Should You Ungate Your B2B Content?

A Decision-Making Framework for the AI Search Era

Your best guide might be helping prospects solve a difficult problem. It might also be sitting behind a form that many of those prospects will never complete.

For years, gating B2B content followed a straightforward logic: invest in a valuable resource, require contact information to access it, and pursue those contacts as leads.

This still works, but as buyers use AI-powered search tools alongside traditional search engines, B2B marketers face another question: Is collecting contact information worth limiting access to your expertise?

The answer isn’t to remove every form. It’s to evaluate what each piece of content should accomplish—and whether the gate helps or hinders.