Summit US Case Studies PathFactory Case Study

How To Drive Awareness With A Friction-Free Buyer Journey

Sponsor Name: PathFactory

Speakers: Anne Wang, Senior Director, Global Marketing Operations, FireEye; David Cheng, Sr. Manager, Marketing Operations, FireEye

FireEye faced the dawn of a new era. A company-wide mindset shift drove the marketing team to go from a lead gen focus to a more customer-centric one. With a new focus came a new strategy aimed at driving engagement by removing friction throughout the buyer’s journey. To support this strategy, the FireEye team developed a tech stack centered around buyer enablement, including PathFactory, that removes barriers throughout the buyer’s journey and drives awareness by making it easier for buyers to self-educate.

Join this session to learn:

  • How FireEye gives prospects the freedom to self-nurture at their own pace to drive better quality demand.
  • The data set they use to improve the buyer’s journey and make more strategic marketing decisions.
  • Why un-gating (almost) everything is the new black and helped them increase engagement by more than 200% in 2 weeks with an important campaign.