Kaltura & Pathfactory | Agentic Revenue Engagement Suite

How Nokia reached over 70% of target accounts in a new market

70%

target account list penetration

540%

increase in engagement time

15

min avg. engagement time for known visitors

As Nokia expanded into a new market, the team recognized that engaging a new generation of buyers would require a different approach. Today’s B2B buyers expect personalized, self-directed experiences and are far less likely to engage with traditional gated content. Nokia needed a way to create a more seamless buying journey, increase content engagement, and gain a clearer understanding of which target accounts were demonstrating meaningful buying intent.

The Challenge

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

Nokia transformed its content strategy by making PathFactory Playlists the primary destination for traffic across all marketing channels. Rather than directing prospects to individual assets, the team delivered curated collections of relevant content that encouraged deeper exploration and extended engagement.

The team also adopted an engagement-based forms strategy, allowing visitors to experience valuable content before being asked to complete a form. This approach reduced friction, improved the buyer experience, and increased the conversion of previously anonymous visitors into known prospects.

Using PathFactory Analytics, Nokia gained access to detailed account-level content consumption data that could be shared directly with sales teams. These insights enabled more accurate lead prioritization by revealing not only who engaged, but also how deeply they engaged with content.

As a result, the team fundamentally changed the way it measured engagement, moving beyond isolated content interactions to a comprehensive view of buying activity at both the individual and account level. The new visibility also helped uncover previously unknown target accounts showing strong interest in Nokia’s solutions.

The results

The new content engagement strategy delivered significant results and helped Nokia successfully establish itself in a new market.

By creating a more seamless content experience, the team reached more than 70% of its target account list. A major achievement that demonstrated the effectiveness of its account-based marketing strategy.

The frictionless buyer journey also drove substantially deeper engagement. Compared to traditional gated landing pages, Nokia generated an additional 540 hours of asset viewing time and achieved an average engagement time of 15 minutes among known visitors.

Beyond improving engagement, the strategy provided the account-level intelligence needed to identify buying signals, prioritize warm prospects, and strengthen alignment between marketing and sales. The results validated Nokia’s new approach and created a scalable foundation for future growth.