Remember when saying “Content Is King” was all the rage and B2B marketers got excited about content marketing?
It turns out marketing your ideas and product information via content only works if prospects and customers interact with that content.
I’ve spent time showing why B2B marketers continue to miss the mark when it comes to creating content that buyers find interesting and engaging:
So why would I find two startups combining to help marketers use content more effectively exciting?
Because this move shifts the focus off selling productivity and workflow tools aimed at helping marketers (and their agencies) write more blogs, shoot more video, and craft more documents. And onto activating that content in ways that make it more relevant and personalized to business buyers.
Activation The New Black In B2B Content Marketing
There has been a debate how to weight the Activation category in the B2B content marketing platform Wave. I felt strongly that, as business buyers direct their purchase investigations along digital routes, B2B marketers will need tools “that deliver value close to where the content gets uses – by sellers and customers.”
Forrester predicted a new generation of CMP solutions would arise “…where delivering customized messages and experiences to more precisely targeted markets and accounts becomes more important than planning and tracking assets.” Uberflip and SnapApp together is a positive step in that direction.
Next Generation CMPs Loom On The Horizon
It is a waste of time to look for technology that will simply help marketers produce more content or personalize it in unimaginative ways. If you are in the market for a content marketing technology, today you should consider providers that:
What’s This Mean?
This acquisition will help Uberflip users to improve content personalization and recommendation at the point it matters most – when it’s in front of potential buyers, existing customers, and sellers. Uberflip customers should expect to see this capability enter the product line anywhere from 6 to 12 months from now. SnapApp customers should ask Uberflip whether a lower-cost, more streamlined version of the combined platform is in the cards.
This post was written by VP, Principal Analyst Laura Ramos, and originally appeared here.