Data-driven content creation
Balancing audience and advertiser needs is hard
Publishers have the difficult task of providing users with informative content that delivers notable value and supports audience development, while still serving the needs of advertisers to engage users with product-specific content.
Base content creation on Intent data
See what B2B content your audience is consuming when not on your site and create content based on those interests. By analyzing which topics of content are most commonly surging at companies cross-referenced to industry, geography or market segment, you can identify larger market trends.
Chief content officers, VPs of content, audience development and editorial teams
Applying behavioral content insights to specific market segments
Increased audience engagement
Business audience targeting
B2B advertising is missing the mark
B2B brands have embraced account-based sales & marketing en masse. However, the media plan is mostly disconnected. Advertising is chosen by site or broad audience segment, rather than delivering ads only to those target accounts that sales teams are 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 including a publisher’s data management platform.
Ad operations, programmatic media sales
Use the Bombora data to build B2B audience segments directly or via platforms like Krux, Lotame, Adobe, Oracle Data Cloud, etc.
20-40% increase in performance metrics for display advertising
Audience verification
Business advertisers need company-specific reporting
Publishers invest in high-quality content in order to attract premium business audiences. But proof of campaign delivery to these audiences is missing.
Reveal the B2B audiences you deliver
Report on the accuracy of advertiser’s Account-Based Marketing (ABM) and audience-targeted campaigns with insights for ‘on-target’ reach and impressions against target company lists. This allows you to demonstrate the performance of your audience. You can further connect media campaigns to sales opportunities, receiving proper credit.
Ad operations, digital ad sales, agency media teams
Upload an account list and generate a tracking tag via the Bombora interface
Reporting on % of impressions delivered to target companies, number of on-target and off-target companies reached, unique users and impressions by company over time