PathFactory has made our content "binge-able"
April 06, 2021
PathFactory has made our content "binge-able"
Score 7 out of 10
Vetted Review
Verified User
Overall Satisfaction with PathFactory
We are using PathFactory within the marketing department.
The problem we had prior to PathFactory was that for digital marketing, campaigns, events, sales outreach, etc., we would send prospects to a landing page or a resource, but then their experience would stop there and we'd have to custom-build a "next step" for them to move on to. PathFactory is a way for us to simply guide prospects to a next piece of content.
The problem we had prior to PathFactory was that for digital marketing, campaigns, events, sales outreach, etc., we would send prospects to a landing page or a resource, but then their experience would stop there and we'd have to custom-build a "next step" for them to move on to. PathFactory is a way for us to simply guide prospects to a next piece of content.
- The software is fast and intuitive.
- The support and implementation process was very thorough and helpful.
- They truly allow you to make your content "binge-able."
- There are so many customization options that sometimes it can be overwhelming.
- Some may find the software to visually feel outdated.
- Content tracks we've used at events and in outbound prospecting have had influence on marketing-sourced opportunities (i.e. the prospect views the track and then down the line it has resulted in a meeting and subsequent opportunity).
We don't necessarily build our campaigns around PathFactory, but PathFactory is an important part of our campaigns. We utilize content tracks as the "landing" page for a lot of the content we share within the various tactics in a campaign. We have found that the amount of time a prospect spends on the track is longer than if we just send them to a single page on the website.
Getting set up was about exactly as much work as I expected. I think the biggest hurdle was getting my own and the rest of the team's head around what this type of technology can do--and then explaining it and the value to the rest of the commercial team. Technically speaking the setup was very easy and the support was great.
In our industry, and probably many B2B industries, the buying process for most of our personas is very long. They like to educate themselves before reaching out directly. PathFactory allows us to group related content together and make it "binge-able" for them. Which in turn allows them to more quickly and thoroughly educate and share with colleagues (others in the buying decision group).