Intent data infused SmartPersonasTM set to supercharge B2B content marketing strategy
February 22, 2016
New partnership delivers Bombora’s intent data insights to Cintell SmartPersonas to empower marketers with critical topics of interest of target buyers.
BOSTON and NEW YORK- (Marketwired - Feb 22, 2016) - Today, SaaS customer intelligence company Cintell announced an exclusive partnership with Bombora, the leading provider of intent and demographic data for Business-to-Business (B2B) marketers. Bombora’s intent data insights are now immediately available within Cintell’s SmartPersonaTM Customer Intelligence Platform, arming marketers with key topics of interest across industries for each of its buyer personas.
According to B2B sales and marketing analyst firm, SiriusDecisions, the top challenge for B2B marketers when creating buyer-centric content is a lack of persona-based insights. The Bombora Cintell partnership solves this problem for content marketing teams by identifying the most relevant business topics for a given persona segment based on industry-level intent.
“We are thrilled to partner with the leaders in B2B intent data to bring these important external content insights to Cintell users and partners,” said Cintell Co-Founder and CEO Apparao Karri. “B2B organizations spend millions each year developing content and campaigns for audiences. With this partnership, marketers can now understand what will best resonate with each of their persona segments, crafting relevant and more effective marketing messages.”
Bombora’s co-op of premium publishers, monitors approximately 9.3 billion monthly interactions across 1.2 million companies on 2,500 topics. These insights are available within each Cintell SmartPersonaTM giving users access to an unprecedented collection of intent data to understand the most critical, top-of-mind issues for their audiences.
“This is a brand new type of analysis for Bombora – it’s the first time our intent data has been used to provide a view of trending topics by industry,” said Bombora Founder and CEO, Erik Matlick. “Having this view will enable marketers to, first and foremost, build out richer customer personas and use these insights to develop more effective content strategies and execute more contextually relevant account-based marketing campaigns.
Matlick added, “More broadly it fuels the conversion of marketing and sales. Using Cintell’s intent data infused SmartPersonasTM enables marketing and sales to identify and develop strategies to ‘close the loop’ with their top prospects. In the long term, it could also aid the understanding of industry purchasing cycles through historical analysis.”
In a recent industry benchmark study conducted by Cintell, companies who exceeded lead and revenue goals were found to be nearly twice as likely to include content topic preferences in their personas than companies who missed lead and revenue goals.
To learn more about the Cintell and Bombora partnership, please visit http://cintell.net/cintell-bombora.