Wouldn’t you love to have a Netflix-like experience when you’re engaging with a B2B company’s content? That sort of on-demand, pick-up-where-you-left-off, because-you-watched-this experience is missing in our B2B content markting, says Elle Woulfe. She wants to change that.
On-demand, real-time content and purchasing experiences are the norm for consumers in their B2C lives, she said. But B2B organizations continue to struggle to meet the needs of their buyers who bring those expectations to work with them every day.
I began our interview asking about her background and about PathFactory.
Elle: I head up marketing here at PathFactory. my background’s pretty much in demand gen. I’ve spent my career mostly in marketing tech. I was at Eloqua on the demand gen team for a couple years before they were acquired by Oracle. Then I went … actually followed my CMO over to Lattice Engines in the predictive analytics space, also in MarTech. Built up the demand gen team over there before I came over here to PathFactory. I am a New England native, grew up in Southern Rhode Island and live about 40 miles north of Boston now. Went to Northeastern University and studied English and religious studies, very relevant to marketing technology.
PathFactory is a content insight and activation company. We’re really focused on helping marketers make their marketing function more on demand. Our buyers today bring these expectations from their B2B lives with them into their B2B buying experiences where they really want things to function on demand, to be responsive and curated and to be easy and quick. We help B2B marketers to deliver those types of experiences and help buyers move through content in those kinds of curated and responsive ways.