Bombora and Bang Bring Intent Data to ANZ

Bang First to Offer Company Surge to Marketers in Anz to Improve B2B Sales and Marketing Performance

B2B marketers in Australia and New Zealand now have an easier time discovering active prospects, thanks to a strategic partnership Bombora announced with Bang. Under the terms of the deal, Bang becomes the first agency to bring Australia and New Zealand the intent data that global companies are using to dramatically increase sales.

Bombora’s Company Surge shows B2B marketers which companies are actively interested in specific products and services. To discern this rising interest, Bombora monitors the 5,000 topics being consumed on more than 4,000 business sites around the world. The monitoring provides a baseline of the interest from within a company on each topic.  Increased interest in a particular topic rises is a signal of the research that happens prior to a purchase.  Marketers and their agencies can then advertise to and call on the right prospects just as those prospects are entering a buying phase.

“Organisations buy based on their own needs and internal timing, regardless of the efforts of marketers and salespeople pitching to them,” said Brennan IT Head of Marketing Communications Rory McNeil. “Understanding when these buying cycles are beginning is critical to delivering relevant and timely messages, so we are excited to be one of the first to work with Bang to use Bombora’s Company Surge data this way in the Australian market.”

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As an example of what Bombora’s Company Surge can show, during the first week of March, Coles Group Ltd, National Australia Bank, Rio Tinto Group, Seek Ltd, Woodside Petroleum and Westpac Banking Corporation were increasingly interested in the following topics:

Customer Relationship Management (CRM) — technology and practices TED (Technology, Entertainment, Design) – the media organisation Concept Testing – evaluation of consumer interest in new product ideas

The marketing events that were drawing the greatest increase in interest from the ASX200 that week were the ‘Marketo Marketing Nation Summit’ and ’Hubspot INBOUND.’*

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“When it comes to effective marketing in the digital age, the key challenges many of our clients grapple with are content, data and measurement,” said Bang Chief Operating Officer Scott Caulfield. “Producing high-quality content that resonates with target personas is itself a challenge. Having the data and insight to distribute this content effectively poses another set of challenges. On the measurement side it is no longer simply a case of measuring clicks and form fills, as savvy B2B buyers do not like to signal buying intent by filling out forms. Working with Bombora Company Surge and other products like Visitor Insights enables Bang to develop sophisticated data-driven programs with our clients.”

“Intent data is now a requirement for sophisticated B2B marketers,” said Bombora Partnerships Head Charles Crnoevich. “The deep experience with technology marketing along and a holistic approach that Bang brings is sure to spur adoption of this transformative data to region.”

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