Drive and qualify leads with intelligent content experiences from PathFactory
Updated June 18, 2021

Drive and qualify leads with intelligent content experiences from PathFactory

Seth Valchev | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User

Overall Satisfaction with PathFactory

We use PathFactory as a micro-personalized content platform to inform, educate, and find solutions for our customers across their journeys. Major use cases include email nurturing, account-based marketing, and post-event/webinar round-up. It is a very powerful tool for both inbound and outbound marketing, to qualify leads, enable sales, and understand our customer needs in more detail. We later re-use those learnings to create powerful new marketing tactics. My personal favorite [thing] about PathFactory is how the content is presented and labelled, the ability to allow contacts to binge over and over via recommend tracks while constantly engaging them.

If you are looking to improve your content marketing, user experience, and lead generation, PathFactory can elevate your strategy to the next level.
  • Micro-personalized content recommendations.
  • Perfect for enabling and enhancing sales pipeline.
  • Pretty easy to use and roll out.
  • Great support from the PathFactory - they are very helpful, quick to respond, and always up for training sessions and creating custom requests.
  • Great for Inbound and Outbound Marketing.
  • I would like to see more customizable features become available on the target tracks and explore pages without having to involve the PathFactory team or knowing how to code (e.g. adding CTA's in different places, dropping in headers and footers, etc.).
  • PathFactory has definitely helped us enrich and enhance our sales pipeline.
  • PathFactory has definitely helped us generate leads.
  • PathFactory has definitely helped us retain customers.
Our organization has definitely benefited from PathFactory as a tool - we have integrated the data with our email distribution platform to create even more personalized journeys to lead nurture our contacts. For example, people who have filled in a gated form, or whose score is above a certain engagement, or visited specific tracks.

Likewise, we use it for re-targeting purposes. One example - if someone has visited an asset in PathFactory but didn't finish reading it, we will send them that asset later in a re-targeting campaign for re-engagement.
PathFactory was easy to set up - the more complicated job was integrating it with the rest of the systems as it took the involvement of a lot of parties, specialists and technicians on our end. Again, [the] PathFactory guys were brilliant. My recommendation is, if you have a lot of systems to integrate it with, be sure to prepare in advance as API's and data sharing takes time to set up, implement and approve from an organizational point of view.
Definitely a powerful education and awareness tool whereby we either qualify or generate new leads. One of the things I particularly like about PathFactory is the ability to specify the funnel stages - it helps with strategizing the buyer journey stage and helping create more informed marketing decisions. This helps massively with potential buyers as it enables the content strategy to be re-positioned in a way that fits the buyer across each stage of the process.

For example, we mainly use Pathfactory for top and middle funnels to educate and find solutions for our prospect's problems (something which Pathfactory is king in as it allows prospects to binge on content over and over again, that not only helps them get to know about us as a company but also all the product offerings we have). When the lead is ready, it either gets pushed as an MQL or fill in a form to contact sales directly - something which Pathfactory plays a massive part in.
We only use PathFactory and have been for the last 4 years.
Like I said before, PathFactory is particularly useful for enhancing the sales pipeline, content marketing strategy, and enriching the user experience across the cycle. We use PathFactory mainly for account-based marketing, email nurturing, and post event round-ups. We recently started using it for training and retention campaigns as it can be a useful tool for presentations and one stop shop for showcasing apps on different propositions.

PathFactory Feature Ratings

Content hub
Forms / Gated content
Embedded CTAs
Content automation
Audience profiling and targeting
Closed-loop tracking and reporting
Content performance analytics

Using PathFactory

Pathfactory is used by our Communications and Marketing department, mainly by Operations and Front line marketing- building and creating B2B content experience that compliment existing marketing strategies
We actually don't have any in-house support for Pathfactory. It's all done entirely by them with their excellent account management team. We have regular catch ups on any troubleshooting around technical issues or sometimes they offer recommendations around complex campaign execution and integration. Equally, we would have meetings around the latest releases, updates and functionalities.

We do, however, have an admin team of 2 that look after the platform around the basics of operation including giving and managing access, creating reports, syncing integrations, and doing migrations/ updates.
  • Lead qualification
  • Lead capture
  • Content experience creation
  • Build community based microsite experiences to supplement evergreen campaign
  • Build hyper-regionalised campaign experience
  • Build ABM destinations
  • Create even more targeted customer segments
  • Build virtual events
  • Use their website tools advanced functionality