Get a complete view into the role content plays in the buyer’s journey and connect visitors with the right information when they need it
Get a complete view into the role content plays in the buyer’s journey and connect visitors with the right information when they need it with the only Content Insight and Activation Platform.
Content Insight: The path to better marketing decisions
To really know if your marketing is working, you need to understand how your prospects are engaging with your content. Unfortunately, most marketers lack objective insight into how their content is moving buyers along the path to purchase. PathFactory provides the decision support required to analyze what is and isn’t working to generate pipeline and revenue, and automates content delivery decisions to remove friction from the buying process.
Content Activation: The path to always-on content experiences
Buyer education is the key to moving prospects from early stage awareness to loyal customers, but the way most B2B marketing delivers content today fails to connect buyers with the information they need, when they need it. Traditional content delivery methods treat the buyer’s journey as an orderly, linear process when it’s actually a chaotic and messy affair. PathFactory delivers data-driven, personalized content experiences at scale. Connect your buyers with more of the information they need, at the exact moments they need it.
The Content Insight and Activation Engine
The brain of the PathFactory platform, the Engine gathers external visitor and account data sets, analyzes content using AI, and combines that information with 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 and insight to activate content and connect buyers with the most relevant information when they need it. The insights produced by the PathFactory Engine are surfaced in Path Analytics, and provide marketers with a level of insight and decision support never before available. This reporting enables real-time campaign, channel, and content optimization.
Connect buyers with the information they need to accelerate their purchase decisions whenever and wherever they click.
Select account, industry, and other specific segments to ensure the right accounts always end up with the right content.
Remove the need for landing pages and produce the highest-quality leads by always serving the right form to the right person at the right time.
Reduce website bounce rates and keep buyers on the path to purchase with a range of easy-to-use (no IT required) overlay and in-page promoters.
Get a level of insight and decision support that you’ve never had before so you can optimize your campaigns and deliver the right messages.
Content Library Insights
Understand more about your investments in content marketing and make the content you already have work harder for you.
PathFactory's integration with Marketo allows you to gain new insight into how prospects are engaging with your content. You can easily:
- Add PathFactory content tracks to Marketo emails and landing pages
- Sync leads captured from PathFactory timed forms to your Marketo database
- Track and measure real, time-based engagement data
- Use PathFactory data to improve Marketo lead scoring and nurturing
PathFactory allows you to take your prospect on a guided journey through your content by attractively packaging relevant, related content so that it can be consumed in a single session. You can quickly and easily add a PathFactory content track to a Marketo email nurture campaign and send it to lead records in your database. Our Marketo customers find that PathFactory email campaigns outperform traditional benchmarks.
The process of enabling the PathFactory-Marketo integration is simple and straightforward:
- Connect your Marketo and PathFactory accounts
- Create custom fields to store PathFactory lead engagement scores
- Generate image hyperlinks and embed code to add content tracks to Marketo landing pages and emails, respectively, via the intuitive design editors
- Sync leads captured from PathFactory timed forms to your Marketo database organized into a list
- Sync PathFactory engagement scores and granular engagement data to Marketo
Learn more about how to integrate PathFactory and Marketo here
PathFactory's post-click content engagement metrics allow you to determine what pieces of content your prospects are actually reading or watching, and for how long. This granular engagement data including “engagement scores” can be fed directly into Marketo to improve lead management activities and accelerate engaged prospects through your funnel.
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- Lead quality and conversion
- Data-driven content delivery
- The best buying signals
- Faster funnel velocity
Using PathFactory, we can accelerate buyer education on every channel and understand the impact of content on the buying process.Mervyn Alamgir, Senior Director, Digital Marketing at TIBCO Software