PathFactory and G2 have formed an integration that will allow B2B marketers to deliver user-generated content and educate buyers. The combined service allows B2B marketers to validate their marketing claims with third-party social proof from G2.
The goal is to help B2B marketers provide “a frictionless, on-demand experience for their buyers,” states Mark Opauszky, CEO at PathFactory.
PathFactory allows firms to package content from G2 in “bingeable” content tracks, the company claims.
The firm says the typical B2B buyer’s journey looks like a scavenger hunt. Customers want information to make a decision to be at their fingertips, and they widely trust reviews, it adds.