Case Study: OpenText achieves a transformed thought-leadership site and $45M in marketing-influenced opportunities with PathFactory

How Micro Focus transformed its thought leadership site into a high-value marketing asset

OpenText operated a thought‑leadership site (TechBeacon) full of expert content but struggled to turn visits into measurable pipeline. Visitors ignored banners, bounced from landing pages, and disjointed CRM data made it impossible to prove impact. To fix this, OpenText engaged PathFactory and adopted PathFactory’s content intelligence and guided content “guides” to improve user experience and tracking.

PathFactory organized content into guides around gated assets, integrated gating into the experience, captured rich visitor engagement data, and automated reporting to stakeholders. With PathFactory, OpenText demonstrated clear ROI: PathFactory‑powered experiences contributed $18 million in marketing‑influenced opportunities over seven quarters and $45 million in MIOs from engaged content that resulted in lead capture, leading to broader adoption of guides across product marketing and increased executive buy‑in.

OpenText

Susan Salgy

Digital Strategy Consultant