Today we’re going to dive into the world of B2B content marketing and chat specifically about gated content. It’s been a pretty common lead generation technique in the past, but we’re starting to question if it’s as effective as it used to be, especially when it comes to getting contact information from those important decision-makers.
With the current COVID-19 global pandemic, crisis communications are suddenly one of the many new things businesses are finding themselves wrestling with. It’s understandable. Knowing what to say to your clients, leads, and other list members — and if you should say something at all — is an incredible challenge. There is no single “right” thing to say, but there are plenty of wrong things that could come off as tone-deaf, insensitive, oblivious, or worse — creating negative, lasting repercussions for your brand.
In the past, marketers would stay connected to their potential buyers by using drip marketing, a program that sent out a series of messages (direct mail, email, etc.) at an interval selected by the marketer. The problem? It was non-adaptive.