Let the market determine your Playbook
Understanding one’s market(s) is critical for the success of any Playbook - which all manifest into a business strategy, sales effort, or marketing campaign.
The Bombora Market Insights tool enables teams to gain insights across their market ahead of campaign planning, content marketing strategy, choosing industry focuses, etc. Having the ability to size and understand what is going on in the market before tactical execution leads to better execution and better results.
Start Understanding your Market:
Before You Begin
Who? This exercise is for marketing teams and executive teams looking to leverage intent data for further insights into planning, strategy, and execution.
Why? This exercise is meant to help marketing and GTM teams determine the best use case (aka Playbook) or campaign for Intent Data based on their targets that are actively in-market for their solutions.
Where? All Bombora Company Surge customers have one seat to Market Insights through the Bombora UI. If you don't have access, please contact your Bombora CSM.
First, gather intent topics that represent your business.
One of the most critical steps in actioning your intent data is determining what to include in your go-to-market signals. This multi-step process will define your initial topic set and then refine it into a business signal.
Next, apply your topics and targeting parameters to Market Insights
When you login to Market Insights within the Bombora UI, apply the topics you chose above, and the other market parameters you wish to assess including but not limited to:
- Target Account List (using business domains)
- Industry
- Company Size
- Company Revenue
- Historical timeframe
Understand Your Total Addressable In-Market
Defining your total addressable market (TAM) can be tricky; understanding the interest level of your TAM and who is in-market can be even trickier. With Market Insights, you can quickly and easily understand the breakdown of your TAM, their interest level in your product or solution, and discover other valuable insights.
Understanding Intent Trends
Defining your total addressable market (TAM) can be tricky; understanding the interest level of your TAM and who is in-market can be even trickier. With Market Insights, you can quickly and easily understand the breakdown of your TAM, their interest level in your product or solution, and discover other valuable insights.
Monitor your Brand
Monitoring and measuring brand has always been a tricky problem for marketers. Looking at the share of voice in the market is a common way to measure the impact of brand efforts but leaves much to be desired. With Market Insights, you can monitor the overall interest in your brand from the businesses you care about, the ones in your TAM, while also looking at your competitors to see who is gaining and who is losing traction.
Content & Advertising Strategy
Content strategy and ad messaging can be tricky for some marketers to strategize when the market changes so frequently. Dynamically understand what your target market is interacting with, build content and ad messaging supporting it, and target you target account lists with what they are researching - when they are researching it.
Campaign Planning
Having a clearly defined strategy is critical to the success of any marketing campaign. With Market Insights, you will better understand: which of your target accounts are in-market for your products & services? which may need a branding campaign? and ensuring you have enough in-market accounts to hit your campaign goal. Market Insights can help you scope your campaign to ensure it is setup for success, all before you spend resources and time.
Apply Your Learnings to your Playbook or campaign...
Use the checklists you filled out, and the information you learned about your Market, to decide which use cases (aka Playbooks) to being with in activating Intent Data....and come back to assess as you go.
