Gated Content Turns B2B Curiosity Into Resistance
About this episode
The episode discusses how gated content can hinder B2B sales by creating barriers for curious buyers.
Gated content is sold as a “lead engine,” but enterprise buyers experience it as a trap. The moment someone is curious enough to learn, we hit them with a form, a workflow, and the implied threat of follow-up. We unpack why that single move slows enterprise sales and SME sales at the worst possible time, and why it quietly signals the wrong priorities: extracting data over respecting how serious buyers actually evaluate risk, ROI, and change. We start with proof from our own open acces...
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