Full Circle Insights, a marketing and sales performance measurement solutions provider, teamed up with Bombora, a B2B intent data solutions provider, to enable Full Circle ABM users to leverage intent data to identify and track accounts from the detected stage of account activation all the way to closed-won deals.
The partnership plans to provide B2B marketers with the ability to measure the impact of their ABM strategy inside their CRM to facilitate tighter collaboration between marketing and sales on account targeting. The integration also seeks to assist marketers in converting untapped buyer demand into predictable revenue using Bombora’s Company Surge intent data. Specific features of the collaboration include the ability to:
- Accurately track campaign attribution and account activation from target account selection to closed/won deals; and
- Measure the buyer’s journey from initial website click to closed sale.
“Intent data from providers like Bombora is what makes hyper-segmentation at scale possible, and that’s driving rapid adoption of ABM in B2B marketing,” said Bonnie Crater, President and CEO of Full Circle Insights, in a statement. “But marketers need full visibility into the account funnel so they can determine which campaigns are driving deals with target accounts and also measure the success of ABM programs using CRM data that is sharable and credible across the organization. The Bombora-Full Circle ABM integration gives them that power.”