PathFactory, the award-winning Content Insight & Activation platform, today announced a collaboration with Looker, the modern data platform, that will reinforce PathFactory’s stronghold as leaders in the content engagement space. The integration of Looker within Path Analytics, PathFactory’s best-in-class analytics suite, will equip marketers with even more powerful and actionable insights than ever about their marketing effectiveness.
PathFactory’s best-in-class dataset solves a critical blindspot for B2B marketers—it tells marketers whether or not prospects have consumed their content. Without PathFactory, marketers rely on inaccurate proxies for engagement like clicks or form fills, but are not able to gauge true content consumption and its impact on the buyer’s journey. Marketers need this data to generate demand that is truly qualified and to determine which leads are sales-ready.
“PathFactory’s customers frequently say that our unique dataset is one of the primary reasons they choose us over other solutions on the market,” said Dev Ganesan, CEO of PathFactory. “We are thrilled to double down on these capabilities, delivering deeper and more actionable insights than ever before through Path Analytics, thanks to Looker’s robust reporting capabilities.”
Looker will be integrated within Path Analytics—PathFactory’s reporting suite—taking the power of PathFactory’s industry-leading dataset to a new level. Marketers will now be able to access actionable insights that tell them where to allocate marketing spend and focus sales effort to maximize pipeline and revenue.
“Data has the ability to empower employees in virtually any business and function,” said Lambert Billet, Chief Revenue Officer at Looker. “As a platform, our mission is to make data both accessible and actionable in a format that people are already familiar with, and collaborating with companies such as PathFactory helps us to make that possible.”
New insights available in the PathFactory platform will include:
- Channel performance, based on the real content consumption data of the audience each channel delivers
- Top conversion-driving content assets, across all campaigns
- Content consumption time, grouped by company and accounts
PathFactory developed this new offering with customer feedback in mind to meet marketers’ increasingly sophisticated reporting needs and empower them with data to answer strategic business questions. Cisco, a PathFactory customer since 2016, has already seen massive benefits from unlocking this new dataset.
“PathFactory’s new reporting capabilities are a game-changer for our team. We can now get a clear picture of which channels, content types, and topics are moving our customers through their lifecycle stages, based on their real content consumption data. These insights help us invest our marketing dollars where they’re most likely to generate more revenue,” said Jessica Pope, Digital Channels Manager at Cisco.
This announcement comes on the heels of PathFactory being named the only 2019 top rated award winner in content marketing software, based on unbiased customer reviews and ratings. PathFactory was also named one of three Cool Vendors in Technology Marketing by Gartner this year.
PathFactory’s enhanced reporting capabilities will be available for all customers in September 2019.