Account Media Drives More B2B Engagement With Bombora Company Surge

Audience churn drops, too: Customers see a 10–15% increase in open rates and 20–25% increase in conversions

Organizations looking for high-quality business-to-business leads should look to Account Media — especially now that it’s armed with Bombora Company Surge. That’s the word from Account Media’s happy customers.

Account Media partners exclusively with B2B publishers and demand providers by implementing strategic demand-generation strategies through access to its highly engaged B2B audiences. Powered by Bombora’s Data Co-op and Company Surge, Intent data gives B2B companies visibility into their target accounts’ online behavior and content consumption across third-party sites. Not only can businesses identify when target accounts are in research mode, they are also able to get a clear understanding of the products and services buyers are browsing.

“Readers are the lifeblood of our business,” said Account Media CEO and Founder Matthew Rhoades-Brown. “Once someone decides to unsubscribe, we are unable to speak to them again, so it’s essential we deliver them the right messaging at the right time.”

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“We see a 10–15% increase in open rates and a 20–25% increase in conversions when we use Bombora Company Surge — but there are so many more benefits beyond just these metrics.”

— Account Media CEO and Founder Matthew Rhoades-Brown

Rhoades-Brown noted that B2B buyers spend over 60% of their purchasing process gathering and synthesizing information. Many suffer from buyer fatigue. Few publishers or lead providers focus on the buyer. Account Media made that focus a core value.

In order to generate higher-quality leads for its customers and deliver more value to its audience, Account Media took an intent-based approach to content distribution. Now, when a customer brings Account Media a new account-based marketing (ABM) campaign, the company uses Bombora Company Surge^® Intent data to prioritize the target account list (TAL).

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“Once we see which accounts are actively researching related topics, we create a priority list to engage the most high-priority, in-market accounts,” said Rhoades-Brown. “We see a 10–15% increase in open rates and a 20–25% increase in conversions when we use Bombora Company Surge^® over a ‘spray-and-pray’ outreach strategy, but there are so many more benefits beyond just these metrics — we’re seeing more loyalty from our audience, lower unsubscribe rates, fewer complaint rates, and so on.”

“Increasing efficiency in business communication has been one of our goals from the beginning,” said Bombora founder and CEO Erik Matlick. “We’re pleased to learn how well our data works for Account Media and its customers, and we will continue to strive to help agencies, enterprises, and the B2B market target accounts more accurately.”