How to Create an Effective AI Marketing Strategy?

Apurva Pathak | December 6, 2021 | 203 views

AI Marketing Strategy

Introduction

The application of AI marketing technology is picking up pace because of its many advantages. According to a 2020 Deloitte survey, 74% of AI adopters agree that AI will be a part of all their enterprise applications by 2023.

What does an AI-based marketing strategy look like, and how do you make the most of it? This article gets into the nitty-gritty of AI marketing technology and how to implement it in ABM so you can maximize your business performance and outputs.

AI’s Role in Marketing

Thanks to its accuracy, B2C businesses use AI marketing technology to target their customers with product or service recommendations. The following are some use cases of AI-based B2C marketing:

Personalization

AI helps businesses with their 1-to-1 marketing strategies by personalizing their content to cater to every segment.

Event Communication

Emails informing customers of upcoming sales, special access, or exciting offers are sent out via AI technology. Weekend offer emailers, special discount codes, and new product updates are a result of event communication automation so that customers can be informed before time about upcoming events.

Real-time Content

Trending topics, investments, event promotions, webinars, customer feedback, product availability, bestselling combo, weather reports, and new blog post updates are provided in real-time to maintain an active connection with customers.

Businesses do this by using the ‘open time content’ AI technology. Manually executing 1-to-1 marketing strategies is nearly impossible, impractical, and does not see much success. AI helps streamline these strategies and executes them effortlessly.

What Goes into Creating an Effective ABM Strategy?

For an ABM strategy to work, businesses need to follow these steps:

Preparing for the ABM Strategy

Organizational readiness is crucial for implementing ABM. Make sure you have a budget and an achievable timeline to execute the strategy, team members who can anchor it, and an understanding of ABM metrics so you can make the most of it.

Synergy Between Marketing and Sales Teams

Your sales and marketing teams should be in sync and not at loggerheads due to account-level communication issues. Discussing the benefits of ABM with both the teams beforehand and coming to a strategic agreement to implement ABM can help them align their goals while executing the ABM strategy.

Identifying Target Segments

Your ABM strategy can do wonders for your business only if you have a precise segmentation of data. Use dimensions like business size, annual revenue, current spending, projected spending, targeted products, geography, open opportunities, closed opportunities, etc., to identify your target segments.

Zeroing-in on a Priority

Having a clear priority helps you streamline your ABM strategy. It should either be acquisition (acquiring new accounts), retention (retaining existing accounts), or expansion (expanding the scope of accounts). Without a clear priority, any ABM strategy may not yield expected results because the efforts won’t be concentrated towards a single goal.

Leveraging AI in ABM Strategy

In an interview with Media 7, Daniel Englebretson, founder of Khronos, spoke about AI’s impact on the future of ABM.

“From my perspective, B2B marketers have faced countless challenges that have formed the basis of new technology – problem brings a solution. I expect AI will solve identity resolution, resolve data challenges, and enhance targeting. I expect AI will address 1:1 content at scale, unlocking the rapid deployment of 1:1 brand experiences.”

Introducing AI into your ABM strategy can help you in the following way:

Content Personalization

Once you know your customer’s pain points and interests, you can focus on providing them personalized solutions, products, or services they desire. Of course, personalizing content is complex, but AI makes it easier by offering the technological capacity to deliver what your customer wants.

Efficient Resource Management

Without customer profiling, an ABM strategy cannot achieve the expected output. AI can assist with data crawling the internet to find out important customer information. Also, it segments data acquired from CRM, which gives you more information about a customer than any other generic data. This data is helpful for lead qualification and creating heavily personalized content for a customer.

Since AI does all the heavy lifting, you can allocate your resources to building and nurturing a relationship with the customer.

Automation

AI-based marketing in ABM generates automated insights for lead generation. It also highlights campaign performance related to specific, high-value accounts and suggests steps to engage a prospect.

Digital marketing and automation are a dynamic duo where AI brings about intelligent marketing automation. Efficient email campaigns are run when executed by automation. Email marketing companies like MailChimp target customers based on insights to achieve more conversions. When AI and big data use CRM data, large chunks of user information can be collected from different platforms. This information can help with formulating a successful ABM strategy.

ABM Optimization and Predictive Insights

To analyze intent, AI processes data in real-time and gives predictive insights to help with ABM optimization. As a result, it is easier to merge data from different sources with AI-enabled tools, achieve predictive analysis, manage recommendations in real-time, and understand competitor strategies through social media. AI can also interpret images correctly.

Enhancing Communications

Use AI for building a strong relationship with your customer. Personalizing communication by using customer data can be easily achieved with AI.

What Is the Future of AI-enabled ABM Strategy?

ABM, with an AI marketing strategy, has a bright future ahead of it. Demandbase recently conducted a survey in which they found that 80% of marketers had plans to integrate AI into their ABM marketing strategy. Another survey conducted by MarketingProfs concluded that businesses that used AI in their ABM strategies had 59% higher closing rates as compared to others. They saw a 58% increase in their revenue and a 52% increase in their conversions.

Ways Salesforce's AI Einstein Aided U.S. Bank in Growing Revenue

The U.S. bank used Salesforce’s sales cloud AI, Einstein, to boost their revenue. Their lead conversion rate increased 2.35 times after implementing Einstein. They were able to create a model to predict lead conversion. They did this by using Einstein to search through customized historical lead data.

“We work to build high-quality, personalized relationships between our customers and their financial advisors or commercial bankers. There is nothing that replaces that person-to-person interaction. What AI allows us to do is augment that relationship. We can provide our teams with better data and smarter insights, which helps them establish stronger relationships.”

– Srini Nallasivan, Chief Analytics Officer, U.S. Bank

Summing It Up

AI-based marketing can enhance your ABM strategy only if qualitative data is available. Therefore, businesses will need to have clear marketing goals and turn data into an asset.

FAQs

What are the challenges in the AI-based ABM strategy?

Managing, protecting, and enriching data obtained from CRM and other customer support systems can be challenging.

How can AI help in strengthening your ABM strategy?

AI helps with personalizing content, automation, ABM optimization, and providing predictive insights for lead conversion.

What does a strong AI-based ABM strategy do for your business?

A strong AI-based ABM strategy helps with account profiling, analytics, reporting and hyper-individualized content, which leads to increased lead conversion.

Spotlight

SideFuse

SideFuse is a cloud-based marketing technology software that enables advertisers (and the agencies they hire) to obtain third-party B2B intent data and qualified leads by buying any kind of media on a performance basis. With this one powerful demand campaign management platform, marketers can create campaigns specific to their product category, identify high-performing publishers and other media companies with experience in that category, allocate demand, monitor campaign performance, normalize data associated with incoming supply, and review campaign analytics. With advanced features such as account-based targeting, automated lead scoring and rule-based lead delivery, SideFuse is able to source third-party data (and even warm up first-party data) with “no-secrets” transparency and efficient automation. Simply put, SideFuse is designed to ignite the conversion rates of B2B demand generation campaigns.

OTHER ARTICLES
ACCOUNT BASED ANALYTICS

Intent Marketing: Removing Guesswork Out of Marketing

Article | June 14, 2022

In 2018, Demand Gen Report’s ABM Benchmark Survey found that 25% of participating B2B companies used buyer intent data and monitoring tools. 35% of them planned on using intent data within a year. Cut to 2022, and about 99% of B2B marketers are using some form of B2B intent data in their marketing campaigns to target accounts (Source: InboxInsight). In his exclusive interview with Media 7, Gil Allouche, CEO of Metadata.io, talked about how data helps convert leads. “With access to valuable data, marketers are focused on leads that are more likely to become buyers. They can also work on targeting their messaging towards these potential buyers.” Buyer intent data helps in creating a robust foundation for your marketing efforts. Let us look at how intent marketing can help you get the sales and ROI you desire. Intent Marketing: The New Normal in B2B Intent-based marketing uses consumer data that signals purchasing intent through consumption of relevant content like blogs and infographics; product comparisons; product reviews; message boards; case studies; and news. Through this data, you can find out what your prospects are looking for, which stage of the customer journey they are in, if they are researching solutions or ready to make a purchase, and what kind of steps you can take to get in front of them. One of the most important benefits of intent marketing is that it removes the guesswork out of your marketing campaigns and ensures that you are targeting the correct prospects. This targeting can be done through either intent-based branding or intent-based marketing. Intent-based branding decodes the behavior of your target audience online while intent-based marketing harnesses data on the prospect’s buying behavior so you can tailor your marketing offerings accordingly. Consequently, your sales cycle is shortened. Power-up Your Content Strategy The biggest challenge B2B marketers like you face today is to cut through all the noise and create an impact on their prospects. Consumers have a host of content options. However, they do not want to consume unnecessary information. When the content is personalized to match their needs and goals, they are more likely to engage with it. Intent data helps you plan your content as it provides you with information on the theme, buyer personas and their behavior, buyer journey maps, content formats, copy, call to action (CTA), and keyword strategy that will best suit your prospect targeting efforts. An intent-based content strategy can deliver leads while increasing conversion rates and sales. It can give you the competitive edge you need to influence your prospects at the right time. Drive Sales and ROI Intent marketing brings in more conversions on landing pages and overall higher traffic and qualified leads to your website. It uses intent information to recruit engaged prospects for sales demos and events. It helps sales teams to effectively rank their leads and accounts so that they can focus on the right leads at the right time and not miss out on any sales opportunities. Your sales teams can execute effective nurture campaigns and create sales pitches with messaging that appeals to a target account’s buying committee. This messaging addresses the account’s pain points and requirements and accelerates the buying decision. Additionally, intent marketing helps improve customer retention rates and makes it easy for teams to identify cross-sell and upsell opportunities. It takes into consideration the existing customers’ signals to find any at-risk accounts to prevent churn and increase renewal. Data-driven Marketing Personalization Intent data makes it easy to personalize your marketing efforts and provides an accurate report of prospective signals, their needs, and interests so that you can segment and categorize them. Once this segmentation is done, you can determine what kind of content needs to be created and displayed for these accounts depending on their position in the buying cycle. With this kind of personalization, your target audience gets to know that you care about them and you can connect with them on a deeper level. Increase ABM Efficiency B2B buyer intent data helps your marketing, sales, and customer success teams align their goals so that they can agree on target accounts, establish lead hand-off processes, and diversify investments to target newer, relevant accounts while maintaining the current customer list. Intent data provides marketing intelligence for creating ICP in marketing, messaging, and brand positions for B2B account-based marketing. Additionally, it provides account intelligence for target account list creation, ways to increase engagement, improve lead scoring in ABM and lead nurturing tracks, thus increasing the efficiency of your account-based marketing. Summing It Up Intent-based marketing helps B2B marketers like you to understand potential customers so you can find high-value accounts and nurture them through customized content and targeted campaigns.

Read More
ACCOUNT BASED ANALYTICS

Account Selection: How To Win Before You Start

Article | August 3, 2022

The first step in any account based go-to-market program is to create a target account list. Whether based on a formal Ideal Customer Profile (ICP) or not, the target account list represents an organization’s definition of the best accounts and those most likely to become customers. But in reality, marketers really only communicate with a subset of the account list at any one time, and even struggle to cover the full list over the course of a year.

Read More
ACCOUNT BASED ANALYTICS

5 Steps for Succeeding in Account-Based Marketing

Article | December 28, 2021

Relative to the mass-market approach of the B2C world, B2B promotion requires a much more targeted approach. The customers are fewer and more discerning but commensurably more valuable and enduring so whether you’re trying to win over a new client or simply keep an existing client on your side, you need to be very careful with what you’re putting out. This is the reasoning behind account-based marketing, otherwise known as ABM. Instead of distributing generic marketing materials, it picks out specific prospects (or sets of prospects grouped by various shared elements) and creates personalized campaigns to suit them. It can be extremely cost-effective, but it needs to be done smartly (which isn’t easy). To help you run a flourishing account-based marketing campaign, we’re going to look at five steps you should take along the way.

Read More

How to Successfully Set Up and Measure Your Account-Based Marketing Strategy

Article | February 10, 2020

The first lesson in this article is to stop thinking differently about ABM and B2B. Sangram Vajre is spot on when he exclaims that “ABM is B2B.” There is no real difference. Whether named or unnamed, every single campaign you launch as a B2B marketer caters to personas in different accounts. Another reality about account-based marketing is that due to the nature of omnichannel marketing and the fact that every prospect does its own research, you’re going to have to process different sets of traffic no matter how much control you think you have over your funnels. With these two things in mind, let’s look at what’s common in a successful ABM strategy, and also how to segment your audience in a way that tells the story of all the steps in your user acquisition models.

Read More

Spotlight

SideFuse

SideFuse is a cloud-based marketing technology software that enables advertisers (and the agencies they hire) to obtain third-party B2B intent data and qualified leads by buying any kind of media on a performance basis. With this one powerful demand campaign management platform, marketers can create campaigns specific to their product category, identify high-performing publishers and other media companies with experience in that category, allocate demand, monitor campaign performance, normalize data associated with incoming supply, and review campaign analytics. With advanced features such as account-based targeting, automated lead scoring and rule-based lead delivery, SideFuse is able to source third-party data (and even warm up first-party data) with “no-secrets” transparency and efficient automation. Simply put, SideFuse is designed to ignite the conversion rates of B2B demand generation campaigns.

Related News

BUYER INTENT DATA

Bombora Hires Jeff Marcoux as CMO and Elena Drozd as VP of Data Science

Bombora | December 01, 2022

Bombora, the leading provider of B2B Intent data solutions, today announced that it has hired Jeff Marcoux as Chief Marketing Officer and Elena Drozd, Ph.D, as Vice President of Data Science. Marc Johnson, the current CMO & GM, will shift to the role of Chief Operating Officer. Marcoux, a veteran marketer who has twice worked with Bombora as a customer, has been working closely with Bombora’s marketing team as a consultant for the past year. Prior to that, he was Head of Product & Vertical Marketing at Icertis. He has also held leadership roles at TTEC and Microsoft. Marcoux is also a professor of marketing at Oregon State University, teaching advanced digital marketing and demand generation courses. Drozd joins Bombora from Oracle, where she most recently served as Senior Director, Data Science & Advanced Analytics. Across more than 16 years with Oracle, Drozd built and managed a global team of data scientists, data engineers, and marketing analysts. At Bombora, she will oversee the proprietary and patented methods and models that make Bombora the only company to witness the complete buyer’s journey across its data cooperative. Johnson joined Bombora as CMO & GM in 2016 and has built the company into the most widely known and respected brand in the B2B data space by making the Company Surge® product synonymous with Intent data. As COO, he will focus on alignment and operational efficiency across the company. “Data has never been more important to the sales and marketing professions, and Bombora plays an important role in helping B2B organizations unlock their potential through insights,” said Erik Matlick, CEO and co-founder of Bombora. “Data has never been more important to the sales and marketing professions, and Bombora plays an important role in helping B2B organizations unlock their potential through insights,” said Erik Matlick, CEO and co-founder of Bombora. “As former customers, both Jeff and Elena have seen firsthand how our unique product can drive results across an enterprise. Meanwhile, Marc has been instrumental in the company’s growth, in terms of both reputation and the bottom line. These are three incredibly critical roles and I’m grateful to have such exceptional talent and experience to add to our organization.” The new hires come on the heels of a strong year that saw Bombora recognized by some of the advertising and technology world’s biggest awards. In November, the company was the gold winner for the top small- and medium-sized business marketing program in the 25th Annual Marketing Excellence Awards from Momentum ITSMA. Earlier this year, Bombora was named one of AdExchanger’s 2022 Top 50 Programmatic Power Players. The company was also a finalist in the Digiday Technology Awards in the Best Data Team category and the Adweek 2022 Readers’ Choice: Best of Tech Partner Awards. Bombora’s Company Surge® data tells marketing and sales leaders about which businesses are researching the products or services that they and their competitors sell. With this understanding, sales and marketing teams can be more relevant and consistent and improve performance across all activities. About Bombora Bombora tells businesses which companies are researching their products and services. With this understanding, sales and marketing teams can be more relevant and consistent and improve performance across all activities. This intent-driven approach revolutionizes the way businesses market and sell to other businesses through transparent data built on an ecosystem of quality, collaboration and innovation. With direct integrations with dozens of leading data and media-buying platforms, Bombora is building a world in which business buyers value sales and marketing for its relevance, timeliness and accuracy. To learn more, visit www.bombora.com.

Read More

ACCOUNT BASED ANALYTICS

Bombora Wins Gold in 2022 Marketing Excellence Awards from Momentum ITSMA

Bombora | November 09, 2022

Bombora, the leading provider of B2B Intent data solutions, is the gold winner for the top small- and medium-sized business marketing program in the 25th Annual Marketing Excellence Awards from Momentum ITSMA. Bombora’s gold award was based on a B2B marketing campaign for the company’s Essential Intent Data Guide. Bombora’s marketing department developed The Essential Intent Data Guide as a downloadable asset to educate a wide range of B2B marketers who needed help adjusting their strategies to the realities of the pandemic. In a campaign that included paid search, social, LinkedIn, and display ads, Bombora shattered industry benchmarks with a 15% landing page conversion rate. Since its creation, The Essential Intent Data Guide has more than 3,275 downloads across all paid channels. The combination of quality content and this strong paid performance has elevated The Essential Intent Data guide to the top-ranking organic result for “intent data guide” searches. “We’ve always believed that the best way to demonstrate the power of Intent data is to show rather than tell, and our marketing team has done a remarkable job with that mandate,” said Erik Matlick, co-founder and CEO of Bombora. “We’ve always believed that the best way to demonstrate the power of Intent data is to show rather than tell, and our marketing team has done a remarkable job with that mandate,” said Erik Matlick, co-founder and CEO of Bombora. “B2B brands have been grappling with the effects of limited in-person events and an immediate need to improve the performance of their marketing efforts. The Essential Intent Data Guide and its associated marketing campaign showed marketers how Intent data could help them face these challenges. In the process, the campaign shattered expectations and helped educate a new segment of the market.” Bombora’s Company Surge® data tells marketing and sales leaders about which businesses are researching the products or services that they and their competitors sell. With this understanding, sales and marketing teams can be more relevant and consistent and improve performance across all activities. Momentum ITSMA, a leading B2B growth consultancy and analyst firm, celebrated the winners of its 25th Annual Marketing Excellence Awards yesterday during its annual Awards Ceremony, held in person for the first time in three years, in Cambridge, Massachusetts. The jury, an international group of marketing executives and experts, selected the winners based on excellence in innovation, program execution, and business results. The awards honor outstanding marketing performance at two levels: diamond and gold. About Bombora Bombora tells businesses which companies are researching their products and services. With this understanding, sales and marketing teams can be more relevant and consistent and improve performance across all activities. This intent-driven approach revolutionizes the way businesses market and sell to other businesses through transparent data built on an ecosystem of quality, collaboration and innovation. With direct integrations with dozens of leading data and media-buying platforms, Bombora is building a world in which business buyers value sales and marketing for its relevance, timeliness and accuracy. To learn more, visit www.bombora.com.

Read More

BUYER INTENT DATA

RollWorks Ushers in New Level of Intent Data Sophistication with Open Beta of Keyword Intent

RollWorks | December 02, 2022

Account-based marketing platform RollWorks, a division of NextRoll, today unveiled the open beta of RollWorks Keyword Intent. The company's proprietary intent offering helps marketing and sales teams track intent signals that make sense for their business, find more accounts showing those relevant readiness signals, prioritize accounts, and personalize messaging based on the content they are engaging with throughout the buying journey. When RollWorks Keyword Intent is layered with intent from partners Bombora and G2, RollWorks has the industry's most sophisticated intent data approach. "Keyword Intent is a groundbreaking new solution that raises the bar for intent data," said Mike Stocker, SVP of Partnerships, RollWorks. "RollWorks' unique approach is not and either/or but all — by offering our own keyword intent data, combined with best-in-class Bombora Intent and G2 buyer intent, we are providing multiple, corroborating sources of intent that give organizations the best possible results to allow them to be more certain that an account is actually in market. We're the only solution with this level of sophistication." RollWorks Keyword Intent: A Multi-Layered Intent Data Approach With finite resources, marketers and sales teams can't target all of their accounts at once. As a result, they may miss out on in-market accounts or get the granularity they need, such as which messaging will resonate with their target audience to drive strong engagement. Running high-performing, efficient campaigns is key to their success. When layered on top of Bombora and G2 intent in the RollWorks platform, Keyword Intent gives B2B organizations greater confidence and certainty that the accounts they reach out to are actually in market. It helps them tap into unknown audiences that are ready to buy, and they no longer have to cast a wide net and sift through unqualified leads. Features and benefits of Keyword Intent: Find accounts that are showing intent on terms that you weren't able to track before (e.g. very specific product names or competitor names) Get keyword recommendations to understand what you should be tracking based on your existing site content Achieve a better understanding of what accounts are researching Gain greater confidence that accounts are really showing intent through the layering of multiple intent data sources with different methodologies Unlock more ways to utilize keyword intent data "You lose 100% of the in-market accounts you don't act upon," said Jodi Cerretani, VP of Revenue Marketing at RollWorks. "With a high level of granularity and flexibility in keyword selection, Keyword Intent gives marketing and sales teams more meaningful and precise intent signals to enable better account identification and prioritization of accounts. This allows organizations to quickly fill gaps in their current go-to-market strategy while growing and protecting their current business." "You lose 100% of the in-market accounts you don't act upon," said Jodi Cerretani, VP of Revenue Marketing at RollWorks. The opportunity for intent data in 2023 is promising — In a recent RollWorks survey of 1,000 marketers, nearly 1 in 5 (18%) rely on intent data as a core tool in their martech stack. RollWorks customers who use intent data say: "We are getting more informed, personalized conversations with prospects thanks to the magic of intent topics - an incredibly impactful feature." "We're reaching more accounts in our ICP than ever before. Also, it's giving us intent data so we're able to help our new business team focus on more qualified accounts. In our past, our target account lists weren't as strategic as they are now and that's thanks to the data we are receiving from Rollworks. I think it's helping our marketing and sales teams align much more than we ever had in the past and it keeps us focused based on data rather than assumptions." "I also love the intent data that as an SMB organization was too expensive to get separately. It's great to have it here within RollWorks." Visit RollWorks to learn more about how Keyword Intent can give you greater confidence that the accounts you reach out to are really in market. About RollWorks RollWorks, a division of NextRoll, offers ambitious B2B companies an account-based platform to align their marketing and sales teams and confidently grow revenue. Powered by proprietary data and machine learning, RollWorks' solutions address the needs of organizations large and small — from those with best-in-class ABM programs to those just beginning their exploration. By empowering teams to identify their target accounts and key buyers, reach those accounts across multiple channels, and measure program effectiveness in their system-of-record, RollWorks is an indispensable platform for marketers and sellers who believe that an account-based approach is just good business. To learn more visit www.rollworks.com.

Read More

BUYER INTENT DATA

Bombora Hires Jeff Marcoux as CMO and Elena Drozd as VP of Data Science

Bombora | December 01, 2022

Bombora, the leading provider of B2B Intent data solutions, today announced that it has hired Jeff Marcoux as Chief Marketing Officer and Elena Drozd, Ph.D, as Vice President of Data Science. Marc Johnson, the current CMO & GM, will shift to the role of Chief Operating Officer. Marcoux, a veteran marketer who has twice worked with Bombora as a customer, has been working closely with Bombora’s marketing team as a consultant for the past year. Prior to that, he was Head of Product & Vertical Marketing at Icertis. He has also held leadership roles at TTEC and Microsoft. Marcoux is also a professor of marketing at Oregon State University, teaching advanced digital marketing and demand generation courses. Drozd joins Bombora from Oracle, where she most recently served as Senior Director, Data Science & Advanced Analytics. Across more than 16 years with Oracle, Drozd built and managed a global team of data scientists, data engineers, and marketing analysts. At Bombora, she will oversee the proprietary and patented methods and models that make Bombora the only company to witness the complete buyer’s journey across its data cooperative. Johnson joined Bombora as CMO & GM in 2016 and has built the company into the most widely known and respected brand in the B2B data space by making the Company Surge® product synonymous with Intent data. As COO, he will focus on alignment and operational efficiency across the company. “Data has never been more important to the sales and marketing professions, and Bombora plays an important role in helping B2B organizations unlock their potential through insights,” said Erik Matlick, CEO and co-founder of Bombora. “Data has never been more important to the sales and marketing professions, and Bombora plays an important role in helping B2B organizations unlock their potential through insights,” said Erik Matlick, CEO and co-founder of Bombora. “As former customers, both Jeff and Elena have seen firsthand how our unique product can drive results across an enterprise. Meanwhile, Marc has been instrumental in the company’s growth, in terms of both reputation and the bottom line. These are three incredibly critical roles and I’m grateful to have such exceptional talent and experience to add to our organization.” The new hires come on the heels of a strong year that saw Bombora recognized by some of the advertising and technology world’s biggest awards. In November, the company was the gold winner for the top small- and medium-sized business marketing program in the 25th Annual Marketing Excellence Awards from Momentum ITSMA. Earlier this year, Bombora was named one of AdExchanger’s 2022 Top 50 Programmatic Power Players. The company was also a finalist in the Digiday Technology Awards in the Best Data Team category and the Adweek 2022 Readers’ Choice: Best of Tech Partner Awards. Bombora’s Company Surge® data tells marketing and sales leaders about which businesses are researching the products or services that they and their competitors sell. With this understanding, sales and marketing teams can be more relevant and consistent and improve performance across all activities. About Bombora Bombora tells businesses which companies are researching their products and services. With this understanding, sales and marketing teams can be more relevant and consistent and improve performance across all activities. This intent-driven approach revolutionizes the way businesses market and sell to other businesses through transparent data built on an ecosystem of quality, collaboration and innovation. With direct integrations with dozens of leading data and media-buying platforms, Bombora is building a world in which business buyers value sales and marketing for its relevance, timeliness and accuracy. To learn more, visit www.bombora.com.

Read More

ACCOUNT BASED ANALYTICS

Bombora Wins Gold in 2022 Marketing Excellence Awards from Momentum ITSMA

Bombora | November 09, 2022

Bombora, the leading provider of B2B Intent data solutions, is the gold winner for the top small- and medium-sized business marketing program in the 25th Annual Marketing Excellence Awards from Momentum ITSMA. Bombora’s gold award was based on a B2B marketing campaign for the company’s Essential Intent Data Guide. Bombora’s marketing department developed The Essential Intent Data Guide as a downloadable asset to educate a wide range of B2B marketers who needed help adjusting their strategies to the realities of the pandemic. In a campaign that included paid search, social, LinkedIn, and display ads, Bombora shattered industry benchmarks with a 15% landing page conversion rate. Since its creation, The Essential Intent Data Guide has more than 3,275 downloads across all paid channels. The combination of quality content and this strong paid performance has elevated The Essential Intent Data guide to the top-ranking organic result for “intent data guide” searches. “We’ve always believed that the best way to demonstrate the power of Intent data is to show rather than tell, and our marketing team has done a remarkable job with that mandate,” said Erik Matlick, co-founder and CEO of Bombora. “We’ve always believed that the best way to demonstrate the power of Intent data is to show rather than tell, and our marketing team has done a remarkable job with that mandate,” said Erik Matlick, co-founder and CEO of Bombora. “B2B brands have been grappling with the effects of limited in-person events and an immediate need to improve the performance of their marketing efforts. The Essential Intent Data Guide and its associated marketing campaign showed marketers how Intent data could help them face these challenges. In the process, the campaign shattered expectations and helped educate a new segment of the market.” Bombora’s Company Surge® data tells marketing and sales leaders about which businesses are researching the products or services that they and their competitors sell. With this understanding, sales and marketing teams can be more relevant and consistent and improve performance across all activities. Momentum ITSMA, a leading B2B growth consultancy and analyst firm, celebrated the winners of its 25th Annual Marketing Excellence Awards yesterday during its annual Awards Ceremony, held in person for the first time in three years, in Cambridge, Massachusetts. The jury, an international group of marketing executives and experts, selected the winners based on excellence in innovation, program execution, and business results. The awards honor outstanding marketing performance at two levels: diamond and gold. About Bombora Bombora tells businesses which companies are researching their products and services. With this understanding, sales and marketing teams can be more relevant and consistent and improve performance across all activities. This intent-driven approach revolutionizes the way businesses market and sell to other businesses through transparent data built on an ecosystem of quality, collaboration and innovation. With direct integrations with dozens of leading data and media-buying platforms, Bombora is building a world in which business buyers value sales and marketing for its relevance, timeliness and accuracy. To learn more, visit www.bombora.com.

Read More

BUYER INTENT DATA

RollWorks Ushers in New Level of Intent Data Sophistication with Open Beta of Keyword Intent

RollWorks | December 02, 2022

Account-based marketing platform RollWorks, a division of NextRoll, today unveiled the open beta of RollWorks Keyword Intent. The company's proprietary intent offering helps marketing and sales teams track intent signals that make sense for their business, find more accounts showing those relevant readiness signals, prioritize accounts, and personalize messaging based on the content they are engaging with throughout the buying journey. When RollWorks Keyword Intent is layered with intent from partners Bombora and G2, RollWorks has the industry's most sophisticated intent data approach. "Keyword Intent is a groundbreaking new solution that raises the bar for intent data," said Mike Stocker, SVP of Partnerships, RollWorks. "RollWorks' unique approach is not and either/or but all — by offering our own keyword intent data, combined with best-in-class Bombora Intent and G2 buyer intent, we are providing multiple, corroborating sources of intent that give organizations the best possible results to allow them to be more certain that an account is actually in market. We're the only solution with this level of sophistication." RollWorks Keyword Intent: A Multi-Layered Intent Data Approach With finite resources, marketers and sales teams can't target all of their accounts at once. As a result, they may miss out on in-market accounts or get the granularity they need, such as which messaging will resonate with their target audience to drive strong engagement. Running high-performing, efficient campaigns is key to their success. When layered on top of Bombora and G2 intent in the RollWorks platform, Keyword Intent gives B2B organizations greater confidence and certainty that the accounts they reach out to are actually in market. It helps them tap into unknown audiences that are ready to buy, and they no longer have to cast a wide net and sift through unqualified leads. Features and benefits of Keyword Intent: Find accounts that are showing intent on terms that you weren't able to track before (e.g. very specific product names or competitor names) Get keyword recommendations to understand what you should be tracking based on your existing site content Achieve a better understanding of what accounts are researching Gain greater confidence that accounts are really showing intent through the layering of multiple intent data sources with different methodologies Unlock more ways to utilize keyword intent data "You lose 100% of the in-market accounts you don't act upon," said Jodi Cerretani, VP of Revenue Marketing at RollWorks. "With a high level of granularity and flexibility in keyword selection, Keyword Intent gives marketing and sales teams more meaningful and precise intent signals to enable better account identification and prioritization of accounts. This allows organizations to quickly fill gaps in their current go-to-market strategy while growing and protecting their current business." "You lose 100% of the in-market accounts you don't act upon," said Jodi Cerretani, VP of Revenue Marketing at RollWorks. The opportunity for intent data in 2023 is promising — In a recent RollWorks survey of 1,000 marketers, nearly 1 in 5 (18%) rely on intent data as a core tool in their martech stack. RollWorks customers who use intent data say: "We are getting more informed, personalized conversations with prospects thanks to the magic of intent topics - an incredibly impactful feature." "We're reaching more accounts in our ICP than ever before. Also, it's giving us intent data so we're able to help our new business team focus on more qualified accounts. In our past, our target account lists weren't as strategic as they are now and that's thanks to the data we are receiving from Rollworks. I think it's helping our marketing and sales teams align much more than we ever had in the past and it keeps us focused based on data rather than assumptions." "I also love the intent data that as an SMB organization was too expensive to get separately. It's great to have it here within RollWorks." Visit RollWorks to learn more about how Keyword Intent can give you greater confidence that the accounts you reach out to are really in market. About RollWorks RollWorks, a division of NextRoll, offers ambitious B2B companies an account-based platform to align their marketing and sales teams and confidently grow revenue. Powered by proprietary data and machine learning, RollWorks' solutions address the needs of organizations large and small — from those with best-in-class ABM programs to those just beginning their exploration. By empowering teams to identify their target accounts and key buyers, reach those accounts across multiple channels, and measure program effectiveness in their system-of-record, RollWorks is an indispensable platform for marketers and sellers who believe that an account-based approach is just good business. To learn more visit www.rollworks.com.

Read More

Events