Thought Bakery

TB trends and insights

Check out our latest research and team insights to learn more about what brand challenges B2B marketers are looking to solve every day.

Case study: How Bombora increased B2B marketing ROI using buyer-led content marketing

Understanding the ‘complexity’ of Intent data

97% of B2B marketers believe that intent data will give brands a competitive advantage in the year ahead.

But, like any new marketing tool, there’s a steep learning curve and leading proprietary Intent data provider, Bombora realized they had to find new ways to tell a more compelling story about how Intent data can help B2B marketing teams sprint faster, by engaging the audiences most likely to buy. They needed to expand brand awareness around their product’s value and its insane ability to catalyze revenue growth for B2B marketers.

Crafting compelling B2B campaigns (for humans)

Over a series of in-depth interviews and brand discovery conversations, the Thought Bakery team worked with Bombora’s marketing leaders to understand their buyer persona purchase decisions and the customer experience built to capture their attention.

We plugged those insights into a wider competitive analysis of their industry’s landscape and validated them in a team-wide workshop. These team exercises pinpointed where Bombora had established market cred for product-led leadership. However, they also revealed a lack of strong connection with potential customers, and peers in the MarTech community.

From there, we worked closely with Bombora’s marketing team to understand their user pain points, anticipate questions from top-of-the-funnel leads, and determine the best format to conversationally share their message. We also leveraged their Google Analytics data to gain insight into specific affinity categories of their digital traffic.

To best organize the practical benefits of Intent data, we came up with this unique marketing mix:


An Ebook series titled Know Your Buyer was part of a larger campaign called “B2B Intent data Explained.” This crash course in Intent data helped B2B marketers get familiar with the basics. Plus, it highlighted how intent data reliably helps to accelerate growth of your ABM pipeline.


Social posts were focused on increasing resonance and engagement with Bombora’s existing and prospective customers, partners, and employees on LinkedIn. We know community validation is everything, especially when it comes to product validation. Let’s be real, a product is only impressive when everyone else says it is, right?

Carousel ad designed to showcase the value of Intent data for full-funnel marketing.

Slide breaks to enable a seamless carousel UX on LinkedIn


With both audio and visual multimedia, Bombora’s content marketing journey was drip-fed with audio blogs and short product explainer videos. Plus, a dedicated landing page housed the most popular educational resources all in ONE place.

Measuring performance that counts

Thought Bakery’s marketing strategy combined with the power of Bombora’s Company Surge® Intent data led to more than 1000 eBook downloads and eight sales opportunities influencing approx. $2 million USD in pipeline revenue.

In addition to eBook downloads and increased sales opportunities, follower counts on Bombora’s Facebook and LinkedIn profiles grew by 15% and 30% respectively. The combined cost-per-conversion across both Facebook and LinkedIn was less than $35.

Even better? They achieved a ~20% conversion rate which was the highest of ANY of Bombora’s 2020 campaigns.

Key takeaways for building your own growth content marketing plan

Build your positioning around how your product solves your customers’ problems, in the most effective way.

Build a position around the problem you’re solving. How does your solution stand out to your prospects? Great marketing does one of two things: it’s pleasurable for the reader OR it alleviates the pain of a challenge they’re facing – if you’re really good, it does both. Here are a few things to consider:

  • Are your USPs clear?
  • Is your content easy to consume across devices and platforms?
  • Does your copy get personal? Does it speak to the personas you’re trying to reach?
Allow your audience to be heard by sparking digital conversations

When given the opportunity to feel heard, people respond. Identify the marketing channels where your target audiences are engaged. Where are people searching for your product? Where are they talking about it? Find those spaces and show up there. Adapt your marketing content to gain cut-through in those channels. Tools like SparkToro and SemRush help you find keywords, topics and profiles of influence to create messaging and curated content that hits home with your target audience.

Create measurable, go-to-market campaigns
  • Did your target audience engage with your content?
  • Did they relate to your messaging through comments, shares, and community engagement?
  • Did they ultimately purchase your product?

And don’t forget, there’s a ton of other sources of social proof that can be analyzed and reconciled with proven revenue growth. Using these three tips, you’re bound to get on your way to a stellar brand awareness campaign. One that resonates with audiences that need your product the most.