What Is Interactive Content And Why It Works?

what_is_interactive_content_whitepaper_pdf__page_1_of_26_Content marketing has taken the demand generation world by storm in recent years and the issue has shifted from whether or not to participate in it, to how you can make the most of it. In fact, 93% of B2B marketers are currently using content marketing as part of their demand generation strategy and 58% of them plan to increase their content marketing budget over the next 12 months, according to the Content Marketing Institute

But even with the significant increases in the use of and budget allocation towards content marketing, fundamental challenges remain centered around how to best reach your audiences and how to produce content that engages and converts those audiences. To that point, the 2014 B2B Content Marketing Report found that almost half of B2B marketers say producing the kind of content that engages is now their biggest challenge.

We believe that you as a marketer need to increase the signal-to-noise?ratio with your content marketing. We believe to be successful, you need to create user engagements that deliver more value to your audience. We believe your content needs to drive valuable insight into your prospects’ behaviors, needs and wants. Let’s say it another way – we believe that if you don’t deliver value to your audience along the buyers’ journey, you will lose your prospects before you can even give your sales team a chance to win.

“How can I accomplish that?” you might ask.

While there is never a single silver bullet, interactive content is one of the most effective ways to help marketers rise to this challenge. By adding interactive content to their marketing mix, marketers can significantly improve prospect engagement; achieving 50% click rates on their content, over 80% content completion rates and 40% lead form conversions.

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But what is interactive content, and why and how does it work?

In our recently released white paper we have attempted to help marketers like you understand what interactive content is, how it can fit into your marketing mix and why it should become an integral part of your demand generation efforts.

B2B marketers are looking for that distinct advantage to stand out above the noise, and engage with their prospects and customers. Interactive content provides the opportunity to do just that, and deliver value to your audience and organization in unison.

Interested in what interactive content can do for your organization? Get started now!

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Getting Stellar Results from Event Marketing

SnapApp Marketo Summit Panel

SnapApp’s panel discussion on event marketing

25-35% of marketing budgets are spent on organizing, attending, and sponsoring events. But are you getting the stellar returns you expect from them? A panel discussion featuring SnapApp CEO Seth Lieberman, Beth Thompson of Cornerstone OnDemand, Betsy Zikakis of Certain, and Jonathan Brown of Bazaarvoice.

Beth and Jonathan shared their experiences at trade shows and how they demonstrate ROI at shows, and Seth and Betsy shared best practices across the industry.

Value Begins BEFORE The Show

90% of the buyer’s journey falls on the shoulders of marketers and many marketers use events as catalysts for driving leads through the buyers journey faster. That being said, events are time-consuming and expensive. So how do you get the biggest bang for your buck?

Start before the event even begins. Cornerstone OnDemand engages their audience with polls and quizzes to get the conversation started. Attendees can get to know the themes of the event and begin to benchmark themselves before walking in. Plus, it’s fun!

Do you run events and need to provide value to your sponsors? Let them create the poll or survey to attendees and help them see the value of communicating with your audience early and often.

Human Interactions

People attend events for the human interaction. Emails are great, but a conversation with someone can do wonders! The only problem? Events are not year round, so marketers must connect the offline conversation with the online conversation. See how your audience is engaging with you and send target responded based on that engagement.

Interactions need to be meaningful as well. At every event you’ll hear the question: “So what do you do?”. To answer that question, show what you actually do and make a fun interaction between you and your audience. Remember: have a clear and concise message to stand out from the crowd. The event is just the beginning of a beautiful relationship.

Engage First, Follow-Up Always

Your team has executed flawlessly at an event and now you’re waiting to collect your leads from either a lead retrieval system or from an excel sheet. Don’t let event leads fall on the floor! Choose technologies that drive leads into your marketing system. If you have an engagement at the event that feeds your leads directly into your marketing automation system, can you follow-up immediately. SnapApp customers are creating fun engagements at the booth and then sending out targeted follow-ups before the person has even left the booth!

Events are like earthquakes…

You’ve been planning for weeks and then the event happens. It can feel like a whirlwind, but successful events have one common constant– follow-up. Like earthquakes, there are aftershocks from events. Use the energy from the event and create new engagements to keep the conversation going, and also nurture your leads in the process.

Bucket your audience based on the information they provided you to give them a personalized message and experience.

SnapApp can help you create innovative ways to reach your target audience before, during, and after an event. We help to build a profile and more importantly, get that information into your marketing automation system.

Ready to see how? See what interactive content you should build for your next event.

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SnapApp Of The Week: Harlequin Books Mother’s Day Competition

Here at SnapApp, we love seeing the amazing, creative content that our customers build using SnapApp. From photo contests and bracket competitions to giveaways and sweepstakes, the SnapApps our customers build everyday continue to amaze us. Each week, our account managers will introduce you to one of the SnapApps we can’t stop talking about around the office.

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Harlequin Publishes Sweepstakes to Create Mother’s Day Buzz

It’s almost time to celebrate Mother’s Day!  To generate awareness of this special day, Harlequin has put together a SnapApp inviting users to enter a sweepstakes in order to be eligible to win 1 of 10 special prize packs.  The packs include some great books as well as a $250 gift card to the Sportscraft store.

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Successful Promotion of SnapApps Helps Drive Conversions

Harlequin (@HarlequinBooks) has done a great job of utilizing social media to drive awareness and traffic to the sweepstakes.  Not only have they pinned the SnapApp to the top of the app tab board on Facebook, they have promoted it on their timeline, being sure to include the mobile optimized link.  Additionally, they have enabled the ‘Like-Gate’ functionality to increase their overall Harlequin fan base.

 

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After only 9 days in market, this SnapApp generated 371 leads with an 85% lead submission rate on desktop and an 84% lead submission rate on mobile.  Enter now for your chance to win this special #mothersareamazing prize pack!

 

How are you utilizing interactive content through your social media channels?

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Rockstars Create Innovation In The Nation: Marketo Summit Recap

Innovation begins with you. B2B marketers are more empowered than ever to drive real revenue growth and messaging to a wider audience. Today marketers have the technology, data, and insight to deliver custom messages for their audiences. The age of human-to-human marketing is upon us and at the Marketo Summit in San Francisco, this energy rippled through the three day summit.

Marketing First

Marketo believes in a ‘Marketing First’ world and announced their plans to become a Customer Engagement Platform. That means coordinated messaging and engagement across channels. Your audience is everywhere so marketers need to easily be able to get their message across through personalized channels– buyers demand hyper-relevant communications that speak to them as individuals. Marketing is continuous conversation with prospects. Marketers can no longer just push their message across. Instead, they need to engage and interact with their buyers.

Of course, they need to put those messages in context. Marketers today have more data than ever on their audience, and one of the pressing issues is how to get the right message in front the right prospect. Finally, metrics matter. Marketing departments need to get beyond inaccurate numbers and show the ROI of their efforts.

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Where do you start? As Marketo refocuses the platform on allowing you to do ‘Marketing First’, they will be looking to their launchpoint partners to help deliver and make the marketing ecosystem balanced. SnapApp enables marketers to create engagements for their audience to interact with and have a meaningful exchange of information. You can use SnapApp to help profile, score, and navigate your user through your buyers’ journey. See how others are using SnapApp to engage and drive their audience to their desire outcome.

Hillary Madness

Former Secretary of State Hillary Rodham Clinton spoke at the Marketo Summit – here’s a great review of her speech by SnapApp customer, The New York Times.

We also had a bit of fun with the keynote speaker as well by creating a poll asking Marketo attendees “Who Was Their Favorite Hillary?” We provided options from Yale Hillary to Secretary of State Hillary to Marketo Hillary. So which role came out on top? Meme Hillary! Turns out, marketers respect a great marketing opportunity like a meme.

Meme Hillary Winner

We also used this fun poll to engage attendees at our booth during the summit. As a result, over a third of our booth traffic was brought in because of the poll!

This poll was also one of the ways people could enter our raffle for a pair of Bose Noise Cancelling Headphones. We are happy to announce that Lisa L, from XIFIN was the winner! Congratulations Lisa! We hope you have fun rocking out with those.

What Type of Interactive Content is Right for You?

Interactive content is the next stage of human-to-human marketing. Are you curious to see if it’s right for you? Think of an upcoming marketing campaign and take this assessment to find out!

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Monetizing Content And Driving Revenue – Blueprint For Success Series (Part V)

In the final part of our ‘Monetizing Content And Driving Revenue – Blueprint For Success Series’, we’ll discuss the importance of real-time analytics and which metrics publishers need to track and pay attention to.

According to AdWeek, there is still a lot of debate with publishers around how to measure the effectiveness of sponsored content. Do you measure on engagement, awareness, performance, a combination of the three, or all three?

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Amidst the challenge of which metrics are best to track, one constant remains the same – leveraging metrics to get ahead of the curve. Seeing what is working where and when with real-time analytics is becoming more valuable as the amount of noise (content) increases continuously. And with the competition for attention from your audience rapidly increasing, the challenge to stay ahead of the curve becomes much more difficult.

Let’s take a look at how to quantify the success of your sponsored content and help you solve the challenge of which specific metrics to focus on.

Engagement

Effective sponsored content relies on interaction, which is why on-page engagement makes for a key metric. One way to measure engagement is through pageviews and time-on-site (or time-on-page). The number of pageviews helps determine how effective your content promotion has been, and the amount of time your audience is spending on your site or on a particular page lets you know if you are attracting the right audience. By analyzing that data, you’ll be able to get a better sense of how and where to position your polls and quizzes, for example.

Measuring the effectiveness of how your audience interacts with your brand on social channels also implies how engaging your content is. Metrics such as re-tweets, likes, shares, replies and comments are all indicators that your audience is, or is not, engaging with your content. To take it a step further, you can even determine engagement levels against how far into your content your audience makes it.

Does your audience drop off early in the piece of content? If so, you can assume that the content is not as strong or appealing enough to drive them through to the end. Does your audience make it all the way through and leave before they input their information? If so, you might not have enough of a compelling offer, or, it could be a case where your users are not seeing the value.

Awareness

Some publishers value awareness over the number of users and pageviews they have. They feel by focusing on driving brand awareness first, other key performance indicators (such as engagements) will follow. By showing your audience specific, relevant sponsored content, you will be able to track awareness.

Tracking conversations on social channels, on your blog and on other blogs as well is a great way to determine awareness. More specifically, social shares for a daily poll, discussions around a “What Superhero Are You” assessment you’ve produced, and replies are all key performance indicators you can use to measure awareness.

Performance

Performance is ultimately judged by ROI and can be measured in many different ways. But when it comes to measuring performance against interactive content initiatives, there is no one specific metric to take into account. It depends on what your goals are for each campaign – they could be to convert leads in one campaign or drive engagement in another.

For instance – if you’re looking to convert leads, you want to take lead conversion rate into account as a relevant metric to measure performance. This metric can help you determine which sponsored content pieces are converting your audience into leads. Is it better to attach a lead form in the middle of your survey, or is it better to have it at then end? Is a quiz a more efficient lead generator than a contest? These are all questions lead conversion rate can answer about performance.

Or take link-out-click through rate for example. This metric shows the percentage of users who clicked on links embedded within your personality assessment, contest, poll or quiz. Regardless of your calls-to-action (CTA), you will be able to determine how impactful and enticing your CTAs are, which ultimately helps determine how your content is performing.

Now for the good news. Regardless of the metrics you chose to measure and which interactive content types you utilize, the SnapApp platform gives you the ability to measure and analyze your interactive content pieces on over 30 different metrics. And based on your analysis, you can easily modify and re-publish content faster and more efficiently giving you the ability to stay ahead of the content curve.

 

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SnapApp Of The Week: LA Times Festival Of Books

Here at SnapApp, we love seeing the amazing, creative content that our customers build using SnapApp. From photo contests and bracket competitions to giveaways and sweepstakes, the SnapApps our customers build everyday continue to amaze us. Each week, our account managers will introduce you to one of the SnapApps we can’t stop talking about around the office.

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Los Angeles Times Festival Of Books SnapApp Series

To promote the Festival of Books series at the University of Southern California, the LA Times put together six contest SnapApps representing the different categories of the festival: art, comedy, music, poetry, photos and books. Each app invited users to submit a photo or video for their chance to win and display their work at the festival.  These contests were set up so that one winner would be selected per category.

 

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Leveraging Event To Monetize Content

Living alongside the SnapApp’s was an opportunity for users to become sponsors of the Festival of Books. Including this beside all six SnapApps helped increase the visibility of this sponsorship opportunity.

Increase following while offering something in return

While this unique compilation of SnapApps’ asked users to submit their information in order to be a part of the consideration set, it did so while offering a prize in return.  For many of the users that saw this contest, submitting their information was a no-brainer as they are truly passionate about their genre.

 

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This contest generated over 100 entries, which received over 1,500 votes in the galleries.  LA Times now has the ability to repurpose this content and lead information as they wish.  Not only is this a unique way to engage their digital audience, it’s also a great way to drive leads for sponsors.

Are you producing creative sponsorship opportunities for your potential clients?

 

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Building Trust And Starting A Dialog With Your Audience

Last week MIN and Folio held their annual Media Mashup in New York City – a full day event that covers the latest best practices and tactics for navigating the converged media landscape. Media Mashup Logo

This conference is of particular interest to publishers because in the last few years, programmatic advertising has been booming and mobile strategies continue to morph. Video, social media, sponsored advertising and data are evolving in ways that offer new opportunities even as they force continued scrutiny over established business models. Both media companies and the digital-pure plays have perspectives on the same sets of challenges, but different approaches to innovation.

The Right Content, At The Right Time, For The Right Person

Events like the Media Mashup are great to put some perspective on the publishing industry. Regardless whether you are a traditional publisher or a digital-only publisher, you still have to create content, sell ads, and use social media. These two types of publishers have more in common than one would think.

Another commonality publishers share is developing a great relationship with your readers. Content engagement should be the ultimate end goal for any publisher – by creating the right content at the right time, for the right person you can build trust with your audience and connect them with the right advertiser.

Publishers should take responsive design into account as well and think about creating different experiences for different screens. People expect something different when reading on their computer screen at work versus reading their tablet or phone while commuting home. The 13” screen, 7” screen, and 4” screen should have unique experiences and content look and feel should fit that specific screen.

Why does it all matter? Publishers only have trust, so above all else you need to keep intact the trust you build with your audience.

Where Silicon Valley Meets Madison Ave

Trust begins with your content but opportunity is where technology meets advertising. Media companies are more than a collection of their articles. They have both technology demands and have to figure out ways to deliver to advertisers. So how are companies meeting this demand?

First, it’s about technology. Speed to market is a must for technology. Companies must be willing to try new technologies to see what works and what doesn’t – don’t be afraid to test something out.

Second, develop rich content. Good content drives reach and shares, which in turn, create more value for advertisers. Some ideas for creating good content include creating interactive content specific to your audience and being able to capture moments in real time. The new wave of marketing is human to human.

Social Is A Conversation, Not A Campaign

Many of those human to human interactions come from social. At the conference Andy Mitchell, Director of Global Media Partnership at Facebook, offered the following insights:

  • Facebook defines media companies as companies that create their own content

  • Facebook will be rolling out more pages recommendations based on the user’s likes. Face has found that the more pages a user likes, the better experience they’ll have on Facebook

  • Facebook favors large images (1200×1200), verified pages, increased posting frequency

The biggest takeaway from the session with Facebook is that companies need to go beyond a social strategy and think instead of each channel separately by building campaigns that work within that specific channel. Additionally, don’t do what is right for everyone else – post content that’s right for your specific audience and brand. Being authentic builds trust and starts a dialog.

What’s Next?

Remember that building trust with your audience begins with good content. Delivering rich and engaging content will keep your readers coming back for more, which will feed your revenue stream. This is where you have the opportunity to create something meaningful for your audience and advertisers. Curious to see how others are doing this? SnapApp can help. Connect with us for more information and we’ll show you how to create engaging and meaningful content for your readers and advertisers.

 

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Monetizing Content And Driving Revenue – Blueprint For Success Series (Part 4)

For most publishers, there are three primary revenue streams that drive the business – display advertising, lead generation and, increasingly, sponsored content/native advertising.   Wouldn’t it be fantastic if there were a scalable and repeatable process to help you drive revenue through the three streams just mentioned?

Well you’re in luck because that’s what we’ll be discussing in this post. More in particular, how interactive content created and deployed by marketing or ad operations, without the need for developers, can help boost all three revenue streams and enable you to build a repeatable and scalable revenue engine.

Display Advertising

As we have discussed in the previous posts in this series, interactive contents’ real value is in the level of audience engagement that it drives.  Interactive content experiences typically range anywhere from 5-10 pageviews per engagement and boast completion rates over 80%.  By funneling readers to follow-on content, each piece of content can drive a significant uplift in pageviews and time-on-site per visit.  By linking the reader’s navigation through interactive content to your ad server, this increased engagement translates directly into more ad impressions.  Best practices across SnapApp’s user base suggests that developing a templated approach to the types of interactive content deployed around editorial or broadcast programming can lead to a sustainable increase in display advertising revenues compared to traditional static content within the CMS.

Lead Generation

For those publishers looking to build email lists – either for themselves or for advertisers and sponsors – there are a wide variety of content types that SnapApp customers have found to be successful in this regard.  Contests and promotions are obvious experiences that lend themselves to the sharing of end user data, but in fact any content type can be used to drive lead capture, so long as the user is offered something of value in return for sharing their information.  Prizes work well, but equally receiving the score from a trivia quiz or the outcome of a personality test can be incentive enough to share information, as can the opportunity to receive weekly polls in their inbox.  For this reason, all SnapApp engagements can have a lead form embedded in them at the appropriate points.

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Sponsored Content/Native Advertising

Interactive content can also prove to be a potent tool in scaling a publisher’s sponsored content program.  Advertisers are increasingly interested in having their brands persistently shared with consumers as part of engaging and appropriately themed experiences.  In some cases the content can be tied directly to the sponsor’s brand. For example, a “What cocktail are you” themed personality quiz sponsored by a liquor company would work well in this instance.  In other cases, interactive content is the perfect way to extend an event or program sponsors engagement online – almost any form of content can be “Brought To You By”.  With the ability to upload photos and video to most content types, the sponsors involvement can also be presented in an appealing, rich media format.

No matter how much content you create or where you deploy your content, driving revenue is the ultimate goal with any publisher. Interactive content is proving to be an increasingly valuable tool in many publishers’ revenue tools arsenal.

Do you currently have a scalable and repeatable process in place to help you drive revenue? Could you improve upon your current process? Let SnapApp show you how you can start or improve your current process.

In the finale of our ‘Blueprint For Success’ series, we will be discussing how to best measure the success of your native advertising efforts.

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3 Interactive Content Marketing Metrics To Live By

In this hectic world we live in, we tend to often overlook some of the finer details that can prove to be beneficial in the long run – especially when it comes to content marketing. Because of the massive amount of content people consume daily, B2B marketers are many times in rush to push content out the door without having a purpose or goal for it.

To make sure you are producing meaningful content, we’ve outlined three key metrics you should keep your eye on. They will give you a better idea of how your interactive content efforts are working, which will help you determine what adjustments you need to make moving forward. Let’s take a look at three metrics that can help you become more successful with interactive content.

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Pageviews

Surprisingly, pageviews is often overlooked as a metric when assessing the results from a content marketing based campaign.  As marketers we tend to focus on output metrics like leads or downloads (more on those metrics below).  However, content marketing is really about conversion – it needs traffic in order to work.  So impressions tells us whether we have successfully promoted our content-based campaign – have we placed the content in a high trafficked part of the site or run a strong enough email campaign to promote it.

Once we understand whether we have been successful in driving users to a particular piece of content then we can start looking at engagement metrics like click rate – was the call-to-action for the content appealing enough for a user to click on it; and completion rate, was the content engaging enough for a user to complete it and end up at your conversion point.

Lead Conversion Rate

If one of your interactive content goals is to drive leads, then measuring your lead conversion rate is the one metric you should be looking at closely. While it is important to measure other lead metrics such as lead to close rate, it’s critical that you understand what interactive content types are converting your audience into leads in the first place.

Is attaching a lead form in the middle of your survey more effective then attaching it at the end? Are you more likely to convert leads through knowledge assessments or through an ROI calculator you’ve developed? Measuring the lead conversion rate can help you answer these questions and more, and help you decide which interactive content types boast the highest number of qualified leads for your organization.

Link-Out Click Through Rate

Leads are not the only value to be derived from audience engagement. As one of the more important metrics to measure when it comes to interactive content, link-out click through rate shows the percentage of users who clicked on links embedded within your piece of interactive content. No matter the call-to-action (CTA) – ‘download this white paper’ or ‘visit our customer success page’ – this metric tells you how impactful or enticing your CTA is.

It can also help you decide how you want your audience to navigate from your interactive content to other pages and pieces of content on your site. For example, if you create an assessment titled ‘How Well Do You Know Twitter’, you might direct your audience at some point during the assessment to download your latest white paper on Twitter best practices.

If you’re seeing a high number of page views to a specific page you link-out to, your CTA is working just fine. And in the case where you are not seeing a lot of page views, you’ll know it’s time to adjust your CTA.

While there are many other metrics in which you can use to measure the success of your interactive content marketing efforts, these three metrics will get you on the right track and help steer you in the direction of obtaining a higher ROI from your content marketing efforts..

 

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How SnapApp Is Prepping for Marketo’s Marketing Nation Summit 2014

Calling all Marketing Rockstars

As a B2B marketer focussed on demand gen, nothing gets me more excited than trade shows! Before you groan, I ask you to look inside to your inner marketing geek, and think about all the planning and prep for one singular event.

Events bring out the best of marketing. You can clearly identify your target audience and then market to them throughout their lifecycle using emails, surveys, contests, landing pages, social, and more, and then use those same channels to market to them post event. Additionally, you get to flex your teamwork muscles and bring in other departments such as sales and leadership.

Then there’s the event itself. Coming up with ideas for engagement, creative pieces, and overall strategy are thrilling… or overwhelming depending on how crunched you are for time and budget.

How To Stand Out Without Killing Yourself Come Meet SnapApp: Marketo Summit Booth #134

Creating a marketing plan that’s engaging and fun for an event is no easy task, but it isn’t as hard as you may think. Pre-event surveys are a fun way to engage attendees to see what they are interested in or what to get out of the show. You can tie the survey to a raffle prize and give attendees even more incentives to offer their opinions.

You could also create an assessment so attendees see how they stack against each other or give them a type. Drive traffic to your booth by having the attendees who take the assessment or survey stop by to get an explanation of the results or be entered in a raffle. At the show, offer a fun personality quiz or quick poll to get people to stop the booth. Or, for the more creative, set-up a photo booth for attendees.

After the event, create an ROI calculator or photo gallery where attendees can see what they can get out of your product or service or share their favorite moments.

Here’s the best part: all these engagements can have a lead form that integrates with your marketing platform: Marketo, Eloqua, ExactTarget, Pardot, Act-On, and HubSpot– it all can be done! Did I mention all these engagements can and should be delivered through email and social and hosted on your website, blog or landing page? Pretty impressive, if you ask me.

See It In Action At The Marketo Summit!

We walk the talk here at SnapApp. We’re attending the Marketo Summit from April 7th to 9th in San Francisco and have begun our own marketing campaign using interactive content. We have a pre-event survey we’ve sent to our Marketo users asking what they are buzzing about for the show. As a bonus, anyone who submits their information will be entered to win a pair of Bose Noise Cancelling Headphones! If you’re going to the show, please take the survey below and let us know what you’re most looking forward to at the summit.

At the show, we have two different ways to interact with our audience. We’ll have a quick poll that’s meant to be light and fun, as well as an assessment to figure out what your next piece of content should be.

After the show, we plan on releasing an interactive piece that helps Marketo marketers put together what they learned at the show. I can’t tell you more than that – we want our audience to be surprised!

Join Us At The Marketo Summit!

Are you also attending the Marketo Summit in April? If so, we would love to meet with you! Please visit our site and let us know that you’re attending.

If event marketing interests you, we also are hosting a session on Getting Stellar Results from Event Marketing While Avoiding Black Holes and Bad Puns on Tuesday April 8th at 3:30pm

Hope to see you there Marketo Rockstars!

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