How Intent and audience data can help shape strategy for B2B publishers, marketers, and consultants

No matter where you are in the customer engagement process, understanding your largely unknown online audience has shifted from a ‘nice to have’ to an imperative. Whether you’re a marketing consultant guiding clients’ advertising strategy or a publisher seeking to close sales with new advertisers and grow your audience, it’s critical to have reliable first-party data at your fingertips.

These ideas were illustrated in an informative webinar hosted by the Media, Audience & Content Marketing Association (MACMA) and sponsored by Bombora. The webinar featured two guest speakers from the travel information and B2B events industries and focused on ways customer Intent data can be leveraged to meet the specific needs of B2B publications and consulting groups serving diverse audiences.

Equip Your Team to Be Experts in the Industries You Serve

One of the presenters showcased airline Intent data from 2024, highlighting a spike in research by corporate travel accounts on one of the top three carriers in the summer, which peaked at a 252% increase in interest from the same month a year prior.

In this Intent data use case, if the competing airlines were aware of customer interest in their competitor, they could jump into action to defend their market share and deepen engagement with customers.

On the other hand, if an airline sees a spike in interest from Intent data but is still lagging behind its competitors, it could signal a perception issue that the airline needs to address as part of its overall strategy.

Most importantly, publishers in the Bombora co-op are positioned to be experts in providing this type of data and insights to the brands they serve to be highly consultative, focusing on being experts in the industries they serve rather than just selling products like banners, video, lead gen, etc.

Getting a bigger piece of the pie: The power of first-party data in publishing

For publishers that serve more niche markets, enriched first-party data is a powerful tool for positioning the quality of the audience reached, especially when competing for advertising investment from larger audiencesConsider a B2B events publisher that’s promoting a virtual webinar,   armed with reliable firmographic, demographic, and intent data on the size and location of the businesses that are researching on their site, the publisher can provide potential advertisers and sponsors with granular audience data to drive sales at higher rates.

The Bombora Data Co-op

Over the past ten years, Bombora has built a one-of-a-kind Data Cooperative consisting of leading B2B publishers, B2B brand websites, and premium data providers all contributing research behavior and events that reflect the full spectrum of B2B consumption. Bombora’s Data Co-op members include leading B2B influencers as well as vertical-specific publishers. While anonymous, the brand websites that contribute data are industry leaders, with massive traffic. The scale of our Data Co-op allows us to provide insights across the full buyer’s journey.  Learn more about the benefits of joining Bombora’s Data Co-op here.