infuse marketing automation with dynamic purchase intent data from bombora
TRANSCRIPT
1Click to edit Master text styles
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
o Posting to social? Make sure to use #mktgnation or tweet @marketo or
Housekeeping
3Click to edit Master text styles
Aggregate. Organize. Activate.
4Click to edit Master text styles 4
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
8Click to edit Master text styles
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:
10Click to edit Master text styles
• 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.
12Click to edit Master text styles 12
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:
15Click to edit Master text styles 15
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?
20Click to edit Master text styles
Thank You