Bombora – LiveRamp Partnership

LiveRamp - Bombora data flows for audience targeting.
LiveRamp – Bombora data flows for audience targeting.

This is Bombora week in my blog. Yesterday I covered their Bombora for Growth offering and today I’m discussing their August LiveRamp partnership. It is one of many partnerships they’ve formed over the past few years

Bombora’s latest partnership is with LiveRamp, an identity resolution firm that also supports data onboarding.  Bombora identifies audiences based on intent data to develop in-market audiences for both large and small companies.  Large company attribution is fairly straightforward as IP addresses can be employed.  For smaller companies, attribution is performed behaviorally based on thirty attributes with an 86% confidence level.

Bombora then layers in their topical surge data to determine which companies are showing high levels of intent by topic.

“What typically we’d receive from Bombora is a list of IP addresses which map a specific business profile,” said LiveRamp B2B COO Pieter De Temmerman.  “For example, we might be asked, ‘Can you find small businesses that are currently in-market to buy a CRM system, or accounting software, or you name it’.”

“What Bombora has done, and patented, is we’ve looked at IP addresses from a behavioral perspective, and because we see 30 to 40 billion business transactions a month, we’re looking at them through the lens of the behavioral attributes of a business (versus a home, Starbucks, or hotel) IP address.”

Bombora CSO Mark Dye

“What we realized is that a lot of these B2B marketers are wanting to target large companies, which are easy to identify, but are also wanting to have a conversation with the longer tail of customers,” said de Temmerman.  “When you’re dealing with these smaller companies, you might be dealing with a large number of prospects, but you don’t necessarily know who they are,”

The combined offering pulls together a set of third-party cookies and associated devices for anonymous users, expanding the universe of targetable in-market SMBs.  According to Bombora, “This solution, being the first of its kind in the B2B market, produces a high likelihood of the SMB audience to be susceptible to the ads they are seeing.  Thus, producing a higher return on ad spend and a lower customer acquisition cost.”

Bombora targets 7.5 million global SMBs with up to 100 employees based on IP addresses.  Bombora audience targeting is initially available for North America and the UK with plans to expand to additional markets “in the coming months.”

LiveRamp charges $2 per CPM for SMB targeting and $4 per CPM for Bombora surge-based SMB targeting.


Other articles on Bombora Partnerships:

Bombora for Growth

Bombora gathers company website intelligence (1st-party intelligence) through its NetFactor Visitortrack service and combines it with 3rd-party intent data from B2B Media Companies.

Bombora announced the availability of a Growth package which provides a “concentrated” set of intent data for SMBs.  Both first and third-party intent data are delivered through CRM, MAP, and CDPs including Salesforce, Marketo, HubSpot, LiveRamp, Oracle, Lattice Engines, Leadspace, and Everstring.

First-party intent data is derived from a firm’s own website. Bombora quietly acquired NetFactor for visitor intelligence and packages it alongside its third-party intent data from dozens of B2B media websites. Combined, first and third-party intelligence help identify which companies are actively in-market for solutions. Firms can opt to run campaigns which target high-intent companies (e.g. programmatic, email), or deem the leads marketing qualified and pass them to sales.

Growth provides an unlimited feed of high-intent companies spanning up to eighteen topics.  Bombora identifies companies with a surge score of at least 70, which approximately represents the top 6% of companies with interest in a topic.  As multiple topics are being measured, the feed covers approximately the top 25% of companies.  Because Bombora compares surge scores against topical baselines, surge scores are normalized such that companies in industries related to a topic and very large companies do not dominate.  Surge scores are updated weekly and available for 2.8 million company domains across 6,100 B2B topics.

The Growth package also includes dedicated support, visitor intelligence, browser access, and integrations.  Pricing begins at $17,500 plus integration fees.

“What’s happened over the last five or ten years is that the way companies buy products and services has changed pretty significantly” as buyers conduct a significant percentage of their research prior to raising their hand.  “In the past, if you were going into a buying cycle, you’d just engage with the companies that you think you might ultimately work with; and those companies would be part of that process from the beginning.  The promise of intent data is to tap into that part of the process which is no longer visible to a vendor during the prospect’s buying cycle.”

Bombora SVP of Data Sales Mike Burton

“Over the last 12 to 18 months, the market has figured out that this data is really important, in terms of getting into sales cycles and driving pipeline,” continued Burton.

Bombora tracks first and third-party intent to the location level.  Thus, there are no issues with GDPR compliance or the collection of personally identifiable information.

Bombora identifies surging topics by location with topics often acting as proxies for personas.  “If Boeing, in Texas, is in a big research surge on accounting software and budgeting software, there’s a really good chance that’s coming out of a finance department, or a finance persona, rather than H.R. or a sales department,” said Burton.


Bombora has had several recent product and partnership announcements. Tomorrow I will be covering their new LiveRamp partnership and on Thursday I will be blogging about intent-based workflows.

Zylotech Incorporates Bombora Intent

Unified Customer 360 View
Zylotech Unified Customer 360 View

Zylotech added Bombora surge data to its Customer Data Platform (CDP).  Bombora’s third-party intent file is gathered from over 4,000 B2B media sites and helps identify accounts with surging interest in B2B topics.  The partnership helps “find and drive active demand into the funnel, empowering sales teams to prioritize accounts and win more business.”

Zylotech describes itself as a “self-learning B2B customer data platform that ensures customer profile enrichment, predicts purchases, and brings relevancy-based recommendations towards unprecedented lift.”  Features include data health reports, next best actions, lead scoring, propensity predictions, prescriptive micro-segments, dynamic segmentation, GDPR support, ID resolutions, anonymous visitor data resolution, look-a-like audience prospecting, and 360 Customer Views that incorporate hierarchies.

“Self-learning” means that the CDP automatically and continuously detects and creates customer matches across different data sources.

“Bombora’s intent data coupled with Zylotech’s unified view of all customer data means marketing and sales now have a single, seamless way to identify ideal B2B buyers and drive more conversions.  Marketers can personalize their campaigns specifically to the buyer’s intent, allowing sales to focus on buyers with expressed interest, and proactively engage in the decision-making process armed with customer insights.”

Zylotech Chief Revenue Officer Patrick O’Brien

Zylotech supports HubSpot, Eloqua, Marketo, Salesforce, Tableau, MailChimp, and LiveRamp.

Zylotech is based in Cambridge, MA and has 40 employees.  It received a $5.5 million Series A last October and $6 million in total funding.

Evaluating Sales Engagement Platforms: A Guide for Purchasing SEPs

I am pleased to announce that my next enterprise software purchasing report is available through this website and my partners at Tenbound. “Evaluating Sales Engagement Platforms: A Guide for Purchasing SEPs” assists with the purchasing decision of this rapidly developing SalesTech category.

Evaluating Sales Engagement Platforms

Single User License (October Discounted Price)

$495.00

The report is available as both a single buyer license for smaller firms evaluating the sector and as a buyer-committee license for larger firms. The Buyer Committee license covers a team of seven and includes a Word document checklist to assist with the evaluation.

Evaluating Sales Engagement Platforms – Buying Commitee License

Seven-User License (October Discounted Price) + Word Document Checklist

$1,195.00

Report Coverage

The 13-page report covers the following topics:

  • Sales Engagement Platform
    • Definition
    • Value Proposition
    • Core Features
    • Other Features
    • Industry Pricing
  • Purchasing Questions

I also offer detailed overviews of several major vendors:

  • SalesLoft Product Overview
  • VanillaSoft Product Overview (coming October 18)

GZ Consulting / Tenbound reports are independently written and not sponsored by any of the profiled vendors. Michael R. Levy of GZ Consulting wrote this report.

Clearbit X

Clearbit X Audience Builder
Clearbit X Audience Builder

Data vendor Clearbit officially launched Clearbit X, their new marketing and sales “growth engine.”  The new service provides digital marketing and demand generation functionality with first and third-party intent data enrichment.  The Clearbit X platform consolidates data from CRM systems, activity data such as web events, visitor intelligence enriched with IP and domain information, and Clearbit’s third-party business data on companies and employees (e.g., company size, industry, contact information, etc.).

“Never before has a company created a growth suite built from the ground up to be data-first and focused on B2B buyers.  And what’s more, X is the only platform to natively combine both data the customer owns with our popular Clearbit data.  I’m looking forward to a future where marketing data is democratized, data-enabled, and smart.  Clearbit X is a big step towards this future.”

Clearbit CEO Alex MacCaw.

Features include Facebook and Google targeting, Slack and email alerts highlighting active opportunities based on intent, and Clearbit’s visitor intelligence which matches visitor activity to account intelligence via IP addresses.  Visitor intelligence assists with dynamic chat and website personalization.

Clearbit is positioning X as the “center of your data universe.“  According to the firm, “The power supply of any great growth engine is real-time access to what we call your entire dataverse – all your user data, activity data, and enrichment data.  Clearbit X brings all of that together in one place.”

“Being able to layer Clearbit firmographic data onto our existing data in Salesforce is really powerful,” said Yuri Daniels, director of performance marketing at Zenefits.  “X has helped ensure that we are targeting customers in our ideal customer profile as well as being able to exclude people already inside of our funnel to make new leads.  We can target very specific lists on Facebook with much more efficiency and LinkedIn-level specificity.”

Clearbit is focused on onboarding their first twenty-five customers and will release more product details towards the end of the year.

DealSignal CRM Data Health for Salesforce

B2B DaaS and contacts vendor DealSignal announced the availability of CRM Data Health, a Salesforce module that continuously refreshes, enriches, and reverifies lead, contact, and account records.  DealSignal data is GDPR-compliant and based upon AI validation and human verification.

“Rather than comparing dirty CRM data against other static data sources that may themselves be outdated, DealSignal CRM Data Health takes a dynamic, on-demand enrichment and verification approach that uses both AI and human intelligence to ensure near-perfect accuracy,” stated the firm.  “DealSignal CRM Data Health delivers a reliable alternative for companies looking to replace Data.com.”

Like other CRM hygiene apps, CRM Data Health includes a free data health audit.  The CRM data enrichment includes detailed contact profiles, Bombora buyer intent, and firmographics.  Along with CRM hygiene, customers can enrich inbound leads, events lists, and third-party lists.

“Bad CRM data is a pervasive issue that has a negative ripple effect on B2B marketing and sales performance: from inaccurate ABM targeting, to bounced emails that can damage sender reputation, to outdated or irrelevant contacts that clog marketing automation systems at a great cost,” said DealSignal founder & CEO, Rob Weedn. “Industry studies find that up to 50 percent of CRM data is incomplete, out-of-date, or inaccurate. Compounding the issue, data decays at a rate of over two percent per month, so maintaining data health is a constant challenge that requires an on-going solution—much like you can’t get in shape by going to the gym once.  We’ve introduced DealSignal CRM Data Health to help Salesforce customers continuously maintain rich, accurate and verified target audience data, and keep it fresh on a regular schedule.”

With the decommissioning of Data.com, vendors like Dun & Bradstreet, InsideView, Zoominfo, and DealSignal are jumping into the fray. If you are looking to make your sales reps more effective, your segmentation more accurate, or your Einstein predictions more precise, then you should be evaluating a Lightning Data or general data quality solution for your CRM.

Gartner IT Spend Forecast

Gartner forecasted 3.2% growth in global IT spend in 2019, with turnover hitting $3.8 trillion.  Growth will be driven by Enterprise Software (up 8.5% this year and 8.2% next year) and IT Services (up 4.7% this year and 4.8% next year).  Slower growth segments include Devices (1.6% growth in 2019), Communications Services (up 1.3% in 2019), and Data Center Systems (growing in 2019 but retreating in 2020).

“Despite uncertainty fueled by recession rumors, Brexit, and trade wars and tariffs, the likely scenario for IT spending in 2019 is growth,” said John-David Lovelock, research VP at Gartner.  “However, there are a lot of dynamic changes happening in regards to which segments will be driving growth in the future.  Spending is moving from saturated segments such as mobile phones, PCs and on-premises data center infrastructure to cloud services and Internet of Things (IoT) devices.  IoT devices, in particular, are starting to pick up the slack from devices.  Where the devices segment is saturated, IoT is not.”

“IT is no longer just a platform that enables organizations to run their business on.  It is becoming the engine that moves the business.  As digital business and digital business ecosystems move forward, IT will be the thing that binds the business together.”

David Lovelock, Gartner Research VP

The shift to the cloud and SaaS will continue to benefit Enterprise Software spend with global expenditures hitting $466 billion in 2020.

“Cloud shift is not just about cloud.  As organizations pursue new IT architectures and operating philosophies, they put in place a foundation for new opportunities in digital business, including next-generation IT solutions such as the Internet of Things (IoT),” said VP Ed Anderson earlier this year.  “Organizations embracing dynamic, cloud-based operating models position themselves for cost optimization and increased competitiveness.”

Lovelock warned that companies are failing to upskill their internal staff quickly enough to support newer technologies such as IoT, AI, machine learning, data science, APIs and services platform design.  Gartner was concerned that “nearly half” of the IT workforce is in “urgent need” of upskilling to “support their digital business initiatives.”  The risk for businesses is that emerging technologies “are changing faster than we’ve ever seen before.”

Aberdeen Behavioral Technographics

Behavioral Technographic Use Cases from Aberdeen.
Behavioral Technographic Use Cases from Aberdeen.

Intent and technographics vendor Aberdeen announced Aberdeen Behavioral Technographics, their next-generation installed technology dataset.  Aberdeen is the successor to the pioneering Ziff Davis and Harte-Hanks Access CI dataset that was developed over two decades ago.

Aberdeen notes that traditional technographics are binary, static flags at the corporate level whereas Behavioral Technographics “actively measure technology usage down to company location, number of users, and pains and priorities of the usage.”

“Technographic data has been overdue for innovation,” said Aberdeen CEO Marc Osofsky.  “The reaction to our data has been amazing, companies have signed up within days of seeing the data.”

Aberdeen claims that its technographics are “up to 55% more accurate than legacy install (technographic) data” resulting in improved account prioritization, pipeline, and win-rates.

“Historical technographic data is actually still pretty new for most firms.  And the way that it’s most commonly collected, at least in recent days, is focusing on job boards and individual websites to determine whether or not technology’s actually installed at a company.  And they do this by…focusing on the job boards to see if a technology is present within the actual job description.  There are a lot of fallbacks to this, and this new method gets around that way.”

Benjamin Cavicchi, Aberdeen Senior Data Analyst

Behavioral Technographics are based upon technology usage and topical queries, not simply installation.  Data is captured from over 1,100 websites that host educational content concerning technologies.  This takes them beyond traditional job board scans to include forums, tutorials, and educational sites.  365 days of behavioral data are captured which include deployed technology, pain points, and topics.

“We focus on the education of an individual about a technology because that is clear evidence that they use it,” said Aberdeen Senior Data Analyst Benjamin Cavicchi.  “So what we’re looking at is a handful or a couple of thousand websites that resolve to user tutorials or user forums where people ask questions and answer them about a technology, as well as a host of other, I would say, technology-specific blogs where experts write about it.”

Cavicchi’s idea was to focus on those pages ”that answer these very specific questions that you would have in your daily work working with the technology.”  This is the content that shows up when technology questions are typed into Google.

For example, if employees are researching topics about Excel, they are likely using it.  “The idea is that if you aggregate all of the individuals associated with a company and you look at this historical activity on Excel, you can get a better understanding of whether or not they use it.  So other users at his company may be googling other, more advanced things like how to write efficient VBA code, or creating dynamic Excel dashboards,” said Cavicchi.

And because they are looking at trends and technology questions, they can discern which companies are using precursors to more advanced solutions, usage levels, and current pain points.  Behavioral Technographics are available at the location level.

“Excel is the natural antecedent to a BI solution, a more advanced one.  So if you have a lot of people at a company that are writing VBA code, that are trying to create these dynamic dashboards, but they don’t have any activity on any other BI solution, it seems to me that they probably need one.  We’re finding the problems of the company, and helping companies to essentially find them, too.

“Behavioral Technographics is a perfect complement to Intent Data,” said Aberdeen.  “Both provide full visibility into your target market: Intent Data identifies companies in-market to buy and Behavioral Technographics provides technology in use insights to prioritize and target the remaining accounts not yet showing intent.”

Behavioral Technographics are patent-pending.  Aberdeen describes its new technographics as “dynamic and quantitative.”

The next step will be behavioral profiling which is common in B2C but has yet to be extended to B2B.  Behavioral Profiling will look at groups of individuals to determine buyers and influencers.  For example, high levels of research around python indicate the presence of a data science team.

Aberdeen entered the intent market when it acquired The Big Willow last December.

LinkedIn Concerned about Tech Regulations

LinkedIn CEO Jeff Weiner raised concern about a tide of tech regulation following recent data privacy scandals.  Of particular concern is the impact of removing tech company immunity for the content shared by users under Section 230 of the Communications Decency Act.  If the Section were removed, social networks would be forced to proactively censor posts.

“Even if the [technology] industry were to do greater self-regulation, you’re going to see more regulatory oversight.”

Just as the wide use of algorithms has provided a megaphone to misinformation and fringe social media, regulation can have unintended consequences.  “The unintended consequences work both ways,” said Weiner.  “Companies make decisions only with the best of intentions, and there are unintended consequences of those decisions.  But from a regulatory perspective, I think it’s the same thing.”

“You could stifle a lot of innovation.  You could stifle a lot of openness.  You could stifle a lot of the things that create value by virtue of changing these liability rules and laws. That is just almost a canonical example of where these unintended consequences would really proliferate.  The things companies would need to do to ensure that they were protected is going to hurt the way in which people can communicate with one another.”

LinkedIn CEO Jeff Weiner

LinkedIn operates in China where it is subject to censorship.  The firm decided to enter the market as it’s mission is to create economic opportunity globally.  “The censorship issue in China is always a painful one,” he said.  “It has to be navigated and managed in the context of the broader vision.” While LinkedIn is advocating for Section 230, its parent company has taken a pro-regulatory view on data privacy, calling for an American version of GDPR.  Microsoft has built GDPR into the infrastructure of its platforms.

SalesLoft Conversation Intelligence

Sales engagement vendor SalesLoft rebranded its Meeting Intelligence functionality as Conversation Intelligence.  SalesLoft describes four sets of features which help reps schedule meetings and then listen to, understand, and engage with customers and prospects.  SalesLoft supports a broad set of conversation tools including appointment setting; automated recording, transcription, and indexing of calls; time-stamped notes, and call analytics.  This functionality is available for prospect, customer, and internal calls.  Managers, mentors, and trainers can join calls or whisper into a sales rep’s ear.

“Through the evolution of SalesLoft’s platform and user experience, one feature has changed so much that its prior name no longer did it justice,” wrote SalesLoft Head of Community Aly Merritt.  “Meeting Intelligence is now Conversation Intelligence, because sales isn’t just meetings – it’s every conversation and interaction.”

Call recordings can be stored in a training library or shared for coaching or questions.  For example, if a sales rep does not know the answer to a question, it can be forwarded directly to customer support or engineering for a response.

Conversation Intelligence supports both SalesLoft’s native dialer and leading web meeting applications: Zoom, GoToMeeting, join.me, UberConference, Cisco WebEx, and Cisco WebEx Enterprise.

Sales calls come in many forms: prospecting, discovery, demos, stakeholder alignment, and so on.  All of these interactions make up the foundation for the long-term customer relationship.  High-value customer relationships are made possible when prospects feel that the relationship they are entering into is mutually beneficial.

How can you build such a relationship?  By working to ensure your prospects feel heard and confident that you understand their needs.  Work to engage them throughout their journey.  After all, sales doesn’t stop when the deal closes, nor does engagement cease when a seller hangs up the phone.

▪ SalesLoft Product News

SalesLoft said that it is “designed to flex around the needs of the user based not only on their role but also on their preferred workflow.  This empowers SalesLoft customers to offer consistent value at every stage.”

“Sales meetings are the moments in the sales cycle where you have the opportunity to provide the most value for your customers.  As such, they are some of the single biggest opportunities for your team to influence revenue.  It’s where your deals are won and lost,” wrote the firm.  “Despite this, sellers often don’t get the opportunity to improve on this critical component of the sales process.  Combine this with the challenges that face sales leaders around how much time it takes to digest sales meetings, gain visibility into what’s really happening, and be proactive in the deal cycle.”