Programmatic capabilities for B2B marks partnership between Bombora and Dstillery
Dstillery, a digital intelligence firm, and Bombora, a provider of B2B intent data, today announced that the two companies are partnering to deliver a programmatic solution. Marketers will now be able to leverage programmatic advertising and analytics with the benefit of active research for B2B business targets.
"As business marketers rush to embrace Account-Based Marketing (ABM), successful B2B media campaigns won't just reach companies, they will reach only the right target companies -- those that are in active research mode," said Greg Herbst, VP of programmatic at Bombora.
According to Outsell's Annual Advertising and Marketing Study, US B2B digital marketing will grow to more than $83bn this year. "This partnership ensures that the same tools used by B2C marketers are available to account-based B2B marketing," said Dstillery CEO Tom Phillips.
Bombora tracks the online research behavior of 1.2m businesses, and is able to identify when a company is 'surging' in interest on specific B2B topics. This information is paired with Dstillery's prospecting data to provide insights into the audiences targeted by B2B marketers.
Analytics plays an important role in this partnership, allowing B2B marketers to understand the success of their campaign in terms of the professional attributes of the targeted business users (e.g., company size, employees, industry, job function, seniority).
The demand for programmatic media among B2B marketers is growing, and the additional analytics insight offers an advantage in being able to activate non-intuitive segments based on who is reaching the advertiser's site and being able to talk to these same audiences across multiple channels. This partnership directly addresses this opportunity.