Get to know your buyers better while improving your user's experience
March 14, 2019
Get to know your buyers better while improving your user's experience
Score 10 out of 10
Vetted Review
Verified User
Overall Satisfaction with PathFactory (formerly LookBookHQ)
We previously gated every asset with its own landing page and a lengthy form. Since adopting PathFactory, we have not only improved the user experience, but we saw that the same pieces of content were viewed 5x more when we allowed leads to self-nurture. Additionally, it’s helped us expand our metrics. Clicks and form-fills only tell one part of the story. Being able to differentiate the person who spent 5 seconds glazing over the first page of a whitepaper from the person who spent 30 minutes watching an entire webinar leads to deeper insights and qualification. The more you know about your buyer, the better you as a marketer can tailor their journey, increasing your likelihood of converting leads.
Pros
- Analytics -- Recently they've made heavy investments into their analytics, and it shows.
- Compatibility -- Supports our many asset formats (web articles, pdf, videos, etc.).
- User experience -- It's a very easy to use platform that has a low learning curve.
- The team -- From support to CS, the PathFactory team is willing to go above and beyond to make their customers successful.
- Product feedback -- They are very receptive to platform feedback, and when you make recommendations they are often added to the Roadmap.
Cons
- Personalization -- Adding a feature that allows us to add more personalized messaging around content.
- Integrations -- Make it easier to connect PathFactory data to our other sources for tracking things, like attribution and linking it to other profiles (such as in a CRM).
- Increased engagement and faster nurturing of prospects.
- Significant increase in MQL conversions.
- Creates a better customer experience.
Yes, our origination has been able to drive better marketing results. Not only have we been able to improve the customer experience, but our effectiveness at converting leads has also increased.
It took way longer to get ourselves organized internally than it did to launch the platform. It was a very easy process to set up and launch, and their support and CS team were one reason why. A couple of months into launch PathFactory was in the midst of launching their 2.0 platform. Our internal team was swamped at the time with competing priorities and PathFactory never hesitated to lend a hand.
This is one of their biggest selling points. It has helped our leads better educate themselves and move through the funnel quicker. Since adopting PathFactory, we have not only improved the user experience, but we saw that the same pieces of content were viewed 5x more when we allowed leads to self-nurture.
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