B2B predictive intelligence platform 6sense and Bombora, a provider of demographic and intent data solutions for B2B marketers, have teamed up to offer an integrated predictive account- and contact-based marketing solution.
The companies said the partnership will enable B2B marketers to use predictive intelligence to leverage account-based marketing and contact profile targeting for digital display campaigns.
"6sense and Bombora customers will have the ability to customize segments to target companies, and the right contacts within those companies, throughout the sales funnel," said Amanda Kahlow, CEO and founder of 6sense, in a statement. "ABM adoption is on the rise because organizations need to better align sales and marketing to focus on the highest-valued accounts. By integrating predictively scored companies, and key contacts within those companies into campaigns as a single solution, we help our customers reach the right prospects with relevant content, at scale, with no extra work on their part."
The companies said its integrated solution automates predictively scored companies and contact profiles into campaigns by buying stage and serves relevant ads related to the products they are in the market to purchase. 6sense's predictive engine generates a list of companies and contacts with high intent to purchase, and that list is dynamically delivered to Bombora's platform, which then creates a targetable segment of users from those companies by the ideal buyer profile (job role, title, or department) as scored by 6sense. Then the custom segment is automatically deployed for programmatic ad targeting.
"6sense aligns sales and marketing by identifying their customers' activity at each buying stage on their journey to conversion," said Erik Matlick, CEO and co-founder of Bombora. "Our partnership integrates the 6sense predictively scored companies, and we then operationalize ABM and enable programmatic targeting of new companies and contacts that are showing intent in the same buying stage."
Separately, 6sense announced a new investment from Salesforce Ventures.
-See this 6sense press release
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