Summit US Case Studies PathFactory Case Study 5_5_1235

The Art & Science of Content: How Allocadia uses engagement data to build a better buyer’s journey

Tuesday May 5, 2020 | 12:35 PM - 12:55 PM

Sponsor Name: PathFactory

Speakers: Caitlin Ridge, Director of Corporate Marketing, Allocadia

If you’re not using data to understand how your content fits within the buyer’s journey, you’re playing a guessing game where the odds of success are low.

This was a gamble that Caitlin Ridge, Director of Corporate Marketing at Allocadia, wasn’t willing to take. Her team produces the content that fuels every marketing channel, but they simply didn’t know how prospects were engaging with it. Without visibility into buyer behavior and content performance, it was challenging for marketing to optimize campaigns, improve conversion rates and ultimately drive more business impact.

The team opted for a scientific approach, and began capturing and analyzing engagement data at every stage of the buyer’s journey, using a variety of tools. Now, they have access to rich insights that make their campaigns smarter and accelerate the customer journey.

Join Caitlin’s session to learn:

  • How content engagement data helps her team understand and accelerate the buyer’s journey and optimize campaigns across channels such as the website, paid ads and ABM campaigns
  • Why having the right tech in place is critical for executing this strategy at scale 
  • The model for how to match the right content to the right buyer at the right time to improve conversion rates
  • How to demonstrate the value of content using results like a 2X higher average engagement time for closed-won opps