NEW YORK, NY- (Marketwired – Sep 26, 2016) – Bombora, the leader in B2B intent data, today released direct access to its Surge data via a subscription Data-as-a-Service (DaaS) interface. B2B marketers will now be able to identify companies that are better prospects, as gauged by increases in related research activity across nearly 3000 specialized business websites.
Bombora’s Surge data shows when a company starts consuming content on a topic at an increased rate. This increase signals the research spike by the ‘buying committees’ within companies that influence B2B purchase decisions. This is the first time that B2B marketers have hard data, based on actual behavior, to know what their prospects are already interested in.
“B2B marketers are fully embracing Account-Based Marketing (ABM), and they now need the data to make their ABM strategies more competitive,” said Bombora Founder and CEO Erik Matlick. “Simply identifying and targeting companies or titles is not enough. Looking inside those companies to see what products they are researching, and connecting that insight across all sales and marketing, is the next leap.”
With Bombora’s data, marketers can orchestrate activities across sales and marketing for improved results.
“We have seen the results of Bombora’s data and are increasingly using it across the entire organization,” said Heather Sutherland, Senior Director of Demand Generation at Cloudera. “From data science, inside sales, field marketing, new market evaluation, territory assignments and online advertising, we are able to add insight to our existing activities. This is not about marketing taking credit, it’s about helping us make better decisions.”
Importantly, marketers can share access to the Bombora data with their agencies in order to connect strategy to action, and to include Surge data in their media plans.
“The use of Bombora data to create segmentation and allow us to focus the media dollars more effectively is the realization of an evolution in marketing technology and the next step in B2B targeting,” said Dick Reed, CEO of Just Media. “No more wasted dollars spent against companies with no interest. We can now be laser targeted and do a much better job directly supporting the sales efforts of our clients.”
Bombora customers have already experienced the impact of Surge data; seeing great than 25 percent lift in email opens, 188 percent call to conversion rates, when using for outbound telesales and a 67 percent increase in view-throughs, when media campaigns employed Surge data.
Bombora’s approach is unique in the industry: data is gathered from a cooperative of B2B websites that contribute anonymous user consumption data in exchange for a better understanding of those audiences. This ‘everybody wins’ approach is driving success for leading provider of demographic and intent data, Bombora.
By making its data ubiquitous across the $154 billion B2B marketing and sales industry*, the privately held company has grown revenue by 1500 percent, doubled its team in six months and reached profitability.
*Outsell, ‘Outsell’s Annual Advertising and Marketing Study 2016: B2B Advertising’, 23 March 2016: https://www.outsellinc.com/press/us-b2b-advertising-and-marketing-budgets-rise-161-billion-2016-face-face-events-grow