Seagate Technology Unlocks Content Insights To Drive Increase In MQLs

Seagate Technology crafts the Datasphere helping to maximize humanity’s potential by innovating world-class, precision-engineered mass-data storage and management solutions with a focus on sustainable partnerships.

Last year, Seagate increased emphasis on B2B marketing campaigns and built a robust strategy to uplevel the breadth of content for their target audiences. Since then, the company launched a new website infrastructure and over 100 unique content items (40 of which came from their flagship event, Datasphere). Most content was put behind a gated form, and readers were granted immediate access once they shared their email addresses and other identifying information.

This setup allowed Seagate to connect with interested buyers but left them without any insight into the level of engagement prospects had with their content. Additionally, users did not have a clear way to access all the recently published content.

Looking for new ways to understand reader behavior to deliver curated experiences to their buyers, Seagate implemented PathFactory to immediately gain content-specific insights.

One of their first implementation products was leveraging PathFactory’s microsites as resource centers. Each resource center included content tracks that were tailored to a specific use case and industry, and Seagate used a conditional form strategy where forms appeared only after the reader had met a pre-set engagement threshold. By adding content intelligence to its martech stack, Seagate now has a line of sight into the content being consumed, the time spent on it, as well as the individuals and accounts that are engaging with the content.

Seagate also leveraged PathFactory tracks for their most recent annual Datasphere event, where they presented 40+ unique on-demand webinar sessions hosted on its platform. By leveraging PathFactory to host a master track with engagement form strategy, the company was able to increase binge rate, and overall view time which led to exponential growth for MQLs.