Case Study: PathFactory Achieves 30x Pipeline Value with DemandWorks Media

PathFactory drives 30x pipeline value with DemandWorks

PathFactory, a marketing technology company, needed to reach highly targeted B2B buyers who would genuinely engage with their content rather than generating a high volume of unqualified leads. Their challenge was to find a channel that could deliver self-educating leads measured by time spent with content and funnel progression. They partnered with vendor DemandWorks for its content syndication and account-based marketing services.

DemandWorks implemented a solution that placed PathFactory's content in front of a targeted prospect pool from a specified account list, integrating with their marketing stack for real-time alerts. The results were significant, with DemandWorks becoming PathFactory's top driver of marketing and sales qualified leads. The program generated pipeline value worth 30 times its cost, with leads spending an average of 2 minutes and 27 seconds with content per session.

PathFactory