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In the world of B2B demand generation, gated content used to be king. Marketers were quick to hide valuable resources behind a form, eager to capture contact information and generate leads. But with the rise of privacy concerns and an increasing aversion towards filling out forms, gated content has become a "no-no" in the eyes of many prospects. So how can marketers adapt and still capture lead data without sacrificing quality? The answer lies in community building – creating a space for your audience to connect, trust, and find value in your brand. In this blog post, we'll explore why community building is crucial for successful demand generation and how it can help improve the quality of your leads. Say goodbye to gated content and hello to a stronger relationship with your audience.
First and foremost, let's address the elephant in the room – gated content. For years, it was seen as a necessary evil in the world of demand generation. Marketers believed that in order to generate leads and gather valuable contact information, they had to hide their best resources behind a form. And it worked...for a while. But with the increasing awareness of data privacy and the growing reluctance towards giving out personal information, gated content has lost its effectiveness. Prospects are now hesitant to fill out forms and may even feel disrespected or annoyed when asked for their details before accessing content. In fact, according to a study by MarketingCharts, 57% of consumers said they would be less likely to share their email address if asked for it before accessing content.
So how can we as marketers adapt and still capture lead data without relying on gated content? This is where community building comes into play. By creating a community around your brand, you are not only providing value but also building trust with your audience. You are creating a space where they can engage with your brand and each other – making them more willing to share their information because they see the value in being part of your community.
But why is community building so crucial for demand generation? First, it allows you to gather first-party data – information that prospects willingly share with you because they are invested in your brand and find value in being part of your community. This type of data is more reliable and accurate compared to third-party data that may have been purchased or gathered through various sources.
Second, by creating a community, you are building a relationship with your audience based on trust rather than just trying to sell them something. Trust is crucial for any business transaction, especially in B2B marketing where decisions are often based on long-term partnerships or subscriptions rather than one-off purchases. By showing that you care about your audience's interests and needs rather than just collecting their information, you are building a strong foundation for future interactions and conversions.
Moreover, community building allows you to provide value to your audience beyond just your products or services. By creating a space where they can connect with like-minded individuals, access exclusive content, and participate in discussions and events, you are becoming more than just a brand – you are becoming a valuable resource and a trusted advisor. This not only helps with lead generation but also increases customer loyalty and retention in the long run.
But how can marketers start building a community? The first step is to identify your target audience and understand their interests, pain points, and needs. This will help you create relevant and valuable content that speaks directly to them. Next, choose the right platform for your community – whether it's through social media groups, online forums, or even hosting virtual events. Make sure to engage with your audience regularly by asking for their opinions, responding to comments and questions, and providing valuable resources and information.
Another important aspect of community building is consistency. It takes time to build trust and establish a strong community – so don't expect overnight results. Be patient and consistent in engaging with your audience and providing value. As they say, "Rome wasn't built in a day" – the same goes for a thriving B2B community.
In conclusion, as gated content loses its effectiveness in demand generation, it's time for marketers to shift their focus toward community building. By creating a space for your audience to connect, trust, and find value in your brand, you are not only capturing first-party lead data but also improving the quality of those leads. And let's not forget the added benefits of increased customer loyalty and retention. So ditch the gates and embrace the power of community building.
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