Triblio announced a strategic partnership with intent data provider, Bombora.
Over the course of the past year, Triblio has been experimenting with outside data providers to strengthen their Account-Based Marketing platform. They finally found the right provider with Bombora, which is known to be one of the best B2B intent data providers out there.
Triblio is particularly excited with this partnership. The merging together of these two companies means customers will have access to a wide variety of integrations between their products. In addition, customers will also be able to use an ABM solution paired with intent data built into it.
Before, practitioners of ABM identified accounts through the way prospects interfaced with their website. This is what’s known as first-party intent data. When marketers identify accounts through buying intent on other websites, it’s called third-party intent data. And third-party intent data is what Bombora specializes in.
Third-party intent data provides a pattern of buyer interest based on which publications they prefer to read on the web. For instance, if you’re a marketer for a IT solutions company, knowing prospects that search for a specific phrase might generate a list of accounts you may want to target with messaging.
Some marketers prefer not to use third-party intent data, and with good reason. Due to the fact that the data is coming from an outside vendor and not the marketer’s own team, there’s a lot of junk to sort through. This kind of intent data is good for indicating initial interest, however generally it should not be used to determine definite interest.
Having said that, when Triblio used third-party intent data, they found that using such data enabled their team of marketers to carry out entire campaigns based on it. As a result, they found that their engagement numbers increased in short order and earlier than expected in the buyer’s journey.
This is why it’s such a big deal that this partnership was formed. The unique combination of both features of each platform is a boon to the team at Triblio.
One of Triblio’s customers noted this best-in-class service pairing, even going as far to say that it is the “next evolution of ABM.” Of course, Triblio had no objections to this claim. They are eager to begin that evolution.
Original article from Triblio on 18 November 2018.