How PathFactory Made our Whitepapers Pop

PathFactory is being used across our demand generation efforts and on our website. Right now, the majority of users are concentrated within the marketing department, but we are starting to see more requests from the sales team to make use of tracks to send to prospects.

I think the two problems that have been addressed are conversion rates and then visibility as to where prospects are engaging with content. Since implementing PathFactory, we have seen a significant bump in conversions for our white papers. We also know better now more than ever where readers are going within a track or piece of content.

We are at this time only just now instituting a campaign approach, so there is more to come on this front. With that being said, I expect to see PathFactory used in upcoming campaigns. We will be converting our latest white paper into a PathFactory track and this will be the best example of campaign execution to date.

Yes at first the tool seemed like a good deal of work, but I quickly got the hang of it. PathFactory's platform is intuitive and straightforward. I think I could reasonably say I became a PathFactory expert in the space of a day. On top of that our CSM, Samantha is outstanding and her organization helped us get spun over the course of a quarter.

I think it has made our content more consumable, but it has not fixed our content problem. In short, I do believe that PathFactory has helped some of our buyers self-educate, but it hasn't been as wide-ranging as we would prefer. That is more a content problem than a PathFactory problem. The fact that we know we need to improve our content is because of PathFactory. In short, we know what is working and what is not.