Case Study: Nokia achieves 70% target-account penetration and boosts content engagement with PathFactory

How Nokia Reached Over 70% Of Target Accounts In A New Market

Nokia faced a challenge engaging millennial buyers in a new market: traditional gated single-asset tactics weren’t driving content engagement or lead conversion, and the team lacked a way to identify the most engaged accounts beyond clicks and downloads. To solve this, Nokia partnered with PathFactory and explored using PathFactory Content Tracks and analytics to rethink the buying journey and capture a more actionable dataset.

PathFactory implemented Content Tracks as the destination for clicks, introduced engagement-based forms to convert unknown visitors by offering value before asking for a form fill, and used Path Analytics to pass account-level consumption data to sales. The results were strong: 70% penetration of the target account list, 540 hours of additional asset view time versus a gated landing page, and an average 15-minute engagement time for known visitors — demonstrating PathFactory’s measurable impact on account engagement and prioritization.

Nokia

Zsuzsanna Blau

Senior Manager, Global Enterprise Marketing Campaigns