If you’re a B2B marketer tired of the same old drip emails that barely move the needle, you’re not alone. Most “nurture” campaigns do little more than annoy people and clutter your database. But if you’re using Pathfactory, you’ve got some real tools at your disposal to set up nurture campaigns that actually help buyers—without drowning them in noise. This guide will show you how to get an automated nurture up and running in Pathfactory, what to skip, and what to actually pay attention to.
Who this is for
- You’re a B2B marketer or demand gen manager.
- You have access to Pathfactory and want to build smarter nurture flows.
- You want to avoid wasting time on automations that don’t work.
No fluff, no “best-in-class” nonsense—just a honest walkthrough.
Step 1: Decide what you’re actually trying to nurture
Before you even open Pathfactory, get clear on what you want to accomplish. Don’t start by asking “Which assets should I include?” Ask:
- What action do I actually want? (A meeting booked? A demo requested? Just more engagement?)
- Who am I nurturing? (Specific personas, job titles, industries?)
Pro tip: Don’t try to nurture everyone. Focus on a single audience segment or buying stage. If you aim for everyone, you’ll reach no one.
Step 2: Map out your content journey
Pathfactory is only as smart as the content you feed it. The platform’s main trick is letting users binge content—so set up your tracks to make that easy.
- Group content by theme or buyer question, not just by format.
- Example: “How our product solves X problem” vs. “Whitepapers about Y.”
- Less is more. Three killer pieces are better than ten mediocre ones.
- Order matters. Start with snackable content (videos, quick guides), then layer in deeper stuff (case studies, technical docs).
What to ignore: Don’t just dump every asset you have into a track. Nobody wants your 2018 webinar.
Step 3: Build your Content Tracks in Pathfactory
Now, log into Pathfactory and start building.
3.1 Create a new track
- Go to Content Library > Tracks > “Create New Track”
- Choose the right track type: Target tracks are best for nurture. (Don’t overthink Explore vs. Recommend for now.)
3.2 Add your chosen content
- Drag and drop your selected assets.
- Set the order (see above—lead with your best).
- Add short, honest descriptions. Not every visitor will click; make it clear why they should.
3.3 Customize track settings
- Branding: Make sure the look/feel matches your site. No one trusts off-brand landing pages.
- Calls to Action (CTAs): Add a clear button or form—ideally for your next step (book a meeting, download a demo, etc.).
- Progressive forms: If you have Marketo/Eloqua, use progressive profiling. But don’t overuse forms; friction kills bingeing.
3.4 Preview and test
- Run through the track as if you’re your own prospect. If you’re bored, they will be too.
- Test on mobile. You’d be shocked how many B2B buyers click nurture emails on their phone.
Step 4: Set up automation and triggers
Pathfactory isn’t a full-blown marketing automation platform, but it does play well with most of them. Here’s where the magic (and most of the headaches) happen.
4.1 Decide how people enter the nurture
- Email campaigns: The most common way. Drop your Pathfactory track link into your email platform.
- Website triggers: Use Pathfactory’s “content recommendations” widget to nudge visitors into a track.
- Ad retargeting: Less common, but possible if you’re advanced.
Honest take: Don’t bother with “if they view X asset, send Y video” logic unless you have a ton of traffic and content. Simple works best.
4.2 Set up integrations
- Sync to your MAP/CRM: Pathfactory integrates with Marketo, Eloqua, HubSpot, Salesforce, etc. Connect your platforms so you can pass engagement data back and trigger follow-ups.
- UTM tagging: Add UTM parameters to your track links so you can see which campaigns actually work.
4.3 Automate follow-ups based on engagement
- Set up Smart Campaigns (in your MAP): E.g., “If lead binge-watches 3+ assets in a track, alert sales.”
- Score meaningful actions: Time spent and asset depth are way better signals than just “clicked email.”
- Don’t over-engineer: Resist the urge to set up 20 different nurture paths. Start with one solid track and branch only if you see real signals.
Pitfall to avoid: If you set up too many triggers and automations, you’ll end up with a reporting nightmare and confused buyers. Start simple.
Step 5: Measure what matters (and skip the vanity metrics)
It’s easy to get distracted by Pathfactory’s dashboards and charts. Here’s what actually matters:
- Time spent in track: Are people bingeing, or bouncing after the first asset?
- Content completion: Are they finishing your key pieces, or dropping off?
- Hand-raisers: Did anyone actually fill out your CTA or book a meeting?
- Downstream impact: Did nurture touches lead to pipeline, not just clicks?
What to ignore: Don’t obsess over “views” or “impressions.” Focus on actions that lead to sales conversations.
Step 6: Optimize and repeat
No campaign is perfect out of the gate. Here’s how to iterate without losing your mind:
- Check reports weekly, not daily. Don’t chase every blip.
- Swap out weak content. If a piece gets ignored, replace it.
- Watch for drop-offs. If everyone bounces after asset #2, that’s your problem spot.
- Talk to sales. They’ll tell you if the leads are actually better—or just more “MQLs” that go nowhere.
Pro tip: Don’t wait months to tweak things. Small, regular changes beat giant quarterly “relaunches.”
A few honest observations
- Pathfactory is powerful, but not magic. It won’t fix bad content or a busted sales process.
- Keep it simple. Complicated nurture logic sounds cool in meetings, but usually does more harm than good.
- Don’t forget the human. Automation should help buyers, not trap them in endless funnels.
Keep it simple, keep it moving
Automated nurture in Pathfactory isn’t about showing off every feature—it’s about helping real people move forward, one step at a time. Start with a focused track, watch what actually works, and don’t be afraid to ditch what doesn’t. Iterate, simplify, and remember: you’re not just “nurturing leads,” you’re helping someone solve a problem. That’s the job.