Gating content by putting resources (e.g., whitepapers, case studies) behind a form is a great way to convert leads faster by identifying anonymous visitors and reaching out to them based on their interactions with your site.
You can host content in Pardot in the Marketing > Content module. You can also gate content that is hosted on a third-party server, if you prefer.
There are a few options to choose from when gating your content:
Autoresponder Email Upon Form Completion
This is a good option if you want to make sure that the email address provided in the form is valid before granting access to content. If it’s not a real address, the individual will not receive the document.
- Create an email template that includes a link to your whitepaper, case study, or other content.
- On your form or form handler, add a completion action to “Send autoresponder email”, and select the email template created in the previous step.
Redirect Upon Completion
Or, you could choose to redirect the prospect to the whitepaper upon form completion by including a link to the content in the Thank You Content in step 4 of the form builder.
You may also choose to redirect the prospect directly to the URL of the content by checking the box labeled “Redirect the prospect instead of showing the form’s Thank You Content”. You can check this box either in the form builder or the landing page builder.
If you would like to use the same form for multiple pieces of content, create a different landing page for each piece of content then use the redirect checkbox on the landing page level. If your form is embedded on a third-party site or non-Pardot landing page, you will need to use the redirect checkbox in the form builder.
- You can prevent competitors from accessing content upon form submission.
- You can set up progressive profiling to ask your prospects for more information each time they access different pieces of content. This will allow you to build a profile on the prospect overtime rather than ask them for all their information upfront.