- Published in News Briefs
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.
In 2007 it took a little more than three-and-a-half cold calls to reach a prospect. These days it takes eight. Each year it will take more. The trend is rapid and clear. What is to be done?
Integrate, a demand orchestration platform, has announced a new partnership with Bombora, an intent data provider. The partnership is designed to give Integrate users full access to intent data from Bombora’s Company Surge Analytics platform, which will position users to better target their demand generation campaigns.
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.
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.
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.
Bombora’s pricing models include an annual subscription based on B2B topic tiers, CPM, vCPM or percentage of media spending for digital advertising.
Bombora’s clients include Oracle, IBM, Lenovo, Salesforce, Cloudera, Adobe, EMC, Juniper Networks, Marketo and more.
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.
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.