Introducing PathFactory for Revenue Intelligence, Templated Experiences and Themes, all of which means…we needed a new top navigation in our platform!
With release J (August 4th, 2022, 12:01 am ET) we have updated our top navigation to consolidate all the content activation modules under one top navigation menu and to create space for some new modules, Templated Experiences (under Content Activation) and PathFactory for Revenue Intelligence. Also included is improved functionality around our Use Case and Goal tracker, enhanced functionality to control your forms exactly as you wish and new analytics for Website Promoters, Website Campaigns, and Microsites engagement.
Keep reading to learn more about the big and incremental updates we have made to the platform in this exciting release!
Top Navigation Changes
Our navigation received a huge refresh and rearrangement with all content activation modules under, “Content Activation”, duh! Why? Because we want marketers to be able to access all activation in one place. We’ll have further enhancements to the top navigation in future releases but for now…Content Activation is the primary story.
The new navigation includes Website Tools, VEX, Templated Experiences (Beta) and Campaign Tools. With a simple click, you can see all that is available – PathFactory offers an omni-channel content experience platform – whether your use case is Nurture, ABM, Website engagement and conversion or Enablement.
To further activate the various experiences, Campaign Tools has an extra drill down where you’ll see your trusted tools, Explore, Microsite Builder, Recommend, Target, and Website Campaigns.
We know this will simplify navigation for you by consolidating all your activation options in one spot. Curious what Templated Experiences are? It’s described in more detail, later in these release notes.
Notice anything else about the new navigation? You may have noticed PathFactory for Revenue Intelligence (PFfRI) which is an exciting addition to our platform.
PFfRI is a combination of AI, automation, and analytics which provides insights that guide systems, marketers and sellers on next-best actions and activations to drive profitable revenue growth. More details and specifics are outlined below. But…by combining Content Facts (think the nutrition fact panel on the can of Coke Zero or Pepsi Max which outlines what’s inside – we’re gonna tell you what’s inside your content) + visitor profiles (anonymous + known) and CRM data (account, opportunity and contact/lead) and combining these together, we’re about to bring the buying committee to life through content engagement throughout the sales pipeline and help your revenue team accelerate deals by prescribing next-best actions. Read on to learn more.
Welcome…Templated Experiences (Beta)
Double the value, double the fun. Templated Experiences and Themes can be used by Marketers AND the entire Revenue Team. As mentioned above, PathFactory for Revenue Enablement is purpose-built to align Sales and Marketing. Our key differentiator…we are built for marketers first…enabling you to be better partners to your revenue team counterparts. So…
Finally, after much feedback from our marketing users and customers, drag and drop templates and themed content experiences are here. We know it takes time to create content tracks, Explore, other content destination landing pages and microsites is a big CSS/HTML lift.
With Templated Experiences, Marketers can easily build content experiences from an ever-growing library of Templated Experiences and use them within their current content activation or experience building processes. Think of this as another arrow in your quiver.
The added benefit…Templated Experiences can be shared through PathFactory for Revenue Intelligence with your Revenue team so they can share with prospects and customers alike, for a contiguous content journey*. With varying levels of lock-down to ensure compliance with brand messaging and standards, while allowing some personalization of messaging and selection of additional content, Templated Experiences through PFfRI, allows members of the Revenue team including but not limited to XDRs, AEs, Account Managers, Customer Success Manager etc. to deliver contextually relevant content experiences. They can personalize specific areas through WYSIWYG functionality, only where you allow them. Available for customers of Campaign Tools, Templated Experiences and Themes, these can be enabled by your Customer Success Manager or Solutions Engineer. Please reach out directly to your PathFactory team member.
*This is a BETA version of the interface for Templated Experiences.
Step 1: Navigate to Content Activation -> Templated Experiences.
Step 2: Click on a specific Templated Experience available to activate an existing experience or create a new one.
Step 3: Define your Templated Experience and content assets (including Content Tracks) from the Content Library.
Themes ensure that your Templated Experiences stay true to your brand. With Themes, you can define branding elements that span across Templated Experiences, ensuring that these experiences have your brands’ fonts, colors and more. Themes and Templated Experiences make scaling easy, while personalizing for each campaign, small group or even individual account. You can access themes under the Gear or COG icon in the top navigation bar and it nests under User Experience.
Step 1: Navigate to Platform Settings (COG/Gear) -> User Experience -> Themes
Step 2: Click on an existing theme or create a new theme that will be applied to Templated Experiences.
Step 3: Configure themes to meet your organization’s brand needs and page templates.
These new features are available for customers of Campaign Tools only at this time. Templated Experiences and Themes must be enabled by your Customer Success Manager or Solutions Engineer as we are in controlled availability during the Beta period. Please reach out directly to your PathFactory team member for more information and to understand the true benefit of Templated Experiences and Themes.
Take a Demo!
Welcome, PathFactory for Revenue Intelligence (PFfRI)(Beta)
PathFactory for Revenue Intelligence was built because we heard how Sales hates Marketing and Marketing is constantly having to justify its existence through pipeline attribution (whatever way you want to assess, although PathFactory subscribes to multi-touch attribution because content is served through the buying and customer journey). PathFactory for Revenue Intelligence allows the entire revenue team (Marketing, Sales, Account Management and Customer Experience) to access marketing-authored templates and themes, a robust content library approved by marketing and, using CRM data, better understand what content is performing across their territory and amongst all your prospects and customers. With an integration directly to your primary email platform (Outlook or GMail), they can send content experiences to key contacts and leads, governed by your Salesforce configuration.
This new module is currently being released in BETA. If you are interested in a demo to learn more about the new functionality and the BETA program, click below to sign up or let your CSM or Account Executive know.
Take a Demo!
Within PathFactory for Revenue Intelligence, your entire revenue team will see:
1st Party Buying Signals
Identifying 1st party buying signals from members of the buying committee (anonymous and known visitors) through content engagement to understand what they are really interested in is the new “intent signals” Much has been made about the “dark funnel” but true content engagement, by visitor, warrants its own moniker. First party buying signals, captured by content attribute, visitor profile, the engagement by both therein AND CRM data (Account, Opportunity, Lead/Contact) really delivers on 1st party buying signals. So…why?. This enables the user to take proactive action to engage with the buyers, regardless of where they are in the funnel or pipeline (each owned by marketing and the revenue teams.
Note: As part of the Beta release, Salesforce is the primary CRM we are focused on. Additional CRMs need to be scoped although we have the ability to ingest data from Microsoft Dynamics and Oracle Siebel through our application and others are optional through API calls.
The new dashboards, available in PathFactory for Revenue Intelligence include:
Review an aggregate view of account and content engagement in one dashboard, based on account alignment within CRM, but manifested in PFfRI. With the ability to filter and sort based on the most important information to you, including content consumption of assets viewed, and time spent, the Revenue Team should be able to determine those accounts that are actively engaged in content and those that are not. This should help prioritize which accounts to prioritize for the proactive next step in “nurture” and help identify what is resonating or not.
Comparative performance, over time, is possible based on prescriptive time frames associated with normal “rhythm of the business” cadences many CROs or leaders of sales are used to. Select the time frames that are important to understand changes in performance.
The account overview dashboard provides trending metrics at the specific account level to enable users analyze the 1st party buying signals that drive the account’s performance. Aligned with CRM (SalesForce initially) mapping, users will see their account assignments in their respective territories and/or patch. The insights help prioritize activity and behavior of sellers or account owners – much of which Revenue Managers evaluate performance on. Prescriptively, the Revenue Team can determine which accounts to focus on, and determine whether they have enough members of the buying committee, and what content is resonating at the account level. Whether the revenue team member is responsible for New Logo Acquisition (New ARR), or Net Revenue Retention (NRR) the insights provided help diagnose and prescribe next best action.
BUT…who should we target…as marketers or as the broader Revenue Team???
The new buyers dashboard gives you an overview of all the known and unknown buyers across the account. It will surface the IP address (think IP to Account look up, courtesy of our AEM relationship with 6sense) plus the name, email address and title (if known) of known visitors (captured through smart/progressive form fills) as well as the content engagement and the campaign they engaged with. This makes it very easy for you and your revenue teams to follow up with engaged or not engaged, buyers.
Topics of Interest
With the topics of interest dashboard, you can see the top trending topics at the account. PathFactory has extracted these topics from EACH and EVERY SINGLE asset served to your visitors and identifies the Key Topics through natural language processing. This is NOT your grandmother’s asset tagging. Using sophisticated and intellectual, patent pending, proprietary methodologies, Topics of Interest is machine learning, artificial intelligence, and data extraction in action.
Topics of Interest are the real topics in your content…not your tags or perception of what you, the marketer, think the content is about. This, truly, is the mind warp marketers need to wrap their heads around.
Governance and content tagging…passé. Topics of Interest, based on the taxonomy and construct of the actual content…NKOTB (yes, some of us are old school…NKOTB…New Kids on the Block…) Seriously though, Topics, generated through AI, are the New Kids on the Block.
Soon to be matched and compared…manually tagging of content vs. Topics of Interest through NLP/AI… much more to come on this as we evolve together at PathFactory.
The key benefit of Topics of Interest in PathFactory for Revenue Intelligence is that your revenue teams can follow up with relevant content based on what the account is engaging with and the topics of interest that are surfaced.
We know this is a stretch…and many may be hesitant/skeptical in this assessment…but we have proven the Topics of Interest with several Fortune 100 companies in Alpha…check it out to learn more…
*Additional subscription is required for PathFactory for Revenue Intelligence. If you have PathFactory for Sales, and are interested in upgrading please speak with your PathFactory Account Executive or Customer Success Manager to help.
Governance for Goal Tracking
In a recent release, we launched new functionality to allow our customers to track their goal status and attainment across the five PathFactory use cases: Content Strategy, ABM, Website Conversion, Nurture and Enablement. Within each use case there are several tactics to progress your marketing maturity. Each can be evaluated and marked as Not Started, In Progress or Completed. And, we have a resource center to support your growth and adoption of each. If Goal Tracking hasn’t been turned on for you, to ensure you’re all enabled on how to utilize the functionality, please speak with your Customer Success Manager. They are empowered to enable you and evaluate your progression along our marketing maturity curve.
In this release, we have added governance to allow admins the ability to provide view and/or create/edit/delete or no access your users. We want you to be honest and ensure alignment. We’re not here to judge you, rather to support you. This new feature ensures your evaluation on progress to marketing maturity within PathFactory is controlled by those who need to control.
To update user access, follow the following steps:
Step 1: Navigate to User Management → User Roles → Product Permissions tab.
Step 2: Under Goals section, grant View or Create/Edit/Delete permissions to the user role you are defining.
-View permission grants you the ability to view your organization’s goal status
-Create/Edit/Delete permission grants you the ability to update your organization’s progress across the 5 PathFactory use cases.
Customize names of Forms (Campaign Tools, Website Tools & VEX)
To form or not form…it’s a long debated question! Yet, we all know that an anonymous buyer ain’t gonna sign a contract…and yes we used slang to make a point. Forms have a time and place in the buyer journey. How you deploy is up to you but we have increased our form capabilities based on feedback from you, our customers. Flexibility is key…we heard you!
We have added functionality to let you modify form titles and descriptions. You can create and use one centralized form from the form library and customize the form title and description at the experience level. This allows you to use a form library strategy that scales, and you can modify the form headline to resonate with visitors.
Note: This functionality is available for standard, external and custom forms. To utilize the functionality for external and custom forms, you need to enable ‘form header’ in the form configuration.
To access this, navigate to Form Strategy within Target, Recommend, Virtual Event Setup, Virtual Event Session, and Website Tools form configuration menu.
1. There you see a radio button for Customize Title and Description. Click this button to select it.
2. Next two text fields appear: Form title override; and Form description override. By selecting these options, you may use your own customized naming.
To cancel your changes, select Reset to Default.
PathFactory to 6sense API Cache
We’ve made enhancements to our lookup methods from PathFactory the 6sense API to provide our customers with account based data to support their ABM strategies and marketing and sales efforts. Remember, for mutual customers of 6sense and PathFactory, you can add your API key into the platform to get increased benefit from this partnership and automatically bring your 6sense segments into PathFactory to serve them personalized content experiences wherever they are engaging with your content!
New Path Analytics for Website Campaigns (Campaign Tools)
We heard you…and clicks and impressions are not enough. We have built dashboards that specifically address the insights you are asking for to understand Website Campaigns (or promoters), better. The new dashboard replaces the existing analytics in the platform which were limited to clicks, promoter impressions and promoter click rate.
Step 1: Under Content Activation in the main navigation, select Campaign Tools.
Step 2: Select Website Campaigns.
Step 3: Select Analytics in the right hand corner.
Website Campaigns Dashboards
We have released four (4) new dashboards for Website Campaigns analytics, based on your feedback, to help you better understand performance, including:
3. Promoter Performance
This dashboard provides a high-level analysis of the traffic received by your Website Campaigns. Your overall reach will show you the waterfall of your visitors and the increased engagement throughout the visit – from visit to interaction. This is your baseline dashboard that provides table stake metrics you can expect from other systems.
Specifically, the Reach dashboard helps you answer:
– What is the overall size of my audience?
– What is the content impression?
– What are the top URLs driving impressions?
This dashboard gets into the value PathFactory brings which provides 1st party buying signals from your audience to showcase true engagement. The Engagement dashboard lets you view the high-level analysis of time spent and binge related to your Website Campaigns – not specifically at the track level but those deployed via website campaigns.
The Engagement dashboard helps you answer:
– How much time did my visitors spend?
– Are my visitors binging the content?
The Promoter Performance dashboard helps you evaluate which content promoter resonates best with your audience to drive engagement. This can help you plan for future campaigns, while continuing to test different promoters for different campaign types, these insights can help you drive the most interactions with your website promoters.
Specifically, the Promoter Performance dashboard helps you answer:
– Which campaign promoter type yielded the best engagement in terms of impression and clicks?
The Audience dashboard provides the details that allow you and your revenue teams to take action – what are the accounts and visitors are engaging with your content across your website promoters.
Specifically, this dashboard lets you view and understand the audience data (account, industry, country etc.) related to your Website Campaigns and helps you answer:
– What audience specifics drove the engagement?
– Who are my top visitors, by account, country etc.?