Company: Bombora, New York, NY
Nomination Submitted by: WIT Strategy
Company Description: Bombora is a marketing data company that tells B2B marketers exactly which companies are showing increased interest in the marketers’ goods and services. Armed with that knowledge, marketers can approach their new targets with confidence. This intent-driven approach revolutionizes the way businesses market and sell to other businesses through transparent data built on a quality ecosystem.
Nomination Category: Thought Leadership Categories
Nomination Sub Category: Thought Leadership Campaign of the Year - Business Products
 Nomination Title: Bombora’s Deep Dive Webinar Series Pulls Back the Curtain on Intent Data
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated PR campaign or program, or written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers for your submission, you must provide an answer to this first question: Specify the date on which this campaign or program was launched:
March 31, 2021
- If you are providing written answers for your submission, you must provide an answer to this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 224 words used.
B2B marketing and sales have undergone incredible changes over the past decade. Modern businesses make buying decisions via committee. These committees self-educate about various offerings and conduct most of their research online. Interactions with traditional sales representatives come much later in the process than it has historically.
This new process has many B2B companies looking for tools that help them identify in-market prospects and interact with those prospects in an efficient and effective manner - before they even land on a brand’s website. Intent data has risen to the top as one of the most desirable tools. While intent has grown in popularity, it’s still new enough that many companies don’t have a clear grasp on how they can use it across the B2B marketing and sales organizations. B2B Intent data users and prospective buyers are eager to see specific ways that they can put the data and insights into action.
Bombora’s Deep Dive webinar series was designed to help prospects and existing customers make better use out of their own data, enrich it with Intent data, and drive optimal results. The series launched in 2021 with the goal of answering one question: how do people use Intent data? Each webinar is built from a detailed customer story that shows different use cases, trends and industry applications that are relevant to most B2B marketers.
- If you are providing written answers for your submission, you must provide an answer to this third question: Describe the development of the campaign or program: the planning process, the goal setting, the subject and content development, the scheduling, etc. (up to 250 words):
Total 237 words used.
Bombora’s Deep Dive webinar series grew out of the desire to fill an industry need and educate customers and prospects by demonstrating Intent data in action across several use cases.
Each of the 13 Deep Dive webinars is built around a case study from a real customer. A representative from that customer joins a Bombora team member for the webinar, ensuring that the audience is hearing directly from an end user on how the data improved their process. Basing each session on a real client and real results helps attendees visualize how they can put Intent data into action within their own organization.
There are several ways that organizations can use Bombora’s Intent data products. One of the challenges the marketing and sales organizations faced was demonstrating the many use cases on their own because Bombora’s product is the data itself, and not a platform.
A webinar series presented a clear opportunity to provide concrete visual demonstrations of the Bombora data used in other platforms. This gave prospects a clear sense of how they could use the data and insights within their own organizations. It also meant that prospects hear directly from real customers, rather than simply from Bombora marketing and sales representatives. Rather than look at hypotheticals or hear how a solution might work, prospective customers could actually see how other companies used the data to set up workflows within HubSpot, or launch campaigns in RollWorks.
- If you are providing written answers for your submission, you must provide an answer to this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of January 2021. Even if your initiative started before January 2021, limit your response to activities and results since the beginning of July 2020 only (up to 250 words):
Total 201 words used.
The Deep Dive series was–and remains–a resounding success. The first wave of webinars drew hundreds of sign ups in 2021 when the webinar landscape was incredibly competitive. Again, this was a time when in-person meetings were still on pause, and many organizations were using webinars to interact with prospects. Clearly, the content resonated as B2B organizations sought answers to the real-world problems they were facing.
Over the course of 13 webinars, the series generated:
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Total registrations overall: 3,525
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Total on-demand views: 555
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Total attendees: 708
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Percentage of new registrations: 18.70% (new to Bombora’s database)
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164 sales opportunities worth more than $6 million in net-new pipeline, plus additional impact on existing pipeline and customers
The Deep Dive series appeals to customers and prospects who have already interacted with the Bombora brand. As a result, the series’ biggest success is how it influences Bombora’s later-stage pipeline. If sales has already made contact with a prospect, the webinar helps that prospect understand how to apply the data in different ways. The evergreen nature of the series means that Bombora can continue to promote these webinar recordings through paid media and social campaigns.
- Optional: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 72 words used.
The provided URL (https://bombora.com/deep-dive-webinars/) takes visitors to the Deep Dive series Hub, where they are able to watch each webinar on demand via streaming video. The Snowflake Webinar (https://bombora.com/resources/how-snowflake-uses-intent-driven-insights-for-a-hyper-personalized-approach-to-abm/) outlines how Snowflake, the Data Cloud company, uses Intent-driven insights for a hyper-personalized approach to ABM. This was one of the highest-attended webinars, with 685 registrations and 31% conversion rate, and it remains one of the top traffic drivers.
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