DiscoverOrg Partners with Bombora to Personalize Buyers Journey Using Intent Data

By Sudipto Ghosh On Aug 15, 2018

DiscoverOrg Expands B2B Buyer Intent Data Offering With Enhanced Access to Predictive Intent Data Gives DiscoverOrg Customers Competitive Advantage

DiscoverOrg, the world’s leading sales and marketing intelligence solution, today announced it has expanded its partnership with Bombora, the leading provider of B2B intent data, and relaunched its OppAlerts product with Bombora Company Surge™. Built on a native integration, DiscoverOrg OppAlerts was originally launched in 2015 and differentiated DiscoverOrg as the only sales intelligence platform natively delivering digital intent signals.

What is Bombora’s Company Surge Data?

Bombora’s Company Surge™ data reports on changes in consumption on specific product-related topics from within businesses. The source of this data is the first co-operative of premium B2B media companies. Members contribute content consumption and behavioral data about their audiences. In turn, they can better understand their audiences, serve advertisers, and monetize their inventory.

At the time of this announcement, Henry Schuck, DiscoverOrg CEO, said, “The holy grail of the B2B marketing and sales world is to know when customers are actively researching your product or service.”

Henry added, “The DiscoverOrg – Bombora partnership allows our customers to know specifically what their prospects are researching and then which decision-makers to connect with, all in one place.”

With the latest release of OppAlerts, DiscoverOrg customers can:

Identify which accounts within DiscoverOrg are researching their solution across the web
Rank those accounts based on the intensity of purchase intent
Route high-intent prospects to sales for immediate outreach, with the corresponding contact information for the decision-makers most likely to be involved in the purchase
Sync intent data with Salesforce to show sales reps if their accounts are currently researching certain topics
Personalize engagement to the best contacts based on topics that accounts are expressing intent with

DiscoverOrg’s OppAlerts Tap into Bombora’s Data Cooperative

According to SiriusDecisions, 67% of the buyer’s journey is now done digitally. DiscoverOrg’s OppAlerts tap into Bombora’s data cooperative – which spans more than 4,000 business websites and media publishers and +40 billion unique signals each quarter from millions of prospective buyers – turning them into actionable buying triggers.

Within DiscoverOrg, intent signals are automatically identified and ranked by Bombora’s Company Surge™ score and then combined with DiscoverOrg’s award-winning firmographic, technographic, and contact data to identify those responsible for related purchases. Armed with these insights, sales, and marketing users can engage with the buyers that have the highest propensity to purchase, delivering faster and better quality pipeline.

“As prospecting efforts have evolved from mass-emailing to Account-Based Prospecting, there are often concerns from the sales teams that they don’t know what accounts to target – or that by not blasting out emails, we might be missing out on low-hanging fruit. DiscoverOrg’s OppAlerts has helped us identify accounts that we should be targeting in our prospecting efforts,” said Jeff Austin, xMatters Vice President of Sales Operations.

“We’ve already been relying on Company Surge Data™ from Bombora to deliver significantly warmer leads from emails and ads to our lead qualification reps. Making the data available seamlessly in DiscoverOrg means that our outbound prospecting can be aligned to the same strategy,” noted Mike Ballard, Lenovo Senior Manager of Global Digital Marketing.

“Bombora is the only provider of Company Surge™ data. Combining our insights about which businesses are more actively researching specific products and services with DiscoverOrg’s best-in-class firmographic and contact data brings the most actionable form of Intent data to B2B sales teams,” said Erik Matlick, Bombora Founder and CEO.

Currently, DiscoverOrg is the leading global sales and marketing intelligence tool used by over 4,000 of the world’s fastest growing companies to accelerate growth. Our award-winning solutions provide a stream of accurate and actionable company, contact, and contextual buying intelligence that can be used to find, connect with, and sell to target buyers more effectively – all integrated into the leading CRM, Sales Engagement, and Marketing Automation Tools on the market.

Data is gathered and updated through DiscoverOrg’s proprietary combination of technology, tools and integrations, and then verified by an in-house research team – resulting in the highest guaranteed level of accuracy available across B2B sales and marketing data providers.