How HG Insights leveraged PathFactory for deeper buyer insights

Once a prospect downloaded an asset, the team had no way to see how they engaged with the content, whether they continued exploring additional resources, or which topics captured their attention. That limited their ability to nurture buyers effectively, optimize future campaigns, and make informed content decisions. They needed richer engagement data and a better way to keep prospects moving through relevant content.

The integration gave the team detailed visibility into binge rates, content consumption patterns, and complete content journeys. Instead of measuring only form fills, they could understand how prospects engaged across multiple assets and trigger personalized Marketo campaigns based on that behavior.

The team also simplified its demo request experience by creating an auto-filled form that eliminated the need for existing contacts to re-enter their information. For every market report campaign, they built curated content tracks that encouraged continued exploration while reducing the time required to launch new campaigns.

The insights generated through these experiences benefited both marketing and sales. They informed sales follow-up, shaped future content planning, and proved so effective that the sales team requested one-to-one ABM content tracks and Explore Pages for individual outreach. The result was a scalable way to deliver personalized marketing experiences across target accounts.