ABM is a Team Sport: Stories from the Field

Hear from Forrester Consultant Emma Conroy as she reviews the findings from The Total Economic Impact™ of Bombora, a study conducted by Forrester Consulting on our behalf. The Forrester team dug deep into a real customer’s data to find out just how much value they can receive from using our Company Surge® Intent data, such as: 342% return on investment over three years 30% increase in sales velocity 4,500 hours saved per year from data efficiencies

As B2B Marketers, we are more and more reliant on data to help shape our customer journeys. Activating site and contact-based intent data present an unrivaled opportunity to deliver 1:1 relevance at scale. The ability to predict buyer behavior allows marketing and sales teams to customize and adapt top-of-funnel programs, improve lead scoring/nurturing, prioritize outreach, and provide account intelligence to sales teams.

As the beat of the ABM drum gets louder and louder, the best B2B marketing professionals are taking advantage of this powerful go-to-market strategy. Metrics and analytics have always been a core component of B2B marketing, but even the pros are struggling to measure ABM’s effectiveness at every stage of the funnel and prove ROI.

In uncertain moments, marketers and sellers need to double-down on strategies and tactics that drive meaningful business results and ROI. But, buyer needs have changed dramatically meaning traditional digital strategies are not meeting their expectations. Buyers have become inundated with digital noise leaving emails unread and display ads ignored. Gartner research shows that “79% of buyers buy from brands that demonstrate they care about THEM.” Sending enables brands to evolve their customer journeys by emphasizing connection with buyers to deliver human marketing experiences and scale human connection.