B2B Agencies

Improving B2B segmentation and results for clients across content creation and Account Based Marketing

Content creation and distribution

Winning with content is harder than ever

The days of creating content and having it take off virally based on quality, are gone. Content marketing is now part of every single brand strategy. And business buyers are overwhelmed by content both relevant and not. Without hard data on what topics are actually of interest and being consumed right now, content marketers leave their investment to chance.

Intent data improves content creation and delivery

Company SurgeTM tells you by target organizations, which topics are most relevant based on increased consumption against a historical baseline. Create and deliver content based on the topics that your target business audience is consuming across the entire B2B web.

Who

Content marketers, editorial teams, content managers

How

Directly via the Bombora interface or via direct integration partners like: GetSmartContent, LookBookHQ, Uberflip, Adobe, Taboola and Outbrain.

Results

>20% increases in onsite engagement
>20% increases in content syndication KPIs

Business audience segmentation and targeting

B2B advertising is out of the ABM loop

B2B brands have embraced Account Based Marketing and sales en masse. However, the media plan is mostly disconnected. Advertising is chosen by site or broad audience segments, rather than delivering ads only to those target accounts that sales is focused on.

Build audience segments with Intent data

Build audience segments based on company name, location, size, functional area, seniority, and content interest via all major programmatic platforms.

Who

Programmatic agencies, media agencies with B2B clients, in-house media teams at B2B Brands

How

Use the Bombora interface and push to activation partners like Eyeota, The Trade Desk, Oracle Data Cloud, Media Math

Results

20-40% increase in performance metrics for display advertising

Audience Verification

Are delivering ads to your client's target companies?

There is a proliferation of data for ad targeting, but reporting back on the delivery of that data is rare. For B2B advertisers, understanding which companies were actually shown ads is critical for accurate reporting and optimizing campaign performance.

Deliver your clients proof of audience targeting success

Report on the accuracy of your Account Based Marketing (ABM) and audience-targeted campaigns with insights for your ‘on-target’ reach and impressions against your target account list. This allows you to analyze media partners and campaigns with an account-based view. You can further connect your media campaigns to sales opportunities, assigning proper credit.

Who

Digital media agencies with B2B clients, publisher and media companies wishing to show audience quality and campaign effectiveness

How

Use the Bombora interface to upload an account list and generate a tag to place in campaign creative

Results

Percentage of impressions delivered to target companies
Number of on-target and off-target companies reached
Unique users and impressions by company over time