Overview
The B2B buying journey is moving further and further away from the control of marketing and sales. According to Gartner, prospective customers complete nearly 60% of the B2B buying process before they even approach a vendor directly.
Bombora’s B2B marketing Measurement products, uncovers this part of the journey for sales and marketing to help them close the loop on their activities. These products also help B2B marketers assess and validate the effectiveness of their Account Based Marketing campaigns and website content.
Audience Verification
Follow the below approaches to build audiences:
Bombora’s Visitor Insights collects data through tags implemented on brand websites or digital ads.
When utilized, the tags provide insight into your anonymous website visitors and the businesses reached through digital ad campaigns.
Data Collected:
- Unique cookie IDs
- IP address and information derived such as geography
- Page URL and referrer URL*
- User agent: browser type and operating system (OS)
- User’s browser language*
- Engagement level data including dwell time, scroll depth, scroll velocity, and time between scrolls*
*Indicates data collected through the Visitor Insights tag only
Users can access Audience Verification in the Bombora User Interface.
- Upload an ABM list and set your campaign dates
- Place the auto-generated tag(s) in your campaign creative(s) to begin measurement
- See the businesses reached in your campaign, impressions, and frequency
Visitor Insights
Identify the accounts visiting your website, even if they leave without initiating contact.
Bombora’s Visitor Insights collects data through tags implemented on brand websites or digital ads.
When utilized, the tags provide insight into your anonymous website visitors and the businesses reached through digital ad campaigns.
Data Collected:
- Unique cookie IDs
- IP address and information derived such as geography
- Page URL and referrer URL*
- User agent: browser type and operating system (OS)
- User’s browser language*
- Engagement level data including dwell time, scroll depth, scroll velocity, and time between scrolls*
*Indicates data collected through the Visitor Insights tag only
Users can access Visitor Insights in the Bombora User Interface.
See how your Account-Based Marketing programs impact the digital reach of your target companies and their engagement on your website. Access insights directly from the Bombora interface.
Bombora offers a comprehensive daily or weekly feed that provides the companies, interactions, and intent of the visitors on your website.
Files can be used for data science research or advanced analysis of your website audience.
Get real-time insights into the demographic, firmographic, and Intent data attributes of your visitors directly in your Google Analytics. Align website performance goals against Bombora’s visitor data to get greater visibility into what programs are working and what’s not.
