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, 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.
SiriusDecisions 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.
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:
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.
AI plus ABM turns data into insights into action for B2B marketers.
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.
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.
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.
B2B organizations are beginning to see better engagement with their audience, whether it’s through marketing automation software, CRM or other channel-specific technology.
SnapApp is designed to help marketers create personalized interactive experiences that engage buyers, accelerates leads through the funnel and promote growth.
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:
SnapApp’s platform is used by modern B2B marketers at companies of all sizes looking to improve the user experience.
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.
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.
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.
B2B marketers are tasked, and expected, to produce higher-quality leads en masse. But new research conducted by Demand Gen Report and sponsored by SnapApp shows that the majority (82%) of B2B marketers are only “somewhat confident” or “not very confident” in the effectiveness of their demand generation campaigns.
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.