TIL I was wasting budget on gated content for 18 months

I realized our whitepaper downloads were just tire-kickers when I saw 90% of leads from gated content never even opened a follow-up email. The tipping point was a prospect who told me straight up he only filled out the form because he wanted the PDF for his internal team research. Has anyone else found better luck with ungated content for catching real buyers?

3 comments

3 Comments

kevin_west6d agoMost Upvoted

Oh man, @kellyjones nailed it - ungated is the way to go once you burn through that awkward phase.

janarivera6d ago

@kevin_west you're right... that awkward phase is hell but once you get past it things just click. Free and loose works better anyway.

kellyjones6d ago

Laughing at myself because I basically did the same thing for two years straight. I thought I was being so smart collecting all those email addresses but turns out I was just building a graveyard of people who wanted one free thing and ghosted forever. Ungated content completely changed my life honestly. Now I just toss everything out there for free and the people who actually read it and reach out are way more likely to buy. Still cringe thinking about those 18 months though.