Gravy Analytics Powers Bombora’s New B2B2C Audiences for Enhanced Targeting Capabilities
August 1, 2023
ASHBURN, Va., August 1, 2023 — Gravy Analytics, the leading provider of enterprise location intelligence, is excited to announce its partnership with Bombora, the leading provider of B2B Intent data solutions, to power Bombora’s innovative B2B2C Audiences. These new audience segments offer advertisers the opportunity to reach millions of B2B Business Professional targets through a blend of Bombora’s most popular B2B seniority and functional area subsegments, along with real-world consumer interests.
Bombora B2B2C Audiences integrate Bombora’s firmographic and demographic data with Gravy Analytics’ location-based consumer insights. The combination of these robust datasets gives advertisers access to multi-dimensional intelligence that empowers them to refine their audience strategies and improve campaign performance. By leveraging these datasets, advertisers can personalize B2B messaging based on the real-world interests of their prospects, leading to improved campaign engagement.
These carefully crafted audience segments include a diverse range of interests based on real-world consumer behavior, such as luxury lifestyle, health and wellness, and more. Leveraging professional categories as an indicator of disposable income, B2B2C Audiences apply a professional lens to traditional B2C digital advertising, enabling advertisers to reach the right business professional prospects with precision.
For example, many retail brands have mobile apps to build customer loyalty. But it isn’t enough to create and launch a branded app. To seek more customers and, more importantly, retain them as long-term advocates, brands can target specific B2B2C audiences with a personalized experience to drive app downloads, create compelling content, and increase long-term user engagement.
C-suite individuals interested in craft coffee brands would receive different app messaging and ads than another group of executives who are fitness energy drink purchasers. While the interest is in caffeinated beverages, the specific preference of the type and the audience it applies to help convey a personal tone for B2B initiatives that B2C marketing embodies. With an understanding of these consumer and lifestyle interests, messaging and promotions can be refined and more precisely targeted to strengthen the relationship between the consumer and brand.
“We are thrilled to collaborate with Bombora to power their new B2B2C Audiences,” said Jeff White, founder and CEO of Gravy Analytics. “By combining Bombora’s high-quality data with our location-based consumer insights, we can empower advertisers to effectively connect with the specific B2B audiences they want to reach.”
“Our partnership with Gravy Analytics to power our innovative B2B2C Audiences marks an important milestone for Bombora,” said Tony Mowad, VP of Business Development at Bombora. “We believe this partnership will deliver more impactful campaign engagement and provide advertisers with profound insights to target at scale and thrive in the ever-evolving realm of digital advertising.”
These powerful audiences are now exclusively available within LiveRamp Marketplace and other LiveRamp downstream platforms, including The Trade Desk. For more information about Bombora B2B2C Audiences, powered by Gravy Analytics, please click here.
About Gravy Analytics
Where people go and why tells the story of our world. Founded in 2011, Gravy Analytics is the enterprise location technology company providing actionable intelligence to businesses. Using its patented technology, the company brings data about people, places, and events together to understand human mobility, helping companies enhance their sales and marketing strategies and optimize business operations. Today, the company’s intelligence powers leading-edge solutions for a wide range of industries—from advertising to market research, financial services to supply chain risk management—that rely on knowing how people, products, and materials move throughout the world. For more information, please visit gravyanalytics.com.
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 bombora.com.