Account-Based Marketing Campaign

Bombora, a provider of B2B intent data, wanted to build its Q2 pipeline for its Audience Solutions products and invited prospects and customers to Major League Baseball games. The locations for the events – Oracle Park in San Francisco and Yankee Stadium in New York City – were selected based on insights that showed these two geographic regions had high concentrations of companies interested in Bombora’s products.

Bombora’s marketing team designed and printed custom baseball cards for all attending accounts to take home, which included a prospect’s company name and a QR code linked to a landing page with a quick video presentation about Bombora’s audience solution products.

The first two people that attended the game and finished watching the video received:

  • $200 donation to the Giants Community Fund;
  • YETI Crossroads 27L Backpack Cooler; and
  • Custom baseball jersey of their player of choice.

Everyone else who attended the game and watched the video received:

  • $75 donation to the Giants Community Fund; and
  • Baseball bat mug from their team of choice.

Bombora invited 817 people from 99 prospect accounts, and nearly 60% of registered accounts attended the game, including 89% of accounts registered for the San Francisco game. Half of the attendees of the New York event scanned the code on their personalized baseball card and completed watching the video. Meanwhile, 80% of attendees in San Francisco did the same. Following the completion of the ABM campaign, Bombora closed-won deals with nearly 50% of the accounts that attended.