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
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.
- 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.
- 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.
We've been using PathFactory for over a year now, during which it has helped us launch successful campaigns in brand new market segments. So far it's helped strengthen sales-marketing alignment, better qualify leads based on detailed content engagement data, expand our target account lists by identifying unknown visitor account information, generate much higher average view times on our content, and boost brand awareness in general.
Absolutely worth the effort, but a bit more work than first expected. You also have to be very meticulous about content and track management (tagging, track set up, etc.) to make sure system integration with e.g. your marketing automation platform will work seamlessly. For fast scalability, internal governance of the management of the tool should be figured out early on.
In 2019 most visitors will not engage with sales until they have well-educated themselves about potential solutions to their challenges. People want binge-able, snackable,on-demand, and personalized experiences in their professional lives just as much as in their personal ones. PathFactory helps you keep your prospects on your content until they are ready to take action without being intrusive or forcing them to fill out many forms (if any at all).
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.