Over the past year, we have explored partnering with a third-party intent data provider to enhance our award-winning ABM platform. We’re excited to announce our strategic partnership with Bombora, who we consider to be the best-in-class provider in that category.
This is a truly exciting partnership that will involve tight integrations between our products and will provide our customers with an ABM solution that natively integrates with intent capabilities. The Triblio platform with AI-powered Purchase Intent Scoring will process both third-party interest data along with existing signals to identify accounts with a propensity to purchase.
Prior to today, our ABM customers could identify accounts with buying interest based on the buying prospect’s interaction on their website. This is first-party intent and our research has shown that certain patterns of these interactions provide a strong indicator of buying interest. However, in an increasingly competitive business world, marketers are always under pressure to identify prospective buying activity closer to the initial point of interest. That’s where third-party intent data from Bombora comes in.
Third-party intent data provide important early signals of interest from potential buyers based on their content consumption on online publications. For example – if you’re a marketer with a mobile-security company, knowing the accounts that show strong interest in specific key phrases like “mobile security best practices” or “mobile phone vulnerabilities,” may offer a qualified list of accounts to begin marketing to.
To be sure, the challenge with third-party intent data is that there is a fair amount of noise along with legitimate third-party signals. That’s why some experts have talked about third-party intent as third-party interest. These early signals cannot typically be taken as definitive purchase intent but rather initial interest on a category-related topic.
However, we’ve found that when used in conjunction with Triblio’s ABM platform, marketers are able to execute intent-based campaigns that drive higher levels of engagement, earlier in the prospect’s buying journey. That’s why we consider this strategic partnership so significant. The combination of Bombora’s third-party intent data with Triblio’s ABM platform places a powerful tool in the hands of thoughtful, innovative marketers.
When hearing about this partnership, one of our customers remarked how the seamless coupling of best-in-class third-party intent data together with a leading ABM execution platform represents the next evolution for ABM. Naturally, we happen to believe so as well. This is just one in a series of exciting upcoming announcements at Triblio, so we’re just getting started on what will be a very exciting time for the industry.