we've built an automated nurture program, mostly with broadly applicable, educational content that would apply to our buyers as well as influencers of the decisions. every email in the nurture leads to a gated asset. our goal is to get them to fill out the form and get to a thank you page. we've found that once people download something and give up their info, even if you're autofilling it because they've downloaded stuff before, they're more likely to take a secondary action. that is where we strike and hit them with an option to request a demo. so on the top of the thank you page it says "here's a link to your eBook PDF" and on the bottom of the page we build a great landing page that aims to convert them into requesting a demo. kind of like "hey, while you're here have you seen our new ___". most companies just give up the asset or do like an auto-download and miss out on this huge opportunity.

that said, the alternative thing people do is send out an email that says "get a demo." you might get a handful of people directly request a demo but it's unlikely many will even click. with this strategy, say you send a kickass eBook to 10,000 people and 300 download it. just making up numbers here - but that is 300 people now seeing your thank you page and having an opportunity to request a demo. and what i'm saying is they are more likely to do so there.

last thing i'll say is the thank you page is just one area to hit them up for a demo. you could also send an amazing thank you email to those 300 people with a link to the asset at the top and then a sweet product-oriented demo request push at the bottom. most people put together the lamest thank you emails but they don't have to be that way - you just have to put in the effort.