TLDR:
Engagio and Bombora are joining forces to combine engagement data with intent data in order for marketers to carry out the right tactics on the right channel. This new integration allows marketers to take action immediately. The move also saves customers resources because they aren’t engaging accounts that aren’t interested. This integration is available to all Engagio customers. Intent data is nice, but having it isn’t enough, which is why Bombora integrated with Engagio. It’s available to all Engagio customers.
Engagio is the industry leader in B2B marketing engagement software. Bombora is the leading B2B intent data provider. These two companies joined forces to provide native-sourced engagement data and combine with third-party intent data to determine the right course of action at the right point in time.
According to the CEO of Engagio, Jon Miller, the move was designed to allow marketers to be able to immediately take action on intent data insights.
Engagio’s integration with Bombora provides marketers with the ability to execute “multi-channel plays for in-market accounts, identifying opportunities to drive post-sale expansion with new products, sending alerts to sales when target accounts show purchase intent, and mapping where accounts are in the buying journey.”
What makes the above better is that it can be done with less waste—only ads for companies that aren’t already engaging are activated.
Every Engagio customer will enjoy a number of distinct benefits resulting from the integration between with Bombora, including:
- 50 trackable topics
- “Ten free in-market accounts”
- Compatibility with other intent data providers
In a statement, the CEO and Co-Founder of Bombora, Eric Matlick, commented that B2B intent data is white-hot right now because the benefits of it can be proven. That is, it has a solid, calculable ROI.
Matlick continued by saying it’s not enough to merely have intent data, though. If marketers are serious about wanting to improve their marketing and sales performance, they need the ability to take action from intent data insights. This is where the integration with Engagio comes into play.
Matclick concluded his statement by asserting that the ability to take action on intent data these days is now a given. That’s what the integration with Engagio represents.
Original article from Yahoo! Finance on 12 November 2019.
