Item: PathFactory
Rating: 9
Author: Jennifer Valentine

Use Cases and Deployment Scope

PathFactory is primarily used in Marketing for demand generation campaigns. We create curated content experiences based on industry. We use Recommend experiences with our nurture programs as well. We have used PathFactory in the past for event follow up. We created experiences to house seminar videos and event presentations. This year, we are using it to support change management with the rollout of our new customer support portal. The PathFactory experiences are used to hold documentation and how-tos for the new portal.

Pros and Cons

Provides visitor content journey information in one place
Easy to create content bundles
User-friendly UI

The mobile experience is lackluster. We experience a very high bounce rate. Would like to see a mobile experience option
The content library does not have an indexing or foldering system. This makes it hard to manage
User management does not exist. All users get the same access. This has proven to be painful, as many folks add unapproved tags or change experience colors to ones that are not on brand. If the options were hidden from the general user we could eliminate this issue

Return on Investment

We can now turn over more engaged MQLs based on time spent on content.
We can create and update more content experiences with no bottleneck in our web design department. We simply update a link now.
We can listen to which content journey is most helpful to our leads with the Recommend feature.

PathFactory Time to Value

Getting set up was more work than we expected. Our web properties did not allow for iFrames. We had to go back and forth with IT to get clearance to add certificates to our websites to allow iFrame so we could use PathFactory.

PathFactory Buyer Enablement

PathFactory has helped our leads better educate themselves and move through the funnel quicker. We can now identify those who binge our content and notify sales of fast-moving buyers. By using PathFactory to bundle our content for buyers, we have generated an increase of 92% in engagement with our content versus "one and done."

Likelihood to Recommend

PathFactory works well for nurture programs and webinar programs. We've found that net new leads from social campaigns are bouncing from our experiences. So we are not leading with PathFactory links for social campaigns. We are using PathFactory primarily for email type campaigns.

The function to have a time-based form is working well for us. We can share enough content to get folks interested but gate the content after some time to capture the lead. Also, having the content in an experience setting allows us to give more than one asset to keep leads interested and bingeing on other content they might not have looked at in a one and done scenario.

Content Bundles and Insights That Make a Difference

Overall Satisfaction with PathFactory (formerly LookBookHQ)