PathFactory, an industry-leading Content Insight & Activation Platform, today announced that the company has been named a Cool Vendor in the April 2019 Cool Vendors in Technology Marketing report by Gartner, Inc.
“We are delighted to be recognized as a ‘Cool Vendor’ by Gartner because we believe it affirms our mission to remove friction from buyer journeys with on-demand content,” says Nick Edouard, President and CTO at PathFactory. “Buyers are increasingly bringing their expectations from consumer experiences with services like Netflix and Amazon to their B2B buying journeys. Therefore, it’s never been more important for B2B companies to help their buyers make purchase decisions by enabling them to easily find and consume relevant content—whenever and wherever we see them.”
By seamlessly enabling buyers to consume relevant content on-demand from every channel, PathFactory enables marketers to upgrade from delivering content on their own terms to their buyer’s terms. This creates a fundamentally better buyer experience, which leads to a higher volume of qualified leads in less time.
“Gartner’s Cool Vendors in technology marketing offer unique approaches to capture buyer attention within sales and marketing efforts,” writes Gartner. “Technology and service providers should consider these vendors to improve buyer engagement.” Gartner also recommends that, in order for technology and service providers to more effectively manage product marketing, they should strive to “deliver buyer-centric experiences based on their buyer behavior that creatively capture buyer attention and drive engagement with compelling, relevant content.”
PathFactory allows marketers to deliver content in ways that accommodate buyers’ natural behavior in an on-demand world. Buyers tend to research in concentrated bursts and “binge” on content. By serving up curated content tracks or AI-powered recommendations, marketers can guide buyers to self-educate and progress through their path to purchase quickly and easily. PathFactory also collects an entirely new class of buyer behavior data that tells marketers how buyers engage with content. This engaged intent data allows marketers to qualify leads based on real content consumption, not just misleading engagement metrics like clicks and downloads.
Customers like IBM, Cisco, TIBCO Software, and Adobe have achieved outstanding results using PathFactory’s platform and approach. Kareo, a provider of medical software, doubled its conversion rates and attributed a $1.2M increase in revenue to their content activation strategy, powered by PathFactory.
Gartner subscribers can access the full report here.
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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. Learn more at PathFactory.com.
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