Review of PathFactory
March 06, 2019
Review of PathFactory
Score 9 out of 10
Vetted Review
Verified User
Overall Satisfaction with PathFactory (formerly LookBookHQ)
We use PathFactory primarily in our nurture programs, but increasingly in paid media prospecting campaigns and on our website. PathFactory is used in the marketing department, particularly by digital marketing and campaigns. It enables us to increase consumption of our content by leads and prospects through promoting content tracks consisting of multiple related assets, rather than just single assets, and integrates with our CRM to score leads based on content consumption. The net effect of the combination of increased content consumption and scoring is to accelerate the buying journey of content engaged leads.
- Ease of use in the UI to create and customize content tracks.
- In-app analytics of content consumption.
- Adaptable for multiple use cases -- nurture, awareness, lead gen, etc.
- Upgrade the in-app analytics functionality to show analytics for groups of multiple content tracks and by traffic source.
- Make it easier to connect PathFactory data to other BI tools.
- Add user roles to give users different levels of access.
- We have seen a significant increase in conversion rates at each stage in the funnel, but particularly from MEL > MQL and MQL > SAL, along with an increase in Ops generated as a result of implementing PathFactory in our nurture programs.
Overall, we have benefited from PathFactory's capabilities by creating content tracks that tell the story of our products, and directing our leads to those content tracks to increase their engagement with our content. We have been able to leverage the platform's analytics to identify top performing content and create rules to accelerate a lead's buying journey based on that engagement.
The initial set-up was quite easy, but we also constantly continue to refine and optimize our use of PathFactory and the tools that we use with PathFactory as we grow out our use cases for it. It has been worth the effort.
The ability for potential buyers to self-educate is one of the pillars of PathFactory, and we have seen a parallel in increased engagement with increased conversion rates.