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B2B Marketers Step Up Shift From Activity Metrics To Identifying & Driving Engagement

For much of the past decade, success for B2B marketers has been defined as getting buyers to respond to offers by clicking on, opening or downloading an asset. While these actions are still often used as a sign of initial interest from an individual buyer or an account, marketers are increasingly shifting their focus and efforts to new tactics and tools that can determine engagement beyond impressions or form fills.

SnapApp Raises $10.2M In Series B Funding

SnapApp, an interactive content creation platform, has closed $10.2 million in funding from principal investor Providence Strategic Growth. The company will use the series B round to support growth initiatives, including accelerating product development and innovation, sales growth and potential acquisitions.

Don’t Go Chasing Waterfalls: Things I Learned From Sirius Decisions’ Latest Framework Launch

1Aaron DunnSiriusDecisions rolls out an update to their seminal Demand Waterfall and the B2B marketing intelligentsia goes wild and does back flips with hot takes about why it’s so GREAT! Or in some cases, not so great.

I read all 7,500 words from 33 of my peers who shared their thoughts elsewhere on this site and, since I doubt you are going to do the same, allow me to share a few highlights.

Leading Execs At Oracle’s Modern Marketing Experience Event Share Perspectives On “The Power Of Insight”

One of the key themes at Oracle’s Modern Marketing Experience event taking place in Las Vegas this week is around data-driven marketing and the power of insight to know every customer.

To gain further insight into how the “power of insight” is impacting today’s B2B marketing campaigns, I reached out to several speakers and sponsors at the event to ask them to share their perspective. As you’ll see, many pointed to emerging technology like AI, but others pointed to data and intelligence around buyer preferences.

Here is what they had to say:

Aaron Dun, VP of Marketing, SnapApp1adun

Deep insight allows marketers to truly engage with the buyer and create meaningful conversations, transforming from a static one-way information push to a two-way, engaging experience that will resonate with prospects.  

1pisaacson

Peter Isaacson, CMO, Demandbase

AI plus ABM turns data into insights into action for B2B marketers.

 

1cridgeCaitlin Ridge, Director of Marketing, Lattice Engines

There is a wealth of new information available to B2B marketers every single day. The marketers who are able to lock in on the data that matters most and, in turn, use that insight to have more contextualized, targeted conversations with high-impact accounts and leads, will have greater success meeting their customers’ specific needs and convert more prospects into happy customers.

1aespoAlicia Esposito, Content Strategist, Demand Gen Report

Research shows buyers want content customized by industry, role and specific pain points. And once that targeted content is created, brands can use data to understand what topics resonate, and what formats they prefer, so they can create more relevant experiences and make more informed marketing decisions.

Allen Pogorzelski, VP of Marketing, Openprise1apogo

The Power of Insight means the end of generic nurturing tracks and "spray and pray" marketing—and not a moment too soon! Knowing who I am and what I need right now as a prospect is the only thing stopping me from meeting your unsubscribe page.

  • Published in Blog

SnapApp Unveils Enhancements To Enable Interactive Content Creation

SnapApp is designed to help marketers create personalized interactive experiences that engage buyers, accelerates leads through the funnel and promote growth.

FEATURES/FUNCTIONALITY:

SnapApp’s recently enhanced platform adds features for easier navigation, faster content creation and a more intuitive layout to help marketers create more engaging interactive user experiences.

Key features and functionality include:

  • Robust integration into the technology stack, particularly top marketing automation tools;
  • The ability to create a wide variety of interactive content types in a single platform;
  • Intuitive interface and templates to accelerate content creation;
  • A dedicated interactive content strategist and onboarding team available to help from ideation to promotion; and
  • Marketing best practices based on the company’s experience with customers.

TARGETED USERS:

SnapApp’s platform is used by modern B2B marketers at companies of all sizes looking to improve the user experience.

COMPATIBILITY:

SnapApp integrates with all major marketing automation platforms and a variety of other technologies, including Oracle, Marketo, Salesforce Pardot and Marketing Cloud, HubSpot, Act-On, Vidyard and more.

DELIVERY/PRICING MODELS:

Customers can choose from pricing packages that align with their content needs, ranging from targeted interactive program packages for specific use cases to annual licenses. Pricing varies based on number of users and content pieces.

COMPETITIVE POSITIONING:

With SnapApp, customers don’t need to be a designers or developers to create a wide variety of engaging interactive content types. The company said the platform empowers marketers to quickly create engaging, dynamic experiences that improves marketing efforts and accelerates leads.

CONTACT INFO:

222 Berkeley Street, 8th Floor
Boston, MA 02116
T: 1-855-SNAP-APP

Vidyard and SnapApp Partner To Add Interactive Features To Videos

Vidyard and SnapApp have partnered to incorporate SnapApp's interactive features into video content created through the Vidyard platform.

Announced at the SiriusDecisions Summit in Nashville, the partnership is designed to help create, publish and measure the impact of interactive videos on demand generation. Marketers will be able to incorporate interactive experiences, such as assessment calculations, quizzes, polls, surveys and contests, into their video content.

SnapApp Marketing Platform

SnapApp Logo with TagSnapApp is a marketing platform that enables companies to create interactive content that generates leads and drives revenue across the web, mobile, social and email.

Companies use SnapApp to:

  • Generate leads;
  • Nurture and profile prospects;
  • Drive revenue; and
  • Engage and retain visitors and customers.
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