Case Study: TIBCO achieves 2X MQL conversion rates with PathFactory Content Tracks

How TIBCO Doubled MQL Conversion Rates With High-Performing ABM Campaigns

TIBCO needed to build an account-based marketing (ABM) program from scratch without a dedicated ABM team and struggled to deliver personalized content journeys at scale or reliably measure what target accounts were consuming. To solve this, TIBCO turned to PathFactory and its Content Tracks to create curated, personalized, bingeable content experiences without having to produce net-new assets for every account.

PathFactory enabled TIBCO to bundle related assets into customized Content Tracks, track time spent on content to gauge engagement, and integrate with Marketo to score and qualify leads based on real behavior. The solution doubled MQL conversion rates, drove a 65% increase in content engagement, produced a 20-point lift in SQL rate, and supported 24 ABM campaigns in the first year.

TIBCO

Timothy Noble

Digital Marketing Specialist