The Future of B2B Buyer Experiences: ABM, AI and Personalization – Katie Jones – PathFactory
From Marketing B2B Technology by Mike Maynard, Napier
January 30, 2026 · 25 min · Episode 133
About this episode
Katie Jones discusses the evolution of B2B buyer experiences through personalization and AI advancements.
Katie Jones, EVP of Marketing Operations at PathFactory explains how PathFactory personalizes content delivery for buyers, allowing them to navigate their purchasing journey without traditional barriers like content gating. The discussion highlights significant changes in B2B marketing over the past four years, particularly the advancements in AI capabilities. Katie emphasizes the importance of focusing on pipeline generation rather than traditional lead metrics and the necessity of building strong relationships with sales teams and CFOs to measure marketing success effectively. About PathFactory Providing the right content to the right individuals at the right time has become essential to enabling B2B teams to hit revenue targets. PathFactory is a content intelligence and personalization platform that enables B2B marketers to create personalized content experiences for both accounts and individual buyers. With PathFactory, go-to-market teams access the industry's deepest and most detailed content engagement analytics to track buyer and content engagement throughout the entire buyer journey. About Katie Jones Katie Jones is the EVP of Marketing and Operations at PathFactory…
People in this episode
Host: Mike Maynard
Guest: Katie Jones
Topics covered
- B2B marketing
- AI
- personalization
- content delivery
- pipeline generation
Keywords
- B2B
- buyer experiences
- content intelligence
- marketing operations
- sales relationships
Mentioned in this episode
Organizations: PathFactory
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