Account Based Marketing is a marketing strategy which focuses on targeting key accounts with personalized marketing content. PathFactory is a must-have technology for implementing any ABM strategy and making account-level personalization a reality.

Active Content
Active content is relevant content that is packaged together for your prospects, allowing them to find all the information they need to self-educate in a shorter time-frame and with more ease.
Related: Passive Content

Authoring Environment
This refers to the space in PathFactory where you create, edit, and configure your content tracks.

Binge Rate
Binge rate is the percentage of your visitors that have visited more than one asset in your content track. Someone is considered a ‘binger’ as soon as the page loads on the second asset of the content track.

A binger is a PathFactory term used to describe someone who is engaging with multiple assets in a single session. Someone is considered a ‘binger’ as soon as the page loads on the second asset of the content track.

Capture Rate
The capture rate is the percentage of times your visitors have submitted a form which was shown to them. It is calculated by dividing the number of form captures by the number of times that form was presented to visitors.

Content Track
Content tracks are a compilation of content assets. They are a journey through content for your visitors—-moving them forward through their buyer’s journey.

Content Type
Content Type is one of the available Content Tags used to categorize your content assets. Using this tag helps you understand what type of content your visitors engage with. Content types can include things like white papers, data sheets, videos, etc.

Content/Asset/Content Asset
Content assets are the content pieces you upload to PathFactory to show your visitors.

Conversion refers to a visitor moving from one category to another in the funnel. For example, this could mean going from being unknown (no email, name, etc) to being a known contact, or moving from being an MQL to an SQL.

Cookies are small text files that are placed on your web browser or computer by web servers. They carry information about your visits to specific webpages. The PathFactory cookie is used to collect information about analytics and behavior habits to make content experiences relevant to your interests. Upon consent, this cookie will become persistent and will expire after 2 years of inactivity.

Click here to learn more about PathFactory’s Cookie Consent capabilities and policies.

Engaged Intent
Engaged Intent is the cumulative engagement score for a visitor or account, based on the engagement time thresholds you set for a content asset in the Content Library. A higher Engaged Intent score in a period for a visitor or account shows their real depth of engagement as measured in significant time spent with your content. Much like a lead score is used as a proxy for the qualification of a lead across many criteria, Engaged Intent is a proxy for depth of interest in your content and its related topics.

Engagement Score
Each asset in your content library can be assigned an engagement score; this score can be passed to your MAP and used to determine meaningful engagement with your content. The platform default is for a visitor to get a score of 1 for spending at least 20 seconds on an asset, but this can be customized to allow for varied scoring on different content assets. We suggest keeping the default setting when you’re getting started with PathFactory, and adjusting the scores based on your analytics.

Engagement Threshold
Engagement threshold is an indicator for a minimum amount of engagement a prospect must show before a specific action is taken. For example, an engagement-based form is served to visitors when they have reached a certain engagement threshold; they’ve spent a certain amount of time viewing your content, or they’ve read a certain number of assets in your content track.

Estimated Cost
Within the PathFactory platform you are able to assign an estimated cost to each content asset. There are 2 ways to assign an estimated cost: add estimated costs to each of your content types, or manually add a specific estimated cost to a specific content asset.

For example, you could set a cost for all content assets tagged as White Papers. When you upload your content you can tag it as a White Paper, and the associated cost will automatically be applied to that content asset. However, if you upload a White Paper which cost more than average you can tag it as a White Paper, but then manually override the estimated cost.

Explore is one of the PathFactory product offerings. It allows you to create an Explore Page in which to serve content in a way that mimics a landing page. Explore Pages are connected to either a Target or a Recommend Track and serve the content from those tracks in the style of a landing page. Explore is great for when you want to serve your content with a different look and feel, or in place of a traditional landing page.

External Code
External code allows you to customize the look, feel, and function of your content tracks. You can enter snippets of Javascript or HTML code that will run on all or some (specified) content tracks.

External ID
These are non-unique IDs that you can add to your content tracks or assets. They help you organize your content and configure it in your external systems (like your Marketing Automation Platform).

Form Capture
Anytime a visitor submits a form while viewing content this action is recorded as a form capture.

Funnel Stage
Traditionally the sales funnel is broken out into 3 stages: Top of Funnel, Middle of Funnel, and Bottom of Funnel. Within the PathFactory platform you are able to tag each asset that you bring into the Content Library with their corresponding funnel stage. You can use this tag to sort and filter based on funnel stage. The funnel stage is also reported on in the PathFactory analytics, allowing you to understand content performance based on funnel alignment.

The General Data Protection Regulation (GDPR) is a legal framework that sets guidelines for the collection and processing of personal information of individuals within the European Union (EU).

Click here to learn more about how PathFactory supports GDPR compliance.

Your PathFactory instance is your PathFactory playground where you build and launch your content tracks. It is assigned one specific domain that defines where your content tracks live on the web.

Your Marketing Automation Platform (MAP) assists in automating your marketing efforts across multiple channels. You might use Marketo, Eloqua, or Hubspot. Your MAP integrates with PathFactory and allows you to see and use PathFactory data in your MAP.

MQL is an acronym that stands for Marketing Qualified Lead. It refers to a contact who has been deemed ready to talk to sales by a marketing team, using a specific set of qualifications relevant to an organization’s marketing and sales goals and standards.

A pageview is counted as soon as a content asset loads in a visitor’s browser. If the visitor reloads that content asset—​or if they navigate away and then back to the content asset—​the subsequent loads will count as additional pageviews. This means that a visitor can have multiple pageviews for a single content asset during a single session.

Passive Content
Passive content is content that marketers create and scatter throughout different channels for prospects to find. This creates frustrated buyers and longer sales cycles. Related: Active Content

Promoters are the tools that allow visitors to navigate your Content Tracks and encourage them to view additional content.

Recommend is one of the PathFactory product offerings. It allows you to create a Recommend Content Track to serve up a group of related content. Recommend serves up content based on an algorithm, which promotes content based on its historical performance. Recommend is ideal for use cases such as: social media, paid ads, web.

Routes are a feature used in PathFactory’s Account Based Content to send visitors to audience-specific content tracks. This helps you ensure your visitors are viewing content tracks which are most likely to be of interest to them.

Segments are a feature used in PathFactory’s Account Based Content. A segment is a group of visitors that share the same demographic attributes. You set attributes for the segmented visitors in PathFactory.

A session is a visitor’s journey through a content track in a browser. The session begins as soon as the first content asset loads in the visitor’s browser, and ends 30 minutes after the visitor exits the content track. A session can also end once the visitor has been inactive in the content track for 30 minutes, or at 11:59pm (in your instance’s set timezone).

For example, if a visitor is inactive in a content track for 29 minutes but then resumes their engagement, the session will continue and be counted as a single session. But if they are inactive for 30 or more minutes and then resume their engagement a new session will begin, and will be recorded as a separate session.

Smart Topic
Smart Topics are suggested topics provided by PathFactory’s Smart Content Insights. The text is extracted from your text-based content assets, and then analyzed to provide these suggested topics.

SQL is an acronym that stands for Sales Qualified Lead. It refers to an MQL that has been qualified by a BDR or SDR to move forward in the sales process and has a meeting booked to speak with an AE.

SQO is an acronym that stands for Sales Qualified Opportunity. It refers to an SQL that has been qualified by an AE and is considered to be a future sales opportunity that the AE will work to close.

Target is one the the PathFactory product offerings. It allows you to create a Target Content Track in which to serve up a group of related content. Target Content Tracks are great for when you have a curated group of content that you want to put in front of a specific audience; it allows you to tell a story. Target is ideal for use cases such as: email nurture, event/webinar follow up, ebook delivery.

Visitor Activity
Visitor activities allow you to define what visitor engagement is meaningful to you. They define specific actions that you want to record for your visitors in your MAP.

Visitor, Known
A known visitor is someone that has spent time engaging with your content track and is associated with an email address. They either clicked an email tracking link or filled out a form (with the capture tag on it).

Visitor, Unknown
An unknown visitor is someone that has spent time engaging with your content track and is not associated with an email address (and instead shows up in PF analytics as an alphanumeric string).

Webhooks carry information about content track activity from PathFactory to your Marketing Automation Platform. There are form capture webhooks, visitor activity webhooks and visitor session webhooks.

Website Promoter
Website Promoters are tools used to present content tracks to visitors on your website. You can customize the look and feel of promoters by applying different appearance and language settings.

Click here to learn more about the different types of website promoters.
Updated on April 14, 2023

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