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How to Use PathFactory for Revenue Intelligence Content Plays and AI Content Recommendations for Sales Outreach

PathFactory for Revenue Intelligence empowers sellers to share highly targeted PathFactory Experiences directly with buyers, enhancing both efficiency and engagement. The AI-generated content recommendations feature, available directly from the Buyer Details Dashboard, provides contextual suggestions based on each buyer’s unique journey and content consumption patterns. This innovation enables sellers to take the guesswork out of content sharing.

Sellers can leverage PathFactory Experiences in two powerful ways:

  • Email Sharing: Send a Content Play link directly to Salesforce contacts via email, providing personalized and relevant content that drives engagement and deal progression.
  • Link Generation: Generate a Content Play link to share through another system, ensuring appropriate tracking criteria are automatically applied.

Whether using traditional content plays to find and activate existing Experiences or utilizing AI-generated content recommendations, the goal is to enhance the effectiveness of sales outreach. By activating insights and delivering tailored content, sellers can increase engagement, drive deal progression, and significantly improve outreach effectiveness. This new functionality ensures that sellers can more easily activate insights, making every interaction with buyers more meaningful and productive.

Note: To share Content Plays, you must have a Revenue Team user role assigned to you. To find out more details about this role and how to assign it, read What are the different user roles?

Share Content from Account Or Opportunity Pages

To execute a Content Play from an Account or Opportunity page in PathFactory for Revenue IntelligenceI, follow these steps:

  1. On the Accounts page, scroll down and select an Account name to load an  individual Account dashboard view for a specific account.
Accounts tab
  1. On the screen that opens, click the Share Content button on the top right. This button is also available on an individual Opportunity dashboard, which follows the same workflow steps outlined here. 
Share Content button
  1. On the overlay that opens, you can view available Experiences for sharing and sort by important information such as the last time it was updated, number of assets, time spent and asset views. You can also filter this table by engagement date range or by the tags associated with the assets in the Experiences. The folder structure is available on the left panel to help you find the Experience you are looking for and want to activate via a Content Play. 
Select Experience menu
  1. Once you have selected an Experience, the screen updates to show a preview of the assets that will be displayed. 
Select Experience menu with preview

Note: PathFactory’s Administrator Role governs which Experiences are available for you to choose from. To find out more about how Administrators govern PFRI, refer to the section later in this article, Governance Options for Content Plays.

  1. If you select a Content Playlist or Templated Experience, you may have the option to edit the Experience (depending on the governance rules applied to it by the Marketing team). 

Note: If you select a Target, Recommend, Microsite or Virtual Event Experience, you’ll automatically skip the editing step and go straight to sharing.

Editing List of Contents
  1. The customization capabilities are displayed in sections of the Templated Experience page(s) or Content Playlists. Depending on the governance settings applied by the user who created the initial Templated Experience, you may see options to edit just one or a few sections. If there is more than one page associated with the Templated Experience you have selected, you have the option to customize elements of each page. To do this, navigate to the page dropdown menu at the top of the configuration window to switch between pages. 
  1. Now you are ready to share the Experience you have chosen. Within the share step, you may have the option to generate a sharing link or compose an email, depending on the governance settings your PathFactory admin has applied.

If you want to capture a link to a content Experience vs. using the PathFactory Content Play workflow, you can create a URL for any Experience that can then be sent/activated in another application – e.g., a sales outreach tool. send/activate in another application.  

  1. When you select Generate a Sharing Link from the left two options, you will see the Starting Asset and Email Tracking fields.
  2. Starting Asset is the initial URL within the Experience that you plan to drive people to when they click on the link. If it is Templated Experience, Microsite, or Virtual Event Experience, it will default to the landing page homepage that has been set. If it is a Content Playlist, Track or Explore page, you will need to select an asset. This can be done by clicking the Change button and choosing from an option in the list. 
Change button

3. Choose a content asset option from the list.

Select Content Asset

  1. Email Tracking – select  the name of the application you will be using to share the Content Play link. This lets PathFactory know the appropriate tracking parameter criteria to append to the URL so that when your buyer(s) click on it and visit the Experience, PathFactory will be able to identify them as known. You will either have an option auto-assigned or you will be able to click the down arrow to see a list of tracking options to select from. This is based on the governance settings your administrator has applied in PathFactory. Refer to the Governance Options for Content Plays section of this article to learn more. If the list is available to you, select a tracking method that is compatible with the email platform you plan to share it from.
Email Tracking dropdown list
  1. Once you have set the starting asset and email tracking, you are now ready to click Generate Sharing Link. This will then provide a link that you can preview in a new tab as well as copy to use in another system. Once you are done, click Finish.
Generate Sharing Link button

Compose and Send an Email Message Inside PFRI

PathFactory also provides the option for you to send an email directly from within our platform, using either your Gmail or Microsoft Outlook account. 

Note: To use this option, you must have already set up your email via the authentication process. If you haven’t done so, read Getting Started with PathFactory for Revenue Intelligence

  1. When you select Compose Email from the left two options, you will see the Recipients, From and Subject fields as well as the email body editor. 
Compose Email

  1. You can select Add Recipients to then choose from a list of contacts associated to this account in Salesforce.
Choose Recipients

  1. As part of the prerequisite user email authentication process, your authorized email(s) display in the From field. If you have added a signature during that process, it will also display automatically in the email body. 
Example of From field
  1. Within the subject line and the email body, you have the option to apply tokens. These are pulled from the Salesforce contact record data that PathFactory collects and are useful if you are sending to more than one contact at a time, as each contact will receive their own email in their inbox. This is to ensure we can track each person when they click on the Experience link(s). You can choose from the following field merge options to embed as tokens:
  • First Name
  • Last Name
  • Email
  • Job Title
Insert Tokens

  1. Once you have defined the text for your email body and you are ready to add the links to the Experience you created, you can either:
    1. Highlight some of your email body text and select Insert Content to hyperlink it as the CTA that drives to the Experience
    2. Place your cursor where desired and select Insert Content to inject the title of whatever starting asset you choose which will also be hyperlinked. 
Insert Content
  1. Once applied, the link included in the email contains a unique Content Play ID and tracking parameter so that PathFactory can track all of the engagement as part of the Content Play analytics and identify the buyers as known.

Share AI Recommended Content from the Individual Buyer Details Page

In addition to sharing content from Account or Opportunity pages, marketers, BDRs and sellers can also share directly from the Buyer details page. This dashboard view in PathFactory for Revenue Intelligence shows engagement data for an individual within an account or opportunity in timeline, traffic and sequence data visualizations..

You’ll also see AI content recommendations on what asset(s) to engage the buyer with next based on an AI analysis of that person’s engagement and other content engagement happening in that account. This helps to remove the guesswork for sales outreach and ensures you use the most relevant content they care about based on who they are and where they are in their journey with your business. .

When generating a Content Play from a Buyer details page, BDRs and sellers have the option to either auto-generate an Experience from the recommendations provided, or simply select an existing marketing built Experience if they do not wish to use the displayed recommendations. 

Quick Pane

The option to “Browse from Pre-Built Experiences” will open the same workflow as outlined in the Share Content from Account or Opportunity Pages section of this article. 

The option to Generate Experience from Recommendations will open up a simpler, two-step workflow as you will not be required to select an existing Experience first. 

Example of a Generated Experience

The recommended assets will automatically get included in the content list section as featured content. You can remove these assets or add additional content if you’d like. The remaining steps of this workflow are the same as outlined previously in this article for the Account and Opportunity pages.

Note: In order for these recommended assets to populate in a layout, the PathFactory admin will need to assign a “base Experience” that doesn’t have any initial assets within the PFRI settings. This is discussed in more detail in the Governance Options for Content Plays section of this article. 

Note: The right pane of recommendations along with the option to auto-generate an Experience from those recommendations will only be available if toggled on by the PathFactory admin in the PFRI settings. If it is toggled off, then the user will have the same sharing workflow available on the Buyer Details page as they do for an Account or Opportunity page. Scroll to the section Governance Options for Content Plays within this article to learn more.

Top Content by Time Spent

Governance Options for Content Plays

Administrators (or custom user roles with access to Organization settings) have options to control both the recommendations and various elements of the Content Play workflow for their users. The admin can simply navigate to their username in the top right of the platform navigation, then select Organization Settings from the drop-down. They can then select the PFRI Settings tab as shown below. 

Once in the PFRI settings area, there are multiple governance options to leverage, including: 

  • Generating a New Experience from Recommendations – Choosing to toggle this on will mean that recommendations of the next best content to share will be displayed for individual buyer pages (with the exception of unknown buyer statuses). In addition, users can auto-generate an Experience from these recommendations to share with these buyers.
    • In order to populate the recommendations, the admin will need to choose a collection from the dropdown list. The content in this collection will be what is used for the recommendations across all Buyer Details pages. Read more about collections in How to Create and Use Collections for Templated Experiences and Content Playlists.
    • In order for users to auto-generate an Experience from the recommended content, the admin will need to apply a default Experience for the content to render in. This can be either a Templated Experience or Content Playlist.
      • The styling and governance settings applied to this Experience will be carried through to the Content Play workflow.
      • It is suggested that you do not include any initial content in this Experience as the recommended assets will populate the content list.
      • If there are more than one content list sections on a Templated Experience landing page, the recommendations will populate in the first one only. 
    • If this is toggled off, no recommendations will appear on the buyer pages and users will not be able to generate a net new Experience from them.
Generating a New Experience from Recommendations setting

  • Browsing Pre-Built Experiences – Choose what existing Experiences users will have the ability to see and select from in the Content Play workflow. This tree structure mirrors the folder tree structure of all Experience types in the application.
Browsing Pre-Built Experiences settings view for PFRI

  • Adding Content to an Experience – If a user has chosen a Templated Experience or Content Playlist to share, they may have the option to edit sections of these pages before sharing. The admin can decide whether they are limited to featuring existing assets within the Experience or whether they can add new assets from the Content Library, Collections etc.

    Adding Content to an Experience

Adding Content to an Experience settings view for PFRI

  • Sharing Method – Choose what method(s) users will have to share Content Plays. If they deselect the email option, the Email Provider item in the username drop down menu will get hidden for all users as well. 
Sharing Method settings view for PFRI

  • Email Tracking – Choose whether users can select from a list of email tools when generating a Content Play link, or whether they want to restrict it to one option. Based on the selection, the appropriate tracking criteria will be automatically appended to the PathFactory URL so that when a visitor clicks the link and engages with the PathFactory Experience, they will be identified with their email address.
    • If the admin wants to provide a list of options, they can also set a default that will be automatically applied unless the user changes it. This way they don’t have to worry that a user may forget to make a selection – e.g., this field is always auto-populated with “Eloqua” by default.
Email tracking settings view for PFRI

How to Review Content Play Reporting Logs

When you access the logs of active Content Plays, you can see the following information:

  • Emails you have sent out and to whom.
  • Sharing Links you have generated to share on other platforms.
  • Details of content engagement for each Content Play.

To access the logs of Content Plays, follow these steps. 

  1. With Revenue Intelligence open, click the Accounts tab. 
  2. Next, click the Content Play logs icon in the top of the screen, as shown below. 
Content Plays icon on PFRI Accounts dashboard

Note: This icon is also available on the Opportunities page as well as the individual Account and Opportunity pages and the Buyer details page.

  1. You’ll see two tables, one that lists previous Content Play emails sent out and another that lists the number of sharing links that have been generated.
Log of Content Plays that have been activated across all Accounts

  1. To see further details about a specific Content Play, click on the Content Play’s name.
Click into a specific Content Play

  • If you select an email Content Play to view, you’ll be first taken to a preview tab to see the email that was sent. You can then click on the Buyer’s Response tab to review the engagement data of each person who clicked through the email link. If you have clicked on a link type Content Play, you will then see the Buyer’s Response tab to review the engagement data of each person who clicked on the sharing link. 
Email Preview tab of the Content Play email that was sent

Buyers Response tab of Content Play email that was sent

For information on the other insights PFRI provides, read through Getting Started with PFRI and Introduction to Accounts, Opportunities & Buyer Insights Dashboards within PFRI.

Updated on June 12, 2024

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