PathFactory Announces G2 Integration To Help B2B Marketers Better Enable Buyers With User-Generated Content
The new integration removes friction from the B2B buying process by putting user-generated content and customer reviews directly in the buyer's path
TORONTO, March 22, 2019 /PRNewswire-PRWeb/ -- Nobody buys anything in 2019 without looking at reviews first, including B2B products and services. The new integration between PathFactory and G2 means that B2B marketers can now package trusted user-generated content and customer reviews from the world's leading marketplace for business software and services with their company's marketing content, making it faster and easier for their buyers to validate their decision at crucial moments in the purchasing process.
The typical B2B buyer's journey looks more like the world's worst scavenger hunt than the frictionless experiences buyers have come to expect in their lives as consumers - expectations that they increasingly bring to work with them. They want all the information required to make a purchase decision right at their fingertips, when and where they need it. And they don't trust vendor content as much as third-party and user-generated content.
With PathFactory, marketers can package relevant pieces content together into bingeable Content Tracks that make buyer self-education a breeze. This exciting new integration allows B2B marketers to build trust with their buyers and validate their marketing claims with third-party social proof from G2, all without losing visibility into their buying behavior. As buyers view user-generated content and reviews from G2 in PathFactory Content Tracks, marketers can understand exactly when that content plays a role in the purchasing process, how much time their buyers spend consuming that content, and how much G2 content contributes to pipeline and revenue.
"B2B buyers are now in control. The marketers that win will be the ones that remove friction from the buyer's journey and enable their buyers with the right content and experiences on their terms," says Mark Opauszky, CEO at PathFactory. "Our new integration with G2 brings marketers one step closer to delivering a frictionless, on-demand experience for their buyers."
Learn more about the PathFactory integration with G2: https://pathfac.to/g2
About PathFactory
PathFactory delivers the on-demand experience for B2B by enabling buyers with the most relevant information at every step of their unique journey and allowing them to binge-consume content, removing friction and making the buying process more efficient. By tracking exactly what each buyer is consuming along the path to purchase, PathFactory delivers hyper-relevant, real-time content recommendations and dramatically expedites the buying process. Visit PathFactory.com to learn more.
SOURCE PathFactory
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