The gated content ‘rules’ don’t apply in the same way when you’re an early stage marketer.
Of course you want a full pipeline of leads, but if you’ve never marketed your SaaS before, you’d be better off focusing on building relationships with your target audience. Find out what they’re challenged with, what they’d be prepared to pay to resolve that challenge, and what messages you need to put in front of them.
Content is a good way to start those conversations
I used to work for an employee engagement tool, as the only marketer, and later - the only employee. It was exciting to be running a business - without the risk of owning it - and I gave it everything I had.
Lots of what I did was hacky and untargeted, but some campaigns were really effective in their own way.
e.g. I posted this to a Facebook group of internal HR tech people and connected with almost 100 people who wanted the engagement calculator.