How Aither increased Conversion from content
by 22% with Bread & Butter.

Who is Aither?

So, Aither is really cool — and responsible. They help the government and businesses make better environmental and water decisions.

Environmental policies can be tricky. You need to understand and execute a lot to stay compliant, and Aither helps its clients do that. With their evidence-based analysis, insights, and advice on agriculture, infrastructure, and the environment — they’re the heroes of keeping businesses environmentally honest.

What was the challenge?

Aither’s business depends mainly on leads generated by content. The Aither team writes blog posts, builds whitepapers, and provides reports to educate and inform their ideal customers. These channels are the primary tool Aither uses to get potential clients to book calls.

But there was a hitch. Aither’s existing content gating system was fallible — prospects would directly share links, overriding the content gate. The sign-in prompt also redirected people to a different landing page where many visitors would drop off.

Aither wanted a frictionless content-gating solution that swore by data privacy and protection laws. But none of the popular systems or plugins seemed to work. For example, most, if not all, content-gating plugins are designed for journalistic publications — they provide simplistic forms with minimal analytical capabilities.

The team would have to — analyze traffic, flag leads, sync with sales, and ping training teams. All these data points had to be input into their Pipedrive CRM so the entire organization could share them. It was overwhelming, and cross-referencing sources and traffic with our tools was clunky. We knew we were missing out on leads.