---
title: "How Contentsquare used content intelligence to align sales and marketing"
id: "240548"
type: "resources"
slug: "contentsquare"
published_at: "2026-09-06T14:48:03+00:00"
modified_at: "2026-09-06T14:50:38+00:00"
url: "https://corp.kaltura.com/resources/case-studies/contentsquare/"
markdown_url: "https://corp.kaltura.com/resources/case-studies/contentsquare.md"
taxonomy_post_tag:
  - "slider"
  - "new resources"
taxonomy_resources_type:
  - "Case Studies"
taxonomy_resources_topic:
  - "Marketing and sales"
taxonomy_resources_industry:
  - "Enterprise"
---

Kaltura & Pathfactory | Agentic Revenue Engagement Suite

# How Contentsquare used content intelligence to align sales and marketing

### 21%

#### increase in visitor binge rate

### 25%

#### increase in unique bingers

### 30565

#### unique visitors (50% known)

As a leader in digital experience analytics, **Contentsquare** helps organizations understand customer behavior and intent. Internally, however, the demand generation team wanted the same level of visibility into its own buyers. To build a more data-driven go-to-market strategy, they needed to reduce friction in the lead funnel, give sales better buying signals, and understand how prospects actually engaged with content.

## The Challenge

While form fills captured new leads, they revealed very little about buyer intent. Sales development representatives (SDRs) knew who downloaded a report, but not how much of it they consumed, whether they continued exploring other content, or which topics held their attention. Without meaningful engagement data, prioritizing outreach became difficult, and marketing had limited insight into which content was truly influencing buying decisions.

## The Solution

Rather than gating every asset, the team introduced an engagement threshold. Once a prospect reached a defined level of content engagement, they were automatically added to a campaign dashboard, giving marketing and sales real-time visibility into high-intent buyers.

The sales team also adopted PathFactory’s Fast-Moving Buyer alerts, receiving automatic email and Slack notifications whenever prospects showed strong engagement. Armed with detailed content consumption data, sales could personalize follow-up conversations based on the topics, channels, and content formats each buyer preferred.

Marketing benefited just as much. The new insights revealed which content generated the highest engagement and binge rates, allowing the team to continuously refine its content strategy around what buyers actually consumed rather than what they assumed was working.

The result was a more connected go-to-market motion built on shared buyer intelligence instead of isolated marketing and sales data.

## The results

After implementing PathFactory, Contentsquare increased visitor binge rate by 21.8% and grew the number of unique bingers by 25.5%, demonstrating that a lower-friction content experience encouraged deeper engagement. Out of 30,565 unique visitors, more than half became known contacts, giving both marketing and sales richer data to guide future interactions.

With detailed engagement insights flowing between teams, Contentsquare strengthened marketing operations, shortened sales cycles, and built a more aligned, data-driven approach to generating and converting demand.