Wednesday Wisdom: The Great Gate Debate - To Gate or Not to Gate

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saraboostani
saraboostani Posts: 319 6senser
in Research Road

Happy Wednesday Wisdom 🧠

Last week, we released a new report based on our B2B Buyer Experience Research that details the activities buyers get up to during their purchase journey. An important finding from that report is that barely over 30% of active buying team members ever fill out forms - even on vendors' websites they eventually buy from…which brings us to the age-old question: to gate or not to gate?

Fortunately, 6sense Research's @Kerry just answered the question for us in his new report: The Great B2B Gate Debate…Is Over. Don't Gate.

If you gate, you will decrease the amount of information available to the 70% or more of your target audience of buying group members who are not going to fill out your forms. The Great B2B Gate Debate addresses common objections to gating practices and discusses when gating may be appropriate. It's a short (6-minute) but mighty read!

https://6sense.com/blog/the-great-b2b-gate-debate-is-over-dont-gate/
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Comments

  • Kimberly Conklin
    Kimberly Conklin Posts: 474 6senser

    @saraboostani Do you think we'll get to a point where we stop gating webinars? It's nice providing speakers with a list but I wonder if we're limiting our audience 🤓

  • Brandon McBride
    Brandon McBride Posts: 293 ✭✭✭✭✭✭

    This is always the hardest part to sell people on, especially when the entire organizational process is built around leads. I was just speaking with a coworker about it today. Moving away from a lead-centric process is a trust fall. You have to trust the data. You have to make sure you're collecting it, looking at it properly, but ultimately you have to be willing to trust it and let go.

    @Kimberly Conklin Regarding webinars, I can't say to what degree - but I do feel confident in saying that we are alienating a portion of our audience anytime we implement a gate. We know this for other content types. I don't see why webinars would be any different.

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