Summer Webinar Series
Join us this summer for a series of teaching webinars and peer roundtables.
We will walk through different Bombora use cases (aka Playbooks) & best practices, and hear from fellow customers about their experiences with Intent data.
What is a Bombora Playbook?
Simply put: A use-case for Intent Data.
Bombora Playbooks follow 3 pillars for implementing Intent data in marketing, sales, and business use cases:
- Plan: Build Intent Signals that align to your go-to-market (GTM) strategy.
- Activate: Apply those Signals in your activation channels such as your CRM, or ABX platform.
- Measure: Track your metrics against the GTM strategy based on the activation.
All Playbooks:
Outbound Sales Prioritization
The most common Playbook that customers start with is Outbound Sales Prioritization. This Playbook allows you to prioritize the accounts with the strongest intent signal so you can tackle account-based sales head-on.
Customer Churn Prevention
For customer success teams, Intent Data can alert you to customers who might be shopping around. The Churn Prevention Playbook will set up Signals that your CSMs can watch and act on with their accounts.
Predictable Pipeline
As a robust use of intent data within ABX, this Playbook is for marketing teams that are looking to leverage Bombora to identify accounts with spiking Intent across their entire total addressable market (TAM) to create an always-on stream of intent qualified accounts (IQAs) and to generate predictable pipeline.
Propensity Modeling
For Data teams, looking to incorporate Bombora's intent data into their models for the purpose of identifying in-market accounts.
Coming soon:
Digital Advertising
The most common activation for account-based marketing is digital advertising and content syndication. Use intent data to identify targets for your digital advertising - aligned with messaging, content, ads, or programs already in place.
Coming soon:
Upsell & Cross-sell
For customer success teams, be on the lookout for customers who are in-market for your additional products or services.
Can't decide which Playbook?
Use Market Insights.
We get it. Intent Data can be applied to all corners of your go-to-market strategy. So it can be overwhelming to know where to start.
Good news is that, as a Bombora customer, you have access to our Market Insights platform. The 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 making tactical execution decisions leads to better execution and better results.
