BizSugar.com › Online Marketing › Consider Unlocking Your Gated B2B Content

Many B2B companies use their long-form content, such as white papers and on-demand webinars, as a form of lead generation. Readers simply give their email address in exchange for access to this gated content and they get great (hopefully!) information and the B2B website gets a new email address to add to their lead generation efforts. It seems like a fairly straightforward process and a pretty good deal for both parties, right?