Jun 15
Every gate creates friction.
The question is whether the value behind it is strong enough to justify that friction.
The strongest gated content usually does one of three things:
• Solves a specific business problem
• Provides unique data or research
• Offers expertise that isn't easily available elsewhere
The gate isn't the strategy.
The value behind it is.
What's your take? Are buyers becoming less willing to exchange their details for content, or are marketers simply setting the gate too early?
Also, check out CT's latest B2B Lead Generation Guide 2026, specifically designed for mid-sized IT companies in India
2026 Edition
