The voracious need for content in the B2B market is a blessing for PSPs. More than two-thirds (67%) of B2B buyers in a recent DemandGen report say they are using more pieces of content in their research than in prior years. This means more things you can print and distribute digitally for your customers.

But just as a sweater and a jacket can be combined into the beautiful and functional swacket (a new word coined by our family), gated content serves the dual purpose of data gathering on customers and prospects.

But exactly what types of content do B2B buyers see as valuable enough to register for and for which they are willing to provide information about themselves and their companies?

The answer, according to DemandGen’s “2020 Content Preferences Study,” is as follows:



Research/survey reports


White papers




Third-party/analyst reports


Case studies


Video content


Industry newsletters




B2B media/news publications


Clearly, not every gated asset has the same value, and that value will vary by stage of the buyer’s journey. Content such as listicles, infographics, and blog posts are used in the early stages of the journey, for example (and are not typically gated), while more detailed (and typically gated) content such as white papers, case studies, and assessments are used in later stages.

DemandGen found that the amount and type of information B2B buyers are willing to share varies substantially, as well. The top asset for which people are willing to share is the ever-changing (and sometimes falsified) email address (81% willing to share), followed by company name (71%), and their own name and job title (69%, 66%, respectively). Much fewer are willing to provide a phone number (25%) and budget/purchase timing/annual revenue (12%).

So what do you do with this information? Start gating everything on the list? Probably not. The top asset for which B2B buyers were willing to fill out a form was for webinars, but then at most 51%. Gated content must have enough value to be worth the exchange.

There is a ton of information out there on when to gate content and when not to do so. The point is simply that the increased emphasis on the use of content in the B2B decision-making process is like a swacket that accomplishes a dual purpose.

Take advantage of it, but do it right. Put thought into what content will be offered, at what stage of the process, and what purpose it is intended to serve. Gate selectively, and be thoughtful about what questions you ask so they are in line with the overall project goals.