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Marketing’s new killer combo: Company Surge® for Marketo drives more relevant marketing automation for B2B marketers

March 6, 2018

Company Surge® data is now directly accessible from the Marketo Engagement Platform™!

Customers of Marketo and Bombora can engage with their target accounts with more relevant messaging using Company Surge® data which indicates increases in content consumption around certain topics related to B2B products and services.

“By monitoring relevant topic consumption from within businesses we’re able to help B2B marketers find prospects that are already interested,” said Bombora CEO Erik Matlick. “Integrating with market leader Marketo makes our Company Surge® data easier to use and helps B2B marketers find their prospects across all marketing and sales channels.”

"As a data science company, we're looking at patterns week after week. Buying cycles aren’t impulsive, as they are with consumers,” said Matlick speaking to MediaPost.

Company Surge® delivers the in-market prospects on the company level, allowing marketing and sales to work in tandem and prioritize the target accounts that appear closest to making a purchase decision.

“If you miss a business-to-business buying cycle, you may have to wait years for the next opportunity,” said Shai Alfandary, Vice President, Global Head of ISVs & LaunchPoint® Ecosystem, Marketo.

“Now companies can focus their efforts on prospects in active research mode, leading not only to more sales, but also greater velocity through the sales funnel - because the outreach by sales and marketing are aligned to topics of interest.”

Through this partnership customers can license Company Surge® data to:

  • Improve their lead scoring models
  • Prioritize target accounts that have active intent in their products and services
  • Orchestrate account-based strategies across channels that Marketo connects into (e.g. Facebook and LinkedIn)

Discussing how Couchbase uses Company Surge® data, Kari Hodgson, Director of Demand Generation said, “We layer Company Surge® data with individual contact lead scores to come up with an overall account score for our target companies. We go after target companies with high account scores across all of our Account Based Marketing channels and have seen the number of engaged contacts increase.”

Find out more about Company Surge® for Marketo.

Parts of this post were first published on Global Newswire.