NEW YORK, May 31, 2018 (GLOBE NEWSWIRE) -- B2B marketers seek to reach only the most qualified in-market targets with their brand messages, using data sources to narrow down their prospects. The best prospects are those that are actively interested, which is why DWA, a global B2B digital media and marketing agency under the Dentsu Aegis Network, uses automatically refreshed intent audience segments from Bombora, the leading provider of B2B intent data.
To date, DWA has used Bombora’s Always On data resources across several campaigns for B2B advertisers across different industries. In some cases, DWA has watched its clients KPIs increase by more than 100% by using these updated audiences to reach in-market prospects through programmatic ad buying across channels.
“Our goal with every data provider is to deliver the most relevant ads, and that requires audience data that most accurately reflects current interest,” said Krish Sailam, Global VP of Programmatic at DWA. “Bombora’s intent data is already valuable for identifying which parts of our clients’ target audiences are likely to engage. Now, with their automatically refreshed audiences, we always know which companies to pursue with targeted advertising.”
Generated by Bombora Company Surge™ data, Always On intent data automatically optimizes campaigns based on intent topics related to a marketer’s products or services. Rather than force marketers to build and manually update campaigns individually, they can now subscribe to Bombora’s data sets, guaranteeing that they are using fresh data to reach prospects that give a strong indication of being in-market. This capability allows B2B marketers to dynamically target the 10% to 20% of their addressable market that is mostly likely to respond to their messaging and convert into revenue opportunities.
“Every B2B marketer has assembled their own unique ecosystem of marketing channels and technology solutions, and Bombora data can serve as a unifying force across all those components,” said Mike Burton, SVP, data sales for Bombora. “Normally, B2B advertisers and their agencies have to manually build an audience based on intent, firmographic and geographic attributes and then send it to activation partners. By the time that audience is populated and the campaign is ready to run, a portion of that audience is often no longer in market, while other companies have increased their pre-buying activity. With Always On audiences, brands set their target once from custom intent segments, and then forget about having to manually update it every week.”
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, indicating when business buyers are in active research mode prior to purchase.
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
WIT Strategy, for Bombora