This document discusses how intent data from Bombora can be leveraged within the Engagio platform. It begins with an overview of what intent data is and the different types. It then discusses how Bombora collects large-scale B2B intent data from various content sources. A Company Surge score is explained as representing the intensity of research spikes for a business and topic. The document outlines benefits of using intent data and examples of how brands have seen improvements. It concludes with demonstrations of ways to leverage intent data within Engagio, such as counting it towards engagement minutes or creating automations based on intent data.

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Yes, this webinar is
being recorded
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Housekeeping
Put your questions in
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The BIG Idea
In an extremely
competitive environment,
how can your company
proactively grow its market share
among your target accounts?
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“Relying solely on
inbound
marketing is like
hanging out with
the same kids
from high school
your whole life.”
– Jason Miller
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Challenge Solution
360° View of Engagement
Engagement
Minutes
Model
Lead to Account
Matching
(L2A) Algorithm
Programs
Activities
Leads
Accounts
Contacts
Leads
Corporate
Email
Web Visits
Unified Account Database
Critical account data is spread across systems Create a 360˚ view of Engagement
Marketing
Automation MarketingAutomation
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Intent data is information collected about web
users’ content consumption or ‘observed behavior’
that can provide insight about their interests and
from this indicate potential ‘intent’ to take an action.

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Engagio + Bombora
Not all Intent data is created equal
Type Independent websites Co-op Bidstream
What is it? Independent websites collect
consumer information and
deliver those insights to 3rd
parties.
Publisher Co-Ops are a collection
of many publishers and websites
which pool their data so that all
participants can benefit from a
larger data set.
Bidstream data is log-level data
generated by various tech vendors
(DSPs, SSPs, ad servers) involved
in the real-time bidding auction of
digital ads.
Pros ● GDPR/CCPA Compliant
● High Quality Data
● GDPR/CCPA Compliant
● High Volume of Data
● Real Time Data
● Multi-Language Support
Cons ● Low Volume ● English Only ● Compliance is unclear
● Volatile/Low Quality Data

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Bombora collects B2B Intent data
at unprecedented scale
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Engagio + Bombora
Bombora’s Intent data is gathered from the B2B ecosystem across multiple content sources
Making the scale of this Intent data unparalleled – globally
It is used to produce Company Surge®
data
White papers
Registrations
Case studies
Articles
Search
Subscriptions
Webinars
Infographics
Listening to
2.8M businesses
Content consumption
28.4B events
Researching on
6,300+ B2B topics
Company Surge®
data identifies when businesses are actively researching
products or services signaling buying intent. It indicates when a business is
consuming content on a topic significantly more than usual, according to
historic data consumption behavior and benchmarks.
*Figures for Q3 2019 (average of monthly figures from July to September)

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A Company Surge®
Score represents the intensity of research
spikes compared to the normal behavior of a business and a topic
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A Company Surge®
Score of 60+
indicates a significant spike in
content consumption
Company Surge®
content consumption
and score distribution
Company Surge®
Score
Features used to identify interest in a topic over a 12-week baseline
# of topic events
The number of interactions
between a company and a topic
# of unique users
The number of people researching
a topic from a company
Topic relevancy weight
The relevancy of the content to
the topic (i.e is the topic the focus or
simply mentioned)
Content engagement
The depth of engagement
of the interaction (e.g scroll velocity,
dwell time, etc.)
0 40 60 10070
24% 60% 10% 6%
Decreasing
consumption
No change in consumption
Increasing
consumption
Avg. % of
population

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Benefits of using Intent Data
10
Engagio + Bombora
Use more Company Surge®
data to do less sales and marketing
Marketing automation Content marketing Events management Sales enablement
Measurement Digital advertising
Customer success
Lead generationData scienceChannel enablement

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These B2B brands have seen significant improvement in
sales velocity and pipeline generation using Company Surge®
6x 47%
79% 33% 88%
Closed/won companies
showed significantly
more research activity 2xAverage deal size
Cost-per-lead
for LinkedIn
ads
of closed deals from
Q3/4 targeted using
Company Surge®
data
off the
sales cycle
Increase in
engagement
metrics

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Ways to Leverage Intent Data in Engagio
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Get started by selecting your topics directly in Engagio
Engagio + Bombora

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Ways to Leverage Intent Data in Engagio
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Count Intent Data activity
towards Engagement Minutes
Engagio + Bombora
Create Segments to
Categorize your Intent Data

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Ways to Leverage Intent Data in Engagio
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Write Intent Data back to SFDC Custom Fields
Engagio + Bombora

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Ways to Leverage Intent Data in Engagio
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Drill into Intent Data through
Engagio Analytics
Engagio + Bombora
Create reports to alert Sales
when there is Intent activity in
their territory

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Ways to Leverage Intent Data in Engagio
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Track Intent as an Account
Journey stage prior to
Engagement
Engagio + Bombora
Take actions based on Intent Data
via Automations and Audiences

17. Demo
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What does this mean for customers?
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• All Engagio customers can now select up to 25
topics to track and will receive the intent activities
for the top 10 in-market accounts a week for free.
• Engagio customers with a paid Bombora
subscription will enjoy the benefits of the
integration for all of their accounts automatically.
Engagio + Bombora

19. Questions?
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