Gated content is an age-old lead generation tactic.

Your potential buyers plug in their email to get some content (be it an e-book, white paper, or webinar access), and you get their juicy contact information.

By building a library of lead magnets catering to different demographics, you can segment potential leads by sector, refining your sales strategy.

Unfortunately, today, it’s not that simple.

More leads doesn't always mean more conversions. Instead, prioritizing demand generation through ungated content can be far more efficient.

That is, if you’ve got the tools to analyze all that new traffic coming to your site from your content.

Matt Hogan, VP of Growth at HG Insights, maximizes value from ungated content thanks to Warmly’s best-in-class visitor tracking tools.

Greater visibility into website visitors arriving from ungated content paired with accurate lead scoring means sales reps know immediately who to reach out to and who isn’t worth wasting time on.

“Take B2B gated content, the whole lead generation process, the whole SDR motion; it's so hard to make that leap to being ungated and value-driven,” he explains.

“I genuinely think Warmly is a paradigm shift in how we can generate demand.”

Moving from Gated to Ungated Content

HG Insights is a technology intelligence company used by 75% of Fortune 100 companies. It provides clients with data-driven insights to help them capture market share and drive growth.

The company's SDRs are heavily focused on outbound selling. “We have an amazing team: cold call heavy. They know how to do it. They’re making hundreds of calls a week,” Matt explains.  

They also produce tons of valuable content, including comprehensive reports like The Next Generation of Sales AI. But the challenge is getting people to see it—and this is where Matt believes gated content fails.  

“There are all these things we all know deep down, like, I don’t want to provide an email. I hate giving an email! I haven’t attended a webinar in ten years, but we still do them,” Matt admits.

While lead magnets might give immediate pay-off—you get a potential lead’s email address within minutes—they’re hardly a recipe for long-term customer relationship building. They’ve got their freebie, so why do they need you still?

The solution for Matt was simple: drive more people to the HG Insights website with free content, then use Warmly to gauge user intent and prioritize the right leads.

“If we can take Warmly as our account engagement launchpad, this allows us to remove the band-aid from a content distribution strategy and go fully ungated, fully awareness-based, and drive as much as we can to the website.”

‎Plugging Warmly into a Content Strategy

If you want to do away with the traditional lead magnet process and start prioritizing demand generation, your sales team must understand who is seeing and responding to your content.

That’s where Warmly comes in. Our deanonymization tools reveal 15% of contacts and 65% of the companies that arrive on your website, showing you where on the web they’ve come from and what they’re looking at while on your site.

‎Now that Matt can see exactly who is arriving on the HG Insights website after seeing their content, traditional gated lead magnets become superfluous to a successful demand generation and capture strategy.

“Now, we can just not do that stuff, right? Because we can at least see if it's a good account,” he says.

“Using Warmly really de-risks us in our decision to ungate content.”

Modernizing Sales Motions with Warmly

In addition to helping their valuable content work harder, Warmly also makes life easier for HG Insight’s massive team of SDRs.

“From a lead standpoint, a warm lead is fine. But the best reps take that lead and go outbound to the executive. So, in a way, it devalues the lead,” Matt explains.

Our philosophy is warm outbound. So, our deanonymization tools don’t just tell you which decision-makers or companies are visiting your website; we also make it easy for your reps to reach out to them, with the ability to schedule warm intros and automatically personalize outreach to each lead.

Our Orchestrator tool handles personalized outreach. It can auto-add the most suitable prospects (for example, the companies that consistently view your content or engage with your social posts) to outreach sequences across email and LinkedIn.

‎While Orchestrator handles this, your SDRs are free to do what they do best: selling.

“Obviously, we want to get to the person. But if we know this one company is enjoying our content, that intel is so valuable for our type of organization that's so outbound heavy,” Matt adds.

Maximizing Content Value with Warmly

Thanks to Warmly’s powerful revenue orchestration tools, Matt can trust that he’ll know who is seeing HG Insight’s valuable ungated content—and which of those visitors is a genuine prospect.

“I feel like this finally allows us to play chess. And I love it,” Matt concludes.

Want to see for yourself how Warmly can power up your marketing campaigns? Try our tools for free today and get set up in minutes. Or, book a demo with one of our sales reps.