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

An intelligent targeting option for IBM

Bombora and LinkedIn, the world’s largest professional network on the Internet, teamed up to help IBM’s Watson Analytics more intelligently target businesses interested in its product. The result —41% lower cost-per-registration.

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IBM's journey

Background

As a new tool from IBM, Watson Analytics visualizes data for its users, automatically creating charts and tables, and facilitating quick analyses on what it finds as strong data-proven information.

IBM’s Director of Performance Media, Brian Stoller was looking to generate more leads at lower costs compared to business-as-usual tactics.

Challenge

IBM had relied on fairly sophisticated data-driven targeting to drive registrations for a free trial download of Watson Analytics. Stoller used LinkedIn’s native targeting capabilities focusing on marketing, information technology, and analytics professionals. He further honed his targeting using job title, seniority, and professional group.

While 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 combining LinkedIn with Bombora’s Company Surge^® Intent data.

Solution

Company Surge^® Intent data gave IBM visibility into which of its target businesses were actively researching topics related to Watson Analytics.

By combining Company Surge^® Intent data with LinkedIn’s Sponsored Content and Account Targeting tools, Neo@Ogilvy served in-feed advertising to the right people at organizations interested in tools like Watson Analytics.

IBM layered on functional targeting to reach marketing and technology professionals most likely to engage around Watson messaging.

Results

Bombora identified 12,000 businesses interested in over four topics related to Watson Analytics including big data analytics, data visualization and social analytics. Further, Bombora identified another 40,000 businesses interested in at least one of Watson Analytics’ selected topics.

Armed with this information, Neo@Ogilvy drove a 41% lower cost-per-registration on LinkedIn compared to business-as-usual targeting tactics used in the previous quarter. Additionally, the Bombora-Linkedin Account Based Marketing approach delivered a 19% 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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What is Company Surge®?

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

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