The Syllabus:
In 2021, B2B brands grappled with the effects of limited in-person events and had an immediate need to improve the performance of their marketing efforts to boost virtual brand engagement. Bombora saw an opportunity to educate marketers about its Company Surge® Intent data, which helps bridge the gap between a lack of face-to-face contact and amplify personalized outreach by focusing on key marketing outcomes.
Lesson Plan:
The Bombora team developed “The Essential Intent Data Guide” to showcase Company Surge® use cases and how intent data plays a critical role in the success of each outcome for B2B marketing decision-makers. The campaign, which encouraged prospects to download an educative guide on how to get started with intent data, leveraged organic and performance marketing across social media and email distribution channels. It featured custom landing pages, GIFs, micro-infographics and carousel ads, a key driver in social media downloads.
Report Card:
Through its efforts, the company saw:
- An aggregated 15% landing page conversion rate across Google Search and paid Facebook, LinkedIn, Reddit and Quora advertising
- More than 25% landing page conversion rate in 2021 Q1 and early Q2
- Click-through rate of 14% through Google Search “what is Intent data?” keyword ad group
- 38% conversion rate on LinkedIn
- 32% conversion rate on Facebook
Report Card:
Through its efforts, the company saw:
- An aggregated 15% landing page conversion rate across Google Search and paid Facebook, LinkedIn, Reddit and Quora advertising
- More than 25% landing page conversion rate in 2021 Q1 and early Q2
- Click-through rate of 14% through Google Search “what is Intent data?” keyword ad group
- 38% conversion rate on LinkedIn
- 32% conversion rate on Facebook
