Mark Connon — CEO, Bombora
Published:
What you show the brand is, you know, the type of engagement, the number of times it’s engaged with that company, the reactions and sort of click through… Now you’ve got more data, which demonstrates intent. It’s like, okay, that company, not only did I reach them, but they really engaged. Okay. So now I’m putting that company into a different category.
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-what-you-show-the-brand-is-you-know-the-type-of-engagement