A more intelligent Account Based Marketing option for IBM's Watson Analytics

Driving lower cost-per-registration

Bombora and LinkedIn, the largest professional network on the Internet, team up to implement a more targeted Account Based Marketing strategy, significantly lowering cost-per-registration for Watson Analytics.

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IBM's journey

Background

As a new tool from IBM, Watson Analytics visualizes data for its users, providing automatic starting points and facilitating quick analyses on what it finds as strong data-proven information.

Challenge

In the past, IBM employed sophisticated data-driven targeting to drive registrations for a free trial download using job title, seniority, and professional group membership.

Although this approach performed well, IBM and its agency Neo@Ogilvy, saw an opportunity to use an Account Based Marketing (ABM) approach to boost registrations and at the same time, reduce cost-per-registration by working with LinkedIn and Bombora.

Solution

By combining Bombora’s data on organizations demonstrating greater intent with LinkedIn’s Sponsored Content and Account Targeting tools, IBM was able to serve in-feed advertising to the right people at organizations actively researching their selected topics.

IBM was also able to layer in functional targeting to reach marketing and technology professionals most likely to engage around Watson messaging.

Results

Bombora and LinkedIn helped drive significantly lower cost-per-registration than the business-as-usual tactics, which featured targeting via job title, seniority, and professional group membership. Additionally, the Bombora-Linkedin Account Based Marketing approach delivered lower cost-per-registration than another Q4 tactic that targeted social media professionals.

Everybody wins with Bombora

Whether you're a B2B marketer, agency, data co-op member, or partner, Company Surge^® helps you prioritize your resources and accelerate revenue.

B2B Sales and Marketing

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

Surf's up

Agencies

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

Dive in

Publishers

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

Take off

Bombora and LinkedIn helped drive a 41% lower cost-per-registration than the business as usual tactics used in the previous quarter.

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