PathFactory today acquired the well-known content experience platform Uberflip in a stock-for-stock transaction. PathFactory is a Canada-based content intelligence platform serving B2B go-to-market teams by building AI-powered content journeys based on real-time analysis of prospect behavior.
Co-founded by Yoav Schwartz and Randy Frisch in 2012, Uberflip supports B2B marketers with content planning, curation, distribution and measurement. The combined company will operate under the PathFactory name with PathFactory’s Dev Ganesan continuing as CEO.
Why we care. Sorry to see such a memorable company name as Uberflip be superseded. Schwartz and Frisch both moved on from the company they created last year, but Frisch, one of the more ebullient evangelists in the martech space, is remembered for his ability to draw attention to the platform.
He once wrote in an open letter: “Truth be told, we started Uberflip in 2012 as much to create jobs for ourselves as for our passion to solve for tech.” But perhaps his best known prose work was 2019’s “F#ck Content Marketing,” a title fairly described at the time as “feather-ruffling.” The subtitle was more informative: “Focus on content experience to drive demand, revenue & relationships.”
ChatFactory.AI. The news comes a few weeks after PathFactory’s launch of ChatFactory. Described as an “AI-powered buying agent,” ChatFactory combines AI-generated conversational abilities with content recommendations, extending the possibilities of a self-serve experience for B2B buyers. It is also aimed at helping organizations understand which buyer questions need answers, thus supporting content strategy.
It acts not only as a website agent (or chatbot), but also as a resource co-pilot, steering visitors on content journeys. It can also be customized to serve target accounts or buying groups.
About the author
Kim Davis is currently editor at large at MarTech. Born in London, but a New Yorker for almost three decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Shortly thereafter he joined Third Door Media as Editorial Director at MarTech.
Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.
