Data is radically changing the role of the inside sales rep, especially in B2B companies. The influx of data is driving inside sales to function as a key point of alignment with, if not an extension of, the marketing team at some companies. This poses a provocative question: if the lines between marketing and inside sales are blurring, who’s the real boss when it comes to inside sales, the CMO or the CRO/Head of Sales?
ABM and sales orchestration platform ZenIQ has announced it has teamed up with Bombora, a provider of B2B internet data. The partnership positions users of both solutions to implementing ABM strategies and programs to act on and operationalize insights provided by intent data. This aims to help marketing and sales teams to reach the right people at the right account, at the right time.
Lenovo, a multinational technology provider, partnered with the intent data company Bombora to gain deeper insight into their data and identify prospective customers that have an interest in their products. The insight was then used to create demand generation campaigns via display advertising and email to accelerate leads through the sales funnel.
Dstillery, a digital marketing company, has announced a partnership with Bombora, a B2B intent data provider. The companies said the partnership will combine Dstillery’s machine-driven audience creation, delivery and optimization with Bombora’s business intent data to deliver a programmatic prospecting solution for B2B advertisers.
Bombora provides B2B intent, demographic and firmographic data to uncover business buying intent. The data is collected from a co-op of more than 2,500 publishers. The platform recently introduced a new Surge Reports module for identifying audience interest based on content consumption.
B2B marketers are flocking to the account-based marketing (ABM) trend, attempting to focus only on their best prospects and the goal of moving them more smoothly and quickly through their purchasing journey. But there are problems.