Overview
Contentsquare Aligns Sales and Marketing with Content Intelligence
As a leading digital experience analytics platform, Contentsquare helps businesses understand customer behavior and intent to drive growth. The company’s demand generation team was challenged with building a data-driven go-to-market function while also improving the content experience for customers and prospects. To do this, they needed to remove friction from the lead funnel, improve sales alignment, and gain a better understanding of how prospects were consuming content.
The Challenge
Unlocking Deeper Insights Beyond Form Fills
Before PathFactory, the team primarily relied on gated reports to capture leads and understand intent. However, this approach lacked the deeper insights needed to truly understand what content was driving engagement. The sales development representatives (SDRs) had no clear way to prioritize their outreach to new leads because their primary understanding of intent was limited to a simple form fill. They lacked visibility into how much time a prospect spent reading content or their overall engagement with content. This made it difficult to effectively support the sales team and build a cohesive go-to-market strategy.
The Solution
Optimizing Follow-up and Conversion with Content Intelligence
To solve this problem, Contentsquare implemented PathFactory to gain new insights into visitor content engagement. The team used PathFactory to set an engagement threshold, which meant they no longer had to gate every piece of content. When a prospect reached a certain amount of engagement time, they were automatically added to a campaign dashboard, providing real-time intelligence for the sales team.
The sales team now uses PathFactory’s “fast-moving buyer” alerts, which send automatic email and Slack notifications when a buyer is highly engaged. With these content engagement insights, sales can craft seamless, personalized follow-ups based on the topics, channels, and formats that prospects prefer. By getting this level of consumption data, the team was able to update its strategy and prioritize the topics and formats that generated the highest engagement and binge rates.
This new level of insight helped unite the sales and marketing teams and build a powerful, aligned go-to-market motion.
The Results
Improved Alignment and Increased Visitor Engagement
After implementing PathFactory, the teams saw a direct impact on content consumption and lead quality. They experienced a 21.8% increase in their visitor binge rate and a 25.5% increase in unique bingers, showing that a frictionless experience led to a more engaged audience. Out of 30,565 unique visitors, over 50% were known contacts, providing valuable data to both marketing and sales.
With the sales team now enabled with these rich PathFactory insights, Contentsquare has improved its marketing operations, shortened its sales cycles, and achieved a new level of sales and marketing alignment.