The Rush to ABM Dominance
Big data intelligence solution Dstillery is entering a partnership with Bombora, a provider of B2B intent data.
The partnership will pair Dstillery's machine-driven audience creation, delivery and optimization offerings with Bombora's proprietary business intent data to deliver a programmatic solution that lets business marketers find and reach companies that are in "active research" mode for specific products. The self-service platform will essentially enable marketers to leverage the power of programmatic advertising and analytics with a transparent, B2B-first approach.
"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.
The demand for programmatic media among B2B marketers is definitely growing, and the additional analytics insight delivered by Dstillery and Bombora will help make the case for always-on programs by driving additional business impact at an account level.
For advertisers, there is obviously a significant 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.