With ABM now a top priority for B2B marketers, identifying prospects that are showing active interest is core to connecting marketing and sales activities. The new partnership between Prophyts and Bombora enables marketers to more effectively identify in-market buyers, earlier in the purchase process.

Prophyts, a new portfolio company of 1105 Media, Inc., announced its partnership with Bombora, the leading provider of B2B Intent data.

Prophyts is a predictive account based marketing (ABM) platform solution that identifies potential B2B buyers early in their purchasing journey through a patent-pending machine-learning algorithm. The patent-pending algorithm is powered in part by Bombora’s Intent data, which includes billions of pages of B2B content consumed by potential buyers at millions of companies.

“The Prophyts team has been able to take a firehose of data and run it through our patent-pending algorithm to analyze the buying behaviors of companies over the last few years and get a pattern of what that [intent-to-buy] data looks like.  By applying predictive analytics to account-based marketing, Prophyts is changing the game for the modern marketer today.”
Rajeev Kapur, CEO, 1105 Media.

The partnership, coupled with other data sets, delivers clients with the contact information of potential buyers, including all available decisions makers, influencers, and stakeholders from the companies identified as potential buyers. With ABM now a top priority for B2B marketers, identifying prospects that are showing active interest is core to connecting marketing and sales activities. Marketers are increasingly calling for solutions help them focus limited resources on those leads actively interested in an organization’s products and services.

“If you’re a [B2B seller], would you rather focus your limited resources on someone who’s probably already committed [to a seller] or someone who’s early in the process?” asks Kapur. “Someone [with] whom you can pinpoint your sales and marketing activities, focusing on growing the relationship. I think the bigger ROI is going to be early in the buying cycle.”

According to John Ellett, CEO of nFusion, ABM strategy has been “complex and difficult to implement”. Predictive solutions and partnerships, such as the one between Bombora and Prophyts, can help marketers overcome the hurdle of sourcing and handling the massive amount of data needed to make effective predictions.

“By combining a powerful prediction engine with intent-fueled contact append and ad targeting capabilities, Prophyts brings B2B marketers a more complete and powerful solution for account-based sales and marketing. We are thrilled to support this innovation.”
Erik Matlick, Founder and CEO, Bombora