Dive Brief:
- Data provider Bombora has added its B2B intent data set to Adobe Audience Manager, its data management provider, available to users through the new Audience Marketplace.
- Bombora Senior Vice President and Co-Founder Mike Burton told Marketing Land this move gives users of Audience Manager access to data about B2B buyer’s interests at scale for the first time.
- Bombora is a spinoff from Madison Logic, a provider of data and leads.
Dive Insight:
Just a week after announcing adding Audience Marketplace to its Adobe Audience Manager data management provider, Audience Marketplace users now have access to B2B intent data from Bombora. The intent data is collected by Bombora anonymously from its client companies, and according to the data provider the database totals 400 million global B2B users with around 180 million of those in the U.S. Intent data is used to indicate what someone is interested in buying.
This announcement comes at a time when a number of marketing technology companies are announcing B2B data initiatives.
DemandBase recently launched its B2B Data Cloud platform built on account-based identification technology using network IP addresses, behavioral intelligence and third-party data with customers' first-party information. Mintigo also rolled out Predictive Campaigns, a new product that enables predictive modeling for B2B marketers in order to improve messaging. Predictive Campaigns is integrated with Oracle’s Eloqua marketing automation platform with plans to add more vendors next year.