Intelligent Content Throughout the Buying Journey

Every organization, depending on its product and service offering, has one or more buyer journeys. Sometimes they are simple and straightforward; other times they are extremely complex. Regardless, all buyer journeys include some type of awareness, consideration, and decision stages but many go further to include the purchase experience, post-purchase activities, and customer advocacy. The key to all of these stages is content and PathFactory excels at delivering the right type of content at the right stage.

Awareness

The top of the funnel is all about awareness – customers and prospects identify potential challenges or opportunities and decide their level of business priority. Typically, top-of-funnel content includes blog posts, customer stories, social media, paid search, ebooks, webinars, etc.

SOME EXAMPLES
Content Playlist – create tailored content tracks that combine white papers, case studies, product comparison guides, and videos
Recommended Content – utilize PathFactory’s engagement AI to dynamically suggest content tailored to a prospect’s previously viewed materials
Templated Experiences » – create dynamic, personalized content journeys that engage prospects, drive deeper insights, and accelerate buyer decisions

Consider

Consideration is a top-of-the-funnel stage focused on how your products/services might solve a prospect’s or customer’s need. Content might include blog posts, service/product overviews, infographics, ebooks, customer examples, etc.

SOME EXAMPLES
Product or Service Overviews – include customer success stories and industry reports in your PathFactory content playlists to showcase proven results
ChatFactory » – leverage generative AI to act as a virtual assistant on your company’s website, guiding potential customers through content by providing personalized recommendations
Marketing Automation Integration – integrate PathFactory with marketing automation tools (e.g., Eloqua, Marketo) to deliver personalized emails that direct users to PathFactory content hubs (e.g., blog summary emails, nurture campaigns, etc.)

Evaluate

Evaluate is a middle-of-the-funnel stage that is about showing how your products/services are the best solutions for your customer’s or prospect’s challenge. Typical content includes product demos, product/user documentation, product trial nurtures, “how to” resource center, industry-centric use cases, brand portal, etc.

SOME EXAMPLES

Templated Experiences » – provide product demos, walkthrough videos, and FAQs within a PathFactory content experience

Sales Content Plays » – let Sales team members create targeted nurture tracks that provide additional resources like troubleshooting guides, pricing overviews, or customer reviews
Account Specific Hubs » – leverage branded PathFactory experiences with tailored content for key accounts evaluating your solution

Purchase

Purchase is a bottom-of-the-funnel stage focused on closing the deal. In addition to the usual sales and contract documentation, Purchase stage content includes blog posts, user documentation, onboarding overviews, branded portals, customer case studies, etc.

SOME EXAMPLES
Personalized Content Hubs » – create personalized content hubs for prospects to review supporting sales documents
Readiness Resources – provide content tracks with implementation guides, onboarding plans, and timelines
Sales Opportunity Support – provide demos or previews of how your solution will be implemented and perform for the buyer’s specific use case

Experience

Experience is a post-purchase bottom-of-the-funnel stage focused on customer success. Typically, content includes user documentation, webinars, customer case studies, podcasts, onboarding nurturing, branded portals, etc.

SOME EXAMPLES
Customer Onboarding Hubs – create content tracks with onboarding guides, video tutorials, and FAQs tailored to new customers
Cross-sell/Up-sell Support – deliver personalized content experiences highlighting advanced features, complementary products, or upgrade opportunities
Resource Centers – build dynamic, personalized resource centers that drive deeper engagement

Advocate

Creating an Advocate is the ultimate goal for post-purchase bottom-of-the-funnel stage to drive new opportunities at the top of the funnel. Similar to Experience, typically, content includes user documentation, webinars, customer case studies, podcasts, onboarding nurturing, branded portals, virtual events, etc.

SOME EXAMPLES
Product Roadmaps/Release Notes – create engaging, interactive product or solution roadmap experiences
Resource Centers – build dynamic, personalized resource centers that drive deeper engagement
Restricted Access Content – create personalized, co-branded content hubs with case studies, webinars, or blog collaborations restricted for approved users

Whether standalone or coupled with a marketing experience platform (for example, Adobe Marketing Cloud, Braze, Oracle Marketing Cloud, or Salesforce Marketing Cloud), Relationship One helps companies enrich their marketing strategies with the PathFactory intelligent content platform across the buying journey.

Our Services

Strategy

Content Strategy and Journey Acceleration

We work with you to analyze your buyers, their behaviors, and their needs at every stage of their experience with your organization. From there, we will work with you to build a content framework that drives engagement and action.

Implementation

Intelligent Content Across the Funnel

Armed with a team of strategists, consultants, and production experts, we help you implement and succeed with the PathFactory platform to enable your content strategy, build ABM programs, enhance your nurture orchestrations, drive website conversions, and enable your sales team.

Acceleration

Connected Technologies for Connected Experiences

With our extensive experience, we’re in a unique position to integrate your customer’s content consumption and analytical data across multiple technologies. We work with you to integrate rich and actionable data for deeper personalization and messaging across your channels.

Ready to elevate your marketing with PathFactory? Let’s talk!