Overview
Nokia Reaches Over 70% of Target Accounts in a New Market
Nokia needed a new approach to engage its audience of younger buyers who had higher expectations around their buying experience. The team knew that traditional methods of gating single assets wouldn’t generate enough content engagement or conversions to reach their goals. To succeed in a new market, they needed a modern way to improve the buying journey and accurately identify which accounts were truly engaged.
The Challenge
Struggling to Engage a New Audience with a Traditional Approach
Nokia’s traditional approach to content was proving to be a challenge. They lacked a comprehensive way to identify the most engaged accounts beyond simple clicks and downloads. This made it difficult to provide sales with the insights they needed to prioritize warm prospects. To make matters worse, their target audience expected a more seamless, frictionless buying experience. The team needed a new strategy that would not only provide a better user experience but also a new data set to accurately identify engaged accounts.
The Solution
Identifying, Engaging, and Converting Target Accounts with a New Content Strategy
The team made PathFactory Playlists the primary destination for clicks across every channel. By providing target accounts with seamless bundles of relevant content, they were able to engage more accounts and convert more unknown visitors. They implemented an engagement-based forms strategy that provided value upfront before asking prospects for a form fill. This new approach not only delivered a better experience but also served as a powerful lead generation tool.
With PathFactory Analytics, the team was able to pass account-specific content consumption data to sales, making it easy to accurately prioritize warm prospects. This new level of insight fundamentally changed how the team measured engagement, allowing them to measure individual engagement at the account level and even uncover brand new target accounts.
The Results
Delivering a 70% Penetration Rate and Boosting Engagement Time
The new content strategy delivered significant and measurable results in a new market. The team successfully reached over 70% of its target account list, a remarkable achievement that proved the effectiveness of its new approach. The frictionless experience also led to a massive lift in engagement. The team saw 540 hours of additional asset view time compared to their old gated landing pages and an average engagement time of 15 minutes for known visitors. These results confirmed that the new strategy was instrumental in their account-targeting efforts and provided a clear path for future growth.