10 Cool Marketing Automation Startups to Watch

Marketing automation can help can help businesses better target prospects, find and test new products and services. These 10 startups can help businesses plug gaps in their marketing strategy and offer solutions to problems companies might not even know they have.

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9. Triblio

What they do: Provide content marketing software that helps marketers deliver proven content with personalized calls-to-action (CTA) to increase leads.

Headquarters: Reston, Va.

CEO: Andre Yee, who was previously SVP of Products for Eloqua, which was acquired by Oracle for approximately $1 billion.

Founded: 2013

Funding: Triblio is backed by a $3.4 million seed-funding round led by Longworth Venture Partners and Kepha Partners.

Problem they tackle: Content marketing is the hot marketing trend these days. Marketers are spending more and more on a variety of content each quarter, yet as marketing communications channels proliferate, marketers are finding that they have trouble reaching their target audience with the optimal content and the right CTAs for each channel, which leads to sub-optimal lead-conversion rates.

Content marketing is a big deal to B2B marketers because it costs 62 percent less than traditional marketing, while generating three times as many leads, according to Demand Metric.

Even so, marketers aren’t quite sure how to effectively deploy content in their marketing strategies. According to the Content Marketing Institute, while 93 percent of B2B marketers report that they use content marketing, only 36 percent believe they are using it effectively.

Why they're on this list: Most marketing software is channel centric, meant for specific marketing communication channels such as social, search, email, or a website, and then marketers just plug content in with little regard to channel, creating plenty of square content pegs hammered into round channels.

And let’s not forget that in this process, CTAs are often forgotten about or simply rendered ineffective by appearing in the wrong place.

In contrast, Triblio designed its software to be content centric. Marketers use Triblio’s software to select specific content items for their campaigns. Then, after choosing specific marketing channels for their content, they execute campaigns through Triblio. Analytics are computed by content item, topic, or format, and then by customer type and channel.

Triblio’s content marketing software enables marketers to promote proven content with personalized CTAs across their corporate channels including social, email, website, and sales. The software helps marketers plan and execute integrated content-based campaigns; create content rich microsites and landing pages; source corporate or third-party content that will resonate with a specific target audience; insert personalized CTAs; and analyze metrics by each specific content item.

Customers include: NetProspex, Deltek, Higher Logic, Vorsight, MarketBridge, and Parature (a division of Microsoft).

Competitive Landscape: Competitors include Newscred, Community Elf, and HubSpot.

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