PathFactory | ROI Study by GTM Partners

A Go-to-Market Perspective P R E S E N T E D B Y

A Go-to-Market Perspective: PathFactory | April 2023 0 1 0 2 0 3 Personalization of the Complex B2B Buyer Journey Unified Content AI, Automation and Analytics across the entire tech stack Help retain and engage current customers to adopt and renew Top 3 Value Propositions PathFactory can be used across the entire buyers journey from top of funnel marketing, to ABM, through the sales cycle and supporting customer adoption and retention. The value can be experienced by the entire Go-to-Market team. The entire Marketing team including the content team, the demand team, and marketing leaders (VP & CMO) will all benefit from the customized buying journey, intelligence data, and organization of content that PathFactory can provide. When your GTM teams have a feature-rich visualization of content and tracking, they can gain insight into your market, your pipeline, and your customer's journey that helps them forecast and increase efficiency. Sales will love that their teams can benefit from PathFactory's ability to generate quality pipeline and get access to key insights that allow them to guide their deals to close as efficiently as possible. Customer teams will appreciate being able to tailor experiences to their accounts, while also tracking engagement with their champions. As the journey of the customer progresses, customer teams can use the data to assess risk of churning, or opportunities for expansion. Thanks to PathFactory, customer teams will finally be able to utilize the vast amount of marketing resources that are typically created for the Sales teams. Overall, PathFactory allows you to deliver a great experience to your current and future customers, as well as provide the Go-to-Market teams with real-time data that can drive efficiency and reduce acquisition and retention costs. PathFactory is an AI-powered content intelligence platform that allows you to generate personalized content experiences for your individual buyers and target accounts. It allows you to accelerate deal velocity and grow your pipeline by recommending next-best assets to consume based on recent visitor history, industry, and trending topics.

USE CASE WHEN TO PRIORITIZE TECH FOR YOUR GTM MOTION Self-service buyer journeys If you’re struggling to engage and convert buyers with the right content, provide self- service buyer journeys to accelerate the B2B education process and eliminate friction by helping buyers get exactly what they need to move forward. Personalized experiences & content strategy If you're not driving enough engagement from your campaigns, use a content intelligence and buyer experience platform that can personalize the journey for each buyer to adapt to who they are and what they care about to accelerate pipeline. Account-based buying group enablement Create shareable experiences that help champions easily educate the buying committee with customized ABM experiences while alerting sales teams with the critical intelligence data they need to accelerate deals. • • • • • In reviewing feedback from hundreds of users, we have determined that PathFactory's primary value propositions are widely experienced by their customers. Provides full visibility on content consumption by buyer Automatically identifies next best content to show each person Is a single place to understand buyer behavior to drive content strategy Provides real-time insights for marketing and sales teams to act on Features your highest converting content Customer Use Cases & Value Definition These are the top use cases cited by PathFactory Customers Customers tell us that PathFactory : A Go-to-Market Perspective: PathFactory | April 2023 0 5 0 1 0 0 1 5 0 C o n t e n t E x p e r i e n c e P l a t f o r m C o n t e n t A n a l y t i c s A c c o u n t - B a s e d , W e b , a n d C o n t e n t E x p e r i e n c e s • Increases lead to revenue velocity with intelligent content journeys • Creates more qualified leads and pipeline faster

PathFactory's ROI * Quotes and stats are from our research, customer interviews and reviews submitted through G2.com "We increased customer adoption by 4.5x and drove over 100K personalized experiences." "PathFactory fills a clear gap in your martech stack" "Buyers are served the next-best content and can self-educate at their pace" "Clear and fast payback across Demand Gen, ABM, and customer programs" "Finally, one central place for us to manage our content strategy" "The insights are invaluable allowing us to optimize for higher conversion" QUOTABLES Customers see material ROI over prior approaches after implementing PathFactory. Go-to-Market Impact PathFactory customers report revenue and efficiency outcomes as a direct result of a data driven Go-to-Market 40% Improvement in funnel velocity Tibco Revenue Outcomes with PathFactory 70% Target account list penetration Nokia 202% Increase in # of partners engaged Cisco 4.5x Increased revenue from PathFactory program TrustYou 70% Improvement in closed- won deals Fiix 167% Increase in pipeline generated Bazaarvoice Improved conversion, MQL's, pipeline creation and closed-won revenue through intelligent content tracks A smarter form experience that drives content engagement and conversion Drove $18M in direct contribution of marketing influenced opportunities Fast-Moving Buyer alerts to sales helped drive more effective and efficient pipeline results Increased binge rate and view time with content nurture experiences Increased engagement by grouping relevant content together based on topic insights A Go-to-Market Perspective: PathFactory | April 2023

About GTM Partners GTM Partners, a data-driven Go-to-Market Analyst firm helps organizations and GTM vendors to achieve efficient growth by transforming their GTM strategy. We work with high-growth companies to help them unify their GTM teams and to provide them with lasting strategies and frameworks. GTM Partners, with a mission to make Go-to-Market simple aims to be the voice of the industry for all things GTM. We do this by offering: About GTM Partners About the analysts 1. Data and benchmarks collected from data providers, including G2 and Bombora, as well as our community of the world’s fastest-growing companies. 2. Research, best practices and design frameworks to provide guidance on the best-in-class approaches to strategizing, executing and tooling your Go-to-Market approach. 3. Personalized advice and support from experienced leaders and practitioners that help you address business challenges in a manner that is authentic and specific to you. 4. Our consulting work focuses on areas such as Go- to-Market strategy, creating a Point of View and Go-to-Market project execution strategy across the 8 pillars of GTM. Events and networking with industry leaders looking to define the category of Go-to-Market and revolutionize the way we create value for our organizations. Bryan is a SaaS pioneer and thought leader in the marketing and sales tech industry. He has both created and brought to market innovative software products and ideas while helping thousands of companies in their effort to grow revenue more efficiently. Bryan is a co- founder with multiple exits (Vtrenz), has led strategy teams in Fortune 100 Companies (IBM) and has helped multiple organizations scale their products & Go-to-Market approaches from point solutions to platforms via organic product development and through mergers & acquisitions (Silverpop, Terminus). His work over the years has been instrumental in forming new categories and securing top placements for his companies in both the Forrester WAVE and Gartner Magic Quadrant reports. Chief Analyst Senior Go-to-Market Analyst Lindsay is a practitioner turned analyst who studies best practices and trends in Go-to-Market and develops actionable models and blueprints for our clients. She has held both practitioner and leadership roles in almost every aspect of Go-to- Market, including Product, Marketing, Sales, Revenue Operations, and Enablement for several Fortune 500 companies, including AT&T, Hearst and Cox. She most recently ran the GTM Center of Excellence for the Account-Based Marketing Platform Solution Terminus. Industry Analyst Sangram is a three-time best-selling author and co-founder of several organizations, including Terminus, The Peak Community and most recently, GTM Partners. Sangram has been at the forefront of B2B marketing trends, the Flip-my-Funnel movement, and defining the Account-Based Marketing category ushering in a new generation of marketers. He has previously held CMO roles at Pardot, a Salesforce company and Terminus. Bryan Brown Lindsay Cordell Sangram Vajre

More on GTM Perspectives C o p y r i g h t © 2 0 2 3 G o T o M a r k e t P a r t n e r s , L L C . A l l r i g h t s r e s e r v e d . www.gtmpartners.com [email protected] GTM Perspectives are third-party validated assessments of Go-to-Market Vendor Solutions that are primarily focused on how to get the most out of an investment in technology. Centered around use cases (as opposed to vendor stack ranking), these guides are intended to provide readers with a data-driven analysis of what problems the solution is intended to solve and how well it delivers on those promises. Perspectives are developed in three stages. First, we will work with the vendor to learn about their capabilities. The vendor must respond to a use-case-driven market survey, provide a demo and give us insight into their roadmap. Next, we analyze G2 data to understand how the market at large is using the solution and what they find to be most valuable. We also review feedback on the entire segment to understand how that vendor performs against its competitors or similar solutions in the use cases specified. Finally, we speak with three customers to better understand their primary use cases, get an understanding of any additional investment outside of the cost of the solution and confirm any need for additional investment in companion solutions required for the use cases to be performed. GTM Perspectives are developed at the request of our Vendor Partners, who provide us access to their customers and support our understanding of the solution we are validating. GTM Vendor Partners are held at an arm's length during the development of the perspective to ensure we produce an unbiased, data- driven review. GTM Partners is committed to improving the lives of Go-to-Market teams through the development of frameworks, guides, tools, and perspectives. DATA POWERED BY