Case Study: Carbon Black achieves 2.5X more MQLs with PathFactory

How Carbon Black Sourced 2.5X More Leads By Delivering A Seamless Experience For Prospects

Carbon Black, a 1,200-employee cybersecurity software company, faced low engagement and poor lead quality from its initial nurture program. The Demand Gen team found that gating every asset created a “one-and-done” experience that frustrated prospects and left Sales with too few qualified leads. To address this, Carbon Black partnered with PathFactory and adopted PathFactory Content Tracks to reduce friction and improve content consumption.

Carbon Black redirected nurture clicks to PathFactory Content Tracks so prospects could binge multiple relevant assets, refined forms to show only to unknown visitors after an engagement threshold, and used content engagement data to drive lead scoring. As a result of PathFactory’s solution, Carbon Black achieved a 2.5X increase in MQLs, a 388% boost in MQL-to-SQL conversion, and an average engagement time of 8 minutes 46 seconds, producing stronger sales-ready leads and better marketing-sales alignment.

Carbon Black

Christopher Mitchell

Marketing Programs Specialist