Aprimo Partners with PathFactory to Provide Comprehensive Content Experience Engine

A version of this post originally appeared on businesswire.com

Understanding customer behavior by optimizing content through content intelligence is critical to delivering great, hyper-personalized brand experiences. In our continued commitment to empowering our customers with the most powerful content operations capabilities, Aprimo is excited to announce our new partnership with PathFactory, a leading B2B Content Intelligence expert. This new innovative partnership provides a comprehensive marketing solution that delivers a seamless, end-to-end experience engine to enhance brand experience and boost revenue. Customers will be able to elevate their brand experience and accelerate revenue by delivering engaging, AI-driven content engagement insights that effectively connect with audiences.

“Our new partnership with PathFactory is a game-changer for content planning and delivery,” said Erik Huddleston, CEO, Aprimo. “By leveraging PathFactory’s cutting-edge data and AI capabilities, we’re helping businesses connect with their customers in a way that’s more engaging and efficient than ever before. Our streamlined solutions will enable companies to deliver the most up-to-date content that resonates with audiences based on behavioral engagement, resulting in a more intuitive and enjoyable customer experience, leading to more meaningful interactions with brands.”

Combining Domain Expertise to Optimize Business Outcomes

Aprimo and PathFactory complement one another through our domain expertise and focus on different aspects of the marketing process:

  • Aprimo is a content operations platform that provides a single source of truth to optimize the way organizations plan, develop, manage, and deliver content.
  • PathFactory is a content intelligence platform that uses content AI, automation, and analytics to help companies improve the way they deliver and track the performance of digital experiences.

This new partnership brings together Aprimo’s expertise in content operations with PathFactory’s focus on content optimization and measurement to provide an all-inclusive solution for businesses to deliver better experiences, qualified leads, and increased revenue.

“Today’s marketers face the challenge of delivering the hyper-personalized experiences that buyers demand, at the speed they expect,” said Dev Ganesan, CEO and President of PathFactory. “The combined strengths of Aprimo and PathFactory solve this problem by providing an integrated approach to content creation and management, insights, and activation – delivering both speed and results for companies to meet and exceed those expectations.”  Together, these two platforms provide a comprehensive solution for managing and optimizing the entire marketing process.

Partnership Integration Details and Capabilities

The integration between Aprimo and PathFactory will enable organizations to unlock their content’s potential with the ability to populate all paths for audience segments with the most up-to-date, engaging content that has been produced (for example, ebooks, whitepapers, blogs, videos, and more). AI-powered analysis of all content will drive meaningful metadata and enable contextually relevant recommendations based on the target audience’s interests and behaviors.

The solution will also eliminate the need for manual updates and audits of assets, as any changes made in Aprimo will be seamlessly pushed across all experiences in flight within PathFactory. Additionally, companies can maintain governance while empowering self-sufficiency by ensuring users only have access to the content relevant to the experiences they’re responsible for creating.

Content intelligence is critical to compete and win in today’s competitive market. Through this partnership, organizations will be able to capture asset-level consumption metrics to better understand their content ROE, including what content is converting, what needs to be refreshed, and what is best banished to the archives. And businesses can continue to track and iterate upon their content strategy through PathFactory’s ability to track wider trends and areas of improvement within the content companies are producing. They can then use these metrics to make data-driven decisions regarding their content supply chain.

Business Benefits for Customers

The new partnership between Aprimo and PathFactory will deliver significant operational and business benefits across organizations. “As a global health service company, Cigna needs to deliver personalized and relevant content to our customers, while ensuring brand consistency across all channels said, Jonathan Larose, Marketing Operations Technology Strategist, Senior Advisor, Cigna. “With PathFactory’s content intelligence and Aprimo DAM’s centralized asset management, we can provide the right content to the right person at the right time, all while maintaining the integrity of our brand. It’s a powerful combination that allows us to deliver exceptional experiences to our customers with speed and efficiency.”

Key benefits of Aprimo’s new partnership with PathFactory include:

Building intuitive customer journeys.

Continuously engage customers in real-time with highly curated, relevant content directly from your Aprimo DAM.

Driving efficiency and scale across channels.

Streamline strategy, brand assets, workflow, and campaign planning with an easy-to-use intuitive interface.

Optimizing content searchability, access and reuse.

Easily access on-brand approved media and content assets, effectively re-use media content, and track and use advanced search capabilities to find approved right content for the audience through data and AI capabilities.

Enabling data-driven decision-making.

Use valuable 360-degree insights on consumption behavior by type, channel, and person to enable ROI and engagement analytics across your entire technology stack.

Saving time and money.

Use productivity workflows that highlight efficiency in spend for the best campaign results, including using advanced search capabilities to find the “approved” right content for the audience by utilizing data and ai capabilities.

Increasing velocity throughout the sales funnel.

Automatically deliver responsive, personalized content that customers are looking for in the channel they prefer.

To learn more about Aprimo’s partnership with PathFactory and how you can deliver superior, hyper-personalized, on-brand experiences to your customers visit: https://www.aprimo.com/partners/pathfactory.

About Aprimo

Aprimo offers industry-leading digital asset management and work management solutions that help teams spend their time and effort on content and marketing strategies to drive business outcomes and reach customers in the right channels. Aprimo’s powerful content operations platform provides organizations with a single source of truth to optimize the way they plan, develop, govern, and deliver exceptional brand experiences at scale. Learn more at www.aprimo.com.

About PathFactory

Leading enterprise and mid-market B2B companies use PathFactory’s Content Intelligence Platform to accelerate nurture, improve win rates, and understand content performance by delivering intelligent content experiences and virtual events across the buyer’s journey. PathFactory was recently recognized by Deloitte as one of North America’s Technology Fast 500 and Canada’s Technology Fast 50 companies. PathFactory was also named the winner of Oracle CX’s inaugural visionary ISV partner of the year in 2020, a 2022 Top-Rated Content Marketing Software by TrustRadius, a 2022 Content Experience Leader by G2, and a 2019 Cool Vendor in Technology Marketing by Gartner. Learn more about PathFactory’s Intelligent Content Platform and the companies that use it at PathFactory.com.


Christina Davies 


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