A gate is defined as a combination of form, gating behavior, messaging and tracking. A gate is designed to convert a user to known in an optimal way in exchange for content or service. It is not just a web form.
An open gate means a gate that does not show its associated form. This might be because the user has already completed the gate or the gate is only designed to perform a blind submit. An open gate will still be performing tracking or form submissions in the background.
A closed gate is a gate that is showing its form. Gates can switch between open and closed based on their configured behavior.
A blind submit is a form submission that occurs on the page without being viewed. The user is not aware the submission is occurring. Typically, the submission data uses pre-populated or previously submitted information.
The process of systemically showing different fields in a web form based on a sequence or increasing completeness of a user profile.
Marketing Tech Stack
The platforms and systems present in a company’s technology infrastructure. Typically refers to Marketing Automation, CRM, CMS and web analytics.
Refers to anything information or service that can be used to perform a transaction with the user, whereby the user provides profile data as part of the exchange. This is most commonly a download or web content, but could equally be registration for something or a request for direct contact with sales.
The web users that visit the business website and will be completing the gating forms.
The process of making an end-user known to a marketing tech stack. In technical terms the process of connecting a tracking cookie in a web browser to a form submission so that the tracked visitor is connected to a known contact in the Marketing Automation or Analytics system. Known usually means email address is known as a minimum.