Overview
CallMiner Increases MQLs by 250% with an Enhanced Content Strategy
CallMiner, an AI-powered conversation intelligence platform, had an enviable content library filled with self-serve resources and how-to guides. However, this content wasn’t generating the conversions or MQLs the company hoped for. The team knew they needed to do a better job leveraging their content to build a healthy MQL pipeline and decided a new approach was necessary.
The Challenge
Harnessing Content to Generate MQLs and Engagement Insights
Initially, the team implemented a competitor’s platform to try and better leverage their content. After a few months, they were disappointed to find that the new platform didn’t improve their previous strategy, which was heavily reliant on forms, and resulted in no significant increase in views, engagement, or MQLs. Still convinced that content intelligence was the key to their goals, they decided to start from scratch and implement PathFactory instead. The team was tasked with not only putting their content to work but also unlocking the engagement data needed to inform a smarter content strategy.
They were confident in their decision to implement PathFactory, knowing it would be a strong addition to their existing martech stack, which included Marketo, 6Sense, and Seismic.
The Solution
Leveling Up Content, Nurturing, and ABM with PathFactory
After implementing PathFactory, the team was able to launch their new Learning Center to encourage self-serve buying journeys. They also began to roll out a comprehensive ABM strategy. Leveraging PathFactory’s integration with Marketo, they unlocked critical engagement data that informed their content intelligence strategy, enabling them to deliver the right message to high-quality MQLs.
The insights from PathFactory were particularly valuable. They provided individual and account-level data that helped with lead scoring and gave a deeper understanding of the buyer journey. This new framework meant that sales representatives could end their practice of going into calls blindly. By referencing the specific content consumed by a prospect during their buyer journey, sales knew exactly what stage of the buying process people were in and what signals they were showing toward sales readiness—all before a sales rep even picked up the phone.
A key part of their success was the AI-powered recommendation tracks. The team found that the binge rate for content included in these tracks was 12%, compared to 9% for their manually currated tracks. This concrete data proved that the AI was working and provided a strong foundation for them to rely on it more heavily in the future.
The Results
Accelerating Pipeline and Engagement
In the first year of using PathFactory, CallMiner saw a remarkable increase in performance. They experienced a 250% increase in MQLs, demonstrating the power of a smarter content strategy. Beyond conversions, their content was proving to be far more effective in engaging their audience. There was a 36% increase in engagement with their Learning Center content and visitors were spending 73% more time consuming content. These results validated their decision to adopt a content intelligence platform and showed that they had found the key to unlocking their content’s potential to drive business goals.