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Posts Tagged ‘gated content’

Marketing 101: What is a squeeze page?

August 25th, 2017
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Marketing has a language all its own. This is our latest in a series of posts aimed at helping new marketers learn that language. What term do you find yourself explaining most often to new hires during onboarding? Let us know.

A squeeze page is an interstitial page with a form. In other words, if you link to a piece of content your prospective customers want, this is the page they get first. This page asks them for more information before they can get that content.

The squeeze page is the tollbooth on the expressway of information

Squeeze page is not a neutral term. It is pejorative, indicating disapproval with the process of “squeezing” people for information before giving them what they want.

Other more neutral terms for squeeze page are gate, content gate, gated content, information gate, or simply — lead form, lead gen form or lead generation form (although, not all lead forms are squeeze pages. Some are simply on landing pages that describe services and are a way for potential customers to ask for more information).

The information on the lead form is usually used for some type of lead nurturing or sales follow-up effort — ranging from subscribing people who fill the form out for an opt-in email list, setting them up with a drip campaign, following up with a sales call (or emailed sales pitch), or a combination of these tactics. (However you end up using information filled into a squeeze page, make sure you clearly communicate that to prospects before they fill out the form on that page, supported by a link to a privacy policy as well.)

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Trust Your Customers to Raise Their Hands: How to use non-gated content to more than double high-quality leads

January 20th, 2017
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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.

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