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Hit 1,200 demo requests in a quarter from our new CISO ebook and now I can't tell if gating it was smart or dumb
We put a 14 page ebook behind a form in January, mostly for lead gen, and it pulled 1,200 requests by the end of March. Our sales team loves it, but here's the split in our own marketing meetings. Half of us say that number is proof gating works and we should gate everything, including the user guide. The other half says we burned 1,200 warm readers who just wanted the info and we'd get more real pipeline if we gave it away and only asked for emails on the webinar. I pulled the numbers last week and about 9% of those gated leads have booked a call, which honestly feels low for us. So where do you all land on gating content like this, does a big number mean it's working or does it just mean people wanted a freebie?
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logan_young291mo ago
Read a breakdown from a B2B marketing blog a while back that said the real number to watch with gated stuff is how many of those leads actually fit your buyer, not the raw count. 9% booking a call is the number that matters here, not the 1,200. If those were mostly students or randos who just wanted a free PDF, then you built a big list that your sales team will waste time on. That ebook is also old news now, so anyone who grabbed it in January already moved on. Maybe try ungating it and see if the webinar signups or direct demo requests go up, that would tell you way more than the download count ever will. A big form fill number can just mean people wanted the freebie.
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