Mark Connon — CEO, Bombora
Published:
We’re kind of founded on this notion of a data co-op… Taking that same concept… to other players in the ecosystem who may not necessarily either have had historically wanted to, or had the ability to activate their data in an advertising environment and saying, look, we’ve, we’ve got the infrastructure, we’ve got the plumbing, we have the relationships.
What does Mark Connon say on B2B Agility with Greg Kihlström?
Mark Connon, CEO, Bombora, says: Mark Connon explains the activation gap between B2C and B2B advertising, attributing it to structural differences when targeting companies and buying groups rather than individuals. He advocates for an ecosystem model—combining specialized data partners via a data co-op—and emphasizes seamless activation and richer engagement-based measurement so marketers can reach accounts earlier in the sales cycle and convert intent into strategic pipeline.
From: B2B Agility with Greg Kihlström
Cite as: Mark Connon. (2026). On B2B Agility with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/mark-connon-were-kind-of-founded-on-this-notion-of-a-data-co-op-taking