What users are saying about
2 Ratings
Top Rated
88 Ratings
2 Ratings
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Score 9.5 out of 100
Top Rated
88 Ratings
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Score 8.6 out of 100

Likelihood to Recommend

Movable Ink

I think Movable Ink is a great tool if a brand is very deal/promotion heavy and aims to differentiate itself from competitors. With the 3 brands I've worked with, this was very effective and also provided our creative team with extra tools to aid in differentiating campaigns.In addition with brands that have differentiated products/services by location - it is also very effective. With brands that have retail locations or different offers in different locales it is very helpful to differentiate content by location.
Anonymous | TrustRadius Reviewer

PathFactory

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.
Anonymous | TrustRadius Reviewer

Feature Rating Comparison

Content Creation

Movable Ink
8.0
PathFactory
Ideation
Movable Ink
7.0
PathFactory
Approval workflows
Movable Ink
9.0
PathFactory
Content collaboration
Movable Ink
8.0
PathFactory

Content Publishing

Movable Ink
9.3
PathFactory
8.4
Content hub
Movable Ink
10.0
PathFactory
8.6
Content distribution
Movable Ink
9.0
PathFactory
9.0
Content automation
Movable Ink
9.0
PathFactory
8.1
Forms / Gated content
Movable Ink
PathFactory
8.2
Embedded CTAs
Movable Ink
PathFactory
7.7
Content promotion
Movable Ink
PathFactory
9.0

Content Reporting & Analytics

Movable Ink
9.0
PathFactory
8.0
Audience profiling and targeting
Movable Ink
10.0
PathFactory
7.6
Closed-loop tracking and reporting
Movable Ink
9.0
PathFactory
7.3
Content performance analytics
Movable Ink
9.0
PathFactory
8.3
Campaign optimization dashboard
Movable Ink
8.0
PathFactory
8.9

Pros

Movable Ink

  • Clean and easy to use, user interface and short ramp up time required to implement within email service providers
  • Email use cases are helpful to take personalization in email to the next level, they can help a brands emails stand out vs. competitors in some scenarios.
  • The platform is flexible to work with various ESPs; I've personally used Movable Ink with 3 platforms and have seen no issues.
Anonymous | TrustRadius Reviewer

PathFactory

  • PathFactory allows us to present specific content to our target audience in curated content tracks. These content tracks give the audience the opportunity to consume and binge on content that is relevant to them at their own pace. Content tracks allow us to create content based on topic, personas, stage in a buyer's journey, etc. We can also create tracks based on campaign tactics (e.g. event content track to support a webinar).
  • PathFactory provides very detailed analytics about who visited the content tracks (both known and unknown visitors), the accounts that visited (based on IP address), what content they consumed (how many pieces of content) and how long they engaged with the content (time per asset, average time, total time, etc). By monitoring PathFactory analytics and cross-referencing with other analytics/reports (e.g from Marketo, Salesforce), we are able to track individual visitors, build up a picture of their content consumption and therefore their interests, their engaged intent, and hand over more meaningful prospects to sales.
  • PathFactory also allows us to understand what type of content visitors prefer to consume, what type of content works best for different personas and stages of the buyer's journey, and how effective the content is in terms of ROI. When content is added to PathFactory, we can specify content source, type, topic, funnel stage, cost, etc. This helps us set up relevant content tracks, understand the way that content performs and determine the best types of content to develop for different stages of the campaign.
  • PathFactory can be integrated with martech platforms such as Marketo, which helps to ensure acceptance by the wider marketing team but does require some effort to ensure proper integration and reporting.
Gary Holland | TrustRadius Reviewer

Cons

Movable Ink

  • I think they could improve with how to provide strategic guidance to customers on applications and use cases. A lot of recommendations aren't applicable to new business models/scenarios
  • Their transition to onsite/landing page use cases was somewhat effective but we ran into some hiccups with applying the technology onsite
Anonymous | TrustRadius Reviewer

PathFactory

  • Sometimes it is not as quick as we would like, but it is normal as there is a lot of content and images involved.
  • It is disappointing when you can not identify all of the visitors, but that is not a PathFactory issue, it is just the willing of any company :).
Anonymous | TrustRadius Reviewer

Likelihood to Renew

Movable Ink

No score
No answers yet
No answers on this topic

PathFactory

PathFactory 8.3
Based on 3 answers
We have seen a lot of value from our team's use of Path Factory. We also like working with this vendor as they actually take our feedback and implement it on their roadmap. A great vendor with a great product
Anonymous | TrustRadius Reviewer

Usability

Movable Ink

No score
No answers yet
No answers on this topic

PathFactory

PathFactory 10.0
Based on 1 answer
Probably the easiest piece of technology I've ever used for work. It's even more intuitive than Slack
Loren Robeck | TrustRadius Reviewer

Reliability and Availability

Movable Ink

No score
No answers yet
No answers on this topic

PathFactory

PathFactory 9.7
Based on 3 answers
I think there was only one time where we had issues reaching our account manager, otherwise PathFactory was always willing to hop on the phone to talk through strategy, to work through issues, and help build custom solutions to fit our needs. Customer service is a big selling point of PathFactory.
Anonymous | TrustRadius Reviewer

Performance

Movable Ink

No score
No answers yet
No answers on this topic

PathFactory

PathFactory 9.3
Based on 3 answers
I have found no issues with PathFactory's performance. PathFactory offers several integrations that are useful, although I am most biased towards the integration with Marketo. We leverage this integration to help with our lead scoring efforts, which has been a great benefit to our team
Anonymous | TrustRadius Reviewer

Support Rating

Movable Ink

No score
No answers yet
No answers on this topic

PathFactory

PathFactory 10.0
Based on 1 answer
Working with the Solutions Consultants is amazing. They are extremely knowledgeable and willing to go way above and beyond - ie working in our Marketo instance to trouble shoot form issues.Love having access to chat the support team in-app. CSMs are knowledgeable and we also get to draw on the expertise of marketers inside PathFactory
Loren Robeck | TrustRadius Reviewer

Online Training

Movable Ink

No score
No answers yet
No answers on this topic

PathFactory

PathFactory 9.3
Based on 3 answers
The customer service, from technical through to customer success, is one of the biggest reasons I'd recommend PathFactory. This is true of their training. It can be as bespoke as you like, at least in my experience, and the team is always willing (where possible) to incorporate your suggestions.
Anonymous | TrustRadius Reviewer

Implementation Rating

Movable Ink

No score
No answers yet
No answers on this topic

PathFactory

PathFactory 8.3
Based on 3 answers
Any implementation of a tool like PathFactory is going to be a heavy lift in terms of organization, strategy, tracking, and execution. However, we on boarded at a time where a lot of what we wanted to do with PathFactory had to be custom built, from CTA buttons to matching the brand to the landing page look, it took a ton of work and a lot of time from other departments to execute and to feel truly “ready.”
Anonymous | TrustRadius Reviewer

Alternatives Considered

Movable Ink

Liveclicker was a competitor that I've analyzed in the past. They honestly have almost all of the same features. I think movable ink was a little stronger with their account management support
Anonymous | TrustRadius Reviewer

PathFactory

The key differentiation for us what the volume and types of analytics that we were able to gather from PathFactory compared to their competitors. We leverage this information to make decisions regarding channel prioritization, journey acceleration, and content optimization. The built-in machine learning components also position PathFactory to stay ahead of the game and allows our content tracks to become increasingly relevant on an individualized level.
Anonymous | TrustRadius Reviewer

Return on Investment

Movable Ink

  • Over a 9 month period we conducted an analysis and saw a 4.6 return on ad spend with using Movable Ink in various email marketing campaigns.
  • Using their web crop feature, we also saw time savings with managing products showcased in email that were available on our website.
Anonymous | TrustRadius Reviewer

PathFactory

  • PathFactory has given our company an additional reason to implement lead scoring with our marketing org. Our marketing org has wanted to do some type of lead scoring for a while now and PathFactory gave us the push to be able to use the data for implementation of scoring.
  • Implementing PathFactory did take a considerable amount of time to implement. It was easy to get started but we were really missing the strategy that included bringing in Brand to make sure look and feel was aligned with the company, coding of forms to make sure they aligned with Web Dev initiatives, all of the capabilities, etc.
Anonymous | TrustRadius Reviewer

Screenshots

Pricing Details

Movable Ink

General

Free Trial
Free/Freemium Version
Premium Consulting/Integration Services
Entry-level set up fee?
No

PathFactory

General

Free Trial
Free/Freemium Version
Premium Consulting/Integration Services
Entry-level set up fee?
No

Rating Summary

Likelihood to Recommend

Movable Ink
9.0
PathFactory
8.7

Likelihood to Renew

Movable Ink
PathFactory
8.3

Usability

Movable Ink
PathFactory
10.0

Reliability and Availability

Movable Ink
PathFactory
9.7

Performance

Movable Ink
PathFactory
9.3

Support Rating

Movable Ink
PathFactory
10.0

Online Training

Movable Ink
PathFactory
9.3

Implementation Rating

Movable Ink
PathFactory
8.3

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