The document discusses how companies can enhance their market share by leveraging intent data, particularly through the partnership between Engagio and Bombora. It highlights the importance of understanding engaged users’ behavior to identify potential buying intent, utilizing the Company Surge® data for analytics. Engagio customers can track specific topics and receive insights into important account activities to improve their marketing and sales efforts.

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Yes, this webinar is
being recorded
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Housekeeping
Put your questions in
the chat box

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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
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
Features used to identify interest in a topic over a 12-week baseline
# of topic events # of unique users Topic relevancy weight Content engagement
0 40 60 10070
24% 60% 10% 6%

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Benefits of using Intent Data
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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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Count intent data activity
towards Engagement Minutes
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

14. 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

16. Questions?
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