How Gated Content Prevents Ad Fatigue in B2B Advertising

Published

January 24, 2023

Updated

Kevin Lord Barry

Co-Founder, Right Percent

B2B ad campaigns often hit a wall when they are repetitive with the same offer; in this case “Get Demo.” By incorporating gated content, you keep prospects engaged and refresh your message which prevents audience burnout. As the data shows, accounts featuring gated content maintain stronger CTR, while those relying solely on demo ads see a noticeable decline over time.

Kevin Lord Barry

Co-Founder, Right Percent

Kevin Lord Barry co-founded Right Percent, a Right Side Up venture that focuses on scaling fast-growing B2B companies in every vertical. Over the past 10 years, he’s managed millions in ROI-positive ad spend for brands like DoorDash, Zenefits, Masterclass, Segment, OnDeck, and more.

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