Overcoming omnichannel advertising hurdles with powerful, precise data

It’s 2025—and the value of omnichannel advertising strategies is undeniable. McKinsey defines omnichannel strategies as interacting with your customers over the channels they prefer.¹ These strategies can increase sales by 287%², accelerate conversion by 80%³ and enable businesses to boost customer retention by 89%⁴.

Despite such game-changing results, only 14% of businesses believe they’re running omnichannel campaigns successfully ⁵.  And while implementing omnichannel strategies sounds easy in theory, in practice, consistently reaching B2B audiences across those channels is not.

To do that, you need to be able to not only reach your target accounts, but also the relevant buying personas within those accounts throughout their buying journeys and across all their connected devices. This requires an exceptional standard of precision—and highly accurate, on-target data.

Unlocking audience activation across platforms

With Bombora, advertisers can build custom audiences using a combination of demographic, firmographic, intent, and account-level attributes. Our direct audience  integrations enable advertisers to easily distribute and reach target audiences across channels to:

• Target engaged, in-market audiences showing intent
• Optimize media spend for top performing audiences
• Seamlessly activate and measure across platforms and channels

Proprietary data makes the difference

B2B advertisers have a variety of audience providers to partner with, but not all audience data delivers the same results. Bombora’s B2B digital audiences are created from our one-of-a-kind B2B Data Co-op., which is governed by persistent privacy-first, consent-driven data collection protocols. Our account and persona data graph powers extensive segmentation based on firmographic and behavioral attributes including our proprietary B2B interest areas. Because we specialize in B2B, we are uniquely qualified to uncover and understand the research behaviors of companies and their employee groups. This leads to high quality audiences that reach your target buyers and deliver real results.

Driving results

Because Bombora is committed to the portability of its data across the AdTech ecosystem, advertisers can:

• Seamlessly activate within all the leading DSP, SSP and DMP platforms, including LiveRamp and The Trade Desk
• Effectively target audiences across display, video, CTV, audio, and mobile at every stage of the buying journey
• Better understanding of audiences’ interests and engagement, which can inform bidding strategies for in-market accounts
• Optimize channels and offers based on campaign performance

By providing relevant B2B data, establishing an expansive activation network, and enabling data to move seamlessly across channels and platforms, Bombora is making it possible for B2B advertisers to capitalize on the power and potential of omnichannel strategies. This empowers B2B advertisers to launch, measure, and improve their campaigns at scale—effectively accelerating their business growth.

1 https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-omnichannel-marketing

²45 Omnichannel Statistics & Trends (New 2024 Data), Wisernotify, 2024

³ The Trade Desk reporting, 2023

⁴Your B2B Omnichannel Implementation Guide: 5 Steps to Success, Elevation Marketing, 2023

⁵Why Omnichannel is The Way Forward for B2B Marketers, MarketingProfs