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  •   When I was a young content professional, or more accurately, when I was a young marketing professional (since content marketing as a job wasn’t really a thing then) creating good, engaging content was pretty simple. It was a straightforward process: Write some stuff, make it pretty, educate your audience without selling. And as long […] The post Quality AND Quantity? A Plea for Content to Do Bet...

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  • A solid landing page is one of the most effective ways for a company to maximize its online presence. In fact, data shows that when executed the right way, landing pages can increase conversions by as much as 100%. So how does that work? Designed with one key objective in mind, landing pages use persuasive […] The post 5 Amazing Landing Page Examples + Explanations appeared first on SnapApp.

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  • In a world where marketers are constantly being asked for more, how do you resist the urge to send over every Maybe-Qualified-Lead to sales to hit your numbers? The answer: Because, ultimately, it doesn’t work for marketing OR sales. So now you’re stuck. Or are you? While marketers aren’t getting more hours in a day […] The post How These Companies Got More Qualified Leads with Interactive Content...

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  •                     You’ve heard the saying, “time is money”. Increasing sales productivity is one of the most powerful growth levers for any company. A well-oiled inbound sales machine means reps spend less time working low quality leads, and more time closing sales. More leads in, more revenue […] The post 15 Need-To-Know Lead Qualification Stats for B2B Marketers (with Takeaways) appeared first...

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  • The bounce back: the bane of the demand gen. marketer’s existence. We put tons of care into compiling the perfect email to deliver to a handpicked list for our campaigns. We agonize over the subject line that is going to get our audience to open our email. We debate if we should go plain text, […] The post How We Solved our Bounce Back Problem with Siftrock appeared first on SnapApp.

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  • No matter which way you skin it, an efficient sales process is what fuels the high-growth B2B companies. Product planning, marketing funnels and sales enablement will only get you so far — after that, it’s all about scaling the sales machine. You need to reach the right prospects, fill your pipeline with quality leads, and […] The post How to Qualify a Lead: The Battle-Tested B2B Framework appear...

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  • When it comes to demand generation, it can feel like you’re moving in the dark. Unsure of what other companies are doing and seeing success with, you only have your own data set to pull from when figuring out what to try next. But wouldn’t it be nice if you knew some of the research […] The post 25 Shocking Stats about Demand Gen in 2018 appeared first on SnapApp.

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SnapApp
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  • When it comes to demand generation, it can feel like you’re moving in the dark. Unsure of what other companies are doing and seeing success with, you only have your own data set to pull from when figuring out what to try next. But wouldn’t it be nice if you knew some of the research around what’s working (and what’s not) for other marketers focusing on demand gen? It could help guide your strateg...

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SnapApp
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  • Marketing automation is the engine behind modern marketing, connecting carefully crafted content to expertly orchestrated demand gen campaigns, all with the ultimate goal funneling the best leads to sales. While marketing automation is the glue behind successful marketing and sales organizations, the Marketing Ops person, responsible for keeping the engine running, is often working in an MA silo ...

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SnapApp
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  • The perfect B2B marketing campaign looks different depending on where your prospects are in their buying journey. From helping them understand that they have a problem at the top of the funnel, to offering solutions in the middle of the funnel to convincing them that you are the right man for the job to at the bottom of the funnel. If you missed the first two posts in this series, jump on over to...

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SnapApp
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  •   March marked our first ever SnapApp virtual summit. We had been sponsors of them before, but this was the first one we owned and were executing ourselves. I had never run a virtual summit before this but, having managed our webinars for the past two years, I thought it would be like one giant webinar. While I wasn’t wrong, I wasn’t exactly right either. Virtual Summits: What’s the deal? Virtu...

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SnapApp
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  • Ah, the often overlooked middle of the marketing funnel -- even the most thoughtful marketers often fail to create dedicated content that speaks to the unique needs of buyers in this critical step between helping your audience realize they have a problem and that your company has the best solution. In this second post in a three part series, we are diving into B2B marketing campaigns that will he...

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  •   Every B2B prospect is on a journey, whether you’re optimizing for it or not. They start their travels without knowing where they’re going, and are gradually led down the path to a solution… With help from every single one of your competitors. A scary thought, right? That’s why you need to position yourself as prominently as possible, every step of the way. Snackable content on social? Her...

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SnapApp
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  •   “Sally’s. Easiest question you’ll ask me all day.” Like most other natives of southern Connecticut, Jay Acunzo had very serious opinions on the only acceptable pizzeria to frequent, as evidenced by his instantaneous response. He also wasn’t impressed by my own favorite West Haven haunt, Zuppardi’s. “We’re comparing platinum to gold here. It’s all good pizza, but if you have a choice, you might...

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SnapApp
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  •   In the world of B2B tech marketing, women are making an incredible impact around the world on brands large and small. From successful marketing campaigns, to leading teams that drive bottom-line results, to development of inventive lead generation tactics--there are no limits to the glass ceilings they are smashing. The 30 women featured below work in a variety of B2B contexts and for compan...

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SnapApp
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  •   This is a story about statistics, marketing, and how we as people understand each other. I know, that seems like a tall order for a marketing blog post, but hang with me here. The statistician who bets you’re a terrible guesser People are very poor perceptive statisticians. What does that mean? It means we’re terrible at looking at the world around us and making quantitative assumptions. ...

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SnapApp
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  •   The call-to-action (CTA) is a core component of any marketing effort today, especially within the B2B space. Without one, how do you expect your target audience to do what you need them to do? Research shows that call-to-actions perform better than AdWords, with the average click through rate being 3.29 percent across all industries, likely due to the increasing number of users running ad bloc...

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SnapApp
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  •   “In God we trust. All others must bring data.” – W. Edwards Deming Demonstrating the value of any marketing campaign is challenging. In fact, 43% of companies list it as the biggest marketing challenge: This is amplified in the B2B marketing arena where longer sales cycles and multiple touchpoints across a range of different channels make KPI selection and attribution much more complex. Acco...

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SnapApp
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  • For most colleges and universities, enrollment marketing is a big piece of the student recruitment puzzle – and it shapes their marketing strategy from top to bottom. The reason: Today’s higher education landscape is more competitive than ever before. Data from a 2015 Gallup poll of admissions directors showed that 58% had not yet filled their fall class rosters by the usual May 1st deadline. Wha...

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SnapApp
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  • Lena Prickett is the Marketing Manager at Modbar, manufacturer of state-of-the art modular, under-counter coffee brewing equipment for cafes. Modbar is a sister company of La Marzocco. Lena Prickett Modbar | Marketing Manager Lena has worked in a variety of communications, consulting, and marketing roles in San Francisco, Thailand, New York City, Boston, and Seattle. Her most recent professiona...

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  • Katie Martell is a marketing strategist, business advisor, and entrepreneur based in Boston, MA. She is a frequent speaker and emcee at conferences including TEDx, INBOUND, and MarketingProfs, and serves as the Co-Executive Director of Boston Content, the city's largest community of content professionals. Follow her on Twitter @KatieMartell and subscribe to The Worlds Best Newsletter at Katie-Mart...

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  • Influencer marketing is now a billion dollar game on Instagram, that’s right, billion with a B. It’s because it works: influencer marketing campaigns boast some of the highest ROI metrics available to marketers today. But its effectiveness also means the price of entry can be exclusionary for most teams. Your brand probably doesn’t have $200,000 to throw at a celebrity for an Instagram endorseme...

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SnapApp
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  •   Marketing isn’t as simple as it used to be. It’s no longer a matter of bringing in as many leads as possible and handing them off to the sales team for qualification. With the amount of research now performed online — enabled by the vast amount of freely available content — buyers tend to qualify themselves, instead.   Research from SiriusDecisions, indicates two-thirds of the buyer journey is...

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  • Decision theory is a multi-disciplinary area of research founded in economics and philosophy that seeks to explain how humans exercise freedom, and therefore make decisions. From breaking down the mental process that result in human decision making to explaining why we find compromises so appealing, decision theory covers a lot of ground. And most of that territory falls squarely in the wheelhous...

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