Trust Your Customers to Raise Their Hands: How to use non-gated content to more than double high-quality leads
Challenged to measure ROI on every program and hit a certain number of leads per month, some marketers make potential customers fill out forms to get access to gated content.
Instead of forcing form fills, Chris Keller, Vice President of Marketing, Health Catalyst, and his team set their content free in order to increase shareability and lead quality while more than doubling leads during a three-quarter period.
“We’re trying to be the non-marketing marketing group,” Chris said. “We’ve taken a controversial approach to educating the market.”
For Health Catalyst, a healthcare analytics company, aggressively educating customers was a key aspect of its strategy to deliver a high-growth pipeline of leads. However, in a crowded healthcare IT market, Health Catalyst wanted to establish leadership, not generate cold leads.
This led the team to take a different approach: as few lead forms as possible. Because they wanted a pipeline of sale-ready leads, they put their trust in prospects to raise their hands when they were ready.