How CallMiner increased MQLs by 250% with content intelligence

After several months, the results were disappointing. The new platform largely reinforced their existing form-heavy approach without improving content engagement, increasing views, or generating more MQLs. The team remained convinced that content intelligence was the missing piece—but they needed a solution that delivered meaningful engagement data, not just another place to host content.

They turned to PathFactory to put their content to work while complementing an existing martech stack that included Marketo, 6Sense, and Seismic.

By integrating PathFactory with Marketo, the team gained detailed engagement insights that allowed them to deliver more relevant content to high-quality prospects. The platform provided both individual and account-level engagement data, strengthening lead scoring and giving marketing and sales a much clearer view of buyer intent.

For the sales team, this fundamentally changed how conversations began. Instead of approaching calls with limited context, representatives could see exactly which content prospects had consumed, where they were in the buying journey, and the engagement signals they had demonstrated before the first conversation ever took place.

The team also embraced AI-powered recommendation tracks. The data quickly validated the approach: AI-generated tracks achieved a 12% binge rate compared with 9% for manually curated tracks. Those results gave the team confidence to rely more heavily on AI to guide buyers toward relevant content.