Unlock the Power of Intent: Three High-impact Use Cases for Bombora’s Company Surge® Data
Who is Bombora, and What is Company Surge®?
Bombora is not just the leader in B2B Intent data. We invented it.
Bombora’s industry-leading B2B Intent data solution powers sales and marketing teams with actionable insights to accelerate go-to-market strategies across the customer journey. Bombora tells you which businesses to prioritize, what they’re interested in, and how to craft messaging that will resonate with your buyers throughout their entire journey.
Our Intent data, Company Surge®, is sourced from our one-of-a-kind Data Cooperative, which consists of influential B2B publishers, B2B brand sites, data providers, and ad tech providers. These providers all contribute research and activity that reflects the full spectrum of B2B research and consumption.
Bombora’s Data Co-op members include leading B2B influencers like Fortune, Bloomberg, Business Reporter, INC, Fast Company, as well as a wide variety of vertical-specific B2B research sites. The scale of our Data Co-Op allows us to provide insights across the full buyer’s journey. 86% of the data in our Co-Op is shared exclusively with Bombora, meaning no other Intent data provider has access to these signals.
Bombora was the first Intent data solution to use AI methodologies and Large Languages Models inclusive of Natural Language Processing and Named Entity Recognition, allowing us to go beyond individual words and understand the true context of a business’s research. We continue to invest significantly in machine learning (ML) and other types of artificial intelligence (AI) to strengthen our offering and accuracy.
Bombora prides itself on providing clients access to verifiable Intent data collected from premium sources through a privacy-first methodology. We have a team of data scientists, solution engineers, and activation experts—many of whom have been with us since we were founded. We work with our customers and partners to ingest our data quickly and accurately and activate it to unlock its greatest potential across their go-to-market strategy.
Three Key Use Cases For Company Surge®
Company Surge® Intent data is flexible and can be applied in a wide variety of sales and marketing use cases. Here are just a few examples of some of the highest-impact applications among our valued customers.
1. Key account strategy
Target account lists should be built on more than just firmographic data. Your time is valuable, and prospecting into accounts that aren’t ready to buy won’t help you reach your sales quotas.
Intent data spotlights the accounts actively researching your products or solutions, identifying trends in buying behavior, and scoring them based on their level of interest. This allows you to hand-pick the accounts ready to take action, identify previously unknown green field accounts, and, in some cases, whole new market segments of potential demand (expanded TAM).
Actionable Tips:
Identify your target accounts: This may vary based on your territory, market segment, or industry, but start with a clearly defined list of target accounts that meet your ideal customer profile (ICP).
Pick three to five accounts to focus on each week: Once you have your key account list assembled, focus time and resources on the accounts actively researching your products and services. Prioritize the ones showing the strongest Intent signals, as they are most likely to convert to opportunities.
These accounts are the ones most interested in what you have to sell, and crafting tailored messaging for these “warm” accounts is time well spent.
2. Tailored sales outreach
Intent topics tell you which products or services a prospect is interested in and provide insights on messaging that will resonate with your buyers. Deliver well-tailored messaging aligned to topics being researched for the best chance of sparking a meaningful sales conversation.
Actionable Tip:
Be intentional when selecting your Intent Topics: Topics can include products, services, solutions, competitors, etc., that you want to track against your target account list. As businesses begin researching these topics, you will see changes in their Company Surge® scores that help you focus on the accounts ready to buy and execute timely, tailored messaging that will resonate with their needs and interests. Choosing topics strategically will enable optimal results, and the Bombora team is here to help ensure your topic selection is best fit for your organization.
3. Upsell and retention
Tap into the full potential of Company Surge® Intent data through early identification of at-risk accounts and growth opportunities within your customer base.
Actionable Tips:
Analyze your Company Surge® data trends to understand what current customers are researching at different milestones throughout their contract term.
Are they researching other capabilities or offerings that your business provides but that the customer is not contracted for today? This is a strong indicator that they may be a candidate for an upsell. These insights will enable CSMs and sellers to have deeper discussions about how your business can help the customer achieve their goals, enabling upsell opportunities.
Are they researching competitors as they approach renewal time? This may indicate that it’s time to directly discuss their needs. Address any gaps with an informed point of view on how your business differentiates from the competitors they are researching, helping you combat churn and retain customers.
It Doesn’t End Here!
There are many more applications and use cases for Company Surge®. Want to learn more? Connect with an Intent data expert today to explore how Bombora data can help you unlock even more value across your prospect and customer buyer journeys based on the B2B content they consume.