Cloudera uses Company Surge® data to predict future interest in its products and align ads

Cloudera uses Company Surge^® data to predict future interest in its products and align ads

Taking Company Surge^® data to the next level

Cloudera was an early adopter of Account Based Marketing (ABM), using Company Surge^® data. But in the competitive field of enterprise data clouds, Cloudera and their agency, Just Media, are always innovating to get ahead.

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Cloudera's journey

Background

Like many organizations that have embraced ABM, Cloudera is looking for ways to advance its digital marketing strategies as part of their effort to target businesses interested in their offerings and increase engagement and awareness.

Challenge

Prioritizing target accounts was only the first step. Next was identifying and delivering the most relevant creative and message to increase awareness and engagement.

Cloudera needed to adjust its digital marketing strategies to better align its messaging with interest on relevant topics among targeted accounts. Serving up digital ads to meet predicted interest — not just the current topic that was getting attention — was the goal.

Solution

Cloudera piloted a predictive model using two years of historical data and 95 topics. The model predicted when a target business might be interested in Cloudera’s product, and also weighted which of the four messages to deliver based on expected outcome. The model performed at 98% accuracy in predicting future interest and the right message to deliver.

The Cloudera team piloted this new model in 2019 across programmatic display advertising programs with the goal of driving awareness and engagement at target businesses. The campaign KPIs included reach against target businesses, lift in website landings and frequency of landings.

Results

Cloudera has seen impressive results thus far and plan to continue improving on the model and use cases.

Results include:

Cut cost per website landing in half
Achieved 50% target-industry engagement
Improved reach of target accounts by 96% compared to prior activities

The company expects an incremental increase in reach as models become more accurate.

Everybody wins with Bombora

B2B Sales and Marketing

Align marketing and sales towards a unified approach focused on Intent data.

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Agencies

Deliver better results for your clients with highly targeted campaigns that focus on businesses showing intent.

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Publishers

Enrich your ad products with the power of B2B Intent data to deliver more targeted campaigns for your advertising partners.

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Testimonial

Our team is always innovating how we use Company Surge^® data to inform our account-based marketing programs. When we realized we could use historical Intent data to predict future intent with high accuracy, we immediately started testing it with our digital media and are excited with the promising results.

Heather Sutherland

VP of Demand Generation and Operations, Cloudera

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Schedule a demo and find out how you can use Company Surge^® data for full-funnel activation across all of your sales and marketing efforts.

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