PathFactory (the leader in content intelligence) announced a partnership today with 6sense (the leading Account Based Orchestration Platform, powered by AI) that will give marketers complete visibility into the quality of account engagement, as well as what content and topics are accelerating them through their customer journey.
Since today’s buyers are empowered to do 67% of their own research digitally before contacting sales teams, according to SiriusDecisions, forward-thinking marketers need visibility into this independent, anonymous research if they are serious about seeing an ROI on their ABM strategy.
“While B2B marketing organizations have invested heavily in ABM over the past several years, many marketers still struggle to successfully execute campaigns, scale programs, and report on results,” said Dev Ganesan, CEO of PathFactory. “We are confident this integration will give marketers the unprecedented ability to optimize the customer journey and generate revenue from their ABM efforts.”
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When visitors hit any of your content, PathFactory will leverage 6sense’s account identification capabilities to show you which account they are from. PathFactory also provides detailed information about the content they’ve consumed and for how long. When individual visitors are rolled up into accounts, sales and marketing teams can better understand which accounts are truly engaged. They can even watch a buying committee’s activities populate and track their journey in near real-time.
PathFactory also feeds this data directly into the CRM, so sales teams can understand what topics matter most to target accounts in order to seamlessly deliver relevant and contextual value in human-to-human interactions.
“PathFactory and 6sense are marrying two of the most critical data sets necessary for successful ABM execution,” said Jason Zintak CEO of 6sense. “With 6sense’s industry-leading account identification capabilities and PathFactory’s content consumption data, sales and marketing teams can get deep insight into anonymous buying behavior of individuals and accounts, and deliver hyper-personalized content journeys.”
Unlike other content platforms, PathFactory customers will get access to 6sense’s account identification technology directly within the PathFactory platform, without requiring a 6sense subscription.
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“As a customer and advocate of both PathFactory and 6sense, I’m thrilled to see two pivotal pieces of our martech stack join forces,” said Adam Kaiser, Vice President of Global Marketing at GAN Integrity. “6sense provides incredibly comprehensive anonymous account identification and segmentation abilities. Extending that to the account-level insights provided by Path Analytics will allow us to gain a complete picture of content engagement across our target accounts.”
This integration is part of a robust roadmap of new PathFactory integrations and features slated for 2020. Using 6sense, PathFactory will help marketers drive consensus in the buying committee by showing visitors the content and webpages their colleagues have spent time on, using the upcoming tools Guide and Concierge.
PathFactory continues to gain significant momentum, having recently been placed 186th on Deloitte’s Fast 500 list, recognized as the top-rated content marketing software by TrustRadius, and named one of three Cool Vendors in Technology Marketing by Gartner in 2019.
6sense recently secured $40 million in Series C funding from Insight Partners. The new funding will enable 6sense to further invest in AI-driven orchestration capabilities to help companies of all sizes build and scale account based programs, uncover new opportunities, and efficiently create pipeline and revenue.
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