Exciting digital tool to create and deliver winning content strategies, topped off with a dream team to work with
August 31, 2019

Exciting digital tool to create and deliver winning content strategies, topped off with a dream team to work with

Anonymous | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User

Overall Satisfaction with PathFactory

We are currently using PathFactory in our Enterprise business group to further support our audience-centric strategy and vision. PathFactory has been truly valuable at helping us:
  • Build greater brand awareness in new market segments by accelerating the self-education phase of prospective customers via binge-able content on guided tracks, so visitors stay on and engage longer with our content.
  • Better qualify new prospects based on detailed content and topic engagement data.
  • To enable our Sales Teams to prioritize follow-ups based on account insights, and engage buyers with the most relevant topics to them.

Pros

  • Accelerate self-education phase of buyers journey through binge-able content on guided content tracks.
  • Easily shareable, unlimited tracks for diverse use: unique content URLs allow trackable use in email nurtures, paid/organic media, events, sales outreach, etc.
  • Content/Visitor/Account -level insights. Visibility into actual engagement data. No blind downloads anymore. Volume and length of engagement per asset/contact/account.

Cons

  • Greater guidance on internal governance for large enterprise use. They are excellent partners in figuring everything out.
  • Requires meticulous management (tagging, naming conventions, etc). Not a con, but this is why internal governance over tool management and processes is important.
  • Even greater reporting options. They are happy, willing, and eager to work with you to satisfy all your custom reporting needs.
  • Mobile view is less appealing than desktop, especially for heavier content types.
  • We've been able to identify interested prospects based on their engagement without them having to fill out a form.
  • It helped us expand our target account lists by identifying unknown visitor account data.
  • It can help move opportunities through the funnel faster by promoting binge-able content on personalized ABM tracks in front of our customers' larger buying teams.
  • Helps create greater sales-marketing alignment. Sales really appreciates the detailed audience insights.
I have nothing against Uberflip, they have a wonderful product as well. I particularly like Pathfactory's playlist-like track layouts, Uberflip uses content hubs with tile-designs. I also have to say that our Pathfactory account team and the whole executive team have been amazing to work with. They are true partners who look out for your best interest and will support you with everything they've got. They go above and beyond. I can wholeheartedly recommend them.
You need a clear strategy on why and how you want to use PathFactory in your marketing campaigns and commit to it. In my opinion, the platform is better-suited for asset-heavier campaigns, and reputation or ABM campaigns. Because content living on PathFactory tracks is binge-able, if you don't have enough assets to leverage and in multiple formats to satisfy diverse consumption habits, your visitors will soon look elsewhere.

PathFactory Feature Ratings

Content Creation ()
Not Rated
Content Publishing
9.0
Content hub
10
Forms / Gated content
10
Embedded CTAs
8
Content automation
8
Content Reporting & Analytics
9.7
Audience profiling and targeting
10
Closed-loop tracking and reporting
9
Content performance analytics
10

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