PathFactory: Before and after
PathFactory's homepage led with a category label most B2B marketers would not recognize ("content intelligence and personalization platform"), followed by a list of outcomes. FletchPMM helped PathFactory reframe around a problem marketers already feel: clicks and views on campaigns leave you guessing about who is engaging and which content actually moves pipeline.
Leads with an unfamiliar category label: content intelligence and personalization platform
"Stop guessing" never says what you were guessing at
Bullets are outcomes with no explanation of how the product delivers them
Headline says what the product does in plain words: track your winning content
Problem framing contrasts with the status quo of tracking clicks and views
Three specific pains: who is engaging, when target accounts engage, which content moves pipeline
Capabilities answer the pains one for one: track the journey, see what resonates, personalize
