Case Study: TIBCO achieves faster funnel velocity and improved lead scoring with PathFactory

How TIBCO accelerated funnel velocity by allowing customers to self-nurture

TIBCO, a 4,000-person information technology company, struggled with a classic drip nurture program that sent single-asset emails with no next steps, leaving buyers stranded and giving the team only vanity metrics like clicks to judge intent. This lack of visibility meant lead scoring was inaccurate and funnel velocity suffered, so TIBCO partnered with PathFactory (Content Insight and Activation Platform; Engaged Intent) to rethink nurture and intent measurement.

PathFactory integrated with Marketo to replace one-off emails with curated content tracks that serve the next-best asset and let buyers self-nurture, while feeding PathFactory’s Engaged Intent data into Marketo’s lead-scoring model. As a result, TIBCO moved to engagement-based scoring and saw a +27% MEL-to-MQL conversion rate, a +5% SAL-to-SQL conversion rate, and a 5x increase in opportunities.

TIBCO

Mervyn Alamgir

Senior Director, Digital Marketingctor