Web Content Gating: Decision Criteria And Success Factors

Content gating is an effective means of capturing prospect data within demand programs. When judging whether or not an asset should be gated, demand marketers must look at objective, value, and uniqueness. When prospects visit corporate websites or travel directly to company landing pages, they make decisions about the content offered on the site. They may freely browse available content, but if something catches their eye, prospects can agree to exchange personal data via a form to “purchase” the content. In this report, we look at the decision criteria and critical success factors for gating an asset on a B2B corporate website.