Overview
Palo Alto Networks Scales Personalization to Boost Engagement and Conversions
Palo Alto Networks faced the critical challenge of delivering personalized content at scale with limited resources and high-friction buyer journeys. The company’s success depended on its ability to create seamless pathways aligned to specific products and buyer pain points while reducing friction for self-directed learning. They knew that their existing strategy was hindering prospects’ ability to self-educate and was leading to missed revenue opportunities.
The Challenge
Struggling to Personalize at Scale with Limited Resources
The marketing team faced several significant obstacles. Their existing content strategy relied on sending prospects to gated landing pages, a tactic that added friction and extended sales cycles. With limited data and resources, it was a challenge to deliver consistent, personalized messaging across digital nurture journeys. Buyers expected curated experiences that addressed their specific needs, but the team lacked the technology to provide scalable, brand-friendly content experiences for buyers. They needed to find a way to transform their content strategy and focus on pipeline and content engagement.
The Solution
Creating “Bingeable” Content Experiences with PathFactory
To solve this, the team implemented PathFactory to nurture leads faster by providing the right information to the right buyer at the right time. They shifted away from traditional, gated landing pages and began building ungated content playlists. This enabled prospects to consume multiple content pieces in a single session, significantly reducing friction in the buyer’s journey.
By leveraging PathFactory’s collections and integrating with Demandbase, the team was able to deploy targeted experiences across multiple channels, including landing pages, emails, and the website. This ensured a consistent stream of the most accurate and popular information was being shared. The team now delivers brand-friendly content experiences at scale, with automated content recommendations that tailor experiences to each prospect with minimal manual maintenance. This new approach has greatly improved sales and marketing alignment.
The Results
Delivering a 130% Increase in Engaged Sessions
The implementation of PathFactory had a direct and powerful impact on the business. The team saw a 137% increase in form captures, a clear sign that the new frictionless experience was working. The new strategy also resulted in a 163% increase in new visitors and a 92% increase in new accounts, proving its effectiveness in attracting a wider audience. Overall, the team saw a 130% increase in engaged sessions, which led to improved customer experiences, shortened sales cycles, and increased revenue opportunities.