Backed by $3.4 million in seed funding, content marketing startup Triblio helps marketers develop data-driven strategies to deliver actionable content with personalized CTAs, leading to better conversion rates.
Startup: 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.
If we narrow the focus of content marketing just to B2B marketers, one reason content marketing is a big deal is that 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.
What I like about them: Most marketing software is channel centric, meant for specific marketing communication channels such as social, search, email, or a website.
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: NetProspex, Deltek, Higher Logic, Vorsight, MarketBridge, and Parature (a division of Microsoft)
Competitive Landscape: Competitors include Newscred and HubSpot.
To read about cool marketing startups like Triblio, keep an eye out for my upcoming roundup in CIO: 10 Hot Marketing Automation Startups. Sign up for Startup50 updates to receive an email alert when the story runs.
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