PathFactory has a familiar challenge: a small marketing team charged with driving big results. The content experience platform helps B2B companies deliver personalized content journeys. That’s a pretty-much universal need for B2B sellers, which is great — except that it means PathFactory’s marketing team has a huge ICP to reach with its intentionally small and agile team.
“We have a very small but mighty team,” says Katie Jones, EVP of Marketing and Operations at PathFactory. “That only allows you so many people that can do outreach, so we have to be strategic about where we focus.”
The Challenge
PathFactory needed to ensure their account-based marketing (ABM) motions targeted the accounts most likely to buy, without wasting time on those not yet ready to engage. That mean aligning sales and marketing on who to go after — and making every touchpoint count.
“6sense insights really guide our strategy to make an impact on every single motion we’re doing. It helps us make every touch count.”
The Solution
PathFactory integrated 6sense intent data directly into its targeting and content delivery strategy. The team cross-references their Ideal Customer Profile (ICP) by vertical with 6sense buying stage data to zero in on accounts in-market now.
“We can target the accounts showing intent through 6sense, deliver content through PathFactory, and then in the back end see exactly which companies are engaging,” Jones explains. “With PathFactory analytics, we can see what they’re engaging with and for how long.”
6sense and PathFactory have a long-standing partnership — so much so that 6sense intent signals are embedded into the PathFactory product experience.
“Those small tidbits give you more understanding for your strategy — and a data point to back it up when I’m presenting it to my sales team,” Jones says.
The Results
This combined approach of 6sense intent data and PathFactory engagement analytics has given PathFactory’s marketing team sharp focus — and given sales a clearer picture of who’s ready for outreach.
“6sense insights really guide our strategy to make an impact on every single motion we’re doing,” Jones says. “It helps us make every touch count.”
With clear, credible data backing each move, PathFactory’s sales and marketing teams are aligned on priorities, targeting only those accounts where the timing is right — and seeing stronger engagement as a result.
“We can target the accounts showing intent through 6sense, deliver content through PathFactory, and then in the back end see exactly which companies are engaging.”
Key Benefits
- Partnership Duration: Long-standing collaboration with deep product integration
- Outreach Efficiency: More precise targeting of in-market accounts
- Sales Alignment: ICP + 6sense insights driving shared focus