Infuse Marketing Automation with Dynamic Purchase Intent Data from Bombora

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LaunchPoint Webinar Series Infuse Marketing Automation with Dynamic Purchase Intent Data from Bombora

September 30, 2015

EngagementMarketingPlatform

o This webinar is being recorded! Slides and recording will be sent to you after the webinar

o Enter your questions in the chat – we will get to them after the webinar

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Housekeeping


Aggregate. Organize. Activate.

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Bombora was built on the premise that through the consolidation of Intent Data, all parties in the B2B Sales and Marketing Ecosystem will thrive.

5Click to edit Master text styles 5How We Consolidate Intent

6Click to edit Master text styles 6Aggregate: Quality Data Comes from Quality Sources

Current State of Marketing


Demand Analytics

Match all of your sales and marketing tactics with the existing demand for your products and services

9Click to edit Master text stylesDemand Analytics Marketing and Activation Suite

Surging Demand Data300M business buyers, 2,500 sites, 6B monthly interactions. Company Surge Analysis Account

Level Insights

Custom Segments Find demand in real time to create an ideal segment

Email Segmentation by purchase intentEnrich email lists and CRM files with individual level intent Signals.

Site PersonalizationHigh quality, relevant personalized content to drive engagement and conversion.

Demand AnalyticsCompany level and Account level analytics. What companies are surging, what topics are those companies most interested in.

Bombora’s Demand Analytics suite consists of four modules:


• 1,000+ customers• 20 consecutive quarters of record

revenues• 400+ employees

VMTurbo’s Application Performance Control platform enables customers to manage cloud and enterprise virtualization environments to assure application performance while maximizing resource utilization.

The Customer: About VMTurbo

Boston, MA (HQ)

11Click to edit Master text styles 11The Challenge:

• VMTurbo is a high volume sales organization• Need for high quality engaged leads• With a large and growing database VMTurbo was looking a more

efficient way to segment for different content pieces and re-engagement activities

Goal: Increase the efficiency and precision of their email targeting, while also generating more high quality leads that can be passed to sales with confidence.


Email Segmentation by purchase intent

13Click to edit Master text styles 13Solution: Email Segmentation by purchase intentBombora leverages user level, and company/location/department level data in order to append intent topics to contacts.

• VMTurbo provides a robust set of topics that are relevant to their business• Bombora appends any surging topics to VMTurbo contacts• 63% of VMTurbo Contacts were surging on a VMTurbo Topic• 25% of VMTurbo contacts were surging on a topic relevant to test camapign

Activation partners:

14Click to edit Master text styles 14Bombora Data At Work

Topics are arranged into contact profiles with Marketo:


Here’s what they did using Bombora data: 1. Overlay intent topics into to contact profiles in Marketo2. Launch a campaign focused on users that were surging on the topics

cloud applications, cloud-as-a-service, cloud infrastructure, and Hybrid Cloud, creating two segments for the campaign

A) Bombora Users - Were surging on relevant topicsB) Non-surgers - They sent to both and measured results

Bombora Data

16Click to edit Master text styles 16Results

• Email Results:• 13% Open Rate on non-surge• 19% Open Rate on surge• 46% Lift!

Non-Surgers Surgers

Open Rate

17Click to edit Master text styles 17Results

• Opportunity Generation Results –Downstream VMTurbo measured responders that were converted into sales opportunities and 80% were from the surge bucket

Non-Surgers Surgers

Opportunities Generated

18Click to edit Master text stylesTakeaways:

• Perfect for Email Segmentation and assigning appropriate nurture paths

• Reengage long dormant contacts and understand which contacts to purge

• Closes the gap between sales and marketing – prioritize surging leads for sales with a new engagement metric

• Helps marketers understand what topics their database is currently interested to facilitate a data driven content creation strategy

19Click to edit Master text styles 19Questions?


Thank You

Technology

Infuse Marketing Automation with Dynamic Purchase Intent Data from Bombora