Bombora’s Company Surge® Intent data is now available directly to all Marketo customers, built on a recently announced native integration. In addition, Marketo and Bombora has teamed up to offer best practices and campaign setup so customers can immediately experience the value of the integration.
“As a marketer, the best buyers to engage with are the ones that are already actively researching. Providing Intent data from Bombora to our customers creates an opportunity for them to engage with buyers who have a high propensity to buy, ultimately delivering better pipeline to sales and increasing the velocity of the sales process,” said TK Kader, Senior Vice President of Strategy and Alliances at Marketo.
Customers using Company Surge® for Marketo will be able to immediately:
- Identify which accounts inside Marketo are actively researching across the web
- Upgrade your Smart Lists and campaigns with intent-based filters to segment by accounts with intent scores and topics
- Sync Intent data with Salesforce or Microsoft Dynamics via Marketo to show sales reps if their accounts are currently researching certain topics
Couchbase uses the Company Surge® for Marketo platform to focus resources on accounts that are signaling they are in research mode.
“The integration helps us prioritize our target accounts inside Marketo, based on which accounts are most likely to buy from us,” said Kari Hodgson, Director of Marketing at Couchbase. “It’s very convenient. We segment audiences using the Surge scores and topics, then deploy account-based campaigns with content, based on the topics that each account surged on.”
Not all of your businesses are in-market for products or services at all times. By adding Intent data to Account Based Marketing campaigns or target lists, marketers typically realize a significant improvement in performance and account prioritization.
“We find that only 15-20% of any list of companies are actually in research mode to purchase. Understanding which specific companies are in that 15-20%, and the actual solutions they are researching, is essential to any B2B marketer,”said Erik Matlick, CEO and Founder of Bombora. “With the Marketo Engagement PlatformTM acting as the hub to make this understanding more actionable, there is exponential value to how our Company Surge® Intent data can be leveraged across an organization.”
Parts of this post were first published on Marketo’s Newsroom.