Pegasystems partnered with Bombora to perform a Historical Intent Analysis to find topics that accounts that had already bought from Pegasystems consumed prior to buying.
Pegasystems is the leading cloud provider for customer engagement and operational excellence. If you’ve driven a car, used a credit card, opened an account or countless other everyday tasks, there’s a good chance you’ve interacted with Pegasystems.
Being a widely applicable technology also makes it a challenge to market. Pegasystems’ sales and marketing teams wanted to take a more focused approach by reaching out to not all companies that could buy, but instead focus on those most likely to buy.
Experimenting with Intent-based marketing
Pegasystems understood the value of incorporating Intent data into its Account-Based Marketing strategy.
The challenge: How could Pegasystems know which specific topics, when consumed more, indicated true interest in its products?
The solution: Historical Intent Analysis
By partnering with Bombora, Pegasystems could get insight into upswings in content consumption on topics that a company is researching prior to buying, and thus, is ripe for marketing outreach.
How it works:
- Pegasystems provided two sets of lists: a list of closed won client accounts and a list of prospective companies that had not engaged in 18 months (control group)
- Bombora evaluated 18 months’ worth of content consumption at companies on both lists, based on more than 250 topics pertinent to Pegasystems business
Historical Intent Analysis uncovers meaningful topics
The Historical Intent Analysis revealed the topics most meaningful to current customers – and at what point during the buying cycle those topics were researched.
By comparing the research activity between the customer list and control group, Pegasystems identified 75 topics that had a 284% increase in research behavior compared to the control group. These topics are now used to power Pegasystems’ intent-based approach.
Analysis reveals previously unidentified prospects
By understanding topics most commonly researched by existing Pegasystems customers, Bombora identified lookalike prospect companies on the control list that were ripe for targeting during the research phase of the buying cycle.
Learn how you can partner with Bombora to get insight into the meaningful topics that matter to your current customers and prospects during the buying cycle to power your intent-based programs. Contact us to learn more.
