In this week’s episode of The Marketing Innovators Podcast, host Mouneeb Shahid welcomes Cassandra Jowett, Senior Director, Marketing at PathFactory.

PathFactory helps enterprise and mid-market B2B organizations utilize content marketing to accelerate the nurturing process and improve win rates with their content marketing. They also use automation to connect buyers with appropriate content to remove friction for buyers.

Cassandra joined PathFactory in 2017 as Director of Content Marketing. She found a somewhat disjointed content strategy and put her background in journalism to use to create compelling stories with their content. The goal was to not only educate the B2B buyers on the problems they were facing in the market, but also how PathFactory could help solve those problems.

She explains how PathFactory is not a marketing automation solution: They provide a layer on top of popular platforms to analyze the data to see how consumers are reacting to their efforts. This intelligence allows B2B companies to go beyond automated response triggers to refine the customer experience and engage in a way that increases conversions.

Cassandra says content marketing is less about squeezing out more conversions and more about getting people educated to make the process more efficient and successful.

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