How we built a platform for advertising agencies to access world-class B2B audiences, intent data and media offerings
Diginius has created a platform that combines Bombora’s best-in-class business-to-business (B2B) audience and intent data with its own inventory of publishers to help agencies deliver more relevant, targeted campaigns.
Key Takeaways
- 78% of B2B buyers decide what they want before contacting vendors and 84% of B2B buyers purchase from the first vendor they contact.*
- To tackle this, B2B vendors and their agencies need to know early in the 6- to 24-month B2B buying cycle what B2B buyers are looking for.
- Diginius partnered with Bombora to enable agencies to pinpoint accounts actively researching relevant products or services and build targeted account lists.
- Diginius launched Diginius Ads to bring together strong audience and intent data with a curated inventory of media owners to help agencies deliver targeted, measurable B2B campaigns.
E-commerce vs B2B account-based marketing
E-commerce is quite simple – you do your advertising, you get your customers and you transact quickly. In contrast, B2B account-based marketing has a 6- to 24-month lead cycle, and it’s a lot harder to know what B2B buying groups – groups of people within a company who collaborate to make a purchase decision – are researching.
Some of the statistics available on this topic are quite startling. A 2023 B2B Buyer Experience Report published by 6sense on December 11, 2023, says that B2B buyers have already completed 70% of their online research anonymously before they initiate contact with a vendor. It finds 78% of B2B buyers have already decided what they want, and 84% of B2B buyers already know which vendor they are going to choose before they make initial contact with a sales team. In other words, B2B buyers do all their research quietly before they go and talk to anybody. This means that if you are not visible during their research phase, it is highly unlikely that you will get a deal done. The big question is: how do you know who’s researching and when? If you have this information in your hands, you can get in front of buyers at the right time so that by the time they go out to buy, you’ve been on their radar and they’re evaluating you and your services or products.
Bombora – the world leader in B2B audience and intent data
We’re not the only ones asking this question: “How do you know who’s researching and when?” Many large enterprise companies have already been asking the same question. They sought the help of intent data specialists to provide them with answers. Bombora has been at the forefront of building B2B audience and intent data. It’s been able to answer this question because of its capacity to connect a Data Co-op of leading publishers, brand websites and premium data providers. With its advanced AI models, it monitors the aggregate research behaviour of a given account or entity and assesses how much research those companies or entities normally conduct on about 20,000 B2B topics. When Bombora detects an anomaly or a big spike in interest in any of those topics, it can pick out this information and alert its customers.
Diginius – an award-winning connector of advertising agencies and media owners
We started talking to Bombora several years ago and partnered with them to make their B2B audience and intent data available to advertising agencies, who otherwise would have difficulty in accessing such valuable data normally only available to large enterprise companies. We have built this into our platform, Diginius Insight, to give agencies access to this premium data.
To give context to what we have been doing, we started building Diginius Insight about 15 years ago. The idea was to integrate data from all common online marketing and sales channels into a single, easy-to-understand platform. Diginius Insight identifies exactly which activities are driving the best conversions. It generates customised reports and gives insights to agencies and their clients so that they can promptly act on them, reduce wasted media spend and grow sales faster.
Over the years, we have been helping independent advertising agencies to get better performance out of channels besides Google and Meta and build different ways to trade media. We operate a free programme where we partner with agencies all over the world, with the US being our biggest market. A few years ago, we started working on how to help agencies get more clients and developing our B2B lead-gen services. We worked with people who did B2B lead-gen for large enterprise companies, such as Intel, Nvidia and Amazon Web Services (AWS), who suggested we talk to Bombora – the pioneer in B2B audience and intent data. We’re grateful that we have been able to partner with Bombora as well as Microsoft Advertising, their largest channel partner globally. As a result, we have been able to build Bombora and Microsoft Advertising’s offerings into our Diginius Insight platform to support agencies and their clients in driving efficient B2B account-based marketing.
Our efforts have led us to build partnerships with more than 1,300 agencies across more than 65 countries. We were also named Global Channel Partner for Microsoft Advertising in 2025, as well as one of the first TikTok Channel Partners.
Access to curated media inventory
The next step in our journey is to curate a quality inventory of media owners for advertising agencies to offer to their clients. This led us to launch Diginius Ads, which provides agencies with access to specialist programmatic expertise, technology and operational capabilities without the cost and complexity of building those resources in-house. By combining software, AI and real-time data, the solution enables agencies to expand their media offerings, develop new revenue opportunities and deliver measurable value for clients.
What premium B2B data and quality inventory mean to agencies
By combining strong audience and intent data with a quality inventory of publishers, we believe agencies can seamlessly activate effective B2B advertising campaigns through Diginius Ads – reaching the right B2B accounts, deploying highly targeted ads across relevant media, and raising the visibility of their products or services among in-market buying groups. Diginius Ads’ media offerings currently include top names such as The New York Times, Yahoo and Sky. Our goal is to expand this inventory across digital media, streaming and Connected Television (CTV).