- Stevie-winner Bombora is a marketing data company that arms marketers with information that allows them to approach new targets with confidence
- Bombora’s Company Surge Analytics uses intent data to tell which businesses are researching the products that marketing/sales leaders and their competitors sell
Bombora is a marketing data company that tells B2B marketers exactly which companies are showing an increased interest in the marketers’ goods and services. Armed with that knowledge, marketers can approach their new targets with confidence. This intent-driven approach revolutionizes the way businesses market and sell to other businesses through transparent data built on a quality ecosystem.
Bombora is a pioneer in the field of B2B intent data, and due to the ubiquity of the Company Surge product, many in the field use the terms “surge” or “surging” to describe increases in intent signal. More than 6,000 customers use Bombora data, and the company predicts increased adoption ahead, as more than 70% of B2B marketers will use third-party intent data to target prospects and engage with groups of buyers in selected accounts by the end of 2022.
Bombora’s intent data is sourced from its exclusive data cooperative of more than 4,000 highly trafficked B2B researched sites. The co-op provides information on when businesses are actively researching products or services, signaling buying intent. It indicates when a business is consuming content on a topic significantly more than usual, according to its historic data consumption behavior and benchmarks.
B2B purchase intent data has emerged as a critical tool to increase business performance. Bombora’s Company Surge Analytics helps marketing and sales leaders by using intent data to tell which businesses are researching the products that leaders and their competitors sell. With more than 35 integrations, Company Surge is available within the platforms that sales and marketing professionals already use on a daily basis, making it easy to activate these insights.
For example, if a sales team has a target account list, they can upload that list to Bombora’s interface, and in return receive a list of companies on that target list that are actively researching the product or services. Company Surge allows businesses to sort based on a prospect’s interest across multiple topics, called topic clusters. These clusters are often more indicative of purchase intent than a single topic. Armed with these insights, sales and marketing teams can identify businesses that are not actively researching relevant topics and add them to a top-of-funnel digital advertising campaign that delivers brand awareness messages. Meanwhile, businesses that are actively researching relevant topics are hot prospects and can be routed directly to sales immediately. Using the data in this way can lead to increased marketing engagement, reduced cost-per-lead, efficient ROI for the marketing budget, and an expanded pipeline.
Bombora won a Bronze Stevie Award for New Product & Service Categories - Business Technology - Business or Competitive Intelligence Solution in The 2021 American Business Awards®.
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