The traditional practice of gating content is increasingly misaligned with the behavior of today’s buyers, who prefer to control their informational journey. As gating loses its effectiveness, a strategy based on trust is emerging as key to engaging modern B2B customers. This article explores why removing barriers can enhance the buyer experience and lead to more meaningful relationships.
The Changing Landscape of Buyer Behavior
Meet Alex, a procurement manager in search of enterprise software. Confronted by forms on every site, Alex either abandons the content or submits a fake email to avoid spam. This reaction is typical among buyers in the 0-70% stage of their journey, who are gathering information and have no interest in immediate sales contact. Alex represents a modern buyer who demands knowledge access without the strings of commitment.
The Pitfalls of Content Gating
Gated content converts poorly, with an average rate of just 2.3%, and leads to significant abandonment (MarketingCharts, 2021). Moreover, savvy buyers like Alex often provide inaccurate details to evade follow-ups, cluttering CRM systems with useless data and skewing conversion metrics. The result is a dual failure: potential customers are driven away by premature sales efforts, and marketing teams chase leads that are misleading and unripe.
Strategies for Ungated Content
To adapt to buyer preferences for non-invasive information gathering, B2B marketers must trust buyers to initiate contact when they’re truly ready. Here are key strategies:
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Prioritize Content Quality: Deliver valuable, accessible content to engage buyers deeply on their terms.
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Implement Soft Engagement Tools: Use non-intrusive tools to gauge interest without requiring personal data.
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Leverage Analytics: Utilize advanced analytics to track interaction with content and gather genuine interest indicators.
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Encourage Voluntary Contact: Include compelling calls to action that invite contact when the buyer is decision-ready, respecting their autonomy throughout their journey.
The Future of B2B Marketing
In the evolving landscape of B2B marketing, trust and transparency are paramount. By removing content gates, marketers can better align with the modern buyer’s preference for control and privacy. This approach not only prevents the alienation of potential leads but also encourages a more informed and willing engagement. As marketers, it’s time to transition from gatekeepers to trusted advisors, facilitating a buyer journey that respects their timeline and readiness. Embracing open access to information will build lasting, meaningful connections with the audience who chooses to engage when they feel most compelled.
References
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MarketingCharts. (2021). “Study Finds Average Conversion Rate for Gated Content.” MarketingCharts. Link to source
