Shows
Marketing B2B TechnologyThe Future of B2B Buyer Experiences: ABM, AI and Personalization – Katie Jones – PathFactoryKatie 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 t...
2026-01-3024 min
Executive Signal by Raj KheraB2B Content Strategy: What's Working (and What Isn't) in 2026The latest content marketing trends report by Pathfactory reveals that nearly every enterprise B2B marketer is increasing their content budgets, with a third raising spending significantly. In this podcast with their Head of Growth, Anne Marie Kilgallon, you'll see the data on what B2B leaders are prioritizing for 2026 and why these content strategy bets will lead to fast growth.
2026-01-0642 min
Prompt to Market with Mukund MohanStartup Venture Studios with Jason Dea of Koru🎙️ In this episode, we chat with Jason Dea — Venture Chief Product Officer at Koru, the Ontario Teachers’ Pension Plan–funded venture studio. Jason helps discover, validate, build, and launch new ventures across OTPP’s portfolio, turning ambiguous ideas into high-conviction bets. A trusted startup advisor & coach, he guides founders from pre-MVP to post-raise with crisp product strategy and go-to-market focus.Previously, Jason led product at Uberflip (acquired by PathFactory in July 2024), where he scaled an AI-enabled content experience platform, overseeing Product, UX, Product Marketing, Data Science, Services, and Support. Earlier roles at TELUS Health, Honeybee Benefits (ac...
2025-10-2130 min
Scrappy ABMThe Old Way vs The Right Way | Ep. 204A slightly provocative title sets the tone: the old way versus the right way. On Scrappy ABM, host Mason Cosby brings together leaders who’ve been in the belly of the beast—people who built ABM programs at technology vendors and across startup, mid-market, and enterprise realities. The panel aligns on a clear definition: a B2B revenue strategy that aligns marketing, sales, customer success, and rev ops around a shared target account list that reflects best customers, with data-driven decision making.From pre-COVID tool stacks (Engagio→Demandbase, Terminus, Uberflip/PathFactory, Marketo, Salesforce, LinkedIn Campai...
2025-09-1549 minScrappy ABMWhy Personalization Beats Spray-and-Pray Every Time (with Lorena Garcia from FranConnect) | Ep. 181Most marketers think they need more tech to launch ABM. Lorena Garcia, SVP of Marketing at FranConnect, would tell you: you don’t. In this episode of Scrappy ABM, host Mason Cosby digs into Lorena’s real-world approach to building account-based experiences from the ground up—without expensive platforms or endless prep.Lorena breaks down how her team used public triggers, personalized experiences, and a tight alignment between marketing, SDRs, and sales to drive serious momentum inside a tough market. From segmenting dashboards in Salesforce to real-time email updates to sales, she shares the practi...
2025-06-2628 min
RevAmp by DealHub.ioKanako Tone | Ensuring RevOps is Treated as a Strategic FunctionDiscover the secrets to transforming Revenue Operations (RevOps) from a service-oriented role to a proactive strategic function. Join Mark Lerner as he interviews Kanako Tone, Senior Revenue Operations Manager at PathFactory, to discuss her expert insights on the evolution of RevOps, actionable strategies, and the future of AI in the field.Chapters:0:00 - Introduction1:12 - Meet Kanako Tone: Career Journey in RevOps4:32 - The Evolution of RevOps: From Service to Strategy8:45 - Challenges in Changing Perceptions of RevOps12:20 - Proactive vs. Reactive RevOps: Shifting the Mindset16:30 - The Importance...
2025-01-1634 minScrappy ABMEP. 124 - Pete Lorenco Unpacks Key Strategies for Targeted Marketing SuccessIn this informative episode of Scrappy ABM, host Mason Cosby sits down with Pete Lorenco, a seasoned expert from PathFactory, to explore the foundational aspects of setting up and running an effective account-based marketing (ABM) program. They delve into strategies for identifying target accounts, tailoring content to meet specific client needs, and the crucial metrics to track ABM success.Key Moments:(02:48) How to determine and select target accounts for an ABM initiative.(05:52) Best practices for choosing distribution channels to reach the target audience.(11:03) Tips for creating content that...
2024-12-0933 min
Demand Gen Made SimpleS2:E3 - 6sense Breakthrough Unleashed - Part 2 with Andy Champion, Jon Russo, Christine Polewarczyk, Surj Gish & Juanita Baker, and Kerry Cunningham - GTM, buyers journeys, maximizing investmentsGuests in part 2:
Andy Champion - SVP International at 6sense
Right way to expand GTM internationally
#1 thing companies do wrong when expanding into EMEA
Jon Russo - Founder and CMO at B2B Fusion
ABM vs ABX, definitions, which is right for you
What NOT to do when moving from lead-based to account-based
Christine Polewarczyk - SVP Product Marketing and Research at PathFactory
Supporting the buyers journey in a frictionless way using AI
Back to basics - all about quality
Surj...
2024-11-051h 29
95% Content30% of leads from this content strategyIn this episode of 95% Content, Erik talks with Pete Lorenco (VP of Marketing at Pathfactory). Pete has built a content engine at Pathfactory that is intentionally designed to build trust and affinity with the 95% of buyers who are not in- market to buy (yet), so that when they are ready to buy, Pathfactory is one of the solutions that is already on their short-list to explore.Here’s what you’ll learn in this episode:Pete’s content strategy and philosophy Create content so good people would pay for itHo...
2024-09-1647 min
The STEM Career CoachEmpowering Curiosity and Creating "Resume-Making Moments" with Helen BaptistHost Anna Frazzetto interviews Helen Baptist, a GTM SaaS strategist at PathFactory. Helen discusses her experience in developing customer-centric go-to-market strategies, leading business exits, and managing mergers and acquisitions. The episode focuses on the role of curiosity in professional success, the importance of creating significant career moments, and Helen's method of mentoring future leaders. Ideal for listeners interested in career development through innovation and curiosity.
2024-08-1324 min
GTM News DeskFunnel Strategy, SEO, & Acquisition News (with Gainsight’s Nikki Engel)What is there to know about PathFactory’s acquisition of UberFlip?How do you design a people-first marketing funnel?Where is the future of SEO headed with Google’s latest updates?Those are the 3 big topics we’re covering on this episode of GTM News Desk. And we’re joined by Gainsight’s Director of GTM Strategy & Customer Education, Nikki Engel, who delves into the limitations of traditional marketing techniques and advocates for a buyer-focused strategy. She discusses the pivotal role of CEOs with marketing backgrounds in spearheading effective strategies and offers a comparison of marketing...
2024-08-0630 min
Revenue MakersGetting Optimized: Where Data Meets ContentData-driven content marketing is your ticket to superior revenue performance!Forget the old playbook—it's time to harness the power of intelligent content operations and AI-driven insights to revolutionize your marketing strategy. In this electrifying episode, Christine Polewarczyk, SVP of Product Marketing and Research at PathFactory, unveils the secrets to turbocharging your content engine. Discover the essential tactics for effective tagging, the critical elements of content operations, and why AI is set to transform your marketing landscape. Christine’s roadmap will empower you to fine-tune your content strategy and outpace the competition with precision and inno...
2024-07-2427 min
NexGen CMO PodcastPeter Lorenco on Creating Relationships with CMOsIn this episode Kelly Hopping, CMO of Demandbase, and Peter Lorenco, VP of marketing at PathFactory, dive into how to create relationships to build a community of mentors. Peter shares advice on finding the right communities and how to add value in those networks. PLUS: Tune in to find out who was previously a child model!
2024-04-3034 min
Bridge the Gap™ by Revenue ReimaginedEpisode #21 Revenue Based Marketing 📈 ft. Amy VoskoToday, we're joined by Amy Vosko, someone who has been in the technology industry for 25+ years.Currently, Amy serves as VP of Revenue Marketing at PathFactory, a company that accelerates pipeline and revenue growth through content intelligence.What's "revenue marketing" you ask?Tune in to find out! Amy shares a fresh perspective on how to (actually) connect marketing and sales departments to work together, how to tie marketing performance to revenue generation, and how any Founder should be thinking about marketing to current customers.It's an episode that any F...
2023-12-0633 min
Inspired MarketingInspired Marketing: PathFactory's Christine Polewarczyk on Crafting the Ultimate AI Roadmap for MarketersChristine Polewarczyk is the Senior Vice President of Product Marketing and Research at PathFactory. Prior to PathFactory, Christine was the Vice President and Research Director of Content Strategy and Operations at Forrester. In this episode, Christine delves into the evolving landscape of content intelligence and the pivotal role of AI in shaping the future of marketing. Drawing from her rich experience at Forrester and PathFactory, Christine emphasizes the importance of content transformation in a digital-first world and offers insights into building a comprehensive AI roadmap for marketers.
2023-12-0429 min
Indie Marketers PodcastEpisode 16 - Elle WoulfeWhat happens when you have two former colleagues reminiscence about working at Eloqua and PathFactory? Episode 16. Elle Woulfe. You know her more than you know me. She's the best.
This week, the music is provided by FUCKEN NIRVANA! We have:
Smells Like Teen Spirit
On A Plain
You can listen to these jams and the podcast on our Spotify Playlist!
Follow us on Instagram, 3MG.ca and shop.3mg.ca!
2023-11-1552 min
Signalise: a Dazzle4Rare PodcastEP31: September Awareness Days, NORD Designates New Rare Disease Center, and Listener VoicemailsIn this rare and relevant episode Kimberly delves into various awareness days and months in September. We also talk about upcoming webinars and conferences, share industry resources, and highlight the inspiring "Life After Diagnosis Day" follow-up available on The Disorder Channel.
Stay tuned for voicemails from our listeners, news about Weill Cornell Medicine and New York-Presbyterian Weill Cornell Medical Center, and San Diego-based Crinetics Pharmaceuticals' promising results in the development of an oral medication for acromegaly. So much to hear in one episode!
Links ⬇️
http://dazzle4rare.net/awareness_days](h...
2023-09-1323 minSignalise: a Dazzle4Rare PodcastEP31: September Awareness Days, NORD Designates New Rare Disease Center, and Listener VoicemailsIn this rare and relevant episode Kimberly delves into various awareness days and months in September. We also talk about upcoming webinars and conferences, share industry resources, and highlight the inspiring "Life After Diagnosis Day" follow-up available on The Disorder Channel.
Stay tuned for voicemails from our listeners, news about Weill Cornell Medicine and New York-Presbyterian Weill Cornell Medical Center, and San Diego-based Crinetics Pharmaceuticals' promising results in the development of an oral medication for acromegaly. So much to hear in one episode!
Links ⬇️
http://dazzle4rare.net/awareness_days](h...
2023-09-1323 min
Marketing Cheat CodesCheat Code #34: Turn Anonymous Traffic into Qualified Leads with Content IntelligenceWatch: B2B Visionaries: The Future of Work - How Content AI, Automation, and Analytics Are Changing B2B MarketingRead: The PathFactory Content Intelligence Report 2023Learn: B2B Disruption Ahead: The Rise of the Anonymous B2B BuyerFollow Aprimo: On Twitter and LinkedInSubscribe: www.aprimo.com/studios/cheat-codes/Leave us a review!Want to be a guest or have feedback for our team? Let us know!Learn more about Aprimo
2023-05-1644 min
OnBase: Smashing Sales and Marketing MisalignmentsEp. 386 | Sales and Marketing Success: Overcoming Obstacles and Achieving GrowthIn this episode of Sunny Side Up, host Devan Cohen interviews Amy Vosko, VP of Revenue Marketing at PathFactory, about sales and marketing success in today’s market. She emphasizes the importance of technology to bridge gaps between teams and align resources. Amy also highlights the need for both sales and marketing to target audiences and prove their methods through a methodical BO process. She advocates for a holistic approach to account-based marketing (ABM) and emphasizes the importance of using smart signals for effective decision-making. ABM can be used to retain and expand existing customers by creating bespoke conversations an...
2023-05-0422 min
CMO Conversations with Tricia GellmanPutting the Revenue in Marketing with Elle Woulfe (VP of Marketing at PathFactory)On this episode of the Marketing Swipe File, DG sits down with marketing technology veteran Elle Woulfe, VP of Marketing at PathFactory. Before joining PathFactory, Elle built her career at Lattice Engines, Eloqua, and Backupify where she became well-known for her B2B demand gen and account-based marketing chops. Elle talks to DG about all things ABM, marketing to marketers, setting SEO goals, building and managing remote teams, the secrets to growing your career in marketing, and much more.
2022-12-2129 min
ABM Done Right - A Personal ABM PodcastHow Teams Are Leaving Buyers Hanging Halfway Through Their JourneySend us a textDuring an ABM Done Right Podcast on Rebooting Content to Support ABM & Sales, Cassandra Jowett (PathFactory’s Senior Director of Marketing) mentioned that she likes to compare the buyer’s journey to the “floor is lava” game that kids play. This kids game also became a popular Netflix game show. Just like the game show you have all these jumping points to get buyers to the safe harbor and you want to make sure they don’t fall into the lava halfway through their journey. You want buyers to jump from one rock to...
2022-12-0810 min
All Things GrowthManiacal About Data with Helen BaptistDid you know that a C.E.O. is responsible for managing three pipelines: investors, net new logos, and retention? All these components must be present in the go-to-market strategy. Stay tuned if you are ready to understand your swim lanes and their handoffs from marketing to sales to customer experience. Top reasons to listen to this episode: There are three pipelines a CEO must manage: Investors, net new logos, and retention. And all of these components must be present in the go-to-market strategy Understand your swim lanes AND the handoffs between them, from ma...
2022-09-0642 min
Revenue RehabUn-Siloed: Leading a Single Revenue TeamThis week our host Brandi Starr is joined Helen Baptist, a COO and member of the executive team at PathFactory. Responsible for all revenue and customer satisfaction, Helen also leads sales, marketing, partnerships, and customer experience and is the executive sponsor of the DE&I committee. Helen started her career as a secretary and has held numerous GTM team positions, including marketing, customer success, and business development, allowing her to bring an end-to-end view of the customer journey to playbooks she has developed and deployed.In this weeks' episode, Un-Siloed - Leading a Single Revenue Team, Helen a...
2022-08-3136 min
B2B GrowthIs Your Content Intelligent? with Helen BaptistIn this episode Benji talks to Helen Baptist, Chief Operating Officer at PathFactory.
Discussed in this episode:
The core components of content intelligence
The power and complexity of a content audit
The future of content as a key converter
2022-08-0121 min
B2B Content StrategistGong’s Goal to be the Most Engaging B2B Brand with Devin ReedAny brand can say they’re “the best” at something. But revenue intelligence platform, Gong, aims to be recognized for a different KPI.In this episode, Gong’s Head of Content Strategy, Devin Reed, joins Amy Woods to discuss the content strategy that’s helping Gong stand out from the SaaS crowd. Amy Woods is the CEO and founder of Content 10x, the world’s first and longest-running specialist content repurposing agency that partners exclusively with B2B tech and professional services businesses.Devin shares how his sales experience has impacted his marketing approach, hi...
2022-05-3132 min
SaaS Backwards - Reverse Engineering SaaS SuccessEp 21 - Gaining CEO alignment for the Turnaround: PathFactory COO on being a change agent in the number two role.Send us a textFinding the right marketing leadership position is difficult (to say the least). You must have alignment with the CEO and executive team from the get-go. And it’s even better when you can follow them from one opportunity to the next. Now in her third opportunity with the same CEO, Helen Baptist from PathFactory discusses not only how to find the right leadership role, but also how to manage that change from within that so often required in a turnaround situation.Whether you’re in the process of finding a new...
2022-01-1031 min
The Marketing Innovators PodcastEducating Your Audience with Content, with Cassandra Jowett of PathFactoryIn 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 no...
2021-09-2046 min
Inbound Success PodcastHow content can improve the customer journey and drive pipeline Ft. Helen Baptist of PathFactoryYou've invested the time and money to create great marketing content. How can you use it to directly influence customer experience and drive pipeline growth? This week on The Inbound Success Podcast, PathFactory COO shares her perspective on how brands can create content experiences that improve the customer journey, shorten sales cycles, and close more deals, faster. With so many brands now investing heavily in content and inbound marketing, there's a massive opportunity to do more with our content. That's exactly what PathFactory is solving for. Check out the full episode, or read t...
2021-05-1047 min
The Content Cocktail HourMarketing like a Swiss Army Knife with Cassandra Jowett of PathFactory
Cassandra Jowett is the Senior Director of Marketing at PathFactory, an intelligent content platform for B2B marketers. Cassandra is a “multi-disciplinary marketing swiss army knife” with more than a decade of experience, so she truly understands the challenges of marketing to marketers and the improvements to be made with content consumption.0:00 Intro 1:15 Conversation begins 2:50 Swiss Army knife 5:20 Hiring team member 9:44 PathFactory 11:20 Marketing to marketers 14:30 Content consumption in B2B 20:00 Forms, engagement-based forms 26:38 Conversations with companies 32:04 Website of the Future 32:42 Outro Get our newsletter and sign...
2021-03-1900 min
Marketing UnpluggedNick Edouard — Be Ruthlessly Passionate About the Problem You're Trying to SolveNick Edouard is the Co-Founder and Chief Product Officer at PathFactory, an intelligent content platform that removes friction by delivering delightful and customizable content experiences. Nick is a passionate problem solver and discusses the core problem PathFactory is solving in the marketplace today. He also discusses how the B2B market and marketers still don't quite know how to leverage the power of AI to do some of the heavy lifting in marketing. All of this and more, in this week's episode! Key Takeaways: [4:00] How do you move someone through different content channels b...
2021-03-181h 06
Reveal: The Revenue AI Podcast by GongOvercoming "Imposter Syndrome" with Maria TribbleYou know that voice in your head? (The one you’re using to read this sentence). It can be your best friend, but other times it can become a serious source of negative self-talk – one of the many effects of imposter syndrome. Maria Tribble, VP of Enterprise Sales at PathFactory, shares her relationship with imposter syndrome and how to kick the habit. You’ll learn why so many people in sales struggle with imposter syndrome, how it derails our true potential, and how to recognize your own triggers and hopefully....overcome them. Connect with Devin: h...
2021-03-0834 min
GTM Made Simple791. How to Throw Better Virtual EventsSince the pandemic started, virtual events have taken over for obvious reasons. Yet, anyone who has attended can tell you: Most virtual events could be better. The good news is that they can be. In this Takeover episode, Casey Cheshire speaks with Cassandra Jowett, Senior Director of Marketing at PathFactory, about how you can throw a virtual event that rivals — even surpasses — the real thing.
2021-02-091h 33
GTM Made Simple791. How to Throw Better Virtual EventsSince the pandemic started, virtual events have taken over for obvious reasons. Yet, anyone who has attended can tell you: Most virtual events could be better. The good news is that they can be. In this Takeover episode, Casey Cheshire speaks with Cassandra Jowett, Senior Director of Marketing at PathFactory, about how you can throw a virtual event that rivals — even surpasses — the real thing.
2021-02-091h 33
Coffee with ClosersRaise Your Digital Marketing Game with These Insights | Chris Vandermarel on Coffee with ClosersMarketing has many facets and every detail matters. Even the presence of the right brain and left brain thinkers in your marketing team can make a difference in the way your content turns out. Today’s guest on Coffee with Closers knows everything about creating and promoting great content pieces and leveraging different marketing channels.
Meet Chris Vandermarel, Director of Product Marketing at PathFactory and digital marketing expert with more than 10 years of industry experience. In this video, we’re talking about all things marketing - getting real results from ABM (account-based marketing) technology, creating “snackable” content, building...
2021-01-1221 min
SaaS Marketing MakeoverSaaS Marketing Makeover - With PathFactory's Senior Director, Marketing, Cassandra JowettIt's makeover time.
In this live show, CEO and Co-founder of Directive, Garrett Mehrguth, and a SaaS marketing leader work together to build a strategy for a recognizable SaaS brand - as quickly as possible.
The company will be randomly selected by spinning a wheel at the beginning of the show, and together, the two will craft a strategy for SaaS marketing leaders everywhere.
Today's guest...PathFactory's Senior Director, Marketing, Cassandra Jowett!
2020-12-1631 min
ABM Done Right - A Personal ABM PodcastHow PathFactory Changed Content to Support ABM, the Buyer Journey & SalesSend us a textDuring this podcast, Cassandra Jowett (Senior Director, Marketing at Path Factory), discussed with Eric Gruber (CEO of Personal ABM and Stop the Sales Drop):1. How content consumption changed in 20202. Where friction in the buying journey exists - and the content shifts we need to make3. How does content need to evolve to support ABM, sales, and the complete buying journey
2020-12-1640 min
Conversations with Women in Sales74: Finding Your Why in Your Sales Career w/ Maria Tribble, PathFactoryMaria Tribble is VP of Enterprise Sales at PathFactory. She raises flowers in her #5-9 and believes in the critical importance of kindness. We had a tough time recording this one because Maria had been previously recorded with Barb, before her passing, but the episode hadn't launched nor had we found it - so we re-recorded.
2020-10-1539 min
The ABM PodcastAdvancing ABM: The Shift to Customer Marketing w/ Jessica Krieger and Cassandra JowettLast year, Refinitiv built a nine-person ABM team dedicated to supporting their account team with 1:1, 1:few and 1:many marketing. One of their most important initiatives included launching a 1:1 destination for key customer accounts to ensure Refinitiv increased its revenue, reputation and relationships with each customer through truly meaningful personalization. In this episode of The ABM Podcast, Jessica Krieger, ABM manager at Refinitiv, and Cassandra Jowett, senior director of marketing at PathFactory, share how Refinitiv is using ABM to strengthen relationships with key customer accounts. Christine, Jessica, and Cassandra discuss: How Refinitive aligned its ABM team toward a new product Defining s...
2020-08-2534 min
The Hard Corps Marketing ShowThe Virtual Events Virtuoso - Cassandra Jowett - Hard Corps Marketing Show #177Virtual events are a great alternative way to promote your product and discuss new concepts. However, they are not a cut and paste mold from in person events. They have to be adapted to keep your audience’s attention and create the best experience.
A Marketing Leader, trained Journalist, Speaker, Senior Director of Marketing at PathFactory, Cassandra Jowett, talks about how to reinvent virtual conferences to engage your audience and create a long lasting impact.
Takeaways:
Uploading an on demand video of your virtual conference presentation is a goo...
2020-07-311h 33
SaaS Half FullYour Content to Fuel the Customer Journey with Cassandra JowettIn this episode of SaaS Half Full, we're talking to Cassandra Jowett, Senior Director of Marketing at PathFactory. Many B2B marketers' worst fear is no one ever realizing their content exists. They spend a ton of resources creating content, but most of it sits dormant or hides behind a form. How can marketers more effectively activate content in the customer journey? Listen as Cassandra shares how you can work with customer-facing teams to maximize your content efforts. She also weighs in on the forms vs. no-forms debate and how to remove friction from the co...
2020-03-0428 min
InsideAnalysisIA Radio Road Show: Looker & Nimbl on a RollSearching for some tech companies on a roll? Look no further than Looker and Nimbl! The former recently wrapped up their JOIN Conference in San Francisco, where InsideAnalysis Host @eric_kavanagh interviewed their VP of Marketing, Pedro Arellano; along with Chris Vendermeer and Tyler Dewal of PathFactory, one of their many clients. While the latter is doing amazing work migrating customers to SAP's S/4 HANA offering. You'll hear from Michael Pytel, Co-Founder!
2019-12-0252 min
GTM Made Simple491. The 3 Steps You Need To Launch Your ABM StrategyIf you’re starting your ABM strategy with the M in ABM before the A, you’re doing it wrong. Elle Woulfe is the VP of marketing at PathFactory where she helps marketers optimize the path to purchase. When it came to building their ABM process, she’s quick to admit that her team stumbled into, what is now, an agile approach to ABM. She embarked on the ABM process in the first place when she noticed a bad funnel conversion at PathFactory. While they had lots of people in the funnel and were pr...
2019-11-2610 minGTM Made Simple491. The 3 Steps You Need To Launch Your ABM StrategyIf you’re starting your ABM strategy with the M in ABM before the A, you’re doing it wrong. Elle Woulfe is the VP of marketing at PathFactory where she helps marketers optimize the path to purchase. When it came to building their ABM process, she’s quick to admit that her team stumbled into, what is now, an agile approach to ABM. She embarked on the ABM process in the first place when she noticed a bad funnel conversion at PathFactory. While they had lots of people in the funnel and were pr...
2019-11-2610 min
Marketing Swipe FilePutting the Revenue in Marketing with Elle Woulfe (VP of Marketing at PathFactory)On this episode of the Marketing Swipe File, DG sits down with marketing technology veteran Elle Woulfe, VP of Marketing at PathFactory. Before joining PathFactory, Elle built her career at Lattice Engines, Eloqua, and Backupify where she became well-known for her B2B demand gen and account-based marketing chops. Elle talks to DG about all things ABM, marketing to marketers, setting SEO goals, building and managing remote teams, the secrets to growing your career in marketing, and much more.
2019-11-1932 min
CMO Conversations with Tricia GellmanPutting the Revenue in Marketing with Elle Woulfe (VP of Marketing at PathFactory)On this episode of the Marketing Swipe File, DG sits down with marketing technology veteran Elle Woulfe, VP of Marketing at PathFactory. Before joining PathFactory, Elle built her career at Lattice Engines, Eloqua, and Backupify where she became well-known for her B2B demand gen and account-based marketing chops. Elle talks to DG about all things ABM, marketing to marketers, setting SEO goals, building and managing remote teams, the secrets to growing your career in marketing, and much more.
2019-09-1232 min
GTM Made Simple206: The 3 Steps You Need To Launch Your ABM Strategy w/ Elle WoulfeIf you’re starting your ABM strategy with the M in ABM before the A, you’re doing it wrong. Elle Woulfe is the VP of marketing at PathFactory where she helps marketers optimize the path to purchase. When it came to building their ABM process, she’s quick to admit that her team stumbled into, what is now, an agile approach to ABM. She embarked on the ABM process in the first place when she noticed a bad funnel conversion at PathFactory. While they had lots of people in the funnel and were pretty good a...
2019-08-2710 minGTM Made Simple206: The 3 Steps You Need To Launch Your ABM Strategy w/ Elle WoulfeIf you’re starting your ABM strategy with the M in ABM before the A, you’re doing it wrong. Elle Woulfe is the VP of marketing at PathFactory where she helps marketers optimize the path to purchase. When it came to building their ABM process, she’s quick to admit that her team stumbled into, what is now, an agile approach to ABM. She embarked on the ABM process in the first place when she noticed a bad funnel conversion at PathFactory. While they had lots of people in the funnel and were pretty good a...
2019-08-2710 min
Predictable B2B SuccessWhy buyer enablement is the future of B2B marketingIn this episode, we talk to Elle Woulfe, VP of Marketing at PathFactory.
She shares how B2B brands can tackle 5 key buyer enablement challenges:
How to build and motivate great teams to future proof your businessWhy B2B businesses need to provide consumer experiences to engage their audienceWhy buyer enablement needs to go beyond account-based marketingHow to provide personalized content experiences to both anonymous and known usersHow to better architect buyer enablement with the marketing technology you have
2019-07-0830 min
Confessions of a MarketerData and B2B Marketing On Episode 70, Elle Woulfe joins us to dig into data and B2B marketing. Elle is VP of Marketing at PathFactory. You may remember the chat we had about six months ago about her rebrand. Elle did some special work with that and we got lots of reaction to it. But Elle has a lot of knowledge about using data as a marketer. What’s behind the data we collect and how should we use it? We get into that and more in part one of our chat.
2019-06-1317 min
AnalyticsToday Podcast44: How to Transform Your Marketing Funnel Using Content Consumption Data with Nick EdouardContent is no longer the king but relevancy is what really matters. Consumers are becoming smarter than the companies in terms of getting key information to make purchase decisions. In this show, we invited Nick Edouard who is the president and Chief Product Officer at PathFactory. Nick has spent his career identifying what type of content clicks with buyers and he went on to build a company around it. Originally called LookBookHQ, Nick's company Pathfactory allows organizations to increase content relevancy by identifying content engagement and usage using machine learning algorithms. #contentmarketing #digitalmarketing #martechS...
2019-06-1149 minConfessions of a MarketerRebranding On Episode 39, I've got Elle Woulfe in for the first of two episodes on the rebrand she undertook with her company PathFactory—which used to be LookBook HQ. I’ve worked with Elle on a couple of occasions and have known her since the early 2000s. Elle’s rebrand wasn’t a new coat of paint. It was a top-to-bottom rethink. I wanted to get to the origins of the rebrand, what the process was, what the thinking was, and so forth. It was such a great discussion, we’re extending it to two parts. Here’s part one.
2019-01-0218 min