Case Study: IBM achieves 41% lower cost-per-registration with Bombora and LinkedIn

IBM cuts cost-per-registration by 41% with Bombora

IBM, a major technology company, faced the challenge of generating more leads at a lower cost for its Watson Analytics product. Their existing sophisticated targeting on LinkedIn was performing well, but they sought to improve efficiency further. They partnered with vendor Bombora and its agency to implement a more intelligent Account Based Marketing approach using Bombora's Company Surge® Intent data.

The solution involved using Bombora's intent data to identify businesses actively researching topics related to Watson Analytics. This data was combined with LinkedIn's advertising tools to target the right people at those interested organizations. This strategy implemented by Bombora resulted in a 41% lower cost-per-registration compared to previous tactics, while successfully retaining high-quality leads.

IBM