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B2B Marketing’s Big Blindspot: PathFactory VP Shares Inside Look At How To Uncover And Address Disconnects In Buyer Experiences

Elle Woulfe HeadshotNothing turns off a buyer more than a disjointed, complex experience with a B2B brand. According to our own research shows that, when buyers are selecting a vendor in a purchase decision, two-thirds (66%) of buyers said the timeliness of a vendor’s response to inquiries was vital to their purchase decision, while 73% said the winning vendor demonstrated a stronger knowledge of their needs. Other research shows that more than half (51%) find themselves overwhelmed by the amount of content available.

Exclusive Q&A: PathFactory VP Discusses Rebrand From LookBookHQ, Evolution Of Content Activation

Elle Woulfe LookBookHQ

At the SiriusDecisions Summit in Las Vegas this week, LookBookHQ announced that it has rebranded to PathFactory, aligning to the company’s newly released content insights and activation engine. The solution aims to provide insights into the impact of content on the buyer journey and help marketers optimize content to grow ROI proactively — similar to the types of content recommendations you see from companies like Spotify and Netflix.

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