6by7 Reports on white papers: gated or not?

Why must white papers be locked behind a gate? Well, there really isn't a reason for it. In fact, ungated white papers probably work better for vendors and consumers. This free white paper explains why and how to embrace the idea of just giving your white papers out without that darned form getting in the way.
via 6by7 Reports. Download Gary's ebook on gating technology white papers and then make a comment on his blog. How much lead info should your marketing team capture before you allow a download? David Meerman Scott says none; most sales and marketing professionals say lots. What do you think? Which do you prefer as a marketer? And which do you prefer as a consumer? I know I give loads of bogus info when I fill out forms. Some poor jerk is getting a lot of mail at no@none.net.
Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.


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