Hey ,

You've probably heard this saying before: "gated content does not work". 

This opinion is a bit exaggerated and overhyped, so don't buy into it completely. In this newsletter, we’ll show you why.

But before we dive in, here’s a job offer you or someone around you might be interested in. 

Coherent is hiring a head of demand generation and growth marketing 

• Minimum of 10 years of marketing experience
• Demand Strategy: Create and execute multi-channel strategies that are aligned to personas/buying centers/regions. Make a substantial contribution to pipeline, velocity, and revenue goals. Leverage a ‘stacked growth strategy.’
• Campaign Management: Map customer journeys and buying cycles. Implement digital campaigns, account-based marketing campaigns, regional campaigns, and campaigns that leverage both traditional and emerging channels to “break through the noise.” Leverage a bi-weekly sprint-style process as appropriate.
• Content: Understand how buyers think, speak, and behave. Work with SMEs, writers, designers, and others to create a constant flow of relevant, helpful, timely, memorable content that reads the minds of our buyers and creates authentic conversations to move them through the funnel, and helps improve sales velocity.
• Full stack funnel mentality: Track and optimize performance at each funnel stage. Create a predictable demand generation engine. Always map to growth-related OKRs and outcomes.

You can read more about the offer and apply here.

Now, let’s get back to the meat of the matter. 

GATED VS. UNGATED CONTENT

Dear , the problem is not in the gated content itself.

The problem is creating a lead gen shortcut out of it and spamming everybody who downloads the content.

THE PROBLEM WITH MOST GATED CONTENT

• Low-quality content
• Blatant self-promotion
• Treating downloads as buying intent

Just because some downloaded your content doesn’t mean they’re interested in buying from you. That’s where most B2B marketers miss it. 

Content download ≠ Buying intent 

Content download = topic interest, which is a good indicator for awareness campaigns (your content resonates).

Next steps to take:

1. ENRICHMENT

Enrich, segment, and qualify contacts from the gated content.

Do it manually, use ZoomInfo or Clearbit, but don't add 10 fields to your download form.

If they fit your ICP, move to the next step.

2. PROGRESSIVE PROFILING

Gather as much information as possible about their needs and goals.

- Connect with them on Linkedin and ask for feedback about the content. Ask about the context (why they downloaded it) and if it helped (content quality feedback).

- Reach out with a self-segmentation email or survey

- Ask if they are interested to learn more about the topic. If yes, invite them to sign up for your newsletter, podcast or other demand gen assets.

- Run additional account research to collect insights about potential account needs and brainstorm how your product can fulfill them.

If there is a fit, then move to the last step.

3. ABM WARM-UP.

To warm up target accounts, I recommend using these four methods:

1. Content Collaboration

- Ask them for a quote that you can use in your upcoming articles

- Interview them for your podcast

- Feature them in industry reports

2. Virtual events.

- Top of the funnel, vertical-based or solution-based event to create awareness of a target market

- 1-few webinars that are dedicated to solving a common challenge of specific accounts,

3. Social engagement

- Comments

- Mention them in various content

4. Conversational ads and multichannel personalized retargeting with vertical case studies and customer stories.

Create demand first, then capture it.

---

At Fullfunnel.io we leverage 3 formats of gated content that work extremely well.

1. Self-paced, personalized email courses.

2. Webinars.

3. Solution-based content hubs to capture the demand from the warm prospects (e.g. ABM content hub).

We use them as a part of demand gen and multichannel nurturing strategy, not as a lead gen tactic.

As a result, clients with the highest ACV were generated via our cohesive demand gen and ABM programs.

Quick Recap

Use the "gated content" strategy wisely, and you'll add one more channel for non-sales touches and nurturing.

Our first in-house ABM campaign generated 2 clients, and 6 sales opportunities, and had a 76% reply rate. Here is a detailed breakdown.

Before launching Fullfunnel.io we partnered with Vladimir Blagojević on a project developing an ABM strategy for 30+ B2B tech companies from Belgium.

When we were running office hours, the majority of companies talked a lot about ABM, but their understanding of ABM was limited to:

1. Create a list of companies that fit firmographic data

2. Identify decision-makers, and find their LinkedIn profiles and emails

3. Upload the list to LinkedIn and run some product ads

4. Reach out via email and/or LinkedIn

They were upset with ABM agencies and wanted to build an in-house ABM motion.

We decided to validate the demand for ABM training and coaching with a simple campaign.

Here is a step-by-step overview.

1. Simple Ideal Customer Profile (ICP)

- Belgium B2B scale-ups (Hardware / SaaS)

- ARR - $5mln - $10mln

- ACV > $50k

- long sales cycle

- execs background not in sales or marketing.

2. Account list building

We decided to execute a campaign for the audience that was already aware of us.

We used Leadfeeder and Encharge to identify people who subscribed to my newsletter and were checking my consulting services earlier.

As well, we looked at people who engaged with our content on LinkedIn.

3. Account research

During the research, we focused on learning more about the goals and needs of target buyers by analyzing press releases, social updates, and interviews with execs.

4. Podcast as a warm-up and relationship

We invited our target CEOs to our podcast to discuss the topics we collected from the account research.

Our goals:

— Connect and discuss with strategic decision-makers the challenges they face in growing B2B tech companies + what works for them

— Create unique content we can use for LinkedIn and guest posts

— Share a new initiative and validate our idea by asking if a service like this makes sense to them and might be valuable

— Mention the case studies we have to create a demand

From the 21 accounts, we got a response from 16 (76%), and 9 accounts agreed to an interview (46%).

5. Personalized direct mail swags

The interviews allowed us to understand our target accounts' priorities and challenges, and identify the accounts that were a good fit with an existing need.

We decided to activate these accounts using a 1-1 personalized outreach via direct mail.

Our swag included:

— 100% personalized proposal with a clear plan on how to tackle their challenges

— QR code that redirects to a content hub with relevant case studies

— Personalized gift

Quick Recap

ABM is not about running display ads to a bunch of logos and sending 21 cold emails.

ABM is about strategically selecting, building relationships, understanding the needs of your target buyers, and coming up with personalized solutions.

Announcements from TRENCHES COMMUNITY

One of the first members of Trenches Community Tom Maciejewski just started a project to help B2B marketers get hand-picked content (with summaries) that will help them achieve their goals. They are easy to consume and you can quickly go through them in just 5 minutes. 

Sign up here.

Best Shares From Trenches Community

• Here are 5 reasons why B2B companies prefer lead generation over marketing 
• What a winning mindset looks like in sales
• MQL Done Right

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Adechina ODJO