Gated content plays a crucial role in lead nurturing. It refers to valuable resources, such as eBooks, whitepapers, or webinars, that are hidden behind a form, requiring leads to provide their contact information in exchange for access. Gated content helps businesses collect lead gen forms and gather valuable data about their leads. This information can then be used to segment leads and deliver personalized content, ensuring that the right information reaches the right people at the right time. By offering gated content, businesses can position themselves as trusted industry experts and effectively nurture leads towards making a purchase.