Setting your marketing content free may sound like a radical idea for those who continue to believe in the old mantra “hand over your contact information if you want my white paper (or other content).” Jon Miller, VP Marketing, Marketo wrote in a recent post , “By eliminating the need for registration in order to gain access to your white papers, eBooks, and other valuable content, you remove the initial barriers to building relationships with prospects. Nowadays technical buyers expect to receive a certain amount of valuable content without giving up their contact information.