PathFactory, a B2B content intelligence and personalization platform, has announced a strategic integration with ZoomInfo, a leading revenue intelligence provider. This collaboration unlocks deep visitor insights, allowing B2B marketers to identify, understand, and personalize engagement for previously anonymous website visitors.

How the Integration Works

By leveraging ZoomInfo's Reverse IP Lookup technology, PathFactory now enables businesses to:

• Identify unknown website visitors and enrich profiles with firmographic data.

• Dynamically personalize content based on real-time visitor intelligence.

• Enhance buyer journey insights and improve lead nurturing strategies.

Benefits of the Integration

1. Instant Visitor Enrichment

• PathFactory automatically retrieves firmographic data, allowing marketers to understand visitor demographics, industry, and company details without manual effort.

2. Real-Time Dynamic Content Personalization

• Using enriched visitor data, PathFactory adjusts content experiences on the fly, ensuring each visitor sees highly relevant, tailored content.

3. Advanced Content Analytics

• Marketers gain deeper insights into visitor engagement trends, helping refine content strategy, lead qualification, and sales outreach.

4. Seamless & Scalable Solution

• The integration is ready for immediate use by joint customers of PathFactory and ZoomInfo, requiring minimal setup and offering instant value.

Industry Perspectives on the Partnership

Dev Ganesan, CEO & President of PathFactory, emphasized the shift towards self-service buyer journeys:

“We know buyers want to self-serve through their journey. This integration empowers marketers to understand and engage their audience in real-time.”

Carl Koussan-Price, SVP of Marketing at ZoomInfo, highlighted the strategic advantage:

“Understanding website visitors is no longer a luxury—it’s a necessity. Our partnership with PathFactory transforms anonymous traffic into clear, actionable opportunities.”

With the PathFactory-ZoomInfo integration, B2B marketers can move beyond anonymous web traffic, unlocking new opportunities for personalization, engagement, and lead conversion. By combining content intelligence with visitor data enrichment, businesses can deliver smarter, data-driven marketing at scale.