We employ Path Social as a sales intelligence amplifier and prospecting amplifier for commercial use and rationale. Brand Directors and CMOs at sports franchises are inundated with cold outreach in B2B sports marketing. Our aim is to ensure that our agency pops into mind and has a reputation before the sales call. We established one for Directors of athletic apparel brands, one for heads of marketing at European football clubs and one for sponsorship managers at global drinks companies. Path Socials artificial intelligence then coordinates our company content to be populated in the feeds of the specific professionals so they'll follow our page. The quality of the work is its greatest strength. The gained followers are mostly verified professionals from our target accounts. This isn't vanity metrics; it's a relevance audience. Easy to use, I can manage this channel myself as a sales leader, rather than burdening marketing resources heavily. This creates a repeatable, high-frequency touchpoint that warms cold markets.

As a co-founder, I’m looking at tools from the perspective of strategic impact and operational efficiency. Path Social delivers on both. It was so easy to use that our marketing department could create focus campaigns for each tech niche (like DevOps, Data Science etc) without me getting involved. The service delivers gradual, steady and high-frequency growth adding genuine IT professionals and hiring managers to our follower base. This type of work in audience targeting is foundational it creates a community and not just a number. It works as a trusty, automated top-of-the-funnel source that aligns with our brand promise of helping talent connect with opportunity.

My No. 1 objective was to boost our CEO’s voice and our company’s visibility on LinkedIn, without spending extra hours in the day that none of us had. It was a dream to be able use and to implement. I did all the setup myself, in one afternoon, setting the parameters for who we wanted to target (i.e., CFOs, treasury professionals, fintech leaders). Their service is immaculate in the sense that it hits back of the net behind the stage. From an EA point of view, the people and followers I gain are actually interested and genuine, and therefore not only legitimate connections but provide a value to our premium brand. The one summary email a week is all the management it needs from me.