The value of content marketing extends beyond just a top-of-funnel activity. When leveraged correctly, content insights can provide critical intent and account data that can be used throughout the funnel to move buyers towards a sale. B2B companies such as SAP, IHS Markit and Blackbaud are investing their marketing dollars towards interactive content and content syndication networks to extend content reach, garner greater insights and refine their go-to-market strategies. The results are higher engagement, improved lead generation and better data on prospective buyers.

Personalization is no longer just a buzzword in marketing. It’s becoming table stakes as more buyers expect relevant messaging that caters to their business needs. Personalization also is one of the biggest ways to gain audience attention and make your business stand out among a sea of incoming sales and marketing messages.

JotForm Cards are designed to interact with respondents like a real person would. JotForm Cards are forms that aim to be motivational, friendly and easy compared to other types of forms. The end result is greatly improved response rates.

With 2018 in full effect, I’d hate to see killer content from 2017 and earlier get lost or forgotten. I’m a big believer in the “If it ain’t broke, don’t fix it” model, so naturally, content repurposing is a big deal to me. Why create a completely new piece of content about a topic when you already have content that could be tweaked for relevancy? And why should you work so hard on a strong, extra-long asset if it’s only going to be used in one format?

Resolutions are one thing, but planning out and developing real-world marketing strategies for a New Year are different ball games. So, what are the top tools and tactics for today’s B2B marketers?

During an interview with Demand Gen Report, Alex Schutte, Principal Digital Marketing Strategist at Paycor, shared a step-by-step process of how he and his team incorporated interactive content into their go-to-market strategy. Additionally, Shutte shared how to maximize the overall value of interactive content and tips on leveraging interactive elements in new ways.

During my morning peruse through the latest tech announcements in the B2B marketplace, I often come across new technologies geared toward consumers that can have vast similarities in the B2B world.

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:

SnapApp’s LeadREV is a content tool that enables users to drag and drop a PDF and convert it into an interactive experience. This provides a more optimized and dynamic viewing experience for the content’s audience.

Blitzen is a demand generation solution that can help B2B marketers track prospective buyers and capture website visitors’ attention through personalized and interactive content. 

Features/Functionality

Key features of the solution include:

• Interactive content such as forms, quizzes and surveys;
• Personalized and relevant experiences for website visitors;
• Drag-and-drop functionalities to build pop-over, slide-up and embedded lead generation forms; and
• Analysis of ad and campaign traffic.

Targeted Users

Blitzen’s targeted users include B2B demand generation and marketing teams.

Compatibility

Blitzen integrates with CRMs such as Hubspot CRM, Salesforce, Pipedrive and Salesforce IQ. The solution also integrates with email automation platforms such as Mailchimp, and productivity apps such as Google Sheets, Trello and Slack.

Delivery/Pricing Models

Pricing starts at $25 per month.

Current Clients/Users 

Current clients include Shopify, BMW, Refrigiwear and Vidyard.

Competitive Positioning

Blitzen is a SaaS marketing solution that’s easy enough for SMBs to use, but powerful enough for B2B enterprises. It combines the benefits of interactive content, personalization and lead management into an out-of the-box demand generation solution.

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