For B2B, content has always been a huge part of the sales process. White papers, case studies, and other content are critical for helping customers understand products and services. In a more mobile and digitally focused world, that content is shifting from traditional white papers and case studies to what some firms are calling “marketing apps.”
These “apps” aren’t exclusive to mobile, though. And the biggest different between traditional content and marketing apps is that the apps allow interaction with the content.
To understand a little bit more about B2B marketing apps, here are 5 innovators in the space.
Ion Interactive has provided marketing solutions for B2B for a while, but just announced last month that it will be transitioning to providing marketing apps instead. The software-as-a-service platform allows brands to customize their own digital experience by helping them build interactive apps.
The advantage of using Ion Interactive for marketing apps is that the interactive digital experience created can be accessed within a browser, making it transition easily across desktop and mobile devices. The browser-based apps work great for B2B marketers or sales associates who don’t want to require potential customers to have to download an app. Ion develops the apps in a way that makes interacting fun for the customer, often including quizzes, calculators, or contests to boost engagement.
Wishpond offers a wide variety of digital marketing tools, including those that help marketers build interactive mobile landing pages and create email and ad campaigns. Its social promotions platform delivers ten different kinds of marketing apps to run contests.
Wishpond keeps it simple by sticking with what it does well — social contests — rather than trying to develop apps for all marketing functions. Brands that use the Wishpond platform can develop photo, video, or music contests and more, spanning Facebook, Twitter, and their own website. The contests are also mobile optimized.
SnapApp's focus is on helping brands create and distribute customized and interactive content to teach users about their products and services. Its apps are handy tools for the sales cycle because marketers can use them to scale content marketing.
SnapApp's solutions offer the ability to deliver interactive quizzes through a homepage or distribute sweepstakes through social media, as well as interactive white papers, infographics, or cost calculators. The platform is hands-on and its drag-and-drop abilities make it easier for marketers to create their own interactive content or promotions.
Ceros is another browser-based platform that helps marketers deliver rich and interactive content experiences. In addition to content often found digitally — whitepapers, etc. — Ceros users can create digital versions of traditional hard copy materials like brochures and lookbooks. Ceros doesn’t focus as much on social contests and quizzes as some of the aforementioned firms, but it has helped past clients create interactive tools like this “Find Your Shade Guide” from IMAN cosmetics.
A feature that could really excite sales professionals is the ability for customers utilizing a Ceros interactive content experience to purchase directly from within the app. If marketers develop the content in a truly effective way, sales could come directly from the app.
OfferPop has a strong social connection and encourages users to launch campaigns via those channels. While OfferPop doesn’t exclusively do contests and promotions, they are one of the platform's biggest strengths.
The list of OfferPop products is long and varied, ranging from caption contests and deals to lookbooks and quizzes. The campaigns are social and highly interactive, and customizable to businesses and organizations in numerous industries. For extra convenience, the platform even offers pre-populated templates that can get campaigns going quickly.
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