PathFactory

Score7.8 out of 10

235 Reviews and Ratings

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

Screenshot of Netflix-like home screen for B2B buyers with personalized resource centers.

Screenshot of Gives sales visibility into the content consumption data of leads & accounts, inside a CRM.

Screenshot of Content Tracks - Gives B2B buyers bingeable content journeys that accelerate their purchase decisions, whenever and wherever they click.

Screenshot of Path Analytics - Gives access to a new class of content consumption data on the level of the visitor, account, and content asset.

Screenshot of Guide - Gives buyers spot-on content recommendations, anywhere on a website.

Screenshot of Content Track Analytics - Shows how visitors binge content in specific Content Tracks, and assess how particular sequences of content perform.

Screenshot of Account Insights - Path Analytics gives insight into whether or not target accounts have had meaningful engagement with content, and how sales-ready they are.

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Screenshot of Netflix-like home screen for B2B buyers with personalized resource centers.

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: 9.2
Closed-loop tracking and reporting
Tracks the impact of content on the buyer’s/customer’s journey and ROI.
Category average: 8.5

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

Andrew Reed View profile

Director, Account Based Marketing in Marketing at AVEVA (5001-10,000 employees employees)

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

Tony Napolillo View profile

Sr. Marketing Manager in Marketing at Spirion (11-50 employees employees)

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

David Michaelangelo Silva View profile

Marketing Technology Manager in Marketing at Fiix by Rockwell Automation (201-500 employees employees)

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

Verified User

Employee in Marketing (10,001+ employees employees)

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

Verified User

Manager in Marketing (5001-10,000 employees employees)

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

Uberflip

Hushly

PathFactory

What is PathFactory?

Categories & Use Cases

Media

Key Features

Top Performing Features

Audience profiling and targeting

Content hub

Closed-loop tracking and reporting

Areas for Improvement

Campaign optimization dashboard

Embedded CTAs

Content performance analytics

Reviews

Use Cases and Deployment Scope

Pros

Cons

Return on Investment

Alternatives Considered

Other Software Used

Use Cases and Deployment Scope

Pros

Cons

Return on Investment

Other Software Used

Use Cases and Deployment Scope

Pros

Cons

Return on Investment

Alternatives Considered

Use Cases and Deployment Scope

Pros

Cons

Return on Investment

Use Cases and Deployment Scope

Pros

Cons

Return on Investment

Alternatives Considered

Other Software Used

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