Increase in content views
increase in leads
lift in engagement time
Launch a content activation strategy and gain deeper insight into content engagement
While transitioning to Marketo, it was a top priority for Sysdig to adopt and integrate with PathFactory to develop a content activation strategy and lead scoring models to support their demand generation and nurture programs.
Sysdig needed to better understand their content performance and gather insights on which personas were consuming what content and how often. This would allow Sysdig to determine where they wanted to invest time and effort on new content production and updates based on what content assets were performing the best. They also needed the flexibility to swap out content based on how it was performing within a particular audience, which would grant Sysdig the agility and speed necessary to scale their security education based on market demand and customer needs.
Use PathFactory to deliver cohesive content experiences
Sysdig deployed PathFactory to personalize the content journey for their customers with a combination of intelligent content data and unique insights into user behavior. Sysdig saw incremental views for demand generation and nurture content jump by 50% because the content was targeted and served up based on content consumption behaviors and because it was easily accessible all in one place without needing to visit countless landing pages.
Within a day, Sysdig had their key asset library set up. The tagging process was quick and straightforward along with adding scripts to the site and swapping out links. Fast forward to three years later and Sysdig drives nearly every content offer to PathFactory experiences and educates through content hubs tailored to each buyer persona where it hosts a collection of relevant content assets to enable large-scale education, research, and asset bingeing.
Not long after deploying PathFactory, Sysdig better understood their content performance along with which personas were consuming what content and how often. This allowed Sysdig to determine where they wanted to invest time and effort on new content production and updates based on what content assets were performing the best. It also gave them the flexibility to swap out content based on how it was performing within a particular audience, granting Sysdig the agility and speed necessary to scale their security education based on market demand and customer needs.
Once PathFactory and Marketo were fully integrated with Sysdig’s Content Intelligence strategy, a key element to their digital-first marketing strategy, they were able to make a bigger impact with their nurture and demand generation campaigns, which positioned them to better qualify leads in their funnel. Using an omni-channel approach across advertising, web, and email, they saw a 15% increase in leads.