What is the right approach to inbound marketing—putting forms in front of your content for lead generation purposes or leaving the content totally free for distribution purposes?
"At one level, yes, it’s great to have your content spread far and wide as much as possible. On the flipside, though, most marketers have goals in terms of the number of leads they need to generate and you are responsible to your boss," says Mike. In order to support the sales team adequately and give them something tangible to follow up on, a business has to use forms to generate leads.
David, on the other hand, believes it is more important to let your content spread farther by not putting any forms in front of it. "The analysis I have done around form versus no form has suggested that there is a 50:1 ratio whether people will download or not," says David. For example, if a behind-a-form offer enjoyed 1000 downloads, that same offer would have gotten 50 000 downloads if it were not behind a form.
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Since all the comments this debate provoked were so great, we did a random selection of 5 commenters below. The Real-Time Marketing & PR will be sent to: Ralph , Matthew Nelson , Chuck Jones , Lee Kirkby and John Stevens . Thank you all for the participation!