Create engaging B2B website experiences quickly, without being dependent on a web developer
Updated June 18, 2021

Create engaging B2B website experiences quickly, without being dependent on a web developer

Ari Echt | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User

Overall Satisfaction with PathFactory

We use PathFactory for our marketing team. The PathFactory content platform allows us to quickly create customized content hubs, combining different forms of media including Marketo landing pages, Wordpress site pages, slide decks, videos, surveys, etc into one content experience.

We create these content hubs for a range of use cases including webinars, nurturing, account-specific and industry specific, as well as internal company communications.

Pros

  • String together multiple content assets to deliver a cohesive content experience from different media types.
  • Their UI is very easy to use, particularly for non-web developers.
  • Their analytics allow you see engagement in a much more granular way than with Google Analytics.
  • Their support team is very helpful, and responsive.
  • They are very responsive to product feedback.

Cons

  • I'll say there isn't much I don't like about PathFactory.
  • It saves you hundreds of hours a year, and frees you up from always being dependent on a web developer to create custom content experiences
PathFactory does help us get more engagement from each visitor, and it provides a great customer experience, which is really valuable in B2B.
It's very quick to setup. This is the second company I've implemented PathFactory at. Installation consists of a few backend web pieces, a few simple website tags, a Salesforce package (if you want that integration), a Marketo webhook if you want to pass data to Marketo. You can be live and running within a few days of getting started.
The ability to string together multiple pieces of related content makes it more likely that visitors will consume more than one asset. Plus, their time-based forms allow you to gate content in more flexible ways than typical landing pages. You can allow people to get started reading your content, create some momentum and desire before asking them to fill out any forms. Then once they're hooked, ask for their info. So you do see more engagement than with typical gated landing pages.
PathFactory is great if you value being able to deliver a positive customer experience.

It works particularly well in a Salesforce/Marketo environment as they have great integrations with those two platforms, allowing marketing to actions on behavior, and allowing reps to see engagement within Salesforce.

The fuel for PathFactory is great content. So it's less appropriate when you don't have a lot of different content pieces.

PathFactory Feature Ratings

Content Creation ()
Not Rated
Content Publishing
10.0
Content hub
10
Forms / Gated content
10
Embedded CTAs
10
Content automation
Not Rated
Content Reporting & Analytics
10.0
Audience profiling and targeting
Not Rated
Closed-loop tracking and reporting
10
Content performance analytics
10

Using PathFactory

4 - Pathfactory is by both marketing and our CS team.

3 - The main support requirements for Pathfactory are at the outset:
  • installing appropriate website tags
  • setting up Marketo integration
  • setting up Salesforce integration
Once those are setup, support consists of a relatively simple UI where you upload your new content assets, which can range from PDFs, website pages, blog articles, videos, surveys, calendar scheduler links, and then building content tracks (which are essentially microsites) for different use cases:
  • webinars
  • nurturing
  • account-specific content tracks
  • industry or topic specific content tracks
  • support sites for various customer use cases
  • events
  • etc.
If you plan on integrating with Marketo and Salesforce, you just need to have someone who can setup basic webhooks in Marketo, and install SFDC package. Pathfactory's documentation is quite good, and support chat is very good as well.

In my opinion, the most important thing to drive success is good content.
  • Building individual, personalized content tracks (microsites) for high value accounts
  • Building topic specific content tracks that allow a user to easily consume multiple pieces of content on a topic without them having to go looking around your website to find it.
  • Building webinar specific content tracks to host all relevant content surrounding a webinar recording, the deck, related blog articles and videos.
  • For internal events
  • We plan to use it much more for product releases, bringing together a complete story of product documentation, videos that tell the why, tutorial videos, etc. so a user can quickly get up to speed on new products.

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