Content intelligence vendor PathFactory announced a partnership with ABM Orchestration vendor 6Sense to “give marketers complete visibility into the quality of account engagement, as well as what content and topics are accelerating them through their customer journey.”
The new partnership taps 6Sense’s account identification capabilities and combines it with PathFactory’s content consumption data, providing richer account engagement intelligence. “They can even watch a buying committee’s activities populate and track their journey in near real-time,” said PathFactory. Account intelligence is synced with the CRM and displayed to sales reps, helping them understand which content and topics resonated at target accounts.
PathFactory offers a set of content tracks, either defined by marketing or PathFactory’s AI. Content tracks are a sequence of relevant content associated with specific calls to action. Content tracks “keep people engaged longer and helps them self-educate” while encouraging them to “binge on your content.” By assessing which individuals and accounts are binging on account tracks, PathFactory can determine when accounts are “getting serious.” Highly engaged accounts are more likely to turn into deals.
Content insights suggest the next best content and next best action, with PathFactory personalizing content tracks in real-time. PathFactory tracks engagement at both the individual and account level while assessing content attributes such as type, topic, and reading length.
“While B2B marketing organizations have invested heavily in ABM over the past several years, many marketers still struggle to successfully execute campaigns, scale programs, and report on results. We are confident this integration will give marketers the unprecedented ability to optimize the customer journey and generate revenue from their ABM efforts.”
Dev Ganesan, CEO of PathFactory
PathFactory clients do not require a separate 6Sense license.
“PathFactory and 6sense are marrying two of the most critical data sets necessary for successful ABM execution,” said Jason Zintak, CEO of 6sense. “With 6sense’s industry-leading account identification capabilities and PathFactory’s content consumption data, sales and marketing teams can get deep insight into anonymous buying behavior of individuals and accounts, and deliver hyper-personalized content journeys.”
PathFactory placed 186th on Deloitte’s Fast 500 list, and Gartner named them a Cool Vendor in their 2019 Technology Marketing category.
6Sense recently closed on a $40 million Round C.