Overview
Sysdig Increases Leads by 15% with a New Content Activation Strategy
While transitioning to Marketo, Sysdig, a leader in cloud security, prioritized developing a new content activation strategy to support its demand generation and nurture programs. The team needed to better understand its content performance and gain deeper insights into which personas were consuming what content and how often.
The Challenge
Struggling to Gain Deeper Insight into Content Engagement
The team lacked a clear understanding of its content’s performance. They needed to know which assets were performing best so they could strategically invest time and effort into new content production. They also needed the flexibility to quickly swap out content based on how it was performing, granting them the agility to scale their security education based on market demand and customer needs. To solve this, Sysdig needed a solution that could provide a complete picture of content consumption and user behavior.
The Solution
Using Content Intelligence to Deliver Cohesive Experiences
Sysdig deployed PathFactory to personalize the content journey for its customers by using a combination of intelligent content data and unique insights into user behavior. The team quickly set up their key asset library, with the tagging process being quick and straightforward. Within a day, they were up and running.
Three years later, Sysdig drives nearly every content offer to PathFactory experiences and educates through content hubs tailored to each buyer persona. This hosts a collection of relevant content assets to enable large-scale education, research, and asset bingeing. The team now has a much better understanding of its content performance and can confidently invest its resources in the assets that are working. They can also quickly swap out content to scale their security education based on market demand. The team’s new, omni-channel approach across advertising, web, and email enabled them to make a bigger impact with their nurture and demand generation campaigns.
The Results
Delivering a 50% Increase in Content Views and a 15% Increase in Leads
The new content strategy delivered significant and measurable results. By making content easily accessible in one place without needing to visit countless landing pages, Sysdig saw a 50% increase in content views for its demand generation and nurture content. The frictionless experience also resulted in a 25% lift in engagement time. Most importantly, the team saw a 15% increase in leads through its new omni-channel approach. The new strategy successfully positioned the team to better qualify leads in their funnel and proved the value of making content more intelligent to get insights into the topics that buyers are truly interested in.