PathFactory × DemandWorks | Case Study
Content Syndication & Account-Based Marketing

How DemandWorks Delivers Binge-Ready Leads from Target Accounts for PathFactory

PathFactory uses DemandWorks to reach highly targeted accounts with binge-friendly content, generating leads that self-educate, stay engaged, and convert at 30x the program cost in pipeline value.

Avg. Time with Content 2 min 27 sec
Content Binge Rate 19.3%
Pipeline vs. Program Cost 30x Return
× DemandWorks Media
30x
Pipeline Value vs. Program Cost
19.3%
Content Binge Rate
2m 27s
Avg. Time Leads Spend with Content
#1
Driver of MQLs, SQLs, and SQOs
Lowest
Cost Per Target Account Lead
Background & Challenge

Reaching Buyers Who Actually Engage with Content

PathFactory is a marketing technology company that re-imagines B2B content engagement. The company attracts customers with smart, friendly content like eBooks, checklists, white papers, and infographics. Buyers, especially B2B buyers, need to consume many pieces of content before they are ready to talk to a salesperson.


PathFactory measures lead quality by time spent with content, propensity to binge, and funnel progression. They needed a channel that could deliver truly engaged leads who self-educate on their content rather than thousands of unqualified contacts that required additional sifting and nurturing.

DemandWorks Helped PathFactory With
Binge-Ready Lead Generation
Target Account Engagement
Marketing Stack Integration
Efficient Spend and Pipeline ROI

"Rather than working with a vendor who can give us thousands of leads that we then have to sift through, DemandWorks ensures that we're managing our spend in the most efficient way."

Senior Demand Generation Manager at PathFactory
The DemandWorks Difference

Fantastic Results Out of the Gate

In its first full quarter of use, DemandWorks became PathFactory's top driver of MQLs, SQLs, and SQOs, its most efficient channel for converting inquiries, and the source of pipeline worth 30 times the program cost.

30x
Pipeline vs. Program Cost
DemandWorks has generated pipeline leads worth 30 times more than the cost of running the program, making it one of PathFactory's highest-returning channels.
19.3%
Content Binge Rate
Nearly 1 in 5 DemandWorks leads consumes multiple pieces of content in a single session. That binge rate is second only to organic site traffic across all of PathFactory's channels.
2m 27s
Average Time with Content
DemandWorks leads spend an average of 2 minutes and 27 seconds with PathFactory content per session, the top performing channel by that measure.
#1
Top Driver of MQLs, SQLs, and SQOs
In its first full quarter, DemandWorks became PathFactory's top driver of marketing qualified leads, sales qualified leads, and sales qualified opportunities, excluding organic traffic.
Lowest
Cost Per Target Account Lead
DemandWorks delivers the lowest cost per target account lead of any sponsored method of content promotion in PathFactory's stack, making every dollar work harder.
Net New
People Never Spoken To Before
DemandWorks surfaces great-fit prospects who are net new to PathFactory's lead database, expanding the addressable pipeline beyond what inbound and existing channels capture.
The Solution

ABM That Delivers Self-Educating Buyers

DemandWorks places PathFactory's highest quality content offers in front of a targeted pool of prospects from a compiled target account list. Those prospects are then empowered to binge on content through PathFactory's strategic recommendations. PathFactory's sales and marketing teams receive alerts when leads engage and can see exactly how many pieces of content were viewed and for how long.

Target Account Matching
PathFactory's target account list was fed into DemandWorks' platform to generate a prospect pool based on employee count, revenue threshold, and technology stack compatibility with PathFactory's solution.
Measurable Content Engagement
PathFactory's platform measures exactly how long leads spend with content. DemandWorks leads averaged 2 minutes and 27 seconds per session, a higher bar than sponsored email, ad retargeting, and social media combined.
Full Marketing Stack Integration
PathFactory operates over eight integrated marketing technologies. DemandWorks plugs in easily, delivering lead data directly to the stack so sales teams get real-time alerts when engaged prospects view content.
Key Performance Numbers
30x
Pipeline Value vs. Program Cost
19.3%
Content Binge Rate
2m 27s
Avg. Time with Content Per Session
#1
Driver of MQLs, SQLs, and SQOs
Lowest
CPL Among Sponsored Channels
Most efficient channel at converting inquiries to MQLs and SQLs across PathFactory's full stack.

"DemandWorks brings to light people we've never spoken to before who are great fits for our product and net new to our lead database."

Senior Demand Generation Manager at PathFactory
Conclusion

Engaged Leads and Powerful ROI, Simply Put

From its very first full quarter, DemandWorks became PathFactory's top performer across every lead quality metric that matters: time with content, binge rate, funnel progression, and pipeline value. It delivers engaged buyers who self-educate and convert, at the lowest cost per target account lead of any sponsored channel.

See How It Works

DemandWorks specializes in customer acquisition for the complex B2B sale, combining content syndication, account-based marketing, and programmatic display to drive measurable pipeline.

30x
Pipeline vs. Program Cost
19.3%
Content Binge Rate
2m 27s
Avg. Time with Content
#1
MQL, SQL, SQO Driver
Ready to Learn More?
See What DemandWorks Can Do
for Your Pipeline

Talk to our team about content syndication, ABM, and programmatic display programs built for the complex B2B sale.