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.
Bombora’s intent data, for example, can help identify companies on target accounts lists that have no active opportunity but are researching a topic that can lead sales to believe they are moving through the funnel. This insight and contact can be added to a marketing automation email and display ad campaign or used to create tasks within the CRM, such as an SDR call. Through the partnership, this type of orchestration can be automated and done on the ZenIQ platform.
"B2B, like all other forms of marketing, requires informed insights in order to make decisions," said Mike Burton, Co-founder and SVP of Data Sales at Bombora, in a statement. "When companies can orchestrate data and insights across their enterprise, so that they are available to both marketing and sales teams, then the results are likely to improve for both departments. ZenIQ has simplified this process, making it far easier for marketers to access and use Bombora's intent data."