Driving Influenced Pipeline: LG’s Success with PathFactory

EXECUTIVE SUMMARY:

• B2B buying landscape has become increasingly complex with larger buying groups and widespread use of AI
• LG needed to modernize their buyer journey, move beyond sending traffic to static PDFs, and required better visibility into content effectiveness and buying network engagement
• PathFactory was implemented as the foundation for delivering and measuring digital content engagement, and deployed content intelligence to understand customer journeys and identify engaged accounts
• Through over 300 PathFactory experiences since 2023, LG achieved 85% increase in account engagement, and influenced 45% of closed-won deals through their content

THE CHALLENGE: Complex buyer journeys with no linear path to conversion.

LG B2B Business Solutions faced a rapidly evolving B2B purchasing landscape where buying networks had expanded to include more prospects and accounts, sometimes 4 or 5 connected to the same opportunity.

The company needed to modernize their buyer journey to keep pace with these changes, moving beyond its traditional approach of sending traffic to individual PDFs, white papers, brochures, webpages, and videos. This limitation was particularly challenging for LG’s display-focused product portfolio, which required extensive technical information delivered through personalized experiences. Their complex buying network included Fortune 500 companies, mid-market businesses, and a web of resellers, distributors, and installers, resulting in nonlinear customer journeys with multiple touchpoints.

Without proper content intelligence, the combined use of content experiences, AI, automation, and analytics, LG lacked the ability to personalize at scale and gain visibility into content effectiveness.

THE SOLUTION: PathFactory’s content intelligence to level up GTM strategy

In 2023, Raymon David implemented PathFactory at LG. His approach was straightforward but effective: “Let’s drive as much traffic as possible through PathFactory, and let the data tell us the personas and the accounts that are engaging.”

His 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 their 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 in July 2023, progressed to 10 accounts, with plans to scale to 100 accounts by year-end. In one quarter, content served through PathFactory revealed a 45% impact on pipeline.

PathFactory’s robust analytics provided valuable insights into a buyer journey with three touchpoints: starting digitally with content engagement, experience center visits, and concluding with the buying network engaging with technical specifications.