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B2B Intent data explained: 7 sales tools guaranteed to boost your Account Based Marketing success

B2B sales teams are competing against an abundance of noise and distractions: full inboxes, overwhelming ads, with less people answering the phone. Fortunately, Bombora was built to simplify and accelerate B2B commerce by showing sales teams how to attract the right audiences, in real-time.

Bombora harnesses the power of Intent data allowing you to focus your energy on leads that are worth your while. What’s more, we’ve partnered with some of the leading B2B sales platforms and data providers to add versatility to how you optimize your sales and marketing campaigns. Instead of another tool to add to your stack, Bombora’s Company Surge® Intent data can be easily integrated into the tools and processes you already use.

Here’s a brief rundown of some familiar tools that integrate Bombora’s Intent data seamlessly into your workflow, so you can build pipelines more effectively.

Which tools should you use for Account-based marketing

1. Salesforce

Salesforce is the market leader when it comes to CRMS and an incredibly powerful product for sales and marketing teams. Company Surge® Intent data works behind the scenes to surface the information you care about directly within the Account Object in Salesforce, so it’s easy to find, when you need it. By pairing Salesforce with Company Surge®, you’ll be able to track content consumption from your target account lists, making it easy to prioritize key accounts and focus on the most interested prospects.

You can also use this tool to get greater context into the topics of interest for each of your target accounts, so you can customize engagement along the buyers’ journey, and have better quality conversations with the accounts you’re actively looking to convert. For those using Salesforce Einstein, the first comprehensive artificial intelligence (AI) for CRM, to make smarter decisions about their account pipeline, Company Surge® Intent data helps power that too.

2. Outreach

Complementing Salesforce’s utility as a CRM, Outreach’s sales engagement platform streamlines effective playbooks so sales teams can focus their time, effort, and attention on driving better customer engagement. By adding Company Surge® Intent data to Outreach’s AI-driven technology, sales and marketing leaders can quickly identify which prospective accounts should be at the top of their call list, allowing them to optimize their resources in the most effective way.

Additionally, sales teams can act on intent-driven tasks which are delivered weekly when target accounts are showing buyer intent. Conversations can then be personalized around the Intent topics that the target accounts are engaging with (e.g. email marketing, B2B data, etc.). With Outreach, you can automate interactions with prospects as their buying intent signals intensify throughout their journey. This creates a reliable and actionable foundation that your Account Based Selling strategy needs.

3. Everstring

For many B2B marketing and sales teams, Everstring and Bombora are a match made in metaphorical heaven. On its own, Everstring is a workhorse built for B2B go-to-market success. It gives B2B marketing and sales teams control over their pipeline and a complete view of their total addressable market through machine learning and applied data.

When combined with Company Surge® Intent data in its Audience platform, Everstring alerts you to businesses that have increased interest in the types of products or services your brand offers. This allows you to simultaneously focus and expand your reach by marketing directly to more relevant businesses, at the right time. But you don’t have to take our word for it, SiriusDecisions ABM (Account Based Marketing) Program of the Year Winner, VersionOne, used Intent data within EverString’s Audience Platform to refine target accounts and direct urgent activity.

4. SalesIntel

SalesIntel provides accurate and affordable sales and marketing contact data that is tested and re-verified every 90 days. But don’t get fooled by its simplicity. When paired together, Bombora and Salesintel can undoubtedly provide the boost your sales performance needs to smash those quarterly or end of year goals.

Smartly joining firmographic, technographic, and Intent data, helps generate a list of decision-makers who are ready to buy, with 95% accuracy. Since Company Surge® data integrates with SalesIntel, you can work within one platform to get the contacts you need for your campaign or prospecting. Leave ‘spray and pray’ measures behind and instead reach the folks who are prepared to make a move.

5. Leadspace

Leadspace combines real-time data enrichment with advanced AI and predictive models across 1st and 3rd party data sets to identify uniquely new prospect accounts. When pairing Leadspace with Bombora, B2B sales and marketing teams have the opportunity to receive additional insight and information on prospective buyers in real-time.

Importantly, this information about what accounts are currently ready to buy your products can be applied to both inbound and outbound leads, allowing for segmentation and prioritization and an increase in engagement. In turn, you’ll likely be able to reduce costs and raise your revenue. This tool worked for OneLogin and it can work for your marketing stack too.

6. Crunchbase

Crunchbase is creating a comprehensive database of the most innovative firms around the world – from start-ups to the Fortune 1000. And with the integration of Company Surge® Intent data directly in the Crunchbase platform, you can build priceless lead lists that matter to you.

Users can filter for various locations and categories as well as a business’ recent funding activity, investor data, and more. Pairing this with Company Surge® Intent data can deliver the edge you need when engaging with prospective clients.


7. DealSignal

Already a leader in demand generation, DealSignal emerges as an incredibly potent tool with Company Surge® data embedded. Once combined, sales and marketing professionals easily decipher which accounts should translate into the highest quality leads (Figure 8). You’ll gain a better sense of buyer intent and ultimately cinch a greater number of potential conversions.

DealSignal especially shines when it comes to uncovering where interested buyers are located and pinpointing the source of intent. This helps you increase your total audience size, and add new accounts showing buyer intent on relevant topics to your ABM programs.

Company Surge® Intent data allows you to work faster and work smarter. If you’re intrigued by what some of our partners can do, connect with us to book a personalized demo today and get a real sense of how Bombora truly enhances B2B marketing and B2B sales efforts.