With consumerized B2B buyers doing more of their own independent research than ever before, it’s critically important that marketers empower them with the educational content they need to progress forward in their search. PathFactory delivers an on-demand experience for B2B buyers, enabling them with the most relevant information at every step of their unique journey. By allowing buyers to binge-consume content, marketers remove friction and create more qualified leads, faster.
Content Insight: Make better marketing decisions
To be confident that your marketing is moving buyers along the path to purchase, you need to understand how they are consuming your content. Unfortunately, most marketers rely on misleading proxies like form fills and clicks to gauge consumption. PathFactory tells you what content prospects and accounts have consumed—down to the second—allowing you to see which content pieces help generate pipeline and revenue. You can also score leads in marketing automation based on their actual content consumption, ensuring that only sales-ready leads who have truly self-educated are passed to your sales team.
Content Activation: Create always-on content journeys
Buyer education is the key to leading prospects down the funnel, but most B2B marketing today fails to enable buyers with the content they need, when they need it. PathFactory removes friction from the buying journey with bingeable content journeys that allow leads to self-educate. Our platform uses individuals’ content consumption data to serve hyper-relevant, real-time content recommendations that dramatically expedite the buying process. Enabling your buyers in this way allows stronger funnel conversion, and faster sales cycles, and improves optimization of marketing spend.
The Content Insight and Activation Engine
The brain of the PathFactory platform, the Engine, uses AI to analyze content and session engagement data to build a full understanding of the role content plays in the buyer’s journey, and its impact on pipeline and revenue. The Engine uses this data to activate content and connect buyers with the most relevant information on-demand. The insights produced by the PathFactory Engine are surfaced in Path Analytics, a reporting tool that provides marketers with a level of insight and decision support never before available. This insight allows real-time campaign, channel, and content optimization.
