Overview
TrustYou Increases Revenue by 4.5X by Activating High-Value Content
TrustYou launched a high-value Tech Stack Guide eBook with the goal of driving conversions. However, the manual, fragmented go-to-market approach, which involved multiple landing pages, individual forms, and complex development needs, created numerous dead ends and barriers for visitors. As a result, the eBook received low engagement and conversions, leaving the team with a pipeline dream rather than a reality.
The Challenge
High-Value Content Faced Low Engagement and Conversions
The team’s traditional go-to-market strategy for its high-value eBook was a major bottleneck. The process involved multiple landing pages per channel and individual forms, all of which created significant friction for visitors. The team needed a new approach that would remove these barriers and allow prospects to easily access and engage with the content. To truly activate their high-value content, they needed to find a way to encourage higher engagement and conversions while simplifying their own internal processes.
The Solution
Packaging Content to Encourage Engagement and Self-Education
The team at TrustYou tried a new go-to-market approach using PathFactory. They activated the eBook by packaging it into a series of Content Tracks in 5 languages across 9 channels. This was all accomplished with minimal development needs, which empowered the team to control its go-to-market strategy for high-value content.
By using fewer forms and providing a more frictionless experience, visitors were now free to self-educate at their own pace and binge on TrustYou’s content. This new approach made it easy to set up content tracks and release them across all channels, simply by copying and pasting a unique URL.
The Results
Delivering a 4.5X Increase in Revenue
The new approach had an immediate and powerful impact on the business. The team saw a remarkable 4.5X increase in revenue from the eBook when it was promoted using PathFactory Content Tracks compared to without. This significant increase was a direct result of the more engaged audience, which led to a 476% increase in influenced opportunities. The team also saw an impressive 18% conversion of organic leads, proving that the streamlined, frictionless content experience was key to converting prospects into a qualified pipeline.