LookBookHQ announced the launch of PathFactory, the first Content Insight and Activation Engine. The most transformative new marketing technology since marketing automation, this Engine helps B2B marketers connect audiences at all lifecycle stages with the information they need, wherever they engage. To reflect the company’s vision to power data-driven content delivery and provide marketers with a path to greater relevance, insight, and revenue, LookBookHQ has also changed its name to PathFactory.
The launch of PathFactory builds on a legacy of innovation for the company that pioneered content bingeing in 2013, engaged intent – the leading indicator of sales readiness – in 2015, and the first B2B content recommendations powered by artificial intelligence in 2016.
“Today’s audiences are used to smart, active content experiences like they’ve come to expect from Netflix, Spotify, and Amazon. B2B marketing is all about content consumption, so it’s time to be just as smart with our buyer’s attention. The marketer with the best Content Insight and Activation wins. That is what we are here to help our customers do,” said Mark Attila Opauszky, Chief Executive Officer of PathFactory.
“To make Content Insight and Activation truly real, we needed to dramatically expand the breadth and quality of the dataset that’s powering it,” said Nick Edouard, President and Chief Product Officer at PathFactory. “Anyone can serve a content recommendation – the science is delivering the right recommendation. Until now, no one has connected content engagement with a deep understanding of the actual content, the visitor, and the impact it has on pipeline and revenue. Without this, you can’t deliver personalized content experiences at scale – at least, not ones that turn visitors into buyers.”
With this launch, PathFactory makes a tremendous leap forward in helping marketers use content strategically to achieve critical marketing outcomes. It provides the decision support required to analyze what is and isn’t working to generate pipeline and revenue, and automates content delivery to help buyers buy. These platform enhancements and the new PathFactory brand are on display for the first time at SiriusDecisions 2018 Summit in Las Vegas this week.
“Using PathFactory, we can accelerate buyer education on every channel and understand the impact of content on the buying process,” said Mervyn Alamgir, Senior Director, Digital Marketing at TIBCO Software, who will be presenting his Content Insight and Activation case study session at SiriusDecisions 2018 Summit in Las Vegas this week.
Powering always-on customer experiences at scale
The PathFactory Engine gathers external visitor and account data, analyzes content using artificial intelligence, and combines that information with the engagement data it collects to build a complete understanding of the role of content in the buyer’s journey as well as the impact it has 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.