Accelerating lead generation: Nexthink’s journey to faster sales opportunities with PathFactory

They wanted to eliminate unnecessary form fills for contacts they already knew, create a more engaging content experience, and nurture prospects through personalized content journeys. At the same time, they needed a clearer picture of how buyers were actually consuming content. Without meaningful engagement data, it was difficult to distinguish casual readers from sales-ready prospects or give the sales team the context they needed to engage at the right moment.

The team removed form gates for existing contacts, making it easier for prospects to access content while preserving valuable engagement data. They also rethought how they presented one of their flagship resources, Digital Employee Experience for Dummies. Instead of offering the ebook as a single asset, they broke it into individual chapters and organized them into a content track. This encouraged visitors to continue exploring while giving the marketing team visibility into which topics generated the strongest engagement.

With detailed engagement insights, Nexthink could quickly understand which content each prospect consumed and respond with more relevant recommendations. The result was a more bingeable content experience and a clearer view of buyer intent. By integrating PathFactory with their existing martech stack, the team connected engagement data directly to pipeline performance, making it easier to attribute meaningful buyer activity to revenue.