More and more B2B companies today are navigating the buying process anonymously, opting to self-educate instead of filling out a form for vendor content or speaking to a salesperson, leaving marketers completely in the dark. It is every B2B marketer’s nightmare.
A recent survey of over 2,100 technology buyers saw that operating in the dark funnel—avenues that marketers typically can’t track—instead of the traditional sales funnel, is quickly becoming the rule, not the exception:
- 41% of Gen Z and 29% of millennials said visiting review sites was the first step in their buying process.
- Vendor-provided information sources such as marketing collaterals, vendor-produced case studies, and vendor reps showed a drop in usage from 2021 to 2022.
- 40% of buyers said having to contact sales for a demo or a free trial was among the three things vendors do that will make them less likely to buy.
Enter Bombora, a leading intent data provider that helps B2B companies pick up intent signals from external sources such as media sites, trade publications, community boards, forums, and other sources of content on the web to identify prospects searching for best practices and solutions.
“Most prospects only become visible to marketers when they’re already 85% through their buying journey, which is often too late. Instead of guessing which prospects might be in a buy cycle or overstretching a limited marketing budget to cover the entire addressable market, Bombora offers a ‘treasure map’ for prioritizing targets. As a pioneer in the intent data category, Bombora’s platform reveals who is in the early stages of research and who is actively in the market.”
This enables marketers to target high-intent buyers, which, in turn, improves marketing efficiency, accelerates conversion, and drives higher marketing contribution to revenue. In a do-more-with-less environment, Bombora is a must-have component of the MarTech stack,” said 2X CEO Domenic Colasante.
We are proud to announce that 2X is now an official Bombora partner, giving 2X clients access to the platform’s full range of features plus a team of experienced Bombora specialists to execute them.
“Intent data is a game changer for B2B, but the hard part is no longer aggregating the information, it’s in activating intent data at scale. 2X understands how to activate intent in B2B organizations of all sizes and this capability to bring Bombora in connection with 2X services will pay large dividends for 2X clients. We are privileged to have 2X in our partner community,” said Charles Crnoevich, Vice President of Partnerships at Bombora.
A Team of Intent Data Experts at Your Fingertips
A 2020 Gartner report predicted that intent data will be an integral part of many B2B marketers’ playbooks in the years to come, but effectively adopting it may prove to be a challenge: “Because the use of intent data is still an emerging arena, the skills needed to plan and manage the related practices can be difficult to find. For instance, there may not be many marketers with experience running account-based marketing (ABM) programs that use intent data.”
At 2X, we’ve been reaping the benefits of intent data for our clients for many years now, amassing a group of experienced MarTech managers proficient with intent data platforms like Bombora along the way.
2X Data Analyst Jack Lee has helped numerous 2X clients realize intent’s full potential: “A crucial part of my work involves knowing how to interpret the data that comes in from Bombora, and more importantly, leverage it to optimize our client’s campaigns. For example, how can I use that data to determine what’s the most suitable content to write or the best target audience to market to? That only comes with having hands-on experience, using intent data to achieve client objectives day in, day out.”
Our partnership with Bombora spurs us on to continue expanding an intent-proficient talent pool, experts to help B2B companies implement an intent-driven marketing strategy.
For some mid-sized high-growth organizations that might not be ready for a full-scope account-based marketing (ABM) strategy or Revenue AI platform, the 2X-Bombora partnership allows an entry-level step into intent, providing an easy-to-implement lightweight solution that can bring intent into your organization within just a few days.
The Future of Marketing and Sales Teams
Integrating Bombora’s intent data into your sales and marketing teams strategy helps in creating highly targeted ABM campaigns. By understanding the customer profiles and key accounts that show buying intent, sales reps and marketing teams can deliver relevant content at the right time, improving conversion rates and shortening the sales cycle.
This approach also allows for better lead generation efforts. By knowing which product or service your existing customers and prospects are interested in, you can tailor your messaging and marketing channels accordingly. Whether through blog posts, social media platforms, or display ads, the integration of intent data ensures that your campaigns resonate with your target audience.
Moreover, using intent data helps in refining your search engine optimization (SEO) strategies. By aligning your content strategy with the search behaviors of your high-intent audience, you can improve your visibility in search results and drive more qualified traffic to your site.
Conclusion
As the landscape of B2B marketing continues to evolve, leveraging intent data through Bombora will be crucial for staying ahead. Our partnership with Bombora not only enhances our ability to provide cutting-edge MarTech solutions but also equips our clients with the tools and expertise needed to succeed in the modern marketplace. By incorporating intent data into your account-based marketing strategy and overall marketing technology stack, you can ensure a more efficient, targeted, and effective approach to reaching your business goals.
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