CyberRisk Alliance (CRA), a business intelligence company in the cybersecurity sector, sought to enhance its B2B sales prospecting by integrating first-party data from Hum with third-party intent data from Bombora. This integration aimed to identify and engage high-intent prospects more effectively, allowing for personalized marketing strategies and improved lead conversion rates.
Benefits & outcomes
- Improved lead quality and conversion rates through precise segmentation based on demographics, behavior, and topic affinity data.
- Enhanced content engagement metrics, enabling editors to align content more closely with audience interests.
- Increased ROI on marketing campaigns by focusing efforts on high-intent prospects and generating 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 integration allowed CRA to turn anonymous web traffic into valuable first-party data, enabling personalized experiences and optimized strategies.
Editors gained insights into how individuals and groups interact with specific content, informing editorial decisions and enhancing content relevance
Publisher / company: CyberRisk Alliance (CRA) in partnership with Hum and Bombora
Date of case study: 13/08/2024
Source: https://blog.hum.works/posts/case-study-cra-fuels-prospect-marketing-with-intent-data