Overview
Nexthink Accelerates Lead Generation and Boosts Engagement with Content Intelligence
As a leader in digital employee experience management, Nexthink faced a critical B2B challenge: effectively generating sales-ready leads. The company needed to accelerate its lead qualification process to provide its sales team with warm leads faster, ultimately reducing the time it took to convert a lead into an opportunity. Their traditional approach of using gated landing pages with forms was proving to be a significant bottleneck.
The Challenge
Bottlenecks in the Lead Generation Process
Nexthink needed a solution that would streamline their lead generation process. Their primary challenge was to eliminate form fills for contacts they already had information on, provide a seamless and engaging content experience, and efficiently nurture leads through personalized journeys. The team lacked clear visibility into how prospects were truly engaging with content, which made it difficult to attribute specific actions to sales readiness and provide the sales team with the insights they needed to move quickly.
The Solution
Tracking Pipeline Through Engagement Metrics
The team adopted PathFactory to generate sales-ready leads based on content engagement. They streamlined their lead generation by removing form gates for existing contacts, creating a frictionless experience for potential customers. Nexthink also took a proactive approach to its content strategy. For a key resource, the “Digital Employee Experience for Dummies” ebook, they broke it down into individual chapters and featured each chapter in a content track. This approach encouraged lead engagement and allowed the team to track not only overall engagement but also which chapters performed better than others.
By tracking which leads were engaging with which pieces of content, Nexthink was able to deliver relevant content faster. This provided the team with clear visibility into what users found interesting, enabling them to serve up more bingeable content. The seamless integration of PathFactory with their existing martech stack gave the team better visibility into lead engagement and its impact on the sales pipeline, allowing them to attribute specific engagement to revenue.
The Results
Delivering a 47% Lift in Engagement and Increased Binge Rates
By embracing this innovative approach, Nexthink successfully transformed its lead generation process. The team saw a 47% lift in engagement time and a 37% increase in average session time. These results confirmed that the frictionless experience was working. Furthermore, the team saw a 38% increase in their binge rate, which allowed them to better identify sales-ready leads and accelerate their qualification process. By eliminating form fills and nurturing leads through personalized content experiences, Nexthink reduced its time to opportunities and gained valuable insights into its audience’s preferences.