PathFactory, a prominent player in the Content Intelligence arena, has acquired Uberflip, a leading content experience platform. The acquisition, completed through a stock-for-stock transaction, aims to address the challenges of reaching today's B2B buyers through industry-leading content engagement analytics and complementary expertise in content experiences.

The combined entity, operating under the PathFactory name, is set to enhance its ability to meet the growing demand for improved buyer journeys at scale. Dev Ganesan will continue to serve as CEO of the combined company. The price point was not disclosed.

"Today we bring together industry leaders that share a common vision for how B2B marketers can use generative AI to deliver better buying experiences that increase engagement and drive revenue," said Dev Ganesan, CEO and President of PathFactory.

Joining the PathFactory Board of Directors are Ira Cohen, Operating Partner and Co-Founder of Updata Partners, and Jeremy Schultz. Other executives from Uberflip will assume key roles within PathFactory.

"Together we are creating a powerful combination that will allow us to deliver better customer experiences and widen our reach. Our shared values of customer centricity, marketing technology expertise, and passion for helping the new generation of B2B marketers succeed in the new digital economy is accretive to both our companies and our customers," stated Jeremy Schultz, CEO of Uberflip.

PathFactory is a content intelligence and personalisation platform that enables B2B marketers to create personalised content experiences for both accounts and individual buyers. Uberflip, on the other hand, is a market leader in content experience platforms, renowned for its expertise in resource centres and dynamic landing pages. The pair pointed to Gartner figures showing 77% of B2B buyers stated their last purchase was very complex or difficult.

"We believe marketers must proactively identify and engage potential buyers long before they make a purchasing decision," added Ganesan.