Elle Woulfe
PathFactory
Anne Wang
FireEye
David Cheng
FireEye
Using Content Insight To Create A Friction-Free Buyer’s Journey
- Aired JULY 16, 2019
- On Demand
Speakers:
Overview
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.
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