Content Insight
The data you’ve been missing. Know once and for all how content moves your prospects through the buyer’s journey and the impact it has on pipeline and revenue.
Content Activation
Deliver always-on customer experiences at scale. Connect your buyers with more of the information they need, at the exact moments they need it.
Content Insight
Content is at the heart of B2B marketing – it's central to cultivating educated, qualified buyers. But to really know if your marketing is working, you need to understand how your prospects are engaging with your content. Unfortunately, the data most marketers collect about content engagement today is incredibly limited. Clicks, form-fills, and downloads only tell part of the story.
PathFactory Content Insights provide the decision support required to analyze what is and isn’t working to generate pipeline and revenue, and automates content delivery decisions to remove friction from the buying process.
THE BEST BUYING SIGNALS
Engaged Intent is the leading indicator of sales readiness. It tells you exactly how much time your visitors and accounts spend consuming your content.
REAL-TIME OPTIMIZATION
Optimize major investments in content, channels, and campaigns by looking beyond the click at how content engagement is moving the needle.
INFORMED MARKETING DECISIONS
Correctly identify pipeline and deal influence using engagement-based attribution to prove the return on your content marketing investments.
DATA-DRIVEN CONTENT DELIVERY
Content Insight meets its perfect match with Content Activation to ensure your buyers always see the next best asset based on all the engagement data available.
Content Activation
Content is the key to informed purchase decisions, but B2B marketing often gets content delivery wrong. The buyer's journey is devoid of personalization, riddled with dead ends, and forces engaged prospects to hunt for the information they need - slowing their progress on the path to purchase.
PathFactory solves this problem for B2B marketers by informing the buyer's journey with deep insights about content engagement and putting buyers down highly prescriptive content tracks that always serve the next most relevant asset. Connect your buyers with more of the information they need, when they need it.
IMPROVED LEAD QUALITY
Educated prospects become your best leads. Stop blocking their path. Drive deeper engagement, provide a better user experience and cultivate your best future customers.
FASTER FUNNEL VELOCITY
Get out of the way of your engaged buyers and help them accelerate through the funnel by connecting them with all the information they need, when they need it.
STRONGER CONVERSION
Deep buyer education and improved lead quality go hand and hand. A well-educated lead converts at a higher rate through the funnel over a less educated one every day.
DEEPER INSIGHT
Activated content tracks how your audience engages with your content so you can optimize and inform your content delivery in the future. A perfect path.
The PathFactory Engine
The brain of the PathFactory platform, the Engine gathers external visitor and account data sets, analyzes content using AI, and combines that information with session engagement data to build a full understanding of the role content plays in the buyer’s journey and its impact on pipeline and revenue. The Engine uses this data and insight to activate content and connect buyers with the most relevant information when they need it.
The critical insights produced by the PathFactory Engine are surfaced in Path Analytics and provide marketers with a level of insight and decision support never before available. This reporting enables real-time campaign, channel, and content optimization, and answers key questions like: Which visitors and accounts had good engagement? Who is ready to buy? How can I optimize my campaigns? What’s the next best asset for each visitor and account? What’s the return on my content marketing efforts?
