Full Circle Insights, a company that provides sales and marketing performance measurement solutions that enable B2B marketers to optimize their marketing mix and generate more revenue, and Bombora, a solutions provider leading B2B intent data, today announced an integration that allows Full Circle ABM users to leverage the power of intent data to identify and track accounts from the account activation phase to development. until transactions are completed.
Full Circle ABM is the first martech solution that gives B2B marketers the ability to measure channels in the context of account-based marketing in CRM. Integration with Bombora allows B2B marketers to measure the impact of their ABM strategy within CRM, serving as the only source of honest data. This allows for closer alignment between sales and marketing teams and facilitates closer collaboration in account targeting, which is essential for B2B success.
Integration means marketers can convert untapped buyer demand into predictable revenue using the power of Bombora and Full Circle Insights. Bombora’s Company Surge® intent data tells users which companies are looking for the products and services they and their competitors are selling. It leverages data from the largest B2B publisher website collaboration and uses advanced natural language processing (NLP) engines to determine content context rather than just extracting keywords.
In particular, Full Circle Insights tracks, stores, and leverages historical data inherent in Salesforce. This means that B2B marketers can compare ABM funnel metrics over time, identify trends, and optimize their marketing spending. Full Circle ABM users can leverage Bombora’s built-in intent data to accurately track campaign allocation and account activation, from target account selection to closed/won trades. Users can also measure the buyer’s journey, from the first click on the website to the sale.
Without intent data built into the CRM, B2B marketers often struggle with distributed data, which hinders the ABM program’s ability to measure impact. To be successful with ABM, marketers must be able to spot target accounts that are actively demonstrating intent to attract leads and identify the most effective campaigns, leading to marketing decisions. Better marketing when investing in campaigns. Integrated intent data also allows sales and marketing to work together to refine a list of target accounts.
“Intent data from providers like Bombora is what makes hyper-segmentation at scale possible, and that’s driving rapid adoption of ABM in B2B marketing,”
“But marketers need full visibility into the account funnel so they can determine which campaigns are driving deals with target accounts and also measure the success of ABM programs using CRM data that is sharable and credible across the organization. The Bombora-Full Circle ABM integration gives them that power.”
Full Circle Insights President and CEO Bonnie Crater.
“It’s more important than ever for marketers to focus their targeting strategies on conversion-ready buying groups and be able to defend not only ROI and but return-on-effort,”
“The Bombora-Full Circle ABM integration addresses those challenges with the cleanest Intent data and allows marketers to monitor account progression within the revenue funnel at ease.”
Charles Crnoevich, SVP of partnerships at Bombora.