Recotap is an account-based marketing and advertising platform. It offers B2B marketers a better way to run personalized and multi-channel ABM campaigns. Using Recotap, marketers can make data-driven decisions to improve marketing and advertising performance and deliver better marketing ROI. In this interview, we will take a look at how Recotap works, how it is connected to SAP, and what’s next for the company.
How does Recotap work?
We offer a fully integrated and automated ABM platform that customers can use to manage their end-to-end ABM workflows. Recotap’s Identify module can help teams to quickly build the account list, which is usually a very time-consuming process. All Recotap-identified accounts come pre-loaded with purchase intent to design effective campaigns. Using our core advertising solution, marketers can precisely target their audience on social media
and major ad networks and engage them with personalized ads. They can also increase ad performance and website engagement using our smart pages module that dynamically alters web content based on the visitor profile. Lastly, Recotap can track and measure the audience interactions across ads, emails, and website activity to build an engagement score that acts as an indicator of account readiness for sales activation.
What are the customer-side requirements? Do they need special technology to use your service?
Recotap is a plug-and-play platform; if the customer has an account list, Recotap can import the data from their CRM systems. We offer out-of-the-box integration with major CRM systems, including Hubspot and Salesforce. If customers need help in building their account list, they can use the Identify module for it. They can also upload their creatives and content into Recotap and use them in advertisements.
Why did you start Recotap to begin with?
As a company, we are passionate about enabling marketing teams with relevant tools, data, and AI capabilities that can bring a significant difference to their daily job. We had a first-hand experience from our previous startups on how handicapped marketers’ roles can become in the absence of proper tools and processes, and that they often have to resort to guesswork. We want to eliminate guesswork and light up the path to success.
How are you connected to SAP? Can your solution be integrated in SAP systems?
We are a startup mentored by the SAP.io accelerator program. Our solution can integrate with SAP’s Marketing and Sales Cloud platforms for a bidirectional exchange of data. Customers can execute high-impact ABM campaigns in Recotap. They can then view account insights and other campaign performance metrics from the comfort of the tools that they already use as part of their regular jobs.
How has SAP.io’s involvement impacted your journey?
Recotap first started as a content recommendation solution for media platforms to provide a Netflix-type content personalization experience for viewers. During the acceleration program, we connected with top executives of SAP’s marketing, sales, and customer experience functions. We quickly learned about the slow but steady shift that was happening in the B2B marketing space. We sensed an opportunity and evolved the product for a B2B marketing use case.
What’s next for Recotap?
We are focused on growth and bringing more innovations to the product capabilities. We have identified a niche where Recotap is an ideal fit for a specific customer segment: our target customers today are US-focused B2B companies that use digital advertising as one of the primary channels for their customer acquisition.