PathFactory, a content insights and activation platform, unveiled new tools designed to help B2B businesses reduce the friction on their corporate website and better enable buyers to consume and engage content that meets their specific needs and pain points.
The company stated that its new buyer enablement tools are designed to take its content recommendation and curation solutions out of the PathFactory platform and incorporate it into the user’s website. With this, B2B marketing teams are better positioned to enable their prospective buyers to self-educate and binge relevant content. This ultimately leads to an accelerated sales funnel, all while greatly improving the customer experience on the website.
The buyer enablement tools include:
- Guide — A website content promoter that leverages PathFactory’s AI algorithms to serve prospects personalized content recommendations anywhere on the website.
- Concierge — Curated web pages that automatically suggest relevant content to better guide prospects deeper down the funnel.
- Website Tracking — This tool positions users to see how much time buyers spend on every asset and web page across a website, which aims to provide a holistic view of content performance.
“I think of this similarly to the job of parenting,” said Nick Edouard, President and CPO of PathFactory, in an interview with Demand Gen Report. “There's a danger that marketers over parent, as opposed to giving the tools to [prospects] and letting them pull on marketing. When you think about marketing, it’s a bit developed around a ‘push’ concept. But the reality of it is that you just don't always get a chance to tell that brand story with that approach. I still think that there is further evolution happening for B2B websites beyond just simply being a digitized product brochure, to something that is far more of a value exchange between the audience and the brand.”