Overview
HG Insights Drives Deeper Buyer Insights and Higher Engagement with PathFactory and Marketo
HG Insights provides data-driven insights to help businesses launch go-to-market strategies and capture market share. The demand generation team was focused on driving more engagement with prospects through webinars and market reports. However, they faced a critical limitation: their existing approach lacked a comprehensive view of audience behavior, which made it difficult to deliver a tailored experience.
The Challenge
Moving Beyond Forms to Understand True Engagement
The team’s reliance on Marketo forms to gate their content provided only a surface-level view of engagement. While they knew when a lead had filled out a form, they had no visibility into how the audience interacted with the content afterward, or if they were interested in other assets. This posed a significant challenge to nurturing prospects effectively and making data-driven decisions about future content. They needed to find a way to encourage additional content consumption while gaining deeper insights into their audience’s true interests.
The Solution
Elevating Engagement with a Marketo-PathFactory Integration
To overcome these limitations, HG Insights integrated PathFactory with Marketo. This powerful combination provided granular insights into binge rates, content consumption patterns, and the overall content journey. The team could now understand how their audience engaged with assets beyond the initial form fill and trigger subsequent campaigns in Marketo based on that engagement.
As part of this new strategy, HG Insights used PathFactory to create a simplified demo request form that auto-filled a contact’s information, eliminating the need for prospects to resupply their data. The team also created curated content tracks for each market report promotional campaign. This saved the marketing team considerable time and effort month over month and informed both sales team follow-up and the development of future content. The success of these tracks led to the sales team requesting the creation of one-to-one ABM-style tracks and Explore Pages for their individual outreach, equipping them with bespoke marketing materials in an effective and scalable way.
The Results
Delivering a 12x Lift in Engagement and a 61% Increase in Form Fills
The new approach delivered significant and measurable results. The team saw an impressive 12x lift in engagement time and a 3x increase in their binge rate for sessions with more than one asset view. Most importantly, the streamlined process and improved content experience led to a 61% lift in demo request form fill rates. By providing an improved, tailored experience for each of their target accounts, the team was able to drive compelling engagement and prove the value of a more sophisticated content strategy.