B2B Buyer Targeting: Bridging the Gap with Bombora's Mark Connon

The B2B vs. B2C Targeting Divide

• 🎯 B2C marketers excel at precise audience targeting, following consumers across the internet based on demonstrated interest.
• ⚠️ B2B advertising has historically lagged due to the complexity of identifying companies, buying groups, and individual roles within them.
• 🚀 Agility in marketing requires closing the gap between insight and action, enabling precise reach at the moment it matters most.

Challenges and Opportunities in B2B Data

• 🧩 The focus in B2B is on the company and its buying group, not just an individual, adding layers of complexity.
• 📈 Identifying companies in-market and the relevant people within them, coupled with an identity solution for programmatic reach, has been a significant hurdle.
• 💡 Bombora aims to overcome these limitations by providing effective ways to identify and address target companies and individuals.

The Impact of Inaccurate Targeting

• 💰 Beyond wasted ad spend, the primary risk in B2B is missing opportunities or entering sales cycles too late.
• ⏳ Long sales cycles (9-18 months) mean that early funnel awareness and branding are crucial for capturing potential deals.
• ⚠️ Not being in front of opportunities early can lead to missing RFPs and losing out on significant business.

Bombora's Curated Ecosystem Audiences

• 🤝 Bombora leverages a publisher co-op model, built on a decade of experience, to gather B2B intent data.
• 🌐 This data co-op approach allows for the creation of unique audience segments by combining data from partners like G2, Crunchbase, and Definitive Healthcare.
• 📊 The goal is to create rich, scalable audiences by augmenting data and ensuring that targeting criteria don't overly shrink the addressable market.

Activation and Measurement in B2B

• 🔌 Bombora focuses on data distribution and connectivity, ensuring audiences can be activated across the programmatic ecosystem (DSPs, CDPs, etc.).
• 📈 Measurement solutions like Bombora's B2B beacon provide insights beyond simple ad delivery, tracking engagement, interactions, and intent signals over time.
• 💡 This richer data allows for more informed strategic decisions, budget justifications, and a better understanding of campaign impact across the funnel.

Navigating Data Privacy

• ✅ Bombora's approach is built on consent-driven data collection through publisher partnerships, respecting privacy regulations.
• 🏢 The focus on company activity, rather than solely individual tracking, provides a unique and privacy-conscious position in the market.
• 🚀 This partnership-powered model offers long-term sustainability in an increasingly privacy-conscious world.