HG Data, the global leader in competitive intelligence on installed technologies, and Bombora, B2B’s centralized silo of intent data announced that they have entered into a formal partnership that combines their data sets for use in programmatic ad targeting.
“A lot of the marketers we talk to know that they want to reach companies that are doing intense research on certain topics, but they also need to focus on companies that have installed specific technologies,” said Bombora CEO Erik Matlick, “Combining the data sets for ad targeting is a natural fit. This allows us to offer an integrated, turnkey approach to using two crucial data sets for online B2B ad targeting.”
PWC estimates global total Internet advertising revenue will grow over 12% in the five-year period from 2014 to 2019 to almost $240 billion, still 67% of online ads are served to unintended targets.
Enhancing the targeting possibilities for online Account Based Marketing (ABM) programs, the Bombora/HG Data partnership adds a new, unique dimension to B2B ad targeting. Together, these market leaders deliver the ability to target companies that are surging in research on specific topics as identified by Bombora paired with HG Data intelligence on installed software and hardware that are in use at specific locations, and the vendors from whom they are currently buying.
This multi-dimensional ABM solution will change the way customers see third party audience segments and their underlying value.
Bombora will also make broader install based segments available as part of their standard B2B targeting taxonomy across the programmatic landscape.
Bombora’s growing database of interest areas provides B2B sales and marketing teams with tools to target more efficiently and effectively, including email marketing, site personalization, inside sales, lead scoring, and content creation.
Incorporating HG Data’s installed technology intelligence on a global scale enables digital marketing and sales teams to leverage ideal customer profiling, market potential, competitive displacement and predictive modeling. HG Data tracks current and past technology installations in over 5,000 categories from over 1,700 vendors in its proprietary datasets.
“Bombora’s focus on enabling customers to identify buyer behavior early in the sales process makes this partnership with HG Data an exciting opportunity. Adding HG Data’s installed technology intelligence will allow Bombora’s digital marketing customers to precisely target prospects with the highest value and the best match for a given solution based on technology decisions they have already made,” said says Mark Godley, CRO HG Data. “The rise of rich and highly personalized value-added content from third party vendors enables better targeting and tighter focus on the highest-value accounts. Integrating installed technologies intelligence into Bombora’s market-leading consolidated intent data gives online marketers a ridiculously unfair advantage in their digital advertising efforts.”