In this conversation, Ari Paparo interviews Ajit Thupil, Chief Product Officer of Bombora, discussing the unique challenges and strategies in B2B marketing. They explore how Bombora leverages data to enhance sales and marketing efforts, the importance of audience targeting, and the evolving role of AI in the industry. Ajit shares insights on the competitive landscape and the significance of understanding the distinct nature of B2B compared to B2C marketing.
Takeaways
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Bombora focuses on the P2P space, serving sales and marketing needs.
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B2B marketing involves long and complex sales cycles.
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Data is crucial for targeting the right accounts in B2B.
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Activation of data is available through major DSPs and social channels.
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Granularity in audience targeting helps overcome company size disparities.
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AI's role in B2B marketing is evolving but remains data-dependent.
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Understanding customer behavior is key to effective targeting.
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Frequency capping at the account level is essential for B2B campaigns.
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Bombora's partnerships with publishers enhance data quality.
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Specialization in B2B marketing differentiates Bombora from larger platforms.
Chapters
00:00 Introduction to Bombora and Its Mission
03:07 Understanding B2B Marketing Dynamics
06:09 Data Utilization in B2B Marketing
08:47 Targeting Strategies and Audience Granularity
11:50 The Role of AI in B2B Marketing
14:58 Competitive Landscape and Challenges
18:01 Lightning Round and Fun Insights
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