Uberflip acquires SnapApp for smarter content targeting

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Uberflip is buying SnapApp, bringing collectively two startups that promise assist entrepreneurs use their content extra successfully.

President and Chief Marketing Officer Randy Frisch argued that Uberflip focuses on content expertise, not content advertising. In different phrases, it’s not promoting productiveness and workflow instruments for entrepreneurs to put in writing weblog posts and and create movies. Instead, it helps them current their present content in a smarter and extra customized manner.

For instance, it labored with information warehousing firm Snowflake to create content streams highlighting the subjects more than likely to seize the eye of various gross sales prospects, then embedded these content streams in Snowflake’s advertising emails.

“Content marketing gotten a bad rap in some ways,” Frisch mentioned, noting that there’s been “a lot of consolidation in that space in last number of years,” so Uberflip has been working to distance itself from that time period. (To that finish, Frisch just lately printed a ebook with the colourful title “F#ck Content Marketing.”)

As for SnapApp, I wrote concerning the firm’s interactive content instruments again in 2015, however Uberflip CEO Yoav Schwartz advised me that the product has modified dramatically within the final 18 months — it now provides “a better smarter, way to understand a visitor” by “peppering them with questions” as they’re searching a marketer’s web site.

So Schwartz sees this acquisition — Uberflip’s first — as a manner to assist the corporate enhance its customized content suggestions.

“We’re going let SnapApp to continue to run as is,” he added. “We’re not going to attempt to integrate on day one. We’re going to allow time to understand how those two technologies can work together.”

Frisch and Schwartz mentioned that about 10 to 15 SnapApp group members can be becoming a member of Uberflip, bringing the overall headcount to round 150. And SnapApp’s present headquarters will change into the Boston workplace of Toronto-based Uberflip.

The monetary phrases of the acquisition weren’t disclosed. SnapApp beforehand raised $22 million in funding, whereas Uberflip has raised $36 million.