This summer we held a series of teaching webinars and peer roundtables to walk through different applications of Bombora Intent Data (aka Playbooks) with best practices.
What is a Bombora Playbook?
Simply put: A use-case for Intent Data.
Playbooks are instructions on how to interpret and use Intent Data in certain marketing and sales applications.
Watch the Recordings:
Outbound Sales Prioritization
Churn Prevention
Predictable Pipeline
Recorded on July 6
This Playbook allows you to prioritize the accounts with the strongest intent signal so you can tackle account-based sales head-on. Join us as we walk through running this playbook for an SDR team of 10 that are conducting outbound sales for 2 products using Intent data in Salesforce.
Best for: A sales team leader such as an SDR manager, a sales manager, or (in some cases) a marketing lead gen leader.
Hosts: Emily Thornhill, Director of GTM & Customer Enablement, and Jeff Marcoux, Former Customer and Bombora Trusted Partner
Recorded on July 20
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. Join us as we walk through running this playbook for a Customer Success team of 5 that are monitoring their accounts for 2 competitive risks using Intent data in Salesforce.
Best for: A customer experience team leader such as a Customer Success Director, an Account Executive, or (in some cases) a customer marketing leader
Host: Emily Thornhill, Director of GTM & Customer Enablement
Recorded on July 27
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). Join us as we walk through running this playbook for an individual marketing team member who is building an ABX pipeline prediction program using Intent data in a demand-side platform (DSP).
Best for: A marketing ABM role such as an ABM manager, a field marketing manager, digital advertising manager, or other marketing roles.
Host: Jeff Marcoux, Former Customer and Bombora Trusted Partner
Considerations for Setting the Foundation
Recorded on July 13
Get a closer look at the section, “Setting the Foundation,” that kicks off any Playbook. Setting the foundation is meant to establish information about your go-to-market (GTM) strategy and resources that will help you execute a Playbook.
Best for: All customers
Host: Emily Thornhill, Director of GTM & Customer Enablement
How to measure success of Intent data
Recorded on Aug 3
Get a closer look at the section, “Measure Success,” that is the most important step to any Playbook. Without setting goals and measuring progress against your strategy, intent data is simply data.
Best for: All customers
Hosts: Emily Thornhill, Director of GTM & Customer Enablement, and Jeff Marcoux, Former Customer and Bombora Trusted Partner
Meet the Hosts
