Marketo announced a new partnership with B2B intent data provider Bombora to help its users identify and convert potential customers using intent data from Bombora’s Customer Surge Analytics solution.
The partnership, which builds off Marketo’s recent integration with Bombora, is positioned to help Marketo users:
- Pinpoint and prioritize accounts that are actively researching;
- Generate workflows for lead scoring;
- Sync intent data with Salesforce or Microsoft Dynamics;
- Personalize ABM and inbound marketing strategies; and
- Optimize nurture programs.
“In a noisy world, B2B marketers must learn to identify the right buyers and engage directly in a one-on-one personalized and human way to stand out,” said TK Kader, SVP of Strategy and Alliances at Marketo, in a statement to Demand Gen Report. “Bombora’s intent data is crucial for identifying the right buyers at the right time, so marketers can engage effectively and at scale.”
"We find that only 15%-20% of any list of companies are actually in research mode to purchase,” Erik Matlick, CEO of Bombora, in a statement. “Understanding which specific companies are in that 15%-20% — and the actual solutions they are researching — is essential to any B2B marketer. With the Marketo Engagement Platformacting as the hub to make this understanding more actionable, there is exponential value to how Bombora's intent data can be leveraged across an organization."