#1 most frequent
United States of America
80.4%267 installations of 332
What is PathFactory?
PathFactory enables you to unlock B2B revenue with AI-powered content intelligence which allows you to generate personalized, engaging, and conversion-focused experiences across the entire B2B buyer journey. Per the vendor, you can accelerate deal velocity and grow your pipeline by recommending the next-best assets for individual buyers and target accounts alike.
Categories & Use Cases
Media
1 / 7
Screenshot of Netflix-like home screen for B2B buyers with personalized resource centers.
Top Performing Features
Audience profiling and targeting
Determines profiles—types that can be used for segmentation—based on audience behavior or demographics. Helps deliver targeted content via website personalization and/or marketing automation campaigns.
Category average: 8
Content hub
Platform has a central location, such as a gallery or repository, for organizing all content. This enables easy internal access, and may allow for automated or personalized distribution.
Category average: 9.1
Closed-loop tracking and reporting
Tracks the impact of content on the buyer’s/customer’s journey and ROI.
Category average: 8.5
Areas for Improvement
Campaign optimization dashboard
Provides a quick view on content performance and allows users to make changes to which channels and which content is being promoted or displayed.
Category average: 8.9
Embedded CTAs
Supports the creation of embedded Calls To Action, which are forms or links embedded in the content or the content stream.
Category average: 9
Content performance analytics
Provides insights around how individual pieces of content are performing. Content performance is measured in terms of engagement and/or conversion by piece of content, by channel.
Category average: 8.9
Who Buys & Uses PathFactory
#2 most frequent
Canada
4.5%15 installations of 332
#3 most frequent
United Kingdom of Great Britain and Northern Ireland
4.2%14 installations of 332
The Engine Behind AVEVAs ABM 11 at Scale Personalisation Engine.
Use Cases and Deployment Scope
At AVEVA, we use PathFactory predominantly for nurture tracks for progressing leads through the funnel with the aim of qualifying them to progress onto sales opportunities. My ABM team uses more of the templated experiences element of the platform to build out a highly personalised and scalable digital experience for our top-tier enterprise accounts.
Pros
- Digital experiences.
- Personalisation
- Scaling
Cons
- Quicker loading times.
- Improved templated experience analytics.
- Personalised content.
Return on Investment
- Supported to marketing influence.
- Increased lead conversion.
- Increased account engagement.
Alternatives Considered
Turtl and Folloze
Other Software Used
Demandbase One, Adobe Marketo Engage, Salesforce CMS
Would Recommend Pathfactory for Content Marketing Management.
Use Cases and Deployment Scope
Host all content. Place like-themed content in playlists that encourage visitors to binge additional content after reading the initial target content. Tracks content visitors and provides valuable intent data to aid in pipeline development and sales efforts.
Pros
- Content Hosting.
- Data Analytics.
- Training.
Cons
- User Interface Simplicity.
- Consistent Account Manager.
Return on Investment
- Insight into what content performs best.
- Analysis of paid content vs no-cost content effectiveness.
- Associate content consumption with opportunity conversions.
Other Software Used
Adobe Marketo Engage
PathFactory is a crucial content platform
Use Cases and Deployment Scope
We use PathFactory for most of our core content experiences. We use it to create tracks of multiple pieces of content for newsletters, email campaigns, etc. We also use it to build landing pages/microsites for ABM campaigns. The main use case is providing prospects/customers with multiple pieces of content in one place, rather than a single asset. Each track encourages people to "binge" on multiple pieces.
Pros
- Multi-asset experiences
- Content consumption analytics
- Customer support (shout out to [...]!)
Cons
- The UI is confusing. Has been improved, but still too hard to find things
- Analytics are too slow. Migrated from Looker to something else, but the old and new experience are both quite slow
- Customizable URL slugs for uploaded content
Return on Investment
- Increase in multiple-asset views
- Time-savings for our content team and MOps (since the content team can self-serve)
Alternatives Considered
Uberflip and Unbounce
PathFactory A game-changer for web content engagement
Use Cases and Deployment Scope
We use PathFactory to create bingeable digital experiences for our customers and viewers. By using PathFactory, we have access to analytics on viewership and customer engagement, and it also makes the editing process more straightforward and easier. We also create gated microsites for our top customers through which we communicate with them and share tailored content. This is part of the company's ABM approach.
Pros
- Account management: they are very responsive and helpful. No question remains unanswered.
- Content management: is easy and efficient
- Addressing special customer needs: when we raise new features that we need developing, they are responsive and supportive, and find a way to make it happen
Cons
- Templated experiences: there are too many layers that need attention and editing: theme, template, landing pages - I'd prefer it to be simpler
- More intuitive user interface: new users find it difficult to navigate within PathFactory - some of the functionalities are not easy to find
- Clear communication on multiple channels when changes happen: to reporting, to the interface, to functionalities.
Return on Investment
- More content visits on our webpages thanks to PathFactory
- Direct business thanks to the microsite
- Satisfied sales team with the microsites that they are happy to promote
PathFactory for Content Engagement
Use Cases and Deployment Scope
We use PathFactory in our ABM strategy as well as our email nurturing and blog. It is a great tool to encourage prospects to engage with multiple thought leadership assets at once and to guide them to the next asset that they might find interesting. We also are able to use their Templated Experiences to create microsites with related content for specific outreach.
Pros
- Attentive and helpful customer success team.
- Easy-to-build content target paths.
- Content organization - by topic, type, etc.
Cons
- Templated experiences are not very intuitive to build.
- Reporting function is easy to use but not super insightful.
- Would like to see more robust integrations with CRMs other than SFDC.
Return on Investment
- PathFactory has become critical for our ABM campaign execution - which has a big impact on driving pipeline.
- Lead nurturing activities are enhanced by PathFactory which also leads to faster movement through the lead funnel and higher contribution to pipeline.
- PathFactory has also been helpful in brand awareness campaigns.
Alternatives Considered
Uberflip
Other Software Used
Piper the AI SDR by Qualified
