Check out this Marketo LaunchPoint presentation to discover how to combine your potential customers' purchase intent data with the power of marketing automation!

1. 1Click to edit Master text styles
LaunchPoint Webinar Series
Infuse Marketing Automation with Dynamic
Purchase Intent Data from Bombora
September 30, 2015

2. Engagement
Marketing
Platform
o This webinar is being recorded! Slides and
recording will be sent to you after the webinar
o Enter your questions in the chat – we will get to
them after the webinar
o Posting to social? Make sure to use #mktgnation
or tweet @marketo or
Housekeeping

3. 3Click to edit Master text styles
Aggregate. Organize. Activate.

4. 4Click to edit Master text styles 4
Bombora was built on the premise that through the consolidation of
Intent Data, all parties in the B2B Sales and Marketing Ecosystem will
thrive.

5. 5Click to edit Master text styles 5How We Consolidate Intent

6. 6Click to edit Master text styles 6Aggregate: Quality Data Comes from Quality Sources

7. 7
Current State of Marketing

8. 8Click to edit Master text styles
Demand Analytics
Match all of your sales and
marketing tactics with the existing
demand for your products and
services

9. 9Click to edit Master text stylesDemand Analytics Marketing and Activation Suite
Surging Demand Data
300M business buyers, 2,500 sites, 6B monthly interactions. Company Surge Analysis Account Level Insights
Custom Segments
Find demand in real
time to create an ideal
segment
Email Segmentation
by purchase intent
Enrich email lists and
CRM files with individual
level intent Signals.
Site
Personalization
High quality, relevant
personalized content to
drive engagement and
conversion.
Demand Analytics
Company level and
Account level
analytics. What
companies are
surging, what topics
are those companies
most interested in.
Bombora’s Demand Analytics suite consists of four modules:

10. 10Click to edit Master text styles
• 1,000+ customers
• 20 consecutive quarters of record revenues
• 400+ employees
VMTurbo’s Application Performance Control platform enables customers to
manage cloud and enterprise virtualization environments to assure application
performance while maximizing resource utilization.
The Customer: About VMTurbo
Boston, MA (HQ)

11. 11Click to edit Master text styles 11The Challenge:
• VMTurbo is a high volume sales organization
• Need for high quality engaged leads
• With a large and growing database VMTurbo was looking a more efficient way
to segment for different content pieces and re-engagement activities
Goal: Increase the efficiency and precision of their email targeting, while also
generating more high quality leads that can be passed to sales with confidence.

12. 12Click to edit Master text styles 12
Email Segmentation
by purchase intent

13. 13Click to edit Master text styles 13
Solution: Email Segmentation by purchase intent
Bombora leverages user level, and company/location/department level
data in order to append intent topics to contacts.
• VMTurbo provides a robust set of topics that are relevant to their business
• Bombora appends any surging topics to VMTurbo contacts
• 63% of VMTurbo Contacts were surging on a VMTurbo Topic
• 25% of VMTurbo contacts were surging on a topic relevant to test camapign
Activation partners:

14. 14Click to edit Master text styles 14Bombora Data At Work
Topics are arranged into contact profiles with Marketo:

15. 15Click to edit Master text styles 15
Here’s what they did using Bombora data:
1. Overlay intent topics into to contact profiles in Marketo
2. Launch a campaign focused on users that were surging on the topics cloud
applications, cloud-as-a-service, cloud infrastructure, and Hybrid Cloud, creating
two segments for the campaign
A) Bombora Users - Were surging on relevant topics
B) Non-surgers - They sent to both and measured results
Bombora Data

16. 16Click to edit Master text styles 16Results
• Email Results:
• 13% Open Rate on non-surge
• 19% Open Rate on surge
• 46% Lift!
Non-Surgers Surgers
Open Rate

17. 17Click to edit Master text styles 17Results
• Opportunity Generation Results –Downstream VMTurbo measured
responders that were converted into sales opportunities and 80% were from the
surge bucket
Non-Surgers Surgers
Opportunities Generated

18. 18Click to edit Master text styles
Takeaways:
• Perfect for Email Segmentation and assigning appropriate
nurture paths
• Reengage long dormant contacts and understand which
contacts to purge
• Closes the gap between sales and marketing – prioritize
surging leads for sales with a new engagement metric
• Helps marketers understand what topics their database is
currently interested to facilitate a data driven content creation
strategy

19. 19Click to edit Master text styles 19Questions?

20. 20Click to edit Master text styles
Thank You