In addition to the weekly content curation by audience managers, the company used PathFactory, a B2B insight and activation platform, to enable a dynamic web experience that changes how content is served to visitors by surfacing content with the highest engagement to the top and sorting content already they’ve already consumed to the bottom.
The team leveraged a multi-channel approach to drive traffic to the experience sites including email, social, websites and communities, as well as awareness campaigns to internal account managers for personal outreach opportunities. Once a partner arrives at the site, they have the option to opt in to receive email updates at the cadence of their choice.
These efforts have resulted in a surge of engagement and subscription rates to the sites. The Always-On Persona Experiences also offer a new delivery mechanism for important news and information to partners and is projected to result in a 25% decrease in overall email touches over the course of FY20.