Informa Markets Uses Intent Data to Dramatically Increase Engagement for Its Customers

“With demographic data alone, we were getting response rates of around 0.2%, but now with Bombora’s intent data, the rate often goes over 1% — sometimes as high as 2%.”— Informa Markets Audience and Data Management Director Len Roberto

Publishers looking to attract new customers and stand out from the crowd should look to Intent data from Bombora Company Surge. That’s the word from Informa Markets, a global business that creates platforms for industries and specialist markets to trade, innovate and grow.

Through more than 450 international B2B brands, Informa provides opportunities to engage, experience, and do business via live and virtual experiences, specialist digital content, and actionable data solutions. Informa Markets worked with Bombora to develop a strategy to form a targeted list of accounts for its customers. Bombora’s third-party Company Surge Intent data helps Informa Markets discover which criteria-meeting accounts are currently researching the topics most relevant to their customers. Informa then cross-references that account list with its own first-party data to find the prospects most likely to respond.

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“With demographic data alone, we were getting response rates of around 0.2%, but now with Bombora’s intent data, the rate often goes over 1% — sometimes as high as 2%,” said Informa Markets Audience and Data Management Director Len Roberto.

In fact, because of the success Informa’s customers saw with an intent-driven approach, Informa decided to use Intent data for its own internal marketing and prospecting processes — by searching for businesses that were currently researching digital and programmatic advertising.

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“We actually got 10 times higher CTR on our intent-driven campaign, and an 18 times reduction in cost per click (CPC),” said Roberto. “That’s huge.”

“Like everyone else in business, publishers need to find good prospects,” said Bombora founder and CEO Erik Matlick. “Bombora Company Surge® allows publishers not only to see a list of accounts that are in market, but the Intent data provides direct access to the largest dataset of business firmographics and deep insights into composition and engagement behavior. We’re very gratified to learn that Bombora Company Surge is benefiting the quality publishers who work with Informa Markets — and directly benefiting Informa Markets itself.”

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