Eyeota adds Bombora Always On Intent Audiences for continuous demand-driven programmatic advertising
December 13, 2017
Automatically refreshed audience data helps B2B marketers reach active in-market prospects
NEW YORK, NY--(Marketwired - Dec 13, 2017) - Marketers today rely on data to help them achieve better campaign results and less waste. B2B marketers are no different, because their marketing and sales strategies must focus on qualified audiences. In order to give B2B marketers the freshest, most up-to-date data to determine which customers should be prioritized, Bombora, the leading provider of B2B intent data, is now offering custom automatically refreshed audience segments through Eyeota, the global leader in audience data.
These updated, always on custom segments are generated by Bombora's Company Surge® data and are available for several marketing verticals and product lines. Through a custom created segment, Eyeota facilitates the "always on" cookie match by providing new data points every seven days to ensure freshness of the data. The cookie pool will constantly refresh after an initial segment development. New companies that show an increase in intent will be added, while old companies that are no longer showing purchase intent will be deleted.
This frequent data refresh removes the requirement to create new segments each time companies are no longer demonstrating intent. Segments are activated and continuously refreshed across various distribution platforms. Now available through the Eyeota Data Desk, B2B marketers can use these segments for hyper targeted account-based programmatic marketing strategies.
"B2B marketing's biggest challenge is aligning sales and marketing efforts," said Elizabeth Christensen, Managing Director, Americas, for Eyeota. "Data is the one element that can truly unify these efforts, and Company Surge® data represents some of the most up-to-date data available in the B2B ecosystem. By accessing this data through Eyeota, B2B marketers should find it easier to reach the right decision-makers."
"Many brands that do account-based marketing have a target list, and they need data that helps them determine which accounts on that list to prioritize," said Mike Burton, SVP, data sales for Bombora. "Bombora's Company Surge® is constantly refreshed, making it easy for B2B marketers to determine where their targets are in the sales cycle. Eyeota is a global leader in providing audience data, making it easy for marketers to access our always-on segments and immediately put them to use."
Bombora aggregates the largest source of B2B intent, demographic and firmographic data, helping marketing and sales teams identify prospects that have displayed a strong indicator of purchase intent. Company Surge® reports are based on increases in content consumption around certain topics related to B2B advertisers' products.
For more information on custom Always On Company Surge® programmatic strategies, contact the Eyeota Data Desk at firstname.lastname@example.org.