Unbounce, a Vancouver startup best known for helping marketers create automated landing pages, added a new wrinkle this morning when it announced it has acquired Snazzy.ai, an early stage automated copywriting startup. The two companies did not share the terms.
Unbounce Chief Strategy Officer Tamara Grominsky says that her company focuses on helping customers convert their customers into sales, and with Snazzy, it gets some pretty nifty technology based on GPT-3 artificial intelligence technology.
“We’re focused right now on building conversion intelligence software that will allow marketers to work with machines to really unlock their true conversion potential, […] and we saw a huge opportunity with Snazzy to focus particularly on the content creation and copy creation space to help us accelerate that strategy,” Grominsky explained.
She points out that the product is really aimed at the marketing generalist charged with overseeing landing pages, and who is responsible for a range of tasks including writing copy. “The average Unbounce customer isn’t a specialized copywriter, so they don’t spend [their work] day writing copy. They’re what we would consider a marketing generalist or really someone who’s responsible for a wide range of marketing responsibilities,” she said.
Snazzy co-founder Chris Frantz says the tech is really about getting people started, and then they can tweak the results as needed. “The hardest part has always been to get that first line, that first page, the first couple of words in — and we eliminate that entirely. That might not always result in amazing copy, but on the plus side you can always click the button again and give it another try,” he said.
Frantz says that with so much competition in the space, he and his co-founder felt they could build a market much faster as part of a larger and broader marketing platform solution like Unbounce.
“I love Tamara’s vision for the future of Unbounce. I think she has a very ambitious vision. She sold me on that very early on in the process. At the same time, there was a lot of competition in the space, and to have a key differentiator with a company like Unbounce, which has a decade of marketing experience and a lot of trust within this community, I think it’s a very powerful wedge that we can use to further grow our audience,” Frantz said.
The tool lets you write a range of copy from landing pages to Google ad copy. The company launched in alpha last October and already had 30,000 customers, which Grominsky says Unbounce hopes to convert into customers. The good news for those customers is that the company plans to leave Snazzy as a stand-alone product, while incorporating the tech into the platform in ways that make sense in the coming year.