Home > News > featured news > Economy and AI Among Top Concerns Across Industries, According to Bombora’s Upswell Report

Buyer Intent Data

Economy and AI Among Top Concerns Across Industries, According to Bombora’s Upswell Report

EIN News | June 05, 2023 | Read time : 12:00 min

Radical shifts in the global economy and technological advancement have many industries dealing with significant change. As businesses look to navigate the future, they are actively researching business efficiencies, automation, the growth of artificial intelligence, and other tools and strategies that will help them maintain customers and protect revenue, according to a new report from Bombora, the leading provider of B2B Intent data solutions.

The Bombora Upswell Report, unveiled at the 2023 Bombora Intent Event in San Diego, leverages Bombora Company Surge® data and dives into the latest trends and developments across eight industries: manufacturing, healthcare, finance, software, cybersecurity, professional services, telecommunications, and media/advertising. Each business vertical is analyzed in depth, with insight into the topics and issues that these businesses are researching as they formulate their business plans for 2023 and beyond.

Between Bombora’s Data Co-op of premium B2B publisher partners and the Bombora tag, its identity resolution system and unique data structuring approach allow customers to access the highest quality data in the market. These insights measure changes in research activity to see how businesses are adapting their thinking to new situations.

“Businesses across all verticals need high-quality data to help seize emerging opportunities, drive innovation, and ensure their continued growth in an increasingly competitive global market,” said Mark Connon, President of Bombora. “The Upswell Report is the first time we’ve assembled cross-industry analysis so that companies can be aware of the latest trends and developments in their industries and their customers’ markets. We’ll continue to offer businesses of all sizes the data and insights needed to navigate their changing landscapes, through these recurring reports, as well as our industry-leading Intent data and analytics.”

For example, the Upswell Report shows the media and advertising industry cooling on the Metaverse. Three key categories–Metaverse Consulting, Corporate Metaverse research, and Metaverse as a Strategy–declined in Q1 2023. However, overall Metaverse research grew by 50% in Q1 2023. So while the Metaverse is still an interesting topic overall, businesses are becoming more cautious about investing in it.

The Upswell report also highlights the technologies that matter most to businesses. Within the telecommunications industry, research on SpaceX increased by 8% in late 2022, with nearly 1,500 telecom businesses researching the organization. Compared to a year ago, research related to Low Earth Orbit (LEO) increased by 26% in Q1 2023, a dramatic increase in a short time span. Telecoms are clearly in need of space-related infrastructure for satellites, and there is a huge opportunity here.

Meanwhile, the telecom industry has clearly picked a favorite cloud provider, as research around Amazon Web Services (AWS) increased by 287% in Q1 2023, compared to a 72% increase for Microsoft Azure.

Additional highlights from the research include:

-Manufacturers are focusing on building resilient supply chains, implementing AI and automation solutions to optimize operations, and investing in marketing and brand building as direct-to-consumer sales grow.

-The healthcare industry is researching emerging technologies, such as AI automation, remote patient monitoring, and the Internet of Healthcare Things (IoHT) to address major challenges and improve healthcare delivery.

-Financial services and banking professionals are focusing on research in areas such as market volatility, pre-bankruptcy planning, and debt management while also investing in long-term wealth preservation strategies.

-Software businesses are leveraging tools like ChatGPT, conversational AI, and chatbots to improve operations and customer engagement while also adopting proactive defense strategies against cyber threats.

-The cybersecurity industry is staying ahead of the curve by investing in advanced security measures, addressing workforce shortages, and preparing for future risks to protect against cyber threats in the digital age.

-Professional services research trends show increased demand for advisory, consulting, and specialized services, while technology investments center around an open architecture, payment processing optimization, and core banking operations.

-Telecommunications businesses are exploring investments in infrastructure and innovative services to meet growing customer expectations and capitalize on new revenue opportunities.

The media and advertising sector is putting considerable resources into social media marketing, data management, and video advertising, while also focusing on improving customer experience and engagement to retain a loyal customer base.

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.

Spotlight

New survey shows consumers aren’t getting what they want from customer support

Get an in-depth look at what consumers want from customer support in a new survey Zoom commissioned from Morning Consult. Learn what technology and support channels your customers prefer, and how your company can better meet their expectations to drive loyalty and growth.

More featured news

Spotlight

New survey shows consumers aren’t getting what they want from customer support

Related News

Core ABM, Account Based Data

6sense Named to the 2023 Forbes Cloud 100

Business Wire | August 11, 2023

For the third year in a row 6sense, the leading platform to revolutionize the way B2B organizations create, manage and convert pipeline to revenue, has been named to the Forbes 2023 Cloud 100 ranking at number 67. "Earning a spot on the Forbes Cloud 100 for three consecutive years is a testament to our dedication to provide the best-in-class intelligence and engagement solution for sales and marketing teams seeking efficient revenue growth,” said Jason Zintak, CEO of 6sense. “Since our founding days more than a decade ago, our team has leveraged AI, data and technology to transform how B2B companies go to market and create revenue. The pride we feel from this recognition comes from our unwavering commitment to unlock the potential of AI for our customers who rely on 6sense to win and achieve more.” In the past year, 6sense has marked numerous achievements, highlighting its robust momentum and commitment to shifting AI from a novelty to a necessity, thereby enhancing efficient revenue growth for customers. 6sense unveiled its game changing 6sense Revenue AI™ for Sales, empowering sellers to prioritize in-market accounts and access comprehensive buyer intelligence and contact data within their daily tools, reducing research time and increasing deal closures. The company launched 6sense® Conversational Email, utilizing advanced AI models like GPT-4, intent data, and predictive analytics to create hyper-personalized emails that convert leads into sales meetings at scale. 6sense introduced AI Writer functionality for Conversational Email, leveraging generative AI and other signals to help demand generation teams create personalized email campaigns enhancing engagement and building pipeline. The definitive ranking of the world’s top 100 private cloud companies is published by Forbes in partnership with Bessemer Venture Partners and Salesforce Ventures. For the eighth consecutive year, the Cloud 100 reviews submissions from hundreds of cloud startups and private companies. The Cloud 100 evaluation process involved ranking companies across four factors: market leadership (35%), estimated valuation (30%), operating metrics (20%), and people & culture (15%). For market leadership, the Cloud 100 enlists the help of a judging panel of public cloud company CEOs who assist in evaluating and ranking their private company peers. “The companies of the Cloud 100 list represent the best and brightest private companies in this crucial tech sector,” said Kenrick Cai, the Forbes editor of the Cloud 100. “This year’s companies had to react rapidly to AI’s sweeping impact while contending with a market pullback. Their resilience puts them in elite company. Congratulations to each of the 2023 Cloud 100 honorees and the 20 Rising Stars who are showing early potential to one day join their ranks.” “This year’s Cloud 100 list is one of the most dynamic in history. While the industry faced macro headwinds, the 2023 Cloud 100 winners displayed the innovation and resilience of the cloud economy and the combination of growth and efficiency that prove the power of the cloud business model. 95% of the honorees are forecasted to reach Centaur status — $100 million of annual recurring revenue — by the end of the year,” said Mary D’Onofrio, partner at Bessemer Venture Partners. “It is further exciting to see so many honorees at the forefront of the AI revolution, which we believe will continue to transform the cloud and propel the next wave of growth for many of this year’s winners.” “The past year our industry has seen a generational step forward in innovation and with AI leading the charge, we are witnessing one of the most important platform shifts in decades,” said Paul Drews, managing partner, Salesforce Ventures. "The Cloud 100 list represents the best of the best and we've never been more excited about what the future holds, not only for the cloud but for the entire technology industry. We are proud of what these founders and their communities have already accomplished and look forward to seeing how they continue to transform the industry in the future." The Forbes 2023 Cloud 100 and 20 Rising Stars lists are published online at www.forbes.com/cloud100. Highlights of the list appear in the August/September 2023 issue of Forbes magazine. About 6sense 6sense is on a mission to revolutionize the way B2B organizations create revenue by predicting customers most likely to buy and recommending the best course of action to engage anonymous buying teams. 6sense Revenue AI™ is the only sales and marketing platform to unlock the ability to create, manage and convert high-quality pipeline to revenue. Customers report 2X increases in average contract value, 4X increases in win rate and a 20-40% reduction in time to close deals. Know everything. Do anythingⓇ, with 6sense. About Bessemer Venture Partners Bessemer Venture Partners helps entrepreneurs lay strong foundations to build and forge long-standing companies. With more than 145 IPOs and 300 portfolio companies in the enterprise, consumer and healthcare spaces, Bessemer supports founders and CEOs from their early days through every stage of growth. Bessemer’s global portfolio has included Pinterest, Shopify, Twilio, Yelp, LinkedIn, PagerDuty, DocuSign, Wix, Fiverr, and Toast and has $20 billion of assets under management. Bessemer has teams of investors and partners located in Tel Aviv, Silicon Valley, San Francisco, New York, London, Hong Kong, Boston, and Bangalore. Born from innovations in steel more than a century ago, Bessemer’s storied history has afforded its partners the opportunity to celebrate and scrutinize its best investment decisions (see Memos) and also learn from its mistakes (see Anti-Portfolio). About Forbes Forbes champions success by celebrating those who have made it, and those who aspire to make it. Forbes convenes and curates the most influential leaders and entrepreneurs who are driving change, transforming business and making a significant impact on the world. The Forbes brand today reaches more than 140 million people worldwide through its trusted journalism, signature LIVE and Forbes Virtual events, custom marketing programs and 45 licensed local editions in 76 countries. Forbes Media’s brand extensions include real estate, education and financial services license agreements. About Salesforce Ventures Salesforce Ventures helps enterprising founders build companies that reinvent the way the world works. Since 2009, we’ve invested in and partnered with more than 400 of the world’s most tenacious enterprise software companies from seed to IPO, including Anthropic, Cohere, Airtable, Databricks, DocuSign, Guild Education, monday.com, nCino, Snowflake, Snyk, Stripe, Tanium, and Zoom. Salesforce Ventures leverages our decades of expertise in the cloud and our long-term relationships with key decision-makers at thousands of businesses around the world to give our portfolio companies an advantage, help them build credibility, and accelerate growth. Salesforce Ventures has invested in more than 25 countries with offices all over the world including in San Francisco, Irvine, New York, London, and Tokyo. Follow @SalesforceVC and learn more at http://www.salesforceventures.com.

Account Based Execution, Account Based Advertising

Revolutionizing B2B Advertising, Demandbase Launches the First-Ever B2B-Specific Connected TV Solution

PR Newswire | July 26, 2023

Demandbase, the Smarter GTM™ company that uses AI to help B2B organizations hit their revenue goals, today launches the first-ever Connected TV (CTV) advertising solution tailored specifically for B2B advertisers, using its proprietary Piper B2B DSP. Piper's ability to precisely target accounts and buying groups that are showing intent is unique in the industry. Combining that precision with its unparalleled granular reporting will be a first in the increasingly popular CTV advertising market, which until now has been focused primarily on B2C. As noted in the new 'State of B2B Advertising' report, CTV has firmly established itself as an important B2B advertising channel for 2023 and beyond, driven by its capacity to broadcast video advertisements during television shows and movies on a wide variety of platforms like Hulu, Pluto, and Tubi. Remarkably, access to CTV devices surged from 82% of US households in 2021 to over 90% in 2023. CTV platforms boast high engagement levels, with viewers consuming content actively selected by them, leading to superior ad viewability and completion rates. In addition, CTV's unique blend of sight, sound, and motion enhances the ad recall across other channels, such as display, paid social, and paid search, when used in combination, thereby boosting the overall impact of advertising campaigns. Of note, 66% of CTV advertisers have not previously used traditional TV advertising, mainly due to concerns over pricing and targeting precision — factors that CTV effectively addresses. "CTV represents an exciting, rapidly expanding advertising landscape that's seen remarkable growth over the last few years," said Gareth Noonan, general manager, advertising at Demandbase. "With the Demandbase Piper B2B DSP, we're empowering companies to harness this potential in a way that's both effective and efficient. We're thrilled to serve our customers with a dynamic tool to enhance their GTM strategies and elevate sales performance." Demandbase's Piper B2B DSP, named for influencing Pipeline and Revenue, has the unique ability to: Target the right audience with a pertinent B2B message, powered by Demandbase's account identification capabilities. This results in minimal waste of the advertising budget across ad channels, including Demandbase's new connected TV offering, a feat impossible with linear or traditional TV. Plan and execute automated advertising campaigns based on a complete spectrum of data, ranging from account engagement levels to buyer intent and journey stage. Track campaign performance at both the account and individual levels with unparalleled granularity. "We're excited to bring CTV into our targeted B2B advertising programs," said Steven Mendes, director of brand & acquisition marketing at Cambia Health Solutions. "We're always looking to identify new ways to engage our audiences that are most aligned to their media consumption habits, preferences and lifestyles. Expanding into CTV will help us maximize our brand reach potential and give us the opportunity to showcase our brand in a whole new context." Demandbase has also released its new 'State of B2B Advertising' Report. The report unveils current market trends in B2B advertising, predicts the rise of bots and invalid traffic, discusses the deprecation of cookies on Chrome, and provides actionable recommendations for 2023 and 2024. Highlights include: Analysis of over 500 million web sessions in 2022, including looking at which traffic sources bring the highest (and lowest) amount of account-based traffic The importance of modern B2B measurement Predictions for future B2B advertising trends and how companies should be preparing for them now About Demandbase Demandbase helps B2B companies hit their revenue goals using fewer resources. How? By using the power of AI to identify and engage the accounts and buying groups most likely to purchase. We combine your sales and marketing data with our validated B2B data to create what we call Account Intelligence. Better data makes better AI. That's Smarter GTM™.

Core ABM

95% of Tech Marketers Expect an Increase in their ABM Budgets Over the Next Year

GlobeNewswire | September 29, 2023

Foundry (an IDG, Inc. company) released its third annual 2023 ABM and Intent Benchmarking Study today, which dives into the uses, goals, and challenges of account-based marketing, as well as how intent data is used to fuel ABM programs and the success and challenges tech marketers see with intent. Account-based marketing has taken the B2B marketing world by storm, and the enthusiasm shows no signs of slowing down. In fact, this year’s research found that 96% of tech marketers have a documented ABM strategy and 93% feel that their ABM efforts have been extremely or very successful, which is up from 84% when the study was conducted last year. Here is a closer look at some of the findings from this year’s study: Tactics and tools supporting ABM The landscape for account-based marketing expansion looks promising, as an overwhelming 95% of marketers anticipate that their ABM budgets will increase in the next 12 months. This is a notable uptick from previous years – 90% expected an increase in 2022 and 84% in 2021. Respondents to the survey are using a variety of ABM tactics to support their marketing objectives. These tactics include sales activation/account analytics (cited by 53% of respondents), target-account lead generation (50%), account-based advertising (48%), and content syndication, IP address intelligence, and personalization, all of which are equally cited at 47%. Marketers are also leveraging a mix of tools and channels to support their ABM efforts. Customer marketing (43%) and paid social (40%) are the most widely used resources, followed by content syndication (32%), organic social (28%), and SEO (26%). When it comes to measuring the success of ABM initiatives, marketers use a diverse range of metrics. The top three include customer satisfaction scores (cited by 48%), site visits from target accounts (43%), and revenue generated (40%). Intent data is fueling ABM efforts Another key component of Foundry’s study is the use of intent data with ABM marketers. The research shows that 91% are using intent data/scoring to prioritize their accounts and to identify what content should be served within ABM campaigns. Intent data also plays a key role in identifying target account lists, a practice used by yet another 91% of marketers. Marketers have also extended their use of intent data and are increasing the number of sources they are using, cited by 92%. When it comes to the primary goals of using intent data, marketers are focused on optimizing lead scoring models (cited by 47% of respondents), followed by building audience segments for ad campaigns (43%), identifying new accounts (43%), generating higher quality leads (42%), and monitoring potential customer churn (42%). The goal of any ABM campaign is to generate qualified leads and the survey results indicate a strong correlation between the number of data sources used and lead gen success. About 48% of all marketers said between 11% and 50% of the leads generated from their marketing campaigns become sales-accepted leads and 47% said 51% and 80% are sales-accepted. The challenges ABM marketers face Success isn’t always the case when it comes to marketers and their ABM programs. Only 1% said they don’t experience any challenges with ABM, and the top reported challenges are measuring the success of their programs (35%), attributing the success of the different ABM tactics and channels (34%), and their tech stack being overly complicated (29%). The same sentiment goes for intent. Marketers need help with intent data, specifically with getting their sales teams to trust the intent data quality (49%), measuring the impact of intent data on pipeline (48%), and combining intent from multiple data sources (47%). Ninety-two percent of marketers also cited that it’s important that they know the exact sources of intent data when working with a provider. Just over half of respondents listed criteria for when they chose a data provider, such as: vendor reviews/analyst evaluations (rated as very or somewhat important by 97%), sample data that can be independently validated (97%), and peer recommendations (95%). This research indicates that even as ABM and intent have come mainstream in B2B, marketers are now, more than ever, focused towards measuring the impact of both ABM campaigns and intent data, said Tukan Das, Vice President and Product Manager, Foundry. For more information and to see the full results from the ABM & Intent Benchmarking study, please view the white paper. About the 2023 ABM & Intent Benchmarking Study The 2023 Foundry Account-Based Marketing (ABM) and Intent Benchmarking Study was conducted via online questionnaire in August of 2023. 500 total respondents with marketing titles were collected from NA (60%), EMEA (20%) and APAC (20%) regions. 40% of respondents are from the manufacturing (computer-related) industry, 27% are from high tech, and 12% from software/computer services. Others include e-commerce, independent software vendors, telecom carriers, and cloud & DC service providers. Foundry conducted the study to understand the workings of ABM and its evolution and adoption compared to traditional marketing approaches. About Foundry, an IDG Inc. Company Foundry helps companies bring their visions to reality through a combination of media, marketing technologies, and proprietary data on a global scale. Our intent data and martech platforms are powered by data from an owned and operated ecosystem of global editorial brands, awards, and events, all engineered and integrated to drive marketing campaigns for technology companies. Foundry is dedicated to generating and innovating with data, driving demand for technology marketers with 38 offices in global markets. Foundry is a wholly owned subsidiary of International Data Group, Inc. (IDG), the world’s leading tech media, data, research, and marketing services company. To learn more about Foundry, visit www.foundryco.com.