Case Study: Invoca triples target-account engagement with PathFactory
Key results
The challenge
Invoca wanted to move away from hard-gating content behind forms and instead engage target accounts with relevant content across the buyer journey. The team also needed tighter sales and marketing alignment around account activity.
The solution
Invoca used PathFactory to build account-specific, ungated content experiences and to share engagement insight between sales and marketing. Content was organized into sequences mapped to different stages of the customer journey.
“Implementing PathFactory has completely changed the way we engage our target accounts. That ability to create account-specific content experiences has also greatly improved sales and marketing alignment.”
AEAri EchtFormer Director of ABM, Invoca
The results, in context
Invoca saw a 3X increase in content engagement from target accounts and a 132% increase in average contract value over two years. The approach also saved roughly 200 hours of web developer time.