The Future of B2B Buyer Experiences: ABM, AI and Personalization – Katie Jones – PathFactory

Katie Jones, EVP of Marketing Operations at PathFactory explains how PathFactory personalizes content delivery for buyers, allowing them to navigate their purchasing journey without traditional barriers like content gating.

The discussion highlights significant changes in B2B marketing over the past four years, particularly the advancements in AI capabilities. Katie emphasizes the importance of focusing on pipeline generation rather than traditional lead metrics and the necessity of building strong relationships with sales teams and CFOs to measure marketing success effectively.

 

About PathFactory

Providing the right content to the right individuals at the right time has become essential to enabling B2B teams to hit revenue targets. PathFactory is a content intelligence and personalization platform that enables B2B marketers to create personalized content experiences for both accounts and individual buyers. With PathFactory, go-to-market teams access the industry's deepest and most detailed content engagement analytics to track buyer and content engagement throughout the entire buyer journey.

 

About Katie Jones

Katie Jones is the EVP of Marketing and Operations at PathFactory, responsible for leading the company’s marketing strategy and operational execution with a clear focus on pipeline and revenue impact. With more than eight years at PathFactory, she has built and scaled a strong marketing organization grounded in data, personalization, and buyer-centric experiences. Katie lives outside Toronto with her husband, two daughters, and their dog, Hank.

 

Time Stamps

00:00:17 - Guest Introduction: Katie Jones from PathFactory
00:01:50 - Overview of PathFactory's Services
00:05:43 - Addressing AI Concerns: Hallucinations and Accuracy
00:12:37 - Measuring Performance and Overcoming Delays
00:15:41 - Shifting Towards B2C Marketing Strategies
00:18:50 - Future Trends: The Evolution of Websites
00:21:55 - Key Marketing Advice for Success

 

Quotes

""You need to build a really strong relationship with your CFO. If your CFO doesn't understand the strategy and the way that you're going to market... then you're never going to be successful in your company." Katie Jones, EVP of Marketing Operations at PathFactory.

"You need to really understand your product and how that drives the strategy of the company. If you don't understand your product, you can't market it." Katie Jones, EVP of Marketing Operations at PathFactory.

"Understanding the product is huge in order to grow. Tools will keep changing, but the strategy in which your business is built on is the thing that will endure." Katie Jones, EVP of Marketing Operations at PathFactory.

 

Follow Katie:

Katie Jones on LinkedIn: https://www.linkedin.com/in/katie-jones-0188a12a/

PathFactory website: https://www.pathfactory.com/

PathFactory on LinkedIn: https://www.linkedin.com/company/pathfactory/

 

Follow Mike:

Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/

Napier website: https://www.napierb2b.com/

Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/

 

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