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In some cases, the most desired pieces of information for your market are pricing and descriptions of your products or services. This information helps people who are interested in buying your product or service make informed decisions. The sales material gated offer tends to be longer, in text and content examples such as images or customer testimonial videos, than the other examples in this chapter so far. However, this length is necessary because a person generally needs more information before making a purchase, especially if a big-ticket item is involved. However, this also means that anyone who opts in is more likely to be a qualified lead. A qualified lead is someone who is actively seeking more information about your products or services because he or she is interested in buying from you. (An unqualified lead may not have been nurtured enough to make a purchase yet, or isn’t sure of what your company does or even what solution he or she seeks.)

IKEA provides a wonderful example of the sales material gated offer. The Scandinavian chain collects contact information in exchange for its catalog, which lists all its products. Figure 3-3 demonstrates IKEA’s gated offer, and because IKEA can deliver its catalog digitally, it speeds up the delivery of value to the new lead.

Source: https://www.ikea.com/ext/us/ikeacatalog/

FIGURE 3-3: IKEA’s sales catalog is an ideal example of a sales material gated offer.