B2B marketers look to unlock gated content

Discusses how B2B brands have started making paywall content public to provide valuable information to businesses.

Jeannie Phan/theispot.com

As business owners locked down their operations during the COVID-19 pandemic, American Express saw an opportunity to help them thrive during difficult times. But it came with a risk: potentially choking off a major source of leads that marketers have long relied on. Nevertheless, AMEX opened the gates guarding its B2B content, a decision the credit card giant says has strengthened customer relationships and offered a wealth of material to potential clients looking for ways to improve their operation. “Business education needed to be democratized,” says Clayton Ruebensaal, EVP of global B2B marketing at ANA member American Express....

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