PathFactory Looks To Bridge Marketing & Sales Gap By Arming Teams With Content Consumption Data
- Written by Elise Schoening
- Published in Solution Spotlight
PathFactory aims to remove friction for the B2B buyer by enabling them to easily connect with the right information at every step of the buyer’s journey. Path Analytics and PathFactory for Sales are designed to provide insight about content consumption to both marketers and salespeople, so they can quickly identify the most engaged buyers, best performing content and top channels.
Path Analytics is positioned to show B2B marketers how content and channels impact pipeline generation and revenue, as well as content performance and ROI. It also aims to provide valuable insights about account penetration, so B2B marketers can understand how much time individual buyers from target accounts are spending with content and what that content is about.
PathFactory for Sales is designed to give sales teams insight into a prospect’s sales readiness, so they can prioritize account outreach and have more relevant conversations. Users can see how much time leads, contacts, accounts and opportunities have spent consuming individual marketing assets.
Path Analytics is used by B2B marketers and executives across all disciplines, including demand generation, marketing operations, content marketing and digital marketing.
PathFactory for Sales allows B2B marketers to give anyone with CRM access, such as sales development reps and account executives, insight into which people and accounts have consumed which content.
PathFactory is positioned to integrate with other platforms, like MAP (including Eloqua, Marketo, Pardot and Hubspot) and CRM (including Salesforce and Microsoft Dynamics 365), to generate one accurate view of visitor engagement and content consumption. In addition, PathFactory data can be accessed and pushed to any third-party system using Webhooks or a public API.
PathFactory is a Software as a Service (SaaS) marketing platform hosted in the cloud. It is delivered as an annual subscription service with three tiers, priced by capabilities and outcome.
PathFactory customers include Cisco, TIBCO, Rockwell Automation and more.
Path Analytics and PathFactory for Sales are designed to provide marketers and salespeople with clear visibility into marketing performance and buyer behavior. By allowing B2B buyers to binge on content and measuring how individuals and accounts are consuming that content down to the second, PathFactory aims to helps B2B businesses deliver the personalized customer journeys their prospects expect.
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