There’s a lot of buzz in the marketing community around “intent data” — and our friends over at Bombora are at the forefront of this exciting new movement. As described in our recent eBook, external intent data is collected by networks of B2B publishers that track the pages a contact or IP address visits, content they download, their site searches and potentially comments they left on an article or video.
We recently penned a guest article on intent data in VentureBeat to help spark a conversation, and are pleased to continue the discussion here. Read on for the first in our Q&A series with sales and marketing experts…
Mike Burton, Co-Founder and SVP of Data Sales, Bombora
It seems like the place that 3rd-party intent data has gotten the most early traction is with email personalization and targeted advertising. Can you explain that use case?
Enabling programmatic targeting is a big part of Bombora’s business for sure, and compared to email it’s relatively simple. We build targetable sets of cookies that have very high consumption against specific B2B topics. We also create account-based segments, which plays very well together with predictive. Email is trickier, because Marketing Automation is built to market to contacts, and the monitoring of the B2B web mostly takes place on a company + location level. So, we created a product called “Frog DNA” (a Jurassic Park Reference), which looks at each contact’s company, location, and department and appends fresh intent data to every record every month. If we cannot use company level data we’ll fill in the gaps with overall B2B topics that are surging across broad topics like tech, sales/marketing, etc. Marketers then use that data to reactivate leads, alter nurture paths, etc. Probably my favorite use case is aggregating all of the most popular topics and using it to create relevant new content with a data-driven approach.
Can you share a customer success story that highlights how companies can measure the ROI of intent data?