Self-Educating Buyers

Partner With Sales To Refine Your Content Gating Strategy

August 31st, 2016
Steven Casey, VP, Research Director
Steven Casey VP, Research Director
Shanta Samlal-Fadelle, null
Shanta Samlal-Fadelle
With contributors:
Peter O'Neill , Matthew Camuso , Rachel Birrell

Summary

Today's B2B marketers and their prospects are engaged in a frustrating content "dating" game that forces buyers to submit false information to access the content they need and results in marketing generating too many useless "leads." Forrester reviewed 35 B2B websites and interviewed 15 B2B marketing practitioners to assess the current state of content gating across four different industries and to uncover innovative approaches to this problem.

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