PathFactory Sets A New Standard For Frictionless Buyer Journeys With Launch of New Buyer Enablement Tools
New suite of tools brings Netflix-style experience to B2B buying
TORONTO and AUSTIN, Texas, May 6, 2019 /PRNewswire-PRWeb/ -- PathFactory, the industry's first Content Insight and Activation Platform, launched a new set of tools at the SiriusDecisions Summit in Austin today that will make it easier than ever for marketers to deliver real-time, personalized content recommendations on corporate websites, based on buyer behavior.
By delivering these types of micro-personalized website experiences, B2B marketers can connect visitors with the most relevant information whenever they engage and remove unnecessary friction from the purchase process. Enabling buyers in this way delivers dramatically decreased cycle times and improved conversion.
"In a world where B2B consumers expect the same seamless on-demand experiences they get with services like Netflix, Amazon, and Spotify, leading marketers must deliver the same standard of service in B2B buying experiences," says Mark Attila Opauszky, CEO of PathFactory. "B2B marketers must accommodate these expectations to win in competitive markets."
PathFactory's new features use real-time insight about how site visitors consume content to dynamically show them where they left off, and serve the most relevant content they should see next, including a personalized resource center for every site visitor. This creates a unique channel tailored to every single buyer who lands on your website. Building on PathFactory's legacy of delivering the most powerful, real-time content recommendations at the campaign level, these new capabilities extend this ability to websites, giving marketers a fuller picture of buyer engagement across channels and programs, and delivering a truly seamless and responsive customer experience.
In stark contrast to the type of frictionless, on-demand experiences consumers are accustomed to through services like Netflix and Amazon, B2B buying experiences are notoriously slow, complicated, and frustrating for buyers. PathFactory has been a pioneer in content bingeing since 2013, and launched B2B content recommendations powered by AI in 2016. This launch is a significant step forward in helping B2B marketing provide their buyers with a smooth, frictionless path to purchase.
"PathFactory now leverages micro-personalization to open exciting new doors for B2B marketers," says Nick Edouard, President and Chief Product Officer at PathFactory. "While rules-based macro-personalization is important, we believe that complementing it with micro-personalization gives marketers more powerful possibilities than ever. Our new capabilities dynamically personalize recommendations for each individual visitor, remove friction from the buying process, and deliver a superior buying experience that helps buyers make purchase decisions faster and more easily."
This new suite of buyer enablement capabilities includes:
-Guide - A new website content promoter that leverages machine learning to serve your prospects personalized content recommendations, anywhere on your website. Categories like "Recommended for you," "Popular," and "History" serve buyers the content they need to inform their purchasing decisions. The recommendations get smarter over time as visitor data accumulates.
-Concierge - Curated web pages that are automatically tailored to each buyer. They act as personalized resource centers designed to guide prospects deeper down the funnel. It's like a Netflix home screen for your B2B buyers!
-Website Tracking - Now marketers can see how much time individual buyers spend on every asset and web page across the whole website, giving marketers one holistic view of content performance. PathFactory combines consumption data with content meta data to power the best recommendations for Guide and Concierge. Plus, content consumption data can be used for more accurate lead qualification, so sales knows exactly what content prospects have consumed and can have more relevant, productive conversations.
So now you can stop marketing at your buyers, and start enabling them to buy.
Learn more about PathFactory's new buyer enablement capabilities here: https://nurturenow.pathfactory.com/buyer-enablement-capabilites
About PathFactory
PathFactory delivers the on-demand experience for B2B by enabling buyers with the most relevant information at every step of their unique journey and allowing them to binge-consume content, removing friction and making the buying process more efficient. By tracking exactly what each buyer is consuming along the path to purchase, PathFactory delivers hyper-relevant, real-time content recommendations and dramatically expedites the buying process.
SOURCE PathFactory
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