Overview
Fiix Accelerates Buyer’s Journey and Increases Win Rate by 70% with Content Intelligence
Fiix Software, a Rockwell Automation company, faced a common marketing challenge: delivering the right content to the right person at the right time. As a Computerized Maintenance Management System (CMMS) provider, their audience ranged from maintenance managers and technicians to enterprise executives, each with unique problems and different needs. To effectively market at scale, the team knew they needed to move beyond surface-level data and truly understand how their diverse audience consumed content.
The Challenge
Delivering Relevant Content at Scale to a Diverse Audience
Fiix knew that to avoid playing “catch and release” with prospects’ hard-won attention, every piece of content had to be relevant and accessible at each stage of the buyer’s journey. Their audience wasn’t always attached to their computers, so capturing their interest and guiding them through the buyer’s journey required a sophisticated approach. With competitors just a click away and a majority of website traffic coming from Google search, Fiix couldn’t afford to have prospects get lost in a confusing content maze. They needed a way to deliver a seamless experience while gaining deeper insights into content engagement to prove its impact.
The Solution
Unlocking Rich Engagement Data to Accelerate the Buyer’s Journey
Fiix leveraged content intelligence to provide prospects with a seamless content experience while unlocking invaluable engagement data. The team bundled assets into bingeable content tracks, enabling prospects to self-educate and effortlessly move from one asset to the next. At every interaction, Fiix collected data on average viewing times, binge rates, and form capture rates. For example, their top-of-funnel introduction to preventive maintenance seamlessly guided prospects who were problem-aware to subsequent assets, helping them become solution-aware.
This new level of insight allowed the team to pinpoint which assets had the biggest impact on purchase decisions, which in turn informed their future content strategy. They also discovered that with this strategy, their win rate doubled with small-to-medium businesses when they engaged with the content tracks, and the average number of days to closed-won decreased by 20%. The team could now prove they were delivering the right content at the right time with evidence, rather than guesswork.
The Results
Delivering a 70% Increase in Win Rate
Since implementing content tracks, Fiix has seen a consistent binge rate of 33%, with an average viewing time of nearly 5 minutes—a powerful indicator of a highly engaged audience. These efforts had a direct impact on business performance, with an overall 70% increase in win rate and a 24% increase in deal velocity. The team was able to generate more pipeline and revenue by providing a frictionless content experience that accelerated prospects through the buyer’s journey. As a result, they now use content intelligence to tailor every experience and fulfill the story for the prospect, which has improved conversion rates and content stickiness.