Using Content Insight To Create A Friction-Free Buyer’s Journey
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.