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The 98%
Most sales and marketing podcasts are all theory. This one’s about the real stuff. On The 98% Podcast, we nerd out with operators who live and breathe GTM — the folks running plays, testing ideas, and watching the numbers move. Expect unfiltered conversations about what’s working (and what’s not) in sales and marketing right now, with takeaways you can actually use.
The 98%
The Content Debate: Gated vs. Ungated
Should you gate this? The gated vs ungated debate isn’t new. But the way buyers engage with content in 2025 has changed everything. This is a candid conversation about how content actually influences pipeline, why newsletters are quietly winning, and why personality may be the only thing AI can’t replicate.
In this episode of The 98% Podcast, Andrew Davis sits down with B2B marketing strategist and consultant Kiara Carniewski to unpack what most teams get wrong about content gating and why the answer is almost never “always gate” or “never gate.”
Kiara shares real, operator-level results including how a single ungated blog post directly attributed over $2M in closed-won revenue and how a blended content strategy drove $37M over two years. Together, they dig into intent, trust, attribution, and why quality content doesn’t have to be long, expensive, or locked behind a form to perform.
If you’re responsible for demand, content, revenue, or all three, this episode will recalibrate how you think about gating for good.
Full Show Notes + Resources
textus.com/podcast/the-content-debate-gated-vs-ungated
Andrew LinkedIn: https://www.linkedin.com/in/andrewdaviscmu/
