Bombora offers best-in-class solutions for influencing B2B buying committees, from identification of high-priority accounts, to personalization of sales outreach, and customer churn prevention.
At the heart of every B2B transaction is buyer intent. The ability to reach the members of buying committees at the right accounts, at the right time, with the right message is only possible with current and accurate signals of Intent.
More than ten years ago, Bombora launched the first premium B2B Data Cooperative to track the content consumption behaviors of businesses across B2B websites to identify which companies are actively researching specific products, services, or industry topics.
With unique data from hundreds of publishers and thousands of B2B websites, the Co‑op is the engine that drives Company Surge® Intent data. Bombora is able to capture actionable insights from a full spectrum of B2B research.
It’s notable that 86% of the data in our Co‑op is shared exclusively with Bombora for the purposes of deriving Intent. No other Intent data provider has access to these highly relevant signals.
Instead of guessing where to allocate resources, GTM teams can rely on these behavioral signals to orchestrate highly coordinated go-to-market strategies.
By focusing where it matters most, organizations can eliminate execution friction, maximize sales development representative (SDR) efficiency, and predictably drive revenue across these three critical pillars: identification of in-market accounts and members of buying committees, personalization of outreach, and churn prevention.
Identification of high-priority accounts with B2B Intent scoring
Bombora Intent data helps sales teams identify and target high-priority accounts through our proprietary Company Surge® solution.
By monitoring content consumption across the B2B ecosystem, Bombora detects when a specific organization’s research on industry-relevant topics spikes significantly above its historical baseline.
Instead of blindly prospecting static target lists, sales teams receive a dynamic, ranked list of accounts based on the intensity, recency, and frequency of their research. This scoring reveals exactly which companies are actively in the market for a solution. Bombora also shows where they are in the buyer journey and which personas are conducting the research at any given time.
Armed with these real-time, dynamic insights, sales professionals can eliminate guesswork, focus their energy on prospects with the highest propensity to buy, and engage decision-makers at the precise moment their interest peaks—significantly driving up conversion rates.
Personalizing sales outreach
Bombora Intent data helps sales teams move beyond generic outreach by providing insight into the topics their target accounts are actively researching.
Through Company Surge®, Bombora identifies when an organization’s research activity increases across specific B2B Intent topics. Rather than relying on assumptions, sales teams gain valuable context into the challenges, priorities, and solutions that may be top of mind for an account.
Armed with these insights, sales teams can tailor emails, presentations, and conversations around the topics most relevant to each prospect’s current interests. Outreach becomes more timely, personalized, and better aligned with where buyers are in their research journey.
By leading with messaging that reflects an account’s demonstrated interests, sales teams can have more relevant conversations, build credibility earlier, and engage prospects with greater confidence.
Churn prevention and account expansion strategy
Bombora’s Intent data helps B2B sales teams prevent customer churn and grow existing revenue by providing their account executives and customer success managers with a proactive early warning system.
When monitoring your current customer base against competitor and industry-specific topic clusters, Bombora can detect when a client is heavily researching alternative solutions or rival vendors. This allows teams to intervene proactively, address hidden dissatisfaction, and avoid churn long before a renewal window or cancellation notice arrives.
Conversely, for expansion, Bombora flags when current clients begin spiking in research for adjacent capabilities and product lines they haven’t bought yet. Because Bombora’s Intent insights seamlessly sync into existing workflows across CRMs like Salesforce, HubSpot, and Marketo, account teams can act instantly.
Client success teams can use these insights to identify timely upsell or cross-sell opportunities, helping them maximize customer lifetime value by engaging customers when they’re actively researching related solutions.
Closing the loop: from guesswork to precision B2B sales activities
Intent data isn’t just an addition to your GTM strategy—it is the foundational fuel for your entire revenue engine. When your sales team stops guessing who to call and what to say, more deals are won.
By implementing Bombora’s Company Surge® across the whole B2B customer lifecycle, organizations can engage the right accounts with the right message at the right time—turning research insights into more effective go-to-market execution.
