A more intelligent targeting option for IBM's Watson Analytics

Driving lower cost-per-registration

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

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Case Study - IBM Offset Content ABOUT

Providing a More Intelligent Targeting Option for IBM’s Watson Analytics

Case Study - IBM Offset Content BACKGROUND

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.

IBM recruited LinkedIn and Bombora to generate more leads at a lower cost.

Case Study - IBM Offset Content BACKGROUND
Case Study - IBM Offset Content CHALLENGE

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 their 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.

Case Study - IBM Offset Content SOLUTION

Solution

By combining Bombora’s data on surging companies with LinkedIn’s Sponsored Content and Account Targeting tools, IBM was able to serve in-feed advertising to the right people at companies 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.

Case Study - IBM Offset Content SOLUTION
Case Study - IBM Offset Content RESULTS

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 ABM 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 SurgeTM 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!

B2B Agencies

Deliver better results for your clients with highly targeted campaigns that focus on companies 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!

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What is Company Surge™?

Company SurgeTM helps you identify 'in-market' companies before they have landed on your website, so you can proactively coordinate sales and marketing around accounts with active intent.

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