Drive and qualify leads with intelligent content experiences from 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.

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.