Overview
Genesys Boosts Engagement Time by 30% by Streamlining ABM Efforts
As a global leader in customer experience orchestration, Genesys relies on high-quality content to drive engagement and conversions. The company’s demand generation efforts are centered around Account-Based Marketing (ABM), with the goal of nurturing the entire buying unit within target accounts, which can often span multiple departments.
The Challenge
Struggling with Fragmented Sales and Marketing Efforts
Before implementing a new strategy, the sales development representatives (SDRs) at Genesys promoted marketing campaigns and content on an ad-hoc basis. They were limited to sending one piece of collateral at a time, and the marketing team had restricted visibility into what prospects were actually interested in. This made it difficult for both teams to understand what was truly moving the needle in terms of prospect engagement and account progression. The sales and marketing teams needed a way to align their efforts to provide more impactful prospect experiences and follow-ups.
The Solution
Aligning ABM with a Unified Content Approach
To solve this challenge, Genesys used PathFactory to align its ABM efforts between marketing and sales. Instead of individually searching for marketing assets, the marketing team provided SDRs with access to curated content playlists. These playlists bundled the most relevant assets for specific accounts, making it easy for the sales team to find and send the right information.
Genesys also integrated PathFactory with Salesforce, which provided their sales team with a complete understanding of how prospects were engaging with different assets. This new level of visibility allowed both marketing and sales to connect the dots between individual engagement and account-level progression, which fundamentally changed how the SDRs worked.
The Results
Delivering a 30% Lift in Engagement and Increased Binge Rates
The streamlined approach had an immediate and measurable impact on prospect behavior. On average, prospects now engage 30% longer and view 90% of the assets in their designated content track. The team also achieved a 19.3% binge rate, meaning that a significant portion of sessions included the viewing of more than one asset. This valuable data now allows the sales team to better identify and connect with qualified prospects, creating a more effective and cohesive ABM strategy.