CRA integrates Bombora data with Hum first-party data intelligence to more effectively identify, engage, and close high-intent sales prospects.
The Challenge: Combine third- and first-party data to unlock sales potential
In the rapidly evolving landscape of cybersecurity and information risk management, CyberRisk Alliance (CRA) stands out as a leading business intelligence company. CRA provides business intelligence that helps the cybersecurity ecosystem connect, share knowledge, accelerate careers, and make smarter and faster decisions.
CRA had already been leveraging Hum's advanced data and AI solutions to harness audience and content intelligence, enabling targeted, omnichannel marketing strategies for its readers and subscribers. But CRA’s VP of Audience Growth, Len Roberto recognized an opportunity to further enhance their sales and marketing efforts by combining their existing first-party data with powerful third-party data sources.
CRA needed to find a way to seamlessly integrate third-party and first-party data to identify and target B2B sales prospects more effectively.
The Solution: Integration between Hum + Bombora to harness intent-based targeting
CRA turned to a powerful combination of Hum's existing capabilities and Bombora's industry-leading B2B intent data.
Bombora’s intent, website visitor identification, and enrichment tools are built on its exclusive, privacy oriented, publisher-based data co-op (of which 86% of the data is exclusively shared with Bombora), its patented methodologies and Natural Language Processing models.
As Jaime Schultheis, Global Data Partnerships at Bombora, explains: "Bombora's Visitor Insights identity tool and B2B intent data give our customers the ability to turn anonymous web traffic into valuable first-party data which they use to personalize experiences, optimize strategies, and measure the impact of investments."
Bombora shares account identity, along with persona, demographic, and interest level data in real time with Hum. Hum then connects that information to corresponding user profiles, giving CRA the ability to understand the behavior of high-intent users.
The Results: More effective lead nurturing campaigns
With access to powerful third-party intent data directly in Hum, CRA is able to pinpoint, understand, and engage high-intent users with precision, and deliver more targeted and effective marketing campaigns to top prospects.
Said Len Roberto, "Adding Bombora data into the data Hum was already collecting for us has extended our ability to target the right people. CRA is able to pursue high-intent prospects with personalized messaging, and deliver digital experiences that have expanded our sales."
This powerful combination of data sources has driven several key improvements:
- Improved lead quality and conversion rates: By leveraging more precise segmentation based on demographics, behavior, and topic affinity data, CRA has seen a marked improvement in the quality of leads. This enhanced targeting has naturally led to higher conversion rates, as the sales team can focus their efforts on prospects who have demonstrated genuine interest and intent.
- Enhanced content engagement metrics: The integration has resulted in better alignment between CRA's content and its audience's interests. AI-driven insights from Hum, now enriched with intent data, inform editorial decisions more effectively. Editors can understand and predict how individuals or larger groups interact with specific pieces of content or broader content categories. This data-driven approach has led to more engaging content that resonates with CRA's target audience.
- Increased ROI on marketing campaigns: By focusing their efforts on high-intent prospects, CRA has significantly improved the return on investment for its marketing campaigns. The ability to generate targeted account lists and provide valuable intelligence for clients has further enhanced the value proposition of CRA's services.
By seamlessly integrating Bombora's intent data with Hum's audience intelligence capabilities, CRA has created a more powerful, data-driven ecosystem that not only enhances its current marketing efforts but also positions CRA for sustained, long-term success.
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About CyberRiskAlliance
CyberRisk Alliance provides business intelligence that helps the cybersecurity ecosystem connect, share knowledge, accelerate careers, and make smarter and faster decisions. Through our trusted information brands, network of experts, and innovative events we provide cybersecurity professionals with actionable insights and act as a powerful extension of cybersecurity marketing teams.
Learn more at www.cyberriskalliance.com.
About Hum
Hum is a next-generation customer data platform that combines deep audience insights with topical and contextual content knowledge, enabling organizations to deliver more relevant and personalized digital experiences. Hum's frontier AI capabilities align audience understanding with content intelligence, empowering businesses to drive engagement and achieve their strategic objectives.
Learn more at www.hum.works.
About Bombora
Bombora tells businesses which companies are researching their products and services. With this understanding, sales and marketing teams can be more relevant and consistent and improve performance across all activities. This intent-driven approach revolutionizes the way businesses market and sell to other businesses through transparent data built on an ecosystem of quality, collaboration and innovation. With direct integrations with dozens of leading data and media-buying platforms, Bombora is building a world in which business buyers value sales and marketing for its relevance, timeliness and accuracy.
To learn more, visit www.bombora.com.