Case Study: HG Insights boosts buyer engagement and insights with PathFactory

How HG Insights Leveraged PathFactory and Marketo for Deeper Buyer Insights

HG Insights, a technology intelligence provider, wanted to drive more engagement with prospects but found that gated Marketo forms only told them when a lead submitted a form, not how they truly interacted with content. Their Demand Generation team needed a better way to understand audience behavior, encourage additional content consumption, and support more effective nurturing.

Using PathFactory’s Marketo integration, HG Insights created curated content tracks, gained deeper visibility into binge rates and content consumption, and implemented a simplified demo request form with auto-filled lead information. With PathFactory, they achieved a 61% lift in demo request form fill rates, a 12x lift in engagement time, and a 3x increase in binge rate, while also giving Sales more effective account-level outreach assets.

HG Insights

Julia Brocato

Senior Marketing Programs Manager