Business
Uberflip acquires SnapApp for smarter content targeting
Uberflip is acquiring SnapApp, bringing together two startups that promise help marketers use their content more effectively.
President and Chief Marketing Officer Randy Frisch argued that Uberflip focuses on content experience, not content marketing. In other words, it’s not selling productivity and workflow tools for marketers to write blog posts and and create videos. Instead, it helps them present their existing content in a smarter and more personalized way.
For example, it worked with data warehousing company Snowflake to create content streams highlighting the topics most likely to grab the attention of different sales prospects, then embedded those content streams in Snowflake’s marketing emails.
“Content marketing gotten a bad rap in some ways,” Frisch said, 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 term. (To that end, Frisch recently published a book with the colorful title “F#ck Content Marketing.”)
As for SnapApp, I wrote about the company’s interactive content tools back in 2015, but Uberflip CEO Yoav Schwartz told me that the product has changed dramatically in the last 18 months — it now offers “a better smarter, way to understand a visitor” by “peppering them with questions” as they’re browsing a marketer’s website.
So Schwartz sees this acquisition — Uberflip’s first — as a way to help the company improve its personalized content recommendations.
“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 said that about 10 to 15 SnapApp team members will be joining Uberflip, bringing the total headcount to around 150. And SnapApp’s current headquarters will become the Boston office of Toronto-based Uberflip.
The financial terms of the acquisition were not disclosed. SnapApp previously raised $22 million in funding, while Uberflip has raised $36 million.
-
Entertainment7 days ago
Summer Movie Preview: From ‘Alien’ and ‘Furiosa’ to ‘Deadpool and Wolverine’
-
Entertainment6 days ago
What’s on the far side of the moon? Not darkness.
-
Business7 days ago
Thoma Bravo to take UK cybersecurity company Darktrace private in $5B deal
-
Business6 days ago
How Rubrik’s IPO paid off big for Greylock VC Asheem Chandna
-
Business5 days ago
TikTok faces a ban in the US, Tesla profits drop and healthcare data leaks
-
Business5 days ago
London’s first defense tech hackathon brings Ukraine war closer to the city’s startups
-
Business6 days ago
Photo-sharing community EyeEm will license users’ photos to train AI if they don’t delete them
-
Entertainment7 days ago
‘Challengers’ review: You’re not ready for Zendaya’s horny love-triangle drama