PathFactory, the leading Content Intelligence company, today announced its strategic acquisition of Uberflip, a leading content experience platform, creating a global leader in B2B Content Intelligence & Personalization.
This acquisition, completed by way of a stock-for-stock transaction, combines two of the industry’s most-trusted advisors known for helping B2B marketers deliver personalized buying journeys. Through industry-leading content engagement analytics and complementary expertise in content experiences, the combined entity is poised to tackle the challenges of reaching today’s B2B buyers.
“Today we bring together industry leaders that share a common vision for how B2B marketers can use generative AI to deliver better buying experiences that increase engagement and drive revenue,” said Dev Ganesan, CEO and President of PathFactory. “Our aligned cultures, rooted in innovation and led by strong, experienced management, will guide our team’s success, accelerate product innovation, and scale growth.”
Added Jeremy Schultz, CEO of Uberflip, “Together we are creating a powerful combination that will allow us to deliver better customer experiences and widen our reach. Our shared values of customer centricity, marketing technology expertise, and passion for helping the new generation of B2B marketers succeed in the new digital economy is accretive to both our companies and our customers.”
Coming together enhances PathFactory’s ability to address, at scale, the growing demand for better buyer journeys. With Gartner sharing that 77% of B2B buyers stated that their last purchase was very complex or difficult, it’s more important than ever for B2B marketers to reduce friction in their buyers’ journey and deliver the right content, to the right buyer, at the right time.
“We believe marketers must proactively identify and engage potential buyers long before they make a purchasing decision,” added Ganesan. “Research shows buyers do not engage with sales until they are 70% through their buying process, so marketers are risking losing opportunities if they do not engage their buyers earlier with the right content.”
Dev Ganesan will continue to serve as CEO of the combined company, which will operate under the PathFactory name. Ira Cohen, Operating Partner and Co-Founder of Updata Partners, and Jeremy Schultz will join the PathFactory Board of Directors, while other executives from Uberflip will assume key roles within PathFactory.
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