NEW YORK, March 06, 2018 (GLOBE NEWSWIRE) -- Bombora announced today that Marketo’s customers can now engage more purposefully and effectively with relevance, thanks to intent data from Bombora that identifies prospective customers who are actively researching a particular product or service.
The partnership makes Bombora’s intent data directly accessible from the Marketo Engagement Platform™, where Marketo’s customers can license it to improve their lead scoring models, prioritize companies with active intent, and orchestrate account-based strategies across channels that Marketo connects into, such as Facebook and LinkedIn.
“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.”
“We layer Company Surge™ data with individual contact lead scores to come up with an overall account score for our target companies,” said Kari Hodgson, Director of Demand Generation at Couchbase. “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.”
“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 data easier to use and helps B2B marketers find their prospects across all marketing and sales channels.”
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. By aggregating all of these data sources together at scale, Bombora adds proprietary data science techniques to create its flagship product, Company Surge™. This unique data set indicates increases in content consumption around certain topics related to B2B products and services. Unlike other behavioral data segments, Bombora 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.
The story first appeared in MediaPost.
About Bombora
Bombora is the leading provider of intent data for B2B marketers. Bombora's data aligns marketing and sales teams, enabling them to base their actions on the knowledge of what companies are in market for which products. Bombora's Company Surge data reports on changes in consumption on specific product-related topics from within businesses.
The source of this data is the first co-operative of premium B2B media companies. Members contribute content consumption and behavioral data about their audiences. In turn, they can better understand their audiences, serve advertisers and monetize their inventory.
To learn more about Bombora, visit bombora.com .
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