I have been a marketer for many years and, like many other marketing leaders, recognize that we don’t just need data to have a business impact. We need data that leads to creating opportunities, closed deals, and revenue growth.
I get bombarded with info about tools that allow me to track signals, clicks, and intent topics, but so what? What really matters is how quickly all this insight becomes actionable, in a way that fits our GTM motions.
There’s a fundamental transformation taking place right now, and it’s seriously redefining how companies get to market. This is why HG Insights decided to participate in Bombora’s newly launched Curated Ecosystem Audiences.
Bombora Launches Industry-First B2B Audience Solution
Today, Bombora announced Curated Ecosystem Audiences, a first-of-its-kind expansion of its B2B digital audience solutions that transforms proprietary B2B intelligence into ready-to-activate advertising segments. We are very happy to serve as one of the founding data partners.
With this collaboration, Bombora is introducing 25 co-branded HG-powered syndicated audiences for activation across 100+ advertising platforms, including direct integrations with The Trade Desk, Yahoo DSP, Reddit, and reach through LiveRamp’s data marketplace.
These audiences range from high-level segments like “Companies with Large IT Budgets” to precision-targeted groups like “AI Adopters” and “Companies with Mature Cloud Infrastructure”, all built on HG’s verified technology adoption, IT spend, and intent intelligence.
For campaigns requiring even greater precision, users can build custom audiences by combining HG’s account-level data with Bombora’s 6,300+ custom attributes, 19,000 intent-driven audiences, and an advertiser’s own key account lists.
Why This Matters
The legacy B2B data model stops short of execution, and intelligence and media activation often live in separate systems, leaving marketers to spend weeks, sometimes months, trying to connect them, often unsuccessfully. Curated Ecosystem Audiences removes that friction entirely.
By making HG’s account-level intelligence activation-ready and co-branded across major DSPs, marketers can now:
- Reach the right companies instantly in their existing advertising platforms
- Eliminate wasted impressions on accounts that don’t match their ICP
- Layer verified technology, spend, and intent data directly into media decisions
- Scale precision targeting without complex integrations or data onboarding delays
This isn’t just about better targeting; it’s about getting to market faster. What may now take weeks of data preparation, matching, and platform onboarding now happens on demand.
What Makes HG Data Different
Among the four founding partners, HG Insights brings a unique combination of technographic depth and spend intelligence that’s critical for B2B technology marketing:
- Technology adoption data: Which products companies actually use, at what scale, and with what maturity
- IT spend intelligence: Budget allocation, spending velocity, and procurement patterns
- Intent signals: Early indicators of technology evaluation and buying activity
While other partners provide specialized data on funding (Crunchbase), healthcare (DHC – an organization that separately leverages HG data), or software buying intent (G2), HG provides the infrastructure layer, understanding not just who’s researching, but who has the budget, technical environment, and operational readiness actually to buy.
This makes HG-powered audiences especially valuable for infrastructure and platform vendors targeting enterprises with specific AI and cloud maturity, application vendors seeking companies with complementary technology stacks, and any B2B tech company that needs to understand both buying intent and buying readiness.
Building a Complete B2B Marketing Ecosystem
Curated Ecosystem Audiences fits perfectly within HG’s broader partner ecosystem strategy, where we’re expanding the reach of our intelligence across every activation surface of modern GTM:
| Partner | Activation Type | Buyer Audience | HG’s Role |
|---|---|---|---|
| Clay | Sales / Outbound | GTM & RevOps teams | Operationalize HG data in prospecting workflows |
| Infuse | Demand Gen | Marketing teams | Activate HG data in lead and nurture programs |
| Bombora | Paid Media | Advertisers & Agencies | Turn HG data into targetable digital audiences |
These collaborations create a connected fabric among data, channels, and activation, ensuring HG’s insights drive measurable outcomes across the entire funnel, from paid media awareness to sales outreach and conversion.
Each partnership addresses a specific activation gap:
- Clay brings HG intelligence into the hands of sales and RevOps teams, building outbound sequences, especially in the SMB segment
- Infuse connects our data to demand generation and ABM programs
- Bombora closes the loop on paid media, making HG data programmatically addressable at scale
Together, they represent HG’s vision of “Intelligence to Activation” and data that doesn’t just inform strategy, but enables execution.
Precision at Scale
In B2B marketing, accuracy is critical, but activation is essential.
Through partnerships like this, we’re not only increasing data fidelity, we’re ensuring our intelligence flows seamlessly into the places where marketers operate and optimize.
HG’s verified data shows who has the infrastructure, budget, and intent to buy. Bombora’s ad-tech engine turns that knowledge into addressable reach and engagement. Together, we’re delivering what the market has been asking for: the ability to act on data the moment insight emerges.
A Broader Vision
Marketing tech is evolving super fast, and building strong ecosystems will be essential in driving future success. Those who build open systems and invest in collaboration, connecting various intelligence, activation, and measurement capabilities, will win. Here at HG, we will do this both organically and via our ecosystem.
Being part of this Curated Ecosystem Audiences is just one example of HG Insights’ strategy of helping customers and partners move faster, target smarter, and grow with confidence.
Co-branding these audiences with Bombora also amplifies HG’s visibility across thousands of advertisers, agencies, and media buyers who will encounter our intelligence directly within the platforms where they plan and execute campaigns daily.
Get Started
HG-powered audience segments are available now through Bombora’s Curated Ecosystem Audiences:
- Syndicated audiences are accessible directly within The Trade Desk, Yahoo DSP, Reddit, and 100+ additional platforms via LiveRamp
- Custom audiences tailored to specific campaign strategies can be created through Bombora’s Audience Desk in partnership with HG Insights.
For HG customers interested in activating their target account lists through paid media, or for advertisers seeking access to HG’s technology and spend intelligence, contact your HG Insights representative or reach out to Bombora directly.
At HG Insights, we believe in the power of precision. With partners like Bombora, we’re making that precision actionable at scale, across every channel that matters.