Bombora, the true B2B data pioneer, has expanded B2beacon™, its digital campaign measurement solution, to address a core challenge in B2B advertising: accurate evaluation of programmatic media performance at the account and buying group level. With B2B programmatic spend expected to rise 25% over the next two years, B2beacon™ provides consistent, high-quality insights into reach, engagement, and impact.
The integration with OpenX broadens access to B2beacon™ across leading demand-side platforms, allowing advertisers to apply specialized B2B measurement where most programmatic spend occurs. This development aligns measurement practices with the unique characteristics of B2B marketing, including long sales cycles, multi-stakeholder buying groups, and cross-platform execution.
"B2B advertising has outgrown measurement approaches that weren't designed for complex buying groups, long sales cycles and multi-platform execution," said Mark Connon, Chief Executive Officer of Bombora. "B2beacon™ represents a step forward in aligning measurement with the realities of sophisticated B2B marketing."
"B2B measurement has long been complex and fragmented," said Michael Guzewicz, Vice President of Strategic Partnerships at OpenX. "B2beacon™ brings greater consistency and clarity to B2B measurement, unlocking seamless access to Bombora measurement through OpenXBuild. Combined with OpenX's identity graph, the result is simplified cross-channel activation, expanded addressability, and a more direct, reliable view of performance for buyers."
B2beacon™ leverages Bombora's extensive B2B identity graph to connect impression and engagement data directly to business entities at the log level. This platform-direct approach captures more comprehensive data than tag-based methods, removing common blind spots and delivering a true view of campaign performance across channels.
Customer feedback highlights practical benefits in real-world application.
"Bombora has helped AppFolio drive stronger account based marketing performance by increasing our ability to reach and engage our priority accounts," said Matt Earls, Senior Marketing Director at Appfolio. "Our team now has greater visibility and control over our campaigns."
"B2beacon™ is one of the only tools that enables us to prioritize the full total addressable list, not just the biggest accounts that typically consume most of the budget," said Kristy Derba-Strauss, Vice President, Omnichannel at Just Global. "It helps our teams focus investment where in-market demand actually exists and measure the results of that investment."
The solution requires no additional platforms, subscriptions, or complex setup, making it easy for teams to evaluate effectiveness, validate results, and optimize spend based on actual in-market signals rather than limited or siloed reporting.
About Bombora
The true B2B data pioneer, Bombora connects the B2B ecosystem in a one-of-a-kind Data Co-op of leading publishers, brand websites, and premium data providers. Leveraging advanced AI models, Bombora creates a holistic view of company research behavior enabling brands, agencies, and publishers to identify, understand, and reach their prospects and customers. Bombora provides a range of leading Intent, Identity, B2B Audiences and Campaign Measurement solutions, and makes them accessible within almost every B2B MarTech, RevTech, SalesTech and AdTech solution.
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