Podcasts about pathfactory

In this informative episode of Scrappy ABM, host Mason Cosby sits down with Pete Lorenco, a seasoned expert from PathFactory, to explore the foundational aspects of setting up and running an effective account-based marketing (ABM) program. They delve into strategies for identifying target accounts, tailoring content to meet specific client needs, and the crucial metrics to track ABM success.Key Moments:(02:48) How to determine and select target accounts for an ABM initiative.(05:52) Best practices for choosing distribution channels to reach the target audience.(11:03) Tips for creating content that resonates with specific accounts.(19:53) Discussing how to effectively measure the impact and success of ABM campaigns.(25:33) Common challenges and unexpected roadblocks in ABM implementation.(30:39) Simplified metrics to evaluate ABM performance without needing advanced tools.Guest Bio:Pete Lorenco is a marketing strategist at PathFactory, known for its robust content insight and activation platform. He specializes in the development and execution of ABM strategies, with a proven track record of enhancing engagement and boosting sales pipelines in diverse market segments. Pete brings a practical approach to integrating ABM tactics with broader marketing goals, providing listeners with actionable insights to optimize their marketing efforts.

Data-driven content marketing is your ticket to superior revenue performance!Forget the old playbook—it's time to harness the power of intelligent content operations and AI-driven insights to revolutionize your marketing strategy. In this electrifying episode, Christine Polewarczyk, SVP of Product Marketing and Research at PathFactory, unveils the secrets to turbocharging your content engine. Discover the essential tactics for effective tagging, the critical elements of content operations, and why AI is set to transform your marketing landscape. Christine's roadmap will empower you to fine-tune your content strategy and outpace the competition with precision and innovation.In this episode, you'll learn:Why meticulous attention to content metadata is a game-changer and how to implement it effectively despite its perceived tedium.The four phases of content lifecycle management—planning, production, promotion, and performance—and how to evaluate and improve your organization's maturity in each.How to capture, analyze, and apply content engagement data to refine your marketing approach, improve personalization, and drive better business outcomes.Jump into the conversation:06:41 The evolution of the content model. 12:41 Leveraging sixth sense data to personalize content.13:34 Track engagement to understand audience and buying signals.21:10 How to manage content effectively and intelligently.23:26 How to adapt to technology over time.

Christine Polewarczyk is the Senior Vice President of Product Marketing and Research at PathFactory. Prior to PathFactory, Christine was the Vice President and Research Director of Content Strategy and Operations at Forrester. In this episode, Christine delves into the evolving landscape of content intelligence and the pivotal role of AI in shaping the future of marketing. Drawing from her rich experience at Forrester and PathFactory, Christine emphasizes the importance of content transformation in a digital-first world and offers insights into building a comprehensive AI roadmap for marketers.

In this episode of Sunny Side Up, host Devan Cohen interviews Amy Vosko, VP of Revenue Marketing at PathFactory, about sales and marketing success in today's market. She emphasizes the importance of technology to bridge gaps between teams and align resources. Amy also highlights the need for both sales and marketing to target audiences and prove their methods through a methodical BO process. She advocates for a holistic approach to account-based marketing (ABM) and emphasizes the importance of using smart signals for effective decision-making. ABM can be used to retain and expand existing customers by creating bespoke conversations and addressing their needs effectively. Amy encourages having a supportive professional community and giving back by mentoring others. Connect with Amy Vosko⁠⁠ | ⁠⁠⁠Follow us on LinkedIn

This week our host Brandi Starr is joined Helen Baptist, a COO and member of the executive team at PathFactory.  Responsible for all revenue and customer satisfaction, Helen also leads sales, marketing, partnerships, and customer experience and is the executive sponsor of the DE&I committee. Helen started her career as a secretary and has held numerous GTM team positions, including marketing, customer success, and business development, allowing her to bring an end-to-end view of the customer journey to playbooks she has developed and deployed.In this weeks' episode, Un-Siloed - Leading a Single Revenue Team, Helen and Brandi deconstruct the silo through the lens of Helen's unique role as a COO who owns all of revenue.  This 35-minute guided tour to creating a successful post-sale experience in the customer journey is one you won't want to miss! Links: Get in touch with Helen Baptist on: LinkedIn Twitter Instagram Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

In this episode Benji talks to Helen Baptist, Chief Operating Officer at PathFactory. Discussed in this episode: The core components of content intelligence The power and complexity of a content audit The future of content as a key converter

Any brand can say they're “the best” at something. But revenue intelligence platform, Gong, aims to be recognized for a different KPI.In this episode, Gong's Head of Content Strategy, Devin Reed, joins Amy Woods to discuss the content strategy that's helping Gong stand out from the SaaS crowd. Amy Woods is the CEO and founder of Content 10x, the world's first and longest-running specialist content repurposing agency that partners exclusively with B2B tech and professional services businesses.Devin shares how his sales experience has impacted his marketing approach, his content wins and mishaps, and his advice for content marketers with limited time on their hands.Find out:The role of outsourcing in helping Gong scaleThe blog post idea that turned Devin's sales-content perspective upside downWhat happened when Devin's content prank worked TOO wellImportant Links & MentionsGong: https://www.gong.io/ Devin's LinkedIn: https://www.linkedin.com/in/devinreed Devin's newsletter, The Content Strategy Reeder: https://newsletter.thereeder.co/ PathFactory: https://www.pathfactory.com/ Content 10x: https://www.content10x.com/

Finding the right marketing leadership position is difficult (to say the least). You must have alignment with the CEO and executive team from the get-go. And it's even better when you can follow them from one opportunity to the next.  Now in her third opportunity with the same CEO, Helen Baptist from PathFactory discusses not only how to find the right leadership role, but also how to manage that change from within that so often required in a turnaround situation.Whether you're in the process of finding a new marketing leadership opportunity or putting out fires in your current one, Helen offers the following gems in this episode:•Positioning yourself correctly for the opportunity•What to do first in a turnaround situation•Rooting out toxicity• Buyer centricity to break down sales and marketing silosLet me know what you think! Thanks!Resources for SaaS ExecsRecently closed a funding round and need to ramp growth?Check out our comprehensive "scale-a-saas" guide:Think your website could generate more leads?Get our inbound lead generation self-assessmentWant to be a guest on SaaS Backwards?Click to meet with Ken Lempit to talk about an episode.SaaS Backwards is a free service to the SaaS community. 

In this podcast episode, we interview Cassandra Jowett, Senior Director of Marketing at PathFactory, a B2B intelligent content platform.  Cassandra shares how her passion for content marketing led to her joining the PathFactory team, and how the platform helps B2B companies connect content to their customers and create experiences to grow revenue.  She also shares how PathFactory takes personalisation to the next level, and the importance of understanding what's in your content library. 

When LinkedIn came out with its report in 2020 that showed that 44% of organizations are facing significant declines in responsiveness, we at Personal ABM mentioned that it was not pandemic related. COVID may have exacerbated the situation but it's because we need a new way to market and sell to prospects. Recent studies from Challenger, support the claims that Kristina Jaramillo and Eric Gruber made last year. Despite many companies rebounding in 2021 and despite sales and marketing teams increasing their prospecting by more than 5%, more than 50% of respondents mentioned that the biggest barrier to getting deals done is getting prospects to respond. On this podcast, Tom Pisello (Chief Evangelist at Mediafly) and host of the Sales Evolved Podcast and Eric Gruber (Personal ABM CEO) discuss:1) How we need to be much more relevant and important to a much fewer set of people than this mass industrial-scale attitude we have today where it's about as much outreach, activity, and opportunities as possible. 2)  How we need to improve messaging, develop new content to present it, and engage with a broader group of customer stakeholders to share it if we want to get greater market access. 3) How marketing can shift content and carry the internal conversation for sales. You must remember that only 5% of the decision-making journey takes place with the seller in the room – and in the room with the seller is a small subset of the buying committee. 4) How you need to build your storytelling and integrate it with your content and messaging to answer the questions "why change", "why now" and "why you."After you listen to this podcast with Tom Pisello, you'll want to check out these additional resources to help you with your ABM content and storytelling:Rebooting the Stories That Sales and Marketing Are Telling - A Podcast Conversation with Carrie KellyWhy Content Does Not Support ABM Nor Sales – Eric's article on Content Marketing WorldRehumanizing Sales and Marketing – a Conversation with BombBomb's Ethan BeauteRebooting Content to Support ABM, Sales and the Customer Journey – A Conversation with PathFactory's Cassandra JowettRebooting Content Performance Panel

Carrie Kelly (CMO)  led marketing programs at some insanely innovative places. Cisco, Ericsson, Nortel, CA Technologies, and now CriticalStart, a high-growth, Cybersecurity company that challenges the status quo across the managed detection and response market. Throughout her career, Carrie built global marketing campaigns and demand generation programs that have yielded millions in revenue. She kept customer acquisition costs low and steady, and growth objectives high. And yet, despite constantly being surrounded by technology, Carrie never forgot that we're all just people trying to connect with other people. And the best way to do that is through a story that's authentic, compelling, and above all, meaningful. On this podcast, Carrie and Personal ABM CEO Eric Gruber  discuss:1. What's wrong with the stories that sales and marketing are telling - and how we are speaking "at" accounts and "at" people vs. "with" accounts and people.2. How there's more to the buying decision than "how will this solution help my company" -- there's a personal reason behind every decision that we as sellers and marketers need to connect to.3.  Why prospects do not see themselves in the stories that sales and marketing are telling? 4. How we are losing the "selling conversations" in our buyers' minds and how we should be using stories to challenge the status quo.5. How you need stories for each part of the customer journey, including after the close as we work to retain and expand key accounts.6. How we should be teaching for differentiation through our stories, content, and messaging.7. What are the stories and content we should be using in the middle and bottom of the journey where accounts are stuck -- and what are the stories and content we should be using to drive adoption, retention, and expansion.After you listen to this podcast, you will want to check out these additional resources:Why Content Does Not Support ABM Nor Sales - Eric's article on Content Marketing WorldRehumanizing Sales and Marketing - a Conversation with BombBomb's Ethan BeauteRebooting Content to Support ABM, Sales and the Customer Journey - A Conversation with PathFactory's Cassandra JowettRebooting Content Performance Panel

You've invested the time and money to create great marketing content. How can you use it to directly influence customer experience and drive pipeline growth? This week on The Inbound Success Podcast, PathFactory COO shares her perspective on how brands can create content experiences that improve the customer journey, shorten sales cycles, and close more deals, faster. With so many brands now investing heavily in content and inbound marketing, there's a massive opportunity to do more with our content. That's exactly what PathFactory is solving for.  Check out the full episode, or read the transcript below, to hear what Helen has to say. Resources from this episode: Visit the PathFactory website Follow Helen on Twitter Connect with Helen on LinkedIn Email helen at helen [@] pathfactory.com Transcript Kathleen (00:00): Welcome back to the Inbound Success Podcast. I'm your host, Kathleen Booth and today I am excited to share that my guest is Helen Baptist, who is the COO of Path Factory. Welcome to the podcast, Helen. Helen (00:26): Thanks Kathleen. I've long admired you and your, your journey. So I'm thrilled to actually spend some time with you. Kathleen (00:32): I feel like this is incredibly overdue because I have known you for a really long time and you are doing just amazing work as a marketer. Path Factory is growing like gangbusters, and this is a classic case of, of, I, for some reason it has felt like I must've already interviewed you, but I didn't. And so when I finally thought about it, I was like, how have I not had her on this podcast? So it's about time. It's about time we did this. Helen (01:00): Yeah. And likewise, I've followed you for a while and I, you know, you're, you're a mighty woman in terms of the things that you do. And I admire you across the board as a single contributor, you know, first person in on a company I'm doing all the marketing that you're doing and coordinating everything and then, you know, standing up podcasts and keeping that running and, you know, your posts on LinkedIn are prolific and I aspire to be like you one day, but I just don't have that kind of, and with an energy is what I would say. You're probably a lot younger than me. Kathleen (01:30): I actually, I don't think so. I think I'm, I think I'm just crazy. I bite off more than I can chew all the time and whatever I, then I have to figure out how to swallow it whole yeah. You muscle through. But but you're so sweet to say those kinds of things. And I am really, really excited for our topic today because I feel like my audience has a lot of people in it who are pretty experienced with marketing. And I always tell my prospective guests, like the basic topics don't do well with these people. They know what they're doing. Like they, for example, content marketing, this is an inbound marketing podcast. They know a content marketing is they are producing content. And so I always love when I get to talk to people who enable me to dive in a level deeper and, and really think about kind of, so you've mastered the basics then what, right. Kathleen (02:18): And that is totally what this is about because you guys do some interesting things at Path Factory. The product is interesting. So I'm going to ask you to just start out, first of all, by sharing your story, because you're a unique guest in the sense that you're not just a head of marketing, you're a chief operating officer who, who is also a head of marketing. So if you could talk a little bit about yourself and your journey and how you wound up doing what you're doing, but then also tell us a little bit more about what Path Factory is. Helen (02:44): Yeah. And I, I think it's an interesting perspective because I actually started as a secretary at an advertising agency. Kathleen (02:50): Oh my God, it's working girl, the movie. Yeah. Helen (02:53): You know, I'm not going to start singing, but you know, I think the the, the, the rise to where I am has been a long journey and there've been a lot of people who've lifted me up and helped me get there. The, the, you know, the first position after being a secretary, I helped with RFPs, believe it or not at the agency, we won Ikea at the time, back in late early nineties. And th you know, this idea of one-to-one marketing or direct marketing as it was called back then in the true sense of, you know, it wasn't male, right. Primarily really fascinated me because it was below the line in terms of it wasn't all TV advertising. It wasn't meant it was measurable. Right. And so my career has really been around things that are measurable and outcomes that you can actually point your finger to, and be proud of. Helen (03:45): Like, yes, it's great that you have a TV commercial, but what, what did it actually do for the business? And so that was my passion coming into this arena when I first joined. And that's exactly what I do now. Right. I think that the difference now is that I see the entire customer life cycle from marketing through to, you know, customer success and churn, which is like acquisition to out of the back door and stopping the leaky bucket. And how does that infinity of going back and forth really play together so that you can scale your organization so that you can become these growth machines that the, you know, the, the, the private equity and the VC firms are looking for. I'm not in the legend status of some of our colleagues in the, you know, the CMO coffee talks, but I have a pretty good track record for the investors. Helen (04:33): This is my third ride with the same CEO. The same PE firm has jettisoned us in and you know, really helped break down silos that really exist between marketing and sales and CX so that we can be much more fluid and grow the business organically with the ones that we already have customers we already have, but then acquire new logos based on the successes of what we, what stories we have. So that's kind of the view that I have and rev ops reports to me, BDRs report to me like, Oh, the whole revenue bag I carry as a burden for the organization, but, but, you know, I'm proud of the team. We've, we've had record busting quarters, four quarters in a row. Our retention rate is through the roof both on gross and net and, and, you know, that's a Testament to the team that's behind me and working with me and it's a team effort. It's not just an individual sport kind of thing. Kathleen (05:31): I was going to say, how do you handle all of that? Because I know it can be challenging enough just being the head of marketing at a company where growth expectations are really high, but you're heading up marketing sales and customer success or customer experience. So how, I mean, did you, did you do stints in each of those areas? Like how did you get to the point where you were able to effectively oversee all of that? Yeah, I think it goes back to Helen (05:58): Agency land, right? I did marketing for customers. In my earlier days, I ran loyalty programs for British airways as, as their vendor, if you will. And some other major companies I've been out on the client side, I worked as a consultant for AARP, and I was an employee there for awhile, large organization for people over 50, because I was going to be 51 day and thought I could change the world. And anyway, that's come and gone 50, by the way, Kathleen (06:26): Let's say it's 50 felt like it was really, really, really far away until it wasn't exactly. Helen (06:33): And then hit 55 and it's even more further away. The, the other side of it is, is, you know, on the CX side, you learn that from managing relationships when you're on a bet, you know, when you're a vendor or a partner the, the one thing that is really interesting is tying the sales motions with the CX motions and really understanding the interplay and the levers that you can pull to really drive organic growth. You know, customer advocacy, customer marketing, I think is probably one of the most underrated marketing functions, and probably the least respected in terms of, you know, everybody's looking for DG people or, you know, ABM people or whatever that, that's what the market is hot for. But I think this idea of really leveraging your customer base to tell the story for you versus you shouting that we're the best is the way that we've grown a lot of our business. Kathleen (07:29): That's so great. So, so tell me a little bit about what Path Factory does. Helen (07:33): Yeah. So Path Factory is currently known as a content experience platform. You know, we serve up frictionless content experiences that, you know, people can consume as much content as they want. We know people are doing research to buy things. Our customers are B2B marketers, and they're trying to provide an, an, an experience that allows me or you to explore as much as we want to, as frequently as we want to, and then know where you are in the sales cycle. So there's these, there's these intent databases that we can buy, right? That are, what did you look at across the web? That's a source of intent, but I think this idea of what topics and you know, taxonomies are you really looking at really tell you where you might be in the buying cycle? I, you know, one of our big customers or our big customers are Cisco, Adobe, Oracle, these guys are selling multiple products and how do they know what sales motion should play? Helen (08:28): Right. they, they manage their partner relationships through us. So they they're really, you know, serving up the right content at the right time and the right stage of the buying cycle or the customer life cycle or the partners life cycle, or even the employee life cycle with people using us for HR engagement as well. And so I think this idea of, you know, making sure that your omni-channel and understanding your content and what's how it's performing and how it's driving revenue really is like the ultimate. We can put all the outbound messaging we ever want, but people have to consume something. Right. and rather than stopping at a dead end or a form, let's, let's do some testing around how far do we let people read a white paper, a Gartner report? Yeah. I said Gartner you know, how, how far do you let people read before you engage them with a form, if you want to use forms. Right. so this idea of really testing and learning where people are and how much information you can collect in the life cycle, that their content journey with you is what Path Factory helps. Kathleen (09:37): So, as I listened to you talk about this, what comes to my mind is that, and you tell me if this is accurate, it sounds like you guys are like the Netflix or the Spotify for content in the sense that, like, I go to Netflix and Spotify and it's watching what I'm doing. And it's then using its artificial intelligence engine to like dynamically serve up something that makes sense as a next step. And it sort of, it, it like incentivizes me to binge to like go down that rabbit hole and follow it wherever it's going to go. And is that, is that fairly accurate or, Helen (10:15): Yeah, I think that that's the one side of the coin that we offer, and that has been our primary emphasis. This idea of an intelligent content platform is where we're moving towards and this idea of really understanding the construct of your content, the attributes of your content. So if you go and buy, you know, a can of Coca-Cola, you know, all the attributes of that can of Coca-Cola, there's called what's called the, you know, the, the nutrition panel is on there. And so you really do understand the construct of that can of Coca-Cola in terms of what's in it, most marketers don't know what's inside their content. And so this idea of really understanding the attributes of your content, the effectiveness of those attributes, are you compliant? Are you SEO for accessibility, for example, are you optimized for SEO for your keywords that you're picking? Helen (11:03): Does your content reflect that? And so this idea of really understanding your content much more holistically first, or even retroactively, because most marketers walk in and they've got hundreds of thousands of web pages and they've got thousands, right. And most marketers life cycle is what, 18 to 24 months. They better pretty ha have a pretty big impact pretty quickly. So this idea of you really don't know what's working and what it's made up of and why it's not working is where we're moving towards. I think serious decision, you know, and released a report recently that said 14% of CMOs understand what content they have, which is pretty scary, the amount of money that is spent on content, right? Whether it's a video, whether it's a syndication or whether it's syndicated content, or even your own people, writing content copywriters, as they were known back in the day now, fancy name of content writers you know, they, nobody really has this good handle on what is content and what is good content. And how long should it be sitting out there in public? What's the decay factor of your content is really the insights that we're starting to deliver for our customers. I'm pretty jazzed about it. We've stolen some plays from the CPG industry and applied those back into B2B markets. Kathleen (12:17): I think it's so cool because I have long felt, and I've been guilty of this that, you know, when you think about the Pareto principle, the 80 20 you know, I've, I have long believed that 20% of your effort should go into creating the content and then 80% should go into promoting it and, you know, going back and historically optimizing it and just like all the things you do with it once it's written. But unfortunately, I think for most marketers, it's probably the exact reverse. We, we pour a ton of time and attention into creating it. And I mean, guilty as charged, I'm doing that right now, but that's also because I'm kind of early on at a company and we have to sort of now it's about building the foundation, but, but there, you know, a couple, a couple of companies ago, I was working at impact, which is where I first met you. And there is a place that has tons and tons of content. And I, you know, I'll give credit where credit is due to Bob. Who's the CEO there, he's always had a big emphasis on things like historical optimization, but even still, it's very hard, even when you have a strategy to do those things, it's very hard to keep track of it all. And it inevitably becomes an insanely manual process. And so having a tool like this that can kind of figure it out for you is huge. Helen (13:27): Yeah. And think, think about it like a content audit, right? Like baseline your, do you have alt text on your OG images? Do you have actual titles on your OG images? Like, do you have OG images on your, your assets that you're trying to use for digital and and so this idea of kind of really baseline understanding of what you actually have and is it optimized for step? Is it too hard to read? What's the readability score? And then the topics of taxonomy that are below that and what, how much content do you have in a word cloud in one topic, are you overloaded versus where you want to go? And so this idea of really optimizing logically you know, the content that you have is something that we're working towards. I think the, you know, I think we were on a coffee talk one time, and one person said, well, we have 240,000 pieces of assets, assets of content. Helen (14:17): And there was a 2005 price list on there. That's not really relevant for my sales team so, so like, how do you make sure that you are decaying, what you should decay? And you are understand when the lifeline is what the lifeline is. A lifespan of that piece of content is I was talking to my product manager the other day. And he said, you know, I, when I was at, you know, the company before this, I was the marketing manager and I'd paid lots of money to syndicate a white paper. And it was $80,000. And I got two leads out of it. The decay on that was two days I should have just stopped paying for it. Instead we went and renewed it again. And so had I had that insight, I would have stopped and saved myself $80,000 and applied that somewhere else. So did he buy it properly in the first place? Probably not. Cause he didn't look at it in relation to what other things were working for him. So I think, you know, content is kind of a, it's not something that people talk about a lot. We talk a lot about the motions, right? DG, ABM, but what is actually behind that is structured content data. Kathleen (15:25): Yeah, and you pour your heart and soul and your money and your time into creating it. And then if you don't take advantage of it, shame on you. Right. it, I'm curious to hear you talk about like, as somebody who oversees also customer experience and sales, you know, better than anyone, you know, from a marketing standpoint that all of this content creation is in service to those two things, right? Like it's about the customer journey and it's about driving pipeline. So I would love to hear a little bit about how you in your marketing have, and I'm sure you're using some of your own tools, how you have handle that and what your approach is. And side note, if it sounds really crazy while we're recording it's because all of a sudden in April, there is a, like a tiny hail storm happening. So there's like a lot of noise outside my window. So if you're listening and you hear this thunderous sound, that's, that's what it is. Helen (16:21): You can't hear it. So maybe it's not being picked up, but I'm sure that you'll be safe with a, with a hailstorm in April. Is that an April fool's joke? It's April 1st as we're recording. Kathleen (16:30): Well, that's a whole nother topic. Crazy, crazy weather. Helen (16:33): So I think the, you know, the first thing that I do when I typically go into an organization and cause I look at the customer experience from the outside in what is the customer journey that we are delivering. Once somebody raises their hand through to the time that they expire with us and expire is capital E not that they've passed away, but the contract is gone, right. I used to work at ARP and we'd talk about it anyway. The, you know, the, the, the really understanding the touch points and the impacts that you really want to have. So the first thing we do when somebody signs a contract with us is within 15 minutes an email from the CMO goes, Oh, sorry, the CEO goes to the stock, the contract signers on the, you know, the right contact roles inside Salesforce. Helen (17:20): That was a challenge in its own, right? Cleaning up data in the database so that you can do effective marketing. But I think this idea of not just customer marketing or, you know, dummy branded demand, let's put it up at the front there, whether it's ABM demand gen or traditional ways of doing things. But this idea of, you know, tying the two together for this contiguous sales motion, right. That somebody feels good at any given stage that we're in the sales motion with them. So part of our, our, our, our sale motion is we do a mutual action plan with the customer, and it's not to the end of the contract it's to the end of their first compelling event, whatever that is first campaign, they want to get out in the marketplace, but also for that individual, what do they want to get? Helen (18:05): Do they want to be on stage? So they want to speak so that we can leverage that for advocacy to fill our pipeline with stories from customers, right? So it's a sort of a self-fulfilling prophecy. The, the, you know, I can't do an AB test with, or without Path Factory at Path Factory. But I was a customer of Path Factory before I joined here at my last company at item master, which got acquired. And we've done some really cool work with some customers where we're actually tying CRM data to you know, be with Path Factory without Path Factory, to really understand the revenue impact for content engagement. When, when people do traditional marketing without Path Factory, we see a slower, slower closed, no loss closed, lost faster close, yes. When they use Path Factory faster, close, no, because, so then the rep can move on to their next sales motion set and sales attack, whatever they want to do. Helen (19:10): And we're seeing, you know, people really become creative around, you know, does it work for a specific segment, like my SMB, where it's it's product led growth. And I don't want to high touch with lots of sales reps versus an enterprise play, which is much more, you know, journal journalistic in terms of the journey that you're on with them. We, we understand completely which area of the funnel drives, which segment for us. So for example, for example, our customers who buy from us in the enterprise segment typically engage with at least two to three pieces of top of funnel content in over a period of two sessions versus you know, the SMB team is typically middle to bottom of funnel, creative content which, which is really interesting. It helps me make sure that we are building the right pipeline efforts to, to, to create demand and leads and contacts and that kind of thing for the two segments that I oversee. And that's, those insights are pretty profound when, you know, what kind of content people want and what makes them buy. Kathleen (20:26): So are you using the intelligence that you're getting out of it to develop your editorial calendar then? Helen (20:29): Yeah. And that, and I think that's the other part is what, what topics, what taxonomy is really resonating with a specific vertical or a specific type of customer or a segment, right. And, and those are the insights and Intel that, that content audit really can help us with and really is helping build kind of this more true marketing campaign, marketing calendar kind of thing. Kathleen (20:53): And do you, are you able to look at the data that you're extracting from the product in terms of actual content consumption habits? And, and I know you can like retroactively look and say, like, you just had like two pieces of content for enterprise, top of funnel. That's a good lead, but do you, is there any sort of almost predictive element to it where you're like, I'm seeing that this prospect is enterprise and has like started going down that top of funnel path. And so, Hey, that should kick off like some outreach from the sales team. Helen (21:26): It hasn't gotten to that stage, but that's the desired end goal. Right. I think the, you know, this idea of Netflix is, is that you have a destination that you go to and you, you get served up the right recommendations for you. So, you know, I don't do horrors. I do, you know, Downton Abbey. Downton Abbey and, and Reign, and, all those British dramas. Kathleen (21:47): Okay, so then recommendation, we're going to digress for one second. You should watch Home Fires. If you're into the masterpiece theater, Downton Abbey kind of stuff, Home Fires, great show. Helen (21:57): I'm writing it down. Kathleen (21:58): I'm giving TV show recommendations right now, but this is what we do in the pandemic, right. It's all Netflix and chill. Helen (22:03): Yeah. Well, not in the true sense, but anyway the, the, the idea that a sales rep can actually see what that person has consumed. Absolutely. That is one of our key differentiators. We have, you know, the ability to send alerts from our marketing automation platforms. And we do when somebody is a fast moving buyer where they've consumed the content criteria, scoring that we've set in Path Factory, as well as met the required that, you know, the lead scoring inside of marketing automation. But this idea of serving up the next best content is based on, you have to go to a destination at the moment, right? And so our website website tools functionality allows for that to happen in more, more and more real time. And I think we have like seven or eight different types of recommendation services based on the account you're coming from, based on people like you, meaning you're coming with firmographic data not necessarily account, right? Helen (23:02): So people who are in, you know, $50 million companies or even industries. So this idea of serving up content based on your history, based on what you've viewed in the past, there's lots of different ways. Those recommends can work, how you serve them, how you manifest them can be done. Two ways with us. One is out of the box. We have to, you know what I would call PR web promoters, one's called guide. One's called concierge more like a resource center page. Th the other is the, we have an API. So for large enterprise customers, we know that they're not going to buy those out of the box visualizations. They have their own CSS. So we are going to serve them up an API that they can then create, we'll get the engagement data back. We'll tell them what kind of contents working for them. Kathleen (23:47): So I love the idea of this, and I can totally see the use case. The one question I have is like, when you first put it in place, I'm like, I'm going to put my hat on as though I were still back at impact where we had tons and tons and tons of content. Like if we decide we're going to put Path Factory in place, we want to do sort of more of a content driven customer journey. How hard is it to set up? Because it, like, I am, I can see on the one hand, it could be amazingly difficult where you're like, we have to classify all this content and, and tag it to different buyers or stages of the buyer's journey. Or is it like all automatic magic, press the button, does it for you. Helen (24:24): Well there's two there's two ways, right? Helen (24:26): Obviously data ingestion, content ingestion is, is our core competency, right? We've been around for 14, almost 14 years, I think. So understanding content is really one of our core competencies to set up is, I mean, it depends how far you want to go. We do crawl walk runs, right? Depending on the severity and the, and the maturity of the marketer depending on whether they want to integrate with their marketing automation platform, depending on whether they want to integrate with their CRM, there's all these other considerations, but to get going, it's pretty darn easy, especially if it's your website, it's a tracking script. And you know, that's, that's a JavaScript copy paste out of our, our platform and put it on your pages and away we go, we can scrape your data and understand that we can also understand how your, your visitors known or unknown are tracking against that combine the two together. And it becomes very powerful, but this idea of really understanding your content is the first step. And, and a lot of customers don't know that because it's relatively new concept. So we're, we're, we're testing it out right now. And I'm pretty psyched about the possibilities of that stuff. Kathleen (25:32): I mean, why I get so excited about this in part, because I'm just a big marketing nerd, but also in part, because I, I do talk a lot publicly about how I believe that marketers need to think more like media companies and like your con, you need to treat your content like a product. And, you know, it's funny because like the media world is struggling. Journalists, journalism is struggling, but I think it's for the opposite reason, like they have great content, but they just don't have like the marketing mindset that, that we do. And I feel like if we could all meet in the middle, we would have the perfect organization. But you know, and when I was at impact, I was working on just that building a media company around a company that was selling B2B products. And what's interesting to me about this is at the time I really struggled as head of marketing because like, I got the need to think like a media company, but there were not software tools available to me to support my ability to do that. Kathleen (26:39): So I had marketing automation in place, and that was great. But one example, like it didn't let me generate reports of content performance by author, which like blew my mind. I just, that was such a, it's such a small detail, but I was like that, that is odd that they don't do that. And it would be insanely useful. Cause I had a lot of writers working with me and I was like, I just want to be able to report to them how their content is doing. So that was like, that was the thing that initially kind of caused me to go out, searching for another solution. And then as I started doing research into all these different platforms, I realized how much more there was that I was missing out on in terms of reporting on what my content was doing for me. You know a lot of what you mentioned, like really, how is it contributing to pipeline? Kathleen (27:25): What is this? This also blew my mind because I've been a HubSpot user forever and, and HubSpot has all the data to basically tell you if, if it wanted to, what a closed won customer's content journey was, right? Like, you should be able to clearly see that. And you can, if you, if you like manually go into each customer's timeline, but who's going to do that, especially when you're operating at scale. And so this is one of the reasons I love talking about this because the need has to me, at least so clearly been there for so long. And it's fascinating that nobody has come in to fill the gap, but it sounds like that's what you guys are doing. Helen (28:03): Yeah. And I think the key is, is that there's these early adopters, you know, the Jeffrey Moore book Crossing the Chasm. Right. And I think of you as in that early adopter and really, you know, leaning in forward edge thinking woman, I, I think people have taken content for granted. It feels kind of like the ugly stepchild that nobody pays attention to, but it's kind of the sexiest thing that people put out. Right. and, and it really is definitive of your brand and the personas that you are talking to and, and who you want to be as a brand as well. And yet people don't know what's effective or working. And it drives me crazy that, you know, I've got people creating content for the sake of creating content because we need to build pipeline. Well, what content should we build? And I think this is this idea of sitting between kind of the CDPs. The CMS is right. The content management systems, the DAMs, even sitting between those and the activation layers, whatever you want to call that, whether you want to call that marketing automation platforms, ABM platforms, even us to some degree, we're an activation layer, but this middle piece in between what is my content finished artifacts and what do they look like and how good are they and how do they perform is not really owned by anybody at the moment. And that's what we're working towards. Kathleen (29:29): Well, and I think I'm just guessing, but I would be willing to bet that there are probably a lot of marketers that actually don't want to answer that question because they're not going to like what they see. Like when you talked about content kind of not getting the attention it deserves. I totally agree with you. And I would liken it to like, the approach we've taken with content is somebody once told us we should do it. Right. And so as an industry, I it's like a game of darts. We were like, somebody said, you should play darts. And so we went and we got to the dark board and we picked up a handful of really pretty crummy, cheap darts that don't work well. And we took the handful and we threw it, all of them at the board at once. It's like, okay, check. Kathleen (30:10): We've created content. I'm done. Now make it rain. Right. yeah, I would venture to guess it's sort of the same conversation that happens around when you talk to marketers about, do you want to be judged on the revenue or in the pipeline you drive, or do you want to be judged on leads? A lot of marketers are like, don't open that can of worms. That's going to start a whole conversation. I don't want to get into. And and, but it, but it reinforced not talking about it reinforces the status quo, which is, there's a lot of really content out there. Helen (30:45): Yeah. And I, you know, this idea of revenue marketing as opposed to, you know, to demand generation and then customer marketing as two separate entities. My purview is it's revenue marketing. It doesn't matter. It's sales and marketing together to the end of revenue. And I put sales, you know, CS does, has CS customer success has responsibilities for bags too. Right. in terms of carrying a bag on that, you know, the, the, the retained revenue, if you will particularly in a SAS model. And, and so this, to your point, my, my, my hypothesis is that there is a FUD out there that CMOs won't admit to, which is, I don't know if I really want to open that can totally, what is my content, right? But I think if you can do it in a safe and prescriptive way that they can then make informed decisions on, around building their revising, revitalizing, optimizing their content strategy, sunsetting things that are not working quietly, without everybody knowing that they're sunsetting them paying smarter for contents indication, they become a more efficient. Helen (31:52): And I think that the impact is both top line and bottom line. They're spending how much money with writers, creating content to what end, you know, I was talking to a customer at an enterprise account the other day. And he said, I have spent more than $5 million already this year on content creation. Wow. And that kind of blew my mind. Cause you know, I work with small that's company just on content. Right. And, and, and I was like, so how do you know what's if he says, if you could tell me what was efficient and effective, I would love you forever because I could slash and burn and put, do outbound activation stuff. So there's this, this two-sided coin of driving top-line and saving on the bottom line. Right. Cost efficiencies in this play that we've got. Kathleen (32:41): I was going to say, I like, I know it works and I know it's worth investing in because I have, I mean, heck I've interviewed a ton of marketers for this podcast. I've heard a lot of stories, but then I've also done some experimenting on my own. And I've seen countless examples of people who have like done away with 70% of their blog content because they know it's not serving them and it's not performing and they sunset it, as you said, and then what's left actually performs so much better because it's all high quality, it's all directly into the pain points and the challenges of other, other audience. And so like what a, what a low hanging fruit way to get better results. It's like, it's like Marie Kondo saying your, your content. Helen (33:26): I, I, I think, I think it's, it's twofold. It's making sure that what you do have is discoverable first and foremost, is it hidden so far down in back channels of the, the, you know, the dirt dirty dark alley of blogs or is it a discoverable in its own? Right. And is it valuable? And if it is valuable, then bring it up in discoverability. Right. And, and SEO optimized based on the keywords and the taxonomy that are in there. So I think people, you know, have really what effect story I'll, I'll expose some dirty laundry. When I first walked in, I was like, what content do we have? And it took somebody like, like two months to do an, a content audit. And now if I could run this scraper through your CD, your, your CDP or your CMS, I can give you an answer tomorrow which is kind of, and it's all in dashboards and it's, it's, it's a proof of concept for us and it, but it's pretty darn exciting. I saw some stuff the other day on, on, on our website and it's profound that, you know, the number one word in the cloud in the, in the, you know, the word cloud is landing page. That's not relevant right. For the buyers. So how do we make sure that we have the right words that are, you know, the most prominent ones across things that we're putting out there is awesome. I'm pretty, pretty excited. Kathleen (34:47): I just love it. I love it. I love, I love stuff like this that like makes it easier to do your job while also like it's like helping you squeeze more juice out of the orange that you already have. Helen (35:01): Yeah. And I think it's too full. Like for me, there's like three steps in this lifecycle of content, right. First is really understanding what you have the content audit. So, you know, what's the, what's the nutrition label, look of your product. What's the discoverability, what's the SEO optimization path for that content that you have? Is it accessible? Do you have the right alt text on, do your, do your, you know, do you have old texts? The second part is, you know, this idea of content performance in its own, right? So content performance is which content is working in which content is resonating with whom demographically from a graphically, et cetera, et cetera, right. Known and unknown. How big is your buying committee? We can see who's consuming what by account. And then the third is your content revenue performance. What content is driving your revenue for you? So tying that to CRM data really allows us to then start to be laser-focused in terms of what to put into the content hopper, what to remove and when to remove it in the licensing. Kathleen (36:06): Cool. This is so exciting. I have a feeling, a lot of people listening are like their ears have perked up, and they're thinking about all the past possibilities of using something like this. And so the question I'm sure everybody has been asking is like, who is this right for? You know, and is it, is it a, an enterprise tool? Is it something that smaller businesses should use like an end or is it, is your applicability as a customer determined by the volume of content you have? Or how do you determine that? Helen (36:37): I think it's all of the above. I think, you know, we have, we have a ton of SMB customers who are using us today, who aren't doing this content audit piece yet. Like I said, proof of concept, it's coming, stay tuned. But this, but we have a lot of people on our platform who are running content, who are either manually curating based on their best intuition or they're using our AI technology recommending a Netflix. And I think the other part of it is our activation side has three levels of activation, right? We have this website tools that I talked about, which is always on recommendation, serve up your content the way you want to understand the journey, et cetera. We have our legacy platform called module called campaign tools, which is campaign centric. So send out an email, you social bounce people back to Path Factory pages, and you have the list of content that's applicable, either curated or manually or curated by a human or curated by the machine. Helen (37:34): Does it, the other part of it is when we, we had this ask from customers that want it to see this unified vision of my customer in my content journey. So we were asked to build a virtual event platform at the beginning of the pandemic, and that's not our wheelhouse, and there are a lot bigger companies in there. But I think the difference is is that people who are doing campaigns can now see whether somebody is coming for an event. They can see whether they're consuming the same content in two places, two experiences to, you know, to messages. And they can then see if they're seeing it on the website as well. This idea of a unified vision of your customer across all marketing channels. Kathleen (38:10): Yeah. It's a holistic customer journey. Not like, not like just the part of the customer journey that I care about. Yeah. Helen (38:18): And it's, and it's a complete comprehensive content journey too. So if you're serving up recommendations on one page or you serving up the same recommendation when they're doing a campaign, the answer should be no, they should be the next best or the most related to whatever that interest was or whether it was their history or their firmographic data. So this idea of, you know, serving up relevant content becomes much more pure in the way that you and I would think about serving it up as opposed to, you know, one-to-one in the 19, 1990s and two thousands with Don, Don peppers and Rogers, you know, peppers and Rogers. I worked with them, they were the, the grandfather and grandmother of one-to-one, but I think this vision is now really coming to life. Kathleen (38:56): That's really cool. The possibilities are kind of amazing when you think about it. I'm going to shift gears because we're gonna run out of time and I could talk about this forever. So I always ask my guests two questions, and I'm really curious to hear what you have to say first is that, of course we talk, this is the inbound success podcast. We talk all about inbound marketing, and I'm always interested to hear if there's a particular individual or a company that you think is really like setting the standard for what it means to be a great inbound marketer these days. Helen (39:27): Yeah. And I, I tried to look at it from two lenses. One was, what do I get? Right. But I've worked in MarTech. And so I'm a bit more cynical about what's coming into me. And then I, you know, the, the, I tried to look at it from a customer perspective, cause I'm always customer centric is the way that I look at the world. I don't look at inbound, you know, inside out I look outside in. And so I think, you know, a couple of our customers are doing some really great work and I'm going to shout them out. So Druva is a company that I really respect in terms of the work they're doing. They're doing some really nice things on their website. Druva.Com. Pragmatic and Pragmatic Institute. And a lot of people who are in product management probably know that company, they are the people that you can get your product management certification through. Helen (40:14): They've been doing some really cool things. They've obviously had to pivot from in-person training to online training and and change their business model. And I think that they've really adapted nicely to that and they still are growing which is a great sign on the, on the marketing technology side or as a, as a purchaser of software, I think there's a couple one would be gong. I think gong does a really nice job of, and, and Panda doc is another one for signatures and we don't use them. So I'll give them a shout out. They, they do a nice job of really making it human. And I think sometimes we get wrapped around the axles in our own terminologies and, you know, it's the, you know, you're creating a new category, you're creating a new topic or you're creating and we need to have the best terminology, but nobody knows what the hell you're talking about. Helen (41:07): Right? These two, these two companies do a really nice job of putting the human language, basic language that, you know, not Washington post or not the financial times, but it's kind of in between USA today and the Washington Post that the average reader can understand what they're trying to achieve. And I think this idea of, you know, really strong readability scores on content is where I'm laser focused is making sure people understand what we are talking about. I think people need to really sit back and say, is this language that, you know, my fifth grader or my, my five-year-old could understand if I explained it to them while we're pushing them on a swing or something like that, Kathleen (41:46): Examples, those are great. I'm definitely gonna check them out. And there's a few new ones in there that I was not aware of. So I'll put those links in the show notes. And then the second question is that so many marketers I talk to are insanely busy, overwhelmed, and they, a lot of them say that one of the hardest things is just honestly keeping pace with how quickly digital marketing changes, you know, just when you think you've figured out, for example, Facebook, you know, the algorithm changed, but what have you, so how do you personally keep yourself educated, stay up to date and stay current? Helen (42:19): Yeah, like I, I think I'm curious by nature. So I Google a lot. Probably the algorithm for Google is really messed up with me, but I think, you know, I have people who are on my board of directors, my personal board of directors, who I refer to who are not in the same industry at all. I think that that's important. So I have a friend, a very good friend who is the head of CRM and loyalty for Red Lobster. She's B2C. She's not in software. She buys from vendors. So I talked to her a lot. So she's doing some really fun things, obviously with Red Lobster going through the pandemic. And you know, I think there are different communities that I belong to as well. Obviously the CMO Coffee Talk and Last Sip Clubs are of interest to me. Helen (43:07): I belong to probably five other Slack groups that are not my core ballywick, so I belong to MOPS, right. I belong to Customer Success channel. Those are really insightful ways for me to crowdsource intel. But then obviously, you know, there are other books and blogs and things like that that you read. And, you know, you, you've probably heard the list, but I'm not going to spend a lot of time, but I, you know, at the end of the day core principles of operating are the things that keep it grounded for me. So we operate by two credos at Path Factory. Intelligent speed, which means you need to be 80% confident that the decisions that you're making are the right decisions for the company and for the customer and for you that there's no risk to any of those three parties. Helen (44:01): So 80% nobody's ever going to be perfect. So 80% competent that it's the right decision. So that means that gives us grace when there are changes to algos, to new new things, it allows us to test. Right. and the other one is level five leadership, which is Jim Collins' Good to Great philosophy, which is lead with humility. There are no egos at the door to check them. And I don't, and don't read my emails with Tom. I'm, you know, I'm, I'm straight to the point. It's about moving at intelligent speed. If I write. Yes, it means yes. If I write, no, it means no. But I think those two have served us well. They broken down the silos a lot. And, and the other one is not, everybody's invited to every meeting. Like those are the three big ones for us. In terms of you'll be invited when it's right for you to be invited, you'll be filled in and contextualized and, and we'll move from there. Kathleen (45:01): Love don't read my emails with tone. So much gets misread in written form. Helen (45:06): Yeah, I don't write them with tone. Sometimes I do, but then I don't send them. Helen (45:11): I let them sit for 24 hours and then I go back and clean up the tone. But don't read my emails with tone. Don't read my Slack messages with tone. Kathleen (45:19): So good. I'm going to use that. Well, I'm sure there are people listening who are really now want to learn more about Path Factory, or have a question and would love to connect with you. What is the best way for them to find you online? Helen (45:33): A couple of ways, Helen, Helen, at Path Factory. I'll put my email address out there, helen@pathfactory.com. I'm on LinkedIn, I'm on Twitter. I'm on Facebook. Facebook is personal, not professional. Twitter is opinions are my own, take them. Helen (45:52): I do post some business stuff on there, but I have an opinion or two about politics as a relatively new American. And yeah, I'm on LinkedIn. I'm happy to connect. We've got a great community of people who would love to talk to you about us. We've got advocates up the wazoo. NPS is through the roof. And so we're happy to talk to anybody who wants to learn more. Kathleen (46:16): I love it. Well, I'll all of those links to all of those profiles will go in the show notes. So if your listening, head there and you can connect with Helen, you can learn more about Path Factory, and you can check out some of the companies that she mentioned earlier that are good examples of inbound marketing. And if you are listening and you liked this episode as always, I would love it if you would head to Apple podcasts or the platform of your choice and leave the podcast a review. That is how other listeners find us. And finally, if you know somebody else who's doing kick ass inbound marketing work, tweet me at @workmommywork because I would love to make them my next guest. That is it for this week. Thank you so much, Helen. This was a ton of fun. Helen (46:55): Thanks Kathleen, for having me. I really appreciate your time and as always much respect for you and what you do. Kathleen (47:00): Oh, right back at ya. Helen (47:02): Cheers.

Cassandra Jowett is the Senior Director of Marketing at PathFactory, an intelligent content platform for B2B marketers. Cassandra is a “multi-disciplinary marketing swiss army knife” with more than a decade of experience, so she truly understands the challenges of marketing to marketers and the improvements to be made with content consumption.0:00 Intro 1:15 Conversation begins 2:50 Swiss Army knife 5:20 Hiring team member 9:44 PathFactory 11:20 Marketing to marketers 14:30 Content consumption in B2B 20:00 Forms, engagement-based forms 26:38 Conversations with companies 32:04 Website of the Future 32:42 Outro Get our newsletter and sign up to be on our waitlist!Cassandra: |Twitter | LinkedIn | Path Factory Follow Fathom:| Website | Blog | Twitter | LinkedIn

Nick Edouard is the Co-Founder and Chief Product Officer at PathFactory, an intelligent content platform that removes friction by delivering delightful and customizable content experiences. Nick is a passionate problem solver and discusses the core problem PathFactory is solving in the marketplace today. He also discusses how the B2B market and marketers still don’t quite know how to leverage the power of AI to do some of the heavy lifting in marketing. All of this and more, in this week’s episode!   Key Takeaways: [4:00] How do you move someone through different content channels by telling a story? [6:45] A lot of marketing leads never turn into sales. Why? [7:20] At the core, it’s a marketer’s job to connect buyers with information. We are matchmakers. [12:15] If he had to do it all over again, Nick would, but this time slightly smarter. [13:40] What’s been the most fulfilling aspect of Path Factory? [16:10] What lessons does Nick wish he’d learned sooner? [21:15] Nick’s advice for those who want to start a company? Make sure your marriage is rock solid and be sure you really love the problem. [24:50] Currently 18% of marketers are using AI in their role. [26:10] Do marketers really need to understand what AI does? [30:00] AI is underserved in the B2B Market. [34:25] What’s lacking in B2B marketing when it comes to the use of AI? Nick shares his thoughts. [39:35] How can content marketers best balance creativity and the data science behind it? [46:55] Nick shares his thoughts on the differences in culture between the UK and Canada. [51:15] Nick also gives his perspective on the differences in business culture across North America and the UK. [57:10] What is the “doughnut” framework all about? [1:03:45] Nick’s favorite interview question is: What’s one thing you think I should have asked you, but haven’t?   Mentioned in This Episode: Pathfactory.com Nick on LinkedIn Mark Opauszkyt on his flesh-earing disease & Sudden trip to hell

You know that voice in your head? (The one you’re using to read this sentence). It can be your best friend, but other times it can become a serious source of negative self-talk – one of the many effects of imposter syndrome. Maria Tribble, VP of Enterprise Sales at PathFactory, shares her relationship with imposter syndrome and how to kick the habit. You’ll learn why so many people in sales struggle with imposter syndrome, how it derails our true potential, and how to recognize your own triggers and hopefully....overcome them. Connect with Devin: https://www.linkedin.com/in/devinreed/ Connect with Sheena: https://www.linkedin.com/in/sheenabadaniConnect with Maria: https://www.linkedin.com/in/marialindtribble/

Since the pandemic started, virtual events have taken over for obvious reasons. Yet, anyone who has attended can tell you: Most virtual events could be better. The good news is that they can be. In this Takeover episode, Casey Cheshire speaks with Cassandra Jowett, Senior Director of Marketing at PathFactory, about how you can throw a virtual event that rivals — even surpasses — the real thing.

Marketing has many facets and every detail matters. Even the presence of the right brain and left brain thinkers in your marketing team can make a difference in the way your content turns out. Today's guest on Coffee with Closers knows everything about creating and promoting great content pieces and leveraging different marketing channels. Meet Chris Vandermarel, Director of Product Marketing at PathFactory and digital marketing expert with more than 10 years of industry experience. In this video, we're talking about all things marketing - getting real results from ABM (account-based marketing) technology, creating “snackable” content, building a seamless experience for prospects, and more. • What are some of the most effective demand generation strategies for a business? • Where to get started with demand generation? • What does marketing have to do with the way marketers think? • What are some of the best applications of AI in B2B marketing? Learn this and so much more in today's episode. Enjoy! -------------------------------------------------------------------------------------------------------------------------- ►Visit PathFactory website https://www.pathfactory.com/ ►Find Chris Vandermarel on LinkedIn https://www.linkedin.com/in/cvmarel/ -------------------------------------------------------------------------------------------------------------------------- This series is brought to you by OneIMS - a leading digital marketing agency helping businesses win new customers. ► Request your FREE marketing ROI audit at https://www.oneims.com/ ►Follow OneIMS online! Facebook:https://www.facebook.com/OneIMS/ LinkedIn: https://www.linkedin.com/company/oneims/ Instagram: https://www.instagram.com/oneims/ If you enjoyed this video, please share it. To make sure you never miss an episode of Coffee with Closers, please subscribe.

It's makeover time. In this live show, CEO and Co-founder of Directive, Garrett Mehrguth, and a SaaS marketing leader work together to build a strategy for a recognizable SaaS brand - as quickly as possible. The company will be randomly selected by spinning a wheel at the beginning of the show, and together, the two will craft a strategy for SaaS marketing leaders everywhere. Today's guest...PathFactory's Senior Director, Marketing, Cassandra Jowett!

Helen Baptist, COO at PathFactory, joins Dave for this episode of Revenue Revolutionaries.  Recently recognized as a Top 50 female leader in SaaS, Helen is a strong leader that shared too many insights to count. Helen and Dave discuss a wide range of topics including the importance of creating a workplace environment for authentic relationships, lifting up others who don’t look like you and embracing value-based selling to create the right customer relationships. Helen also shares some great ideas for how to stay engaged with your team during the pandemic. Episode Key Takeaways 1. Move at ‘intelligent speed’ - People need to be able to make their own decisions at low risk for the company and themselves, Helen calls this ‘intelligent speed’.  Authentic and transparent communication without ego makes it easier to move fast and produce results. 2. Customers put food on the table -  Customers make the world go around and it is so important to keep this top of mind ongoing.  The company owns the customer and the company gets paid by the customer so that it can provide for its employees.  A key question to ask: How is the customer receiving the team and company and how are we making it easy for them? Helen encourages leaders to ‘act like a customer’ when you joining a new team to fully understand the current state of the customer experience. 3. Lift up others that are like you AND not like you - Helen is an empathetic leader that stresses the importance of getting to know team members at a personal level. You don’t know a person from the outside, it so important to connect with people on a personal level so that you’re in a stronger position to lead and develop.   4. Give team members room to be authentic - Helen runs an exercise with her team to create an environment that encourages team members to open up and be authentic with other team members. The goal is to break down the walls between team members so people can get to know each other at a level that creates more trust and understanding.  5. Try new things to help team members feel connected -  The pandemic requires leaders to be creative.  It has created a new level of distance between teams and team members and leaders need to find new ways to stay engaged with team members.  She provides examples in the episode but the overarching message is that the new dynamics require leaders to invest more in finding creative ways to help the organization stay connected with each other to maintain relationships and culture. 

Maria Tribble is VP of Enterprise Sales at PathFactory. She raises flowers in her #5-9 and believes in the critical importance of kindness. We had a tough time recording this one because Maria had been previously recorded with Barb, before her passing, but the episode hadn't launched nor had we found it - so we re-recorded. 

Last year, Refinitiv built a nine-person ABM team dedicated to supporting their account team with 1:1, 1:few and 1:many marketing.  One of their most important initiatives included launching a 1:1 destination for key customer accounts to ensure Refinitiv increased its revenue, reputation and relationships with each customer through truly meaningful personalization. In this episode of The ABM Podcast, Jessica Krieger, ABM manager at Refinitiv, and Cassandra Jowett, senior director of marketing at PathFactory, share how Refinitiv is using ABM to strengthen relationships with key customer accounts. Christine, Jessica, and Cassandra discuss: How Refinitive aligned its ABM team toward a new product Defining success metrics when using ABM in customer marketing Personalization vs. scalability Words of advice for B2B marketers facing challenging times The ABM Podcast is co-hosted by Christine Farrier and Brandon Redlinger of the ABM Leadership Alliance. Never miss an episode by subscribing to the show on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Virtual events are a great alternative way to promote your product and discuss new concepts. However, they are not a cut and paste mold from in person events. They have to be adapted to keep your audience's attention and create the best experience. A Marketing Leader, trained Journalist, Speaker, Senior Director of Marketing at PathFactory, Cassandra Jowett, talks about how to reinvent virtual conferences to engage your audience and create a long lasting impact.   Takeaways: Uploading an on demand video of your virtual conference presentation is a good way to avoid technology issues and allow more reach to customers that cannot watch live. An on demand virtual conference experience is just as crucial as a live one. This is where you will get the event's longevity results and tracking evergreen content. When creating a video presentation, have the perspective that your events are long term resources. All the content you created is extremely valuable. Customers could use it as a reference to look back on when they have problems to solve in their business. Live events are a great way to get feedback on the content you are presenting. Implementing polls, having a chat moderator, and unmuting your audience for a round table can keep your audience engaged. Have multiple speakers at events to play off of each other. This will keep the audience's attention while not getting lost in the content.  Try breaking up your live event into distinct sections. When you go to upload your on demand version you will have the option to split up the video into smaller videos for customers to consume. Give people something to look at that is not you or your slides on the screen! It is impossible to expect people to stay glued into Zoom. Use links to distract the audience with content that is connected to the message you are delivering. Account Based Marketing is not a “set it and forget it” solution. It takes time to personalize the marketing to each customer. Big accounts can be appealing. However you need to know what that individual team, division, and region cares about in order to get their attention. Start with what you know and build from there. It is not enough to just look at a company's demographics to determine if they should be on your target account list. Having conversations with their sales leaders assists in discovering their priorities. Career advice: Have more confidence in your abilities! Don't assume you have less knowledge than everyone else in the room. Let your voice be heard!!!   Links: LinkedIn: https://www.linkedin.com/in/cassandrajowett/ Twitter: https://twitter.com/cassandrajowett Email: cassandra@pathfactory.com PathFactory: https://www.pathfactory.com PathFactory Blog: https://www.pathfactory.com/blog/   Busted Myths: Virtual events don't have to have all the same things as in person events. Think about what would make a great virtual experience holistically. Get creative!   Ways to Tune In: iTunes - https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Spotify - https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher - https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Play - https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube - Full video - https://youtu.be/scLcvL_t2as

In this episode of SaaS Half Full, we’re talking to Cassandra Jowett, Senior Director of Marketing at PathFactory.  Many B2B marketers’ worst fear is no one ever realizing their content exists. They spend a ton of resources creating content, but most of it sits dormant or hides behind a form. How can marketers more effectively activate content in the customer journey?  Listen as Cassandra shares how you can work with customer-facing teams to maximize your content efforts. She also weighs in on the forms vs. no-forms debate and how to remove friction from the content journey Connect with Cassandra Learn more about PathFactory Connect with Lindsey Get your own drink

Maria Tribble, VP of Enterprise Sales at Pathfactory joins us in this episode to discuss: Her Sales and SalesTech predictions for 2020 How the role of the typical B2B Salesperson will evolve, given the dynamics in SalesTech today Why (and how) Sales teams should pay more attention to Customer Experience

If you're starting your ABM strategy with the M in ABM before the A, you're doing it wrong.   Elle Woulfe is the VP of marketing at PathFactory where she helps marketers optimize the path to purchase. When it came to building their ABM process, she's quick to admit that her team stumbled into, what is now, an agile approach to ABM. She embarked on the ABM process in the first place when she noticed a bad funnel conversion at PathFactory. While they had lots of people in the funnel and were pretty good at getting them to commit to a meeting, they struggled with moving them down the funnel. People would just fall out.  Thankfully, PathFactory has always been a company that believed in breaking off a little piece at a time to iterate it, rather than jump into big changes. So they took that healthy habit to figure out how to move the company into a 100% target account selling model.   

If you're starting your ABM strategy with the M in ABM before the A, you're doing it wrong. Elle Woulfe is the VP of marketing at PathFactory where she helps marketers optimize the path to purchase. When it came to building their ABM process, she's quick to admit that her team stumbled into, what is now, an agile approach to ABM. She embarked on the ABM process in the first place when she noticed a bad funnel conversion at PathFactory. While they had lots of people in the funnel and were pretty good at getting them to commit to a meeting, they struggled with moving them down the funnel. People would just fall out. Thankfully, PathFactory has always been a company that believed in breaking off a little piece at a time to iterate it, rather than jump into big changes. So they took that healthy habit to figure out how to move the company into a 100% target account selling model.

On this episode of the Marketing Swipe File, DG sits down with marketing technology veteran Elle Woulfe, VP of Marketing at PathFactory. Before joining PathFactory, Elle built her career at Lattice Engines, Eloqua, and Backupify where she became well-known for her B2B demand gen and account-based marketing chops. Elle talks to DG about all things ABM, marketing to marketers, setting SEO goals, building and managing remote teams, the secrets to growing your career in marketing, and much more.

In this episode, we talk to Elle Woulfe, VP of Marketing at PathFactory.  She shares how B2B brands can tackle 5 key buyer enablement challenges: How to build and motivate great teams to future proof your businessWhy B2B businesses need to provide consumer experiences to engage their audienceWhy buyer enablement needs to go beyond account-based marketingHow to provide personalized content experiences to both anonymous and known usersHow to better architect buyer enablement with the marketing technology you have

On Episode 71, I continue my discussion with Elle Woulfe. What is the key to B2B marketing? It's simple--think of everyone as a person. That's the main conclusion of my discussion with Elle. There's a lot more to it than that, though. So you'll have to listen to get the whole story. As always, a fun chat with Elle.Cover image from Flickr, public domain.

On Episode 70, Elle Woulfe joins us to dig into data and B2B marketing. Elle is VP of Marketing at PathFactory. You may remember the chat we had about six months ago about her rebrand. Elle did some special work with that and we got lots of reaction to it. But Elle has a lot of knowledge about using data as a marketer. What’s behind the data we collect and how should we use it? We get into that and more in part one of our chat.

Content is no longer the king but relevancy is what really matters. Consumers are becoming smarter than the companies in terms of getting key information to make purchase decisions. In this show, we invited Nick Edouard who is the president and Chief Product Officer at PathFactory. Nick has spent his career identifying what type of content clicks with buyers and he went on to build a company around it. Originally called LookBookHQ, Nick's company Pathfactory allows organizations to increase content relevancy by identifying content engagement and usage using machine learning algorithms.

Episode Title: Marketing Performance: Being Strategic About Marketing Ops with Jocelyn Brown, Allocadia It’s all about being ‘contextual’ this week on The Talking Stack! You hear the word ‘contextual’ and you think this is going to be about CX..but today we are talking about it in two different..well..contexts.. (sorry): the importance of context in measuring marketing performance; and the importance of context in buyer intent. Segment 1 with Jocelyn Brown from Allocadia is all about measurement and metrics, and Segment 2 is our quick takeaways from the Google Marketing Week and how it might impact the way you think about buyer intent and discovery as two sides of your programmatic adtech budget in 2020 and beyond! Segment 1: talking measurement and marketing ops with Jocelyn Brown First up, every marketers’ favorite (not) topic: performance measurement! We pick Jocelyn’s brains marketing ops and measurement best practices. Here is what we distilled it down to: 1. Approach measurement in the context of: o What your customers are trying to achieve o Your own organizational business goals o Your campaign and activity level goals o The dynamic internal and external environment o What you are trying to achieve with the metrics 2. Prioritize the metrics you really need based on: - Your goals and desired outcomes - Achievability - Internal audiences (hint: not every metric needs to be shared with everyone) 3. What mistakes do marketers make with measurement? - Too many metrics without purpose - ‘One core metric’ - Getting lost in operational data - Being inconsistent in measuring a metric 4. What skills do marketing ops specialists need today? - Understanding their own and their customer’s business - Data literacy/ systems thinking - Being a storyteller and connecting all the users of the metrics back to the business goals 5. How can we leverage marketing ops in more strategic ways? - Tie everything back to business goals - Involve marketing ops in planning so they can deliver more strategic outcomes - Help them create a winning ‘marketing experience’ for marketers who create winning customer experiences BONUS: Allocadia shares their martech stack Allocadia’s stack is all about driving value in conversations. And so, aside from CRM (Salesforce) and Marketing Automation (Marketo), they also have Pathfactory to help track and measure content consumption, Salesloft to sift through relevant conversations, Drift conversational marketing for acquisition, and Gainsight to help visualize data and prioritize tasks. Jocelyn also believes in her Nudge.ai tool to measure the depth and strength of customer relationships (Talking Stack listeners will recall meeting Dave Gerhardt from Drift and Steve Woods from Nudge.ai on the show! Check out those episodes to learn more about what they do to help with your goals) As a thumb rule, says Jocelyn, Allocadia tries to create a stack that helps focus on adoption metrics (very crucial for them as a SaaS) and facilitates customer conversations around value (crucial as a customer-centric company). SEGMENT 2: At 25.00 – Google Marketing Week 2019 takeaways – - Its about a new approach to intent – it’s all about balancing ‘contextual intent’ and ‘discovery’ Plus: - Anand wants more ‘dumb intelligence’ in the advertising he sees! - David manages to use ‘Borges’ and ‘Bayesian Hypothesis’ in a ten-minute span

On Episode 40 of Confessions of a Marketer, we go deeper on rebranding with Elle Woulfe. We covered the rebrand pretty deeply last time. This time, Elle tells me her secret weapon, how long the process was, what she learned that might help you if you’re contemplating a rebrand, and what—if anything—she’d do differently.

Consuming content should be a frictionless experience for potential customers that are looking to educate themselves on your product or service. In this episode, Nick Edouard talks about how PathFactory is eliminating some of this friction through the use of their platform which uses AI to recommend new content, provides better insights into top-performing content and content engagement, and creates a better overall content-binging experience. Listen as we talk about the importance of content as it relates to the buying process, how content management is evolving, and more.

On Episode 39, I've got Elle Woulfe in for the first of two episodes on the rebrand she undertook with her company PathFactory—which used to be LookBook HQ. I’ve worked with Elle on a couple of occasions and have known her since the early 2000s. Elle’s rebrand wasn’t a new coat of paint. It was a top-to-bottom rethink. I wanted to get to the origins of the rebrand, what the process was, what the thinking was, and so forth. It was such a great discussion, we’re extending it to two parts. Here’s part one.

On this episode of the Marketing Swipe File, DG sits down with marketing technology veteran Elle Woulfe, VP of Marketing at PathFactory. Before joining PathFactory, Elle built her career at Lattice Engines, Eloqua, and Backupify where she became well-known for her B2B demand gen and account-based marketing chops. Elle talks to DG about all things ABM, marketing to marketers, setting SEO goals, building and managing remote teams, the secrets to growing your career in marketing, and much more.