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Marketers are torn over the role of content in the prospect and client experience. In B2B, where measuring the success of content by the leads it generates is often considered more important than awareness and engagement, gated content offers are a fundamental part of the on-site experience. However, does the B2B audience agree? In this webcast, we consider the true state of the gate. Sales Hacker’s Colin Campbell joins John Lynch to discuss the pros and cons of gating content and share some solid guidelines on how and why to apply lead forms.
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