To gate or not gate...and when to gate?

[Anonymous]

So many questions and so much planning goes into all that we do.  What is your strategy on email gated content?  What stage of the sales cycle do you gate it?

[Anonymous]

I think a general rule of thumb is that top-funnel and bottom-funnel content is not gated, while mid-funnel content is. Top-funnel content is pieces like blog posts, infographics, or cheat sheets. Mid-funnel content consists of meatier ebooks, whitepapers and reports. Bottom-funnel content includes demos, analyst reports etc.

At Marketo, we use all types of content in email marketing. But since we're emailing people in our database, when they click on a gated piece of content, they do not need to fill up a form again as we already have their information. So in that sense, every piece of content for them is ungated.