Overview
LG Increases Account Engagement by 85% with a Modern Content Strategy
Faced with an increasingly complex B2B buying landscape, LG Business Solutions needed to modernize its buyer journey and gain better visibility into content effectiveness. The company’s traditional approach of sending traffic to static PDFs was no longer sufficient for engaging expanded buying networks and providing the extensive technical information required for its display-focused product portfolio.
The Challenge
Navigating a Complex, Nonlinear Buyer Journey
The B2B purchasing landscape had evolved, with buying networks expanding to include multiple prospects and accounts. LG’s complex network, including Fortune 500 companies, mid-market businesses, and a web of resellers, resulted in nonlinear customer journeys with multiple touchpoints. Without a proper content intelligence solution, the team lacked the ability to personalize at scale and gain crucial visibility into which content was truly effective. They needed to find a way to move beyond traditional digital experiences and use content, AI, and analytics to deliver a modern, data-driven experience.
The Solution
Using Content Intelligence to Level Up Their Go-to-Market Strategy
In 2023, the LG team implemented PathFactory as the foundation for its new go-to-market strategy. Their approach was simple yet effective: drive as much traffic as possible through the platform and let the data reveal which personas and accounts were engaging. The team created a digital experience center within PathFactory, supplementing it with technical resources and implementing light gating to capture visitor information.
By 2024, LG expanded its implementation to include account-based marketing (ABM) initiatives, beginning with hyper-personalized experiences for individual accounts. The ABM strategy started with a single account pilot and quickly progressed to 10 accounts, with plans to scale to 100 by the end of the year. The team leveraged PathFactory’s robust analytics to gain valuable insights into a buyer’s journey, shining a light on accounts that were in-market and in need of technical specifications. This new level of insight proved that content engagement was one of the strongest intent signals.
The Results
Delivering an 85% Increase in Engagement and Influencing 45% of Deals
The new approach delivered significant, measurable results for LG. The team created over 300 personalized experiences since 2023, leading to an 85% increase in overall account engagement. This effort had a direct and powerful impact on the bottom line: content served through PathFactory influenced 45% of all closed-won deals. By modernizing its buyer journey and embracing content intelligence, LG successfully created a better experience for its customers and empowered its teams to drive more revenue.