Gated content requires users to provide information (such as name or email) before accessing an asset, like an ebook, report, or webinar. It’s a key tactic for lead generation and audience segmentation.
In B2B demand generation, gating converts interest into identifiable leads, but overuse can hinder reach. The most effective programmes combine gated and ungated strategies to balance data capture with brand awareness. Aligning gate depth (how much information is requested) with content value ensures a positive user experience and higher-quality conversions.
