Executives using go-to-market decision engine InsideView Apex can now improve their strategic targeting in two important ways, thanks to intent data from Bombora, the companies announced.
Forrester recently recognized InsideView Apex for providing advanced capabilities for go-to-market planning, including data visualizations for Ideal Customer Profile (ICP) modeling. Now executives who use InsideView Apex can both (1) widen their total addressable market (TAM) by using Bombora’s intent data to find new companies that are looking for their products and services, and (2) narrow their target market by applying intent data to refine the market segments Apex has generated — focusing it on the prospects most likely to be in-market.
“InsideView’s Targeting Intelligence platform provides a single point of access for all B2B data and targeting signals, from firmographics, contact details, news events, personal connections, technographics, and now intent data,” said InsideView VP of Products Marc Perramond. “Adding Bombora intent data makes go-to-market planning in Apex that much more powerful. Now you can discover even more ideal prospects, and home in on the specific accounts in your target market that are not only an ideal fit for what you sell but are also currently in-market.”
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Bombora finds businesses that are interested in specific products and services by aggregating the largest source of B2B intent data. This source is a data cooperative consisting of meda, analyst, business news and vendor websites, IT forums, and industry associations. Increased content consumption on specific topics, observed by Bombora, identify prospects that have displayed a strong indicator of purchase interest.
“InsideView Apex enables businesses to build profiles of their best prospects,” said Bombora VP of Partnerships Dale Durrett. “By adding its intent data, Bombora helps executives decide which prospects to approach first.”
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