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ABM Workout Plan: A Crawl, Walk, Run Approach To Obtaining Buyer Data

Most marketers don’t automatically think of data and analytics when it comes to ABM. However, industry experts agree that ABM is a data and analytics challenge because you have to leverage data and analytics to understand who you’re going to target, what you’re going to say to them and how you’re going to drive action throughout the company based on the accounts that matter most to you.

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Bombora Unveils Marketo Integration For Intent-Driven Data Workflows

Bombora provides B2B intent, demographic and firmographic data to uncover business buying intent. The company’s data aims to align sales and marketing teams, enabling them to act on the knowledge of what companies are researching what products.

Recently, Bombora introduced an integration with Marketo’s Engagement Platform to surface intent-driven data directly into marketing workflows. This integration positions B2B companies to better segment prospects, create relevant content for nurture flows, augment lead or account scoring models and orchestrate integrated account-based marketing programs.  

FEATURES/FUNCTIONALITY

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Bombora’s Company Surge Analytics is designed to help B2B marketing and sales teams identify when their target organizations are actively researching topics relevant to their products or services. The intensity of the research compared to historical benchmarks is represented by a Surge Score from zero to 100. Using this information, marketers are equipped to drive more qualified demand, while sales teams can prioritize accounts and hold higher-quality conversations. 

TARGETED USERS

Bombora’s solution is aimed at marketing and sales teams in B2B companies across all vertical markets and sizes. Advertising agencies and B2B publishers also use Bombora’s data for digital advertising, programmatic account-based marketing and content production.   

COMPATIBILITY

Along with the recent Marketo integration, Bombora has integrations into leading CRM and marketing automation providers, including Salesforce. Additionally, the company has an extensive partner ecosystem to activate the data across B2B marketing and sales workflows.  

DELIVERY/PRICING MODELS 

Bombora’s pricing models include an annual subscription based on B2B topic tiers, CPM, vCPM or percentage of media spending for digital advertising. 

CURRENT CLIENTS/USERS 

Bombora’s clients include Oracle, IBM, Lenovo, Salesforce, Cloudera, Adobe, EMC, Juniper Networks, Marketo and more.

COMPETITIVE POSITIONING

Bombora operates the largest cooperative of premium B2B media companies for the broadest access to B2B intent, demographic and firmographic data. The data is organized through data science modeling to produce Company Surge Analytics, which help businesses identify prospects demonstrating a strong interest in their products or services. Bombora uses native integration and a robust partner ecosystem to enable easy data activation for sales and marketing use. 

CONTACT INFO

Bombora

(646) 759-8900

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ZenIQ Partners With Bombora To Fuel ABM With Intent Data

zeniq bombora imageABM 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 Boosts Display Ad, Email Engagement With Intent Data

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.

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