CUSTOMER SUCCESS STORY
How Mandiant Increased New Leads 2X By Removing Friction For Their Buyers
The Results With PathFactory
2X
increase in leads
257%
increase in engagement from known website visitors
35%
binge rate (visitors who consume more than 1 asset per session)
THE CHALLENGE
Buyers were left confused and stuck in friction-filled journeys
Buyers were left confused and a complex resource library, and one-and-done content experiences, buyers experienced endless friction as they tried to navigate the path to purchase. When David released the annual M-Trends Report, a premium asset, he worried that gating it would mean fewer readers. Finally, without robust content consumption data, David lacked the insight needed to assess campaign performance and create a better buyer experience.
THE SOLUTION
Promote high value annual report with a better forms strategy
With PathFactory, the Mandiant team was able to ungate the M-Trends Report, making it easier for prospects to access the information they need without friction. Using a dismissable, time-based form that only appears after buyers spend meaningful time with the report ensures that truly qualified leads are identified and passed to sales in a timely manner. David now has access to a new class of data, including content consumption at the account level, which he uses to continuously optimize the buyer’s journey.
