6 Key Demand Generation Lessons Learned from Gated-Content Testing
Let’s take this concept a few steps further and discuss ways a gated-content strategy can help complement your entire lead generation funnel.
Key lessons learned:
- Think about content as a free trial product. Your demand funnel does not always need to lead to the sale of your product or service. Spend time thinking about your name acquisition funnel, then apply a nurture funnel to those names to educate them and lead them through the sales process.
When you begin to treat content as a free trial product, it changes the buying steps in the process so that you truly focus your funnel on content downloads. Once you’ve crossed that milestone, and you begin to build a strong prospect list, it’s time to nurture the leads and bring them into your buying funnel.
- Give before you get. What are you giving the prospect before you ask them to give you something? Before asking a prospect to pay you with their data, offer them additional useful content to help develop a stronger affinity. Being more generous in what you give can increase what you get in return.
- Know the goal for each funnel, and it’s OK to have multiple funnels. Are you immediately trying to sell product or are you inviting people into your inner circle? Consider several macro funnels for prospects and customers, along with numerous micro funnels (nurture funnels) based on various behaviors, activities and characteristics. Know the motivations of your end customer and how you can help make their life easier.
- If you have a channel sales strategy, be aware of the small nuances that may require tweaks to your marketing funnel strategy. Pay attention to both your to-channel and through-channel conversion funnels. Your channel sellers have different motivations than your end user customers – i.e., channel sellers may place a higher emphasis on you as a thought leadership source to keep them educated and informed, which will increase their propensity to sell and recommend your products.
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