To Gate or Not to Gate, That Is the B-to-B Content Marketing Question
There's a spirited debate in B-to-B marketing about whether it's best to give away information (AKA "content," like white papers and research reports) to all comers, versus requiring Web visitors to provide some information in exchange for a content download. In other words, to gate your content or not to gate. The debate involves aspects of both ROI and philosophy. Here's why.
I know that plenty of very smart and well-respected Internet marketing experts line up with dear old Stewart Brand, founder of the Whole Earth Catalog, who famously said in 1984 that information "wants to be free." The underlying assumption there is that people buy from companies that they trust—a valid point, to be sure. Casting a net through free—unimpeded—distribution of content encourages both trust and, perhaps more importantly, wide dispersal and sharing of information. You'll get to a much bigger audience, who will be educated on the solutions to their business problems, will be grateful for the free info and, one hopes, will think of you when they're ready to buy. So far, so good.
The problem is that this model—which lives under the umbrella concept known as "inbound marketing"—leaves marketers in a serious quandary. We don't have any way of knowing who is reading our informative, educational and helpful content. We are left sitting on our thumbs, unable to take any proactive steps toward building relationships with these potential prospects. All we can do is wait for them to contact us and, we hope, ask us to participate in an RFP process, or, more likely, give them more info and more answers to their questions. Is that any way to sustain and grow a business relationship—not to mention meet a revenue target? In my view, it leaves too much to chance.
Let's look at the numbers. The ROI model for inbound marketing says that distributing the content to a wide audience will eventually result in more sales than gating the content and marketing proactively to a smaller universe. Let's look at how these numbers might actually work:
Ruth P. Stevens consults on customer acquisition and retention, and teaches marketing at companies and business schools around the world. She is past chair of the DMA Business-to-Business Council, and past president of the Direct Marketing Club of New York. Ruth was named one of the 100 Most Influential People in Business Marketing by Crain's BtoB magazine, and one of 20 Women to Watch by the Sales Lead Management Association. She is the author of Maximizing Lead Generation: The Complete Guide for B2B Marketers, and Trade Show and Event Marketing. Ruth serves as a director of Edmund Optics, Inc. She has held senior marketing positions at Time Warner, Ziff-Davis, and IBM and holds an MBA from Columbia University.