Snapchat shores up lead gen ads with new HubSpot integration
The app is focusing on partnerships to “meet our clients where they are,” said Vice President of Global Agency and Strategic Accounts Adrian Mulryan.
本条来自 Marketing Dive（marketing），聚焦 品牌营销、消费洞察、财报增长。 Advertisers will be able to get a better understanding of how lead gen campaigns result in lower-funnel actions and a clearer picture of return on ad spend.
The app is focusing on partnerships to “meet our clients where they are,” said Vice President of Global Agency and Strategic Accounts Adrian Mulryan
- Snapchat shores up lead gen ads with new HubSpot integration
- Sharpening performance focus
- Advertisers will be able to get a better understanding of how lead gen campaigns result in lower-funnel actions and a clearer picture of return on ad spend
The app is focusing on partnerships to “meet our clients where they are,” said Vice President of Global Agency and Strategic Accounts Adrian Mulryan
Snapchat shores up lead gen ads with new HubSpot integration
Advertisers will be able to get a better understanding of how lead gen campaigns result in lower-funnel actions and a clearer picture of return on ad spend.
Snapchat is expanding its focus on lead generation through a new integration with HubSpot, a partnership that aims to help brands engage incremental Gen Z and millennial consumers on the messaging app. The tie-up with the CRM platform allows advertisers on Snapchat to more easily roll out native lead generation campaigns and automatically connect leads into HubSpot’s ecosystem to support long-term customer relationship management, Marketing Dive can share.
“We've been an underrated platform for generating leads, but Snapchat reaches a highly engaged, high-intent audience,” said Adrian Mulryan, Snap’s vice president of global agency and strategic accounts.
Here’s how the feature works: Snapchat advertisers can create a native lead generation campaign in just a few clicks while leads engaged through those efforts can be connected directly into existing HubSpot lists and sales pipelines via an API. Lead form fields from Snapchat will also be mapped onto HubSpot properties to facilitate an easier handoff from marketing teams to sales.
“It simplifies the path from lead capture to lead management,” Mulryan explained.
In addition, a Conversions API will send conversion events tracked in HubSpot workflows back to Snapchat so advertisers can glean a better understanding of lower-funnel actions tied to the leads they generate from their campaigns and a potentially clearer picture of return on ad spend. The upshot is less manual work for Snapchat and HubSpot advertisers.
"With this integration, HubSpot customers can connect what happens on Snapchat to what happens in their pipeline, and send real conversion signals back to Snapchat so teams have a clearer picture of what's driving results,” HubSpot Vice President of Product Angela DeFranco said in a statement. “That's the kind of context that makes marketing more effective over time.”