Item: PathFactory
Rating: 10
Author: Kate Kennedy

Use Cases and Deployment Scope

We use PathFactory to create curated landing pages for ABM initiatives and also to lead newly closed customers through a content path filled with training one-pagers and videos. We've also used it in email marketing to create general content journeys for prospects.

Pros and Cons

Allows us to quickly create customized landing pages for ABM tactics.
Helps our onboarding team streamline their processes with new customers.
Helps our sales reps share content that is valuable to the specific accounts they are selling to.

The microsite builder is not user friendly but there are ways to create pages that feel like microsites even though they are just content journeys.
I do think the reporting could be more intuitive. It also takes some time to load (although I realize this is an issue for a lot of software)

Return on Investment

We saw ROI within the first 9 months of using PathFactory.
Our onboarding team saw quicker adoption of our product while using PathFactory to engage them during the onboarding process.
We've been able to more accurately understand our content needs and what works best when prospecting for specific segments. (eg. SMB, mid-market, and enterprise)

PathFactory Value Proposition

Since starting our journey with PathFactory, we've understood better the content that converts best. We've beefed up our content library and focused mainly on creating the content our prospects spend the most time reading or watching. It has been a beneficial tool in allowing us to truly understand what our prospects are looking for and how we can be the ones to provide it to them.

PathFactory Time to Value

The onboarding process with PathFactory was very easy. The folks we worked with, from our sales rep to our current CSM, took time to understand our business, our goals, and how we intended to use their product. This made the process feel less strenuous and I was confident from the get-go.

PathFactory Buyer Enablement

I do think we have been able to give our potential buyers more of what they are looking for during the buying/search process because of PathFactory, and that has helped us increase our MQLs and CWs.

Key Insights

Do you think PathFactory delivers good value for the price?

Yes

Are you happy with PathFactory's feature set?

Yes

Did PathFactory live up to sales and marketing promises?

Yes

Did implementation of PathFactory go as expected?

Yes

Would you buy PathFactory again?

Yes

Other Software Used

Terminus ABM Platform, Adobe Marketo Engage, HubSpot CRM, Drift

Likelihood to Recommend

PathFactory works great for email marketing, ABM, and paid advertising. Our onboarding team also loves using it to help assimilate newly adopted customers with our software. Our sales team uses it to understand the specific features a prospect is interested in, but I think the sales piece could be enhanced for easier use. Sales reps are not easily convinced to use any software (well, at least ours aren't), so making the process as simple as possible would be beneficial. These are the only areas we've used it in, and it works well. We are a B2B software company - I don't think PathFactory would be helpful for a B2C company.

PathFactory is a game changer!

Overall Satisfaction with PathFactory