How MiQ turns campaign engagement into account-level insight with B2Beacon™

MiQ is a global media partner known for helping brands achieve their goals through data-driven advertising. As its B2B business continued to grow, MiQ saw an opportunity to help clients better connect media performance to the way B2B buying decisions actually happen: across accounts and buying groups.

To do that, MiQ needed a clearer way to show which accounts were reached, how those accounts were engaging, and how media exposure contributed to pipeline movement.

Connecting the dots from activity to impact

MiQ faced a common challenge for B2B advertisers: traditional campaign measurement tools could show activity, but not always the account-level impact behind it.

Standard campaign metrics often focused on individual actions, like clicks, views, form fills, or last-touch conversions. But for their B2B clients, those actions only matter when they can be understood in the context of the account and buying group a campaign is designed to influence.

In addition, pixel-based measurement could limit visibility into which companies were reached and engaged, especially when media exposure did not result in a tracked website visit or conversion. That made it harder to match campaign activity back to known accounts.

MiQ needed metrics that could connect campaign exposure and engagement across the buyer’s journey, helping clients understand which accounts were engaging, which  buying-group personas were involved, and where influence was building.

“We needed metrics that spanned the full buyer’s journey, especially the mid and lower funnel. B2Beacon™ solved that for us, connecting exposure to account-level engagement and pipeline influence, solving the ‘last-mile’ attribution challenge.”

— Sara Sowsian, Director, US Partnerships

 

Measurement built for B2B complexity

To deliver more meaningful insights to their clients, MiQ adopted Bombora’s B2Beacon™ campaign measurement solution. Purpose-built for B2B advertising, B2Beacon™ provides granular reach and engagement metrics at the account and persona level, giving clients a more complete view of campaign performance.

With B2Beacon™ in place, MiQ could give clients a stronger foundation for measuring B2B campaign impact. They could connect campaign activity back to the accounts and personas behind it, helping clients understand where engagement was building across the buying group. These insights are especially valuable for channels like CTV, where influence may come through exposure and video views rather than an immediate click or conversion.

“What really wins for us is that B2Beacon™ detects Intent surges from non-clickers too, which is so useful when working with CTV or other upper-level tactics.”

— Sara Sowsian, Director, US Partnerships

Results: “The missing link between awareness and pipeline”

For one SaaS client, B2Beacon™ increased impression match rates by 45% compared with pixel-only methods, helping MiQ connect more media exposure back to known companies. That expanded view created a clearer picture of campaign reach and engagement across the audiences that mattered most.

B2Beacon™ also showed that CRM reporting alone was not capturing every account impacted by the campaign. Compared with the CRM view, B2Beacon™ surfaced 18% more accounts with measurable campaign influence, giving sales and media teams more account-level insight to guide follow-up, budget, and optimization.

“The response has been overwhelmingly positive. One client called it ‘the missing link between awareness and pipeline.’”

— Piper Person, Senior Sales Director

 

Ready to measure what matters across your B2B campaigns?

Connect with a Bombora expert to learn how B2Beacon™ can help you understand account engagement and campaign influence.