Bombora announced the availability of a Growth package which provides a “concentrated” set of intent data for SMBs.  Both first and third-party intent data are delivered through CRM, MAP, and CDPs including Salesforce, Marketo, HubSpot, LiveRamp, Oracle, Lattice Engines, Leadspace, and Everstring.

First-party intent data is derived from a firm’s own website. Bombora quietly acquired NetFactor for visitor intelligence and packages it alongside its third-party intent data from dozens of B2B media websites. Combined, first and third-party intelligence help identify which companies are actively in-market for solutions. Firms can opt to run campaigns which target high-intent companies (e.g. programmatic, email), or deem the leads marketing qualified and pass them to sales.

Growth provides an unlimited feed of high-intent companies spanning up to eighteen topics.  Bombora identifies companies with a surge score of at least 70, which approximately represents the top 6% of companies with interest in a topic.  As multiple topics are being measured, the feed covers approximately the top 25% of companies.  Because Bombora compares surge scores against topical baselines, surge scores are normalized such that companies in industries related to a topic and very large companies do not dominate.  Surge scores are updated weekly and available for 2.8 million company domains across 6,100 B2B topics.

The Growth package also includes dedicated support, visitor intelligence, browser access, and integrations.  Pricing begins at $17,500 plus integration fees.

“What’s happened over the last five or ten years is that the way companies buy products and services has changed pretty significantly” as buyers conduct a significant percentage of their research prior to raising their hand.  “In the past, if you were going into a buying cycle, you’d just engage with the companies that you think you might ultimately work with; and those companies would be part of that process from the beginning.  The promise of intent data is to tap into that part of the process which is no longer visible to a vendor during the prospect’s buying cycle.”

Bombora SVP of Data Sales Mike Burton

“Over the last 12 to 18 months, the market has figured out that this data is really important, in terms of getting into sales cycles and driving pipeline,” continued Burton.

Bombora tracks first and third-party intent to the location level.  Thus, there are no issues with GDPR compliance or the collection of personally identifiable information.

Bombora identifies surging topics by location with topics often acting as proxies for personas.  “If Boeing, in Texas, is in a big research surge on accounting software and budgeting software, there’s a really good chance that’s coming out of a finance department, or a finance persona, rather than H.R. or a sales department,” said Burton.

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Bombora has had several recent product and partnership announcements. Part two of this blog covers their new LiveRamp partnership and part three discusses intent-based workflows. They also recently licensed their data to Zylotech, a CDP.