From static lists to 2x in-market audiences
How MiQ uses Company Surge® to help B2B clients uncover more accounts ready to engage.
Challenge: static account lists limited campaigns
MiQ is a global media partner known for helping brands achieve their goals through data-driven advertising. As MiQ continued expanding its B2B portfolio, the team saw an opportunity to help clients build smarter campaigns before media ever went live.
Many B2B campaigns started with target account lists that had been used year after year and were based on static information. Those lists gave clients a starting point, but they could also limit campaign opportunity by overlooking accounts showing stronger Intent, missing other in-market buyers, or treating every account the same regardless of where they were in the buyer’s journey.
To help clients plan with more confidence,
MiQ needed:
- A clearer view of which accounts were showing active research behavior
- A smarter way to prioritize media dollars based on campaign objectives
- The ability to uncover new opportunities outside a client’s original list
MiQ was not just refining the planning process. They were building a more modern, scalable approach to their campaign strategies.
Opportunity: scale audiences without sacrificing relevance
Leveraging Bombora’s Company Surge® Intent data, MiQ helped clients move beyond static account selection and build more dynamic B2B audiences based on Intent.
Company Surge® allowed MiQ to apply insights from real time B2B research activity to prioritize a client’s key account list based on which accounts are ‘in market’ and uncover additional high potential accounts which were overlooked based on firmographic attributes.
Company Surge® also helped MiQ tailor audience strategy based on where accounts were in the buyer’s journey. Accounts showing stronger Intent could be prioritized with more direct, solution-oriented messaging, while accounts showing lower Intent could be nurtured with more awareness-driven messaging or deprioritized depending on the campaign goal.
Intent data gave MiQ the data-driven insights to expand and segment target lists and to align investment and messaging with buyer readiness.
Results: 115% audience growth and stronger engagement
In one omnichannel B2B campaign, MiQ started with a client-provided target account list of roughly 1,000 companies. Applying Company Surge®, MiQ found that 36% of the list was not actively in-market, meaning those accounts were not actively showing increased Intent around the client’s solutions or competitor solutions.
That insight helped MiQ rethink the audience strategy. Rather than rely solely on the original list, MiQ uncovered incremental accounts showing high Intent for the client’s solutions and expanded the campaign audience by 115%.
Because the expanded audience was grounded in relevant research activity, the campaign audience grew, while maintaining focus on accounts more likely to engage. The expanded audience drove 120% more incremental site visits and 89% more incremental leads on site.
Stronger planning, smarter spend, and more opportunity
For B2B clients, better planning starts with knowing which accounts are worth prioritizing right now.
MiQ applies Company Surge® Intent data to optimize the audience, investment level, and message of account-based campaigns. By identifying accounts showing relevant research activity and surfacing new in-market opportunities, MiQ helps clients scale B2B campaigns without sacrificing relevance.