CyberRisk Alliance, a cybersecurity business intelligence company, combined first-party data from Hum with Bombora's third-party intent data to sharpen B2B sales prospecting — finding high-intent prospects and marketing to them specifically.
Benefits & outcomes
Better lead quality and conversion via segmentation on demographics, behaviour and topic affinity.
Editors got engagement data granular enough to inform content decisions.
Marketing spend concentrated on high-intent prospects and targeted account lists.
Notes & quotes
"Adding Bombora data into the data Hum was already collecting for us has extended our ability to target the right people." – Len Roberto, VP of Audience Growth at CRA
The pitch: anonymous web traffic becomes first-party data you can act on.
Publisher / company: CyberRisk Alliance (CRA) in partnership with Hum and Bombora
Date of mention: 13/08/2024
Source: https://blog.hum.works/posts/case-study-cra-fuels-prospect-marketing-with-intent-data