G2 – Bombora Partnership

Two of the leading intent data vendors, Bombora and G2 (FKA G2 Crowd), announced a partnership to provide an integrated data set to Pro, Power, Activate, and Accelerate G2 customers from within my.G2.  The combined offering mixes G2’s technology research intelligence with Bombora’s third-party intent data set gathered from dozens of B2B media companies spanning over 4,000 sites.  Thus, software vendors can determine both which companies are exploring solutions in their category and which topics are of interest.

Once activated, My.G2 customers will see Bombora’s topic scores next to G2 Buyer Intent accounts.  Admins configure the relevant Bombora topics for display.  Based on the product, the number of topics is capped at either ten or twenty-five, which should be sufficient for most technology companies.

The partnership is part of Bombora’s freemium strategy, where they license a subset of their content into partner workflows.  In the G2 partnership, they are “double verifying” the intent data for accounts showing activity in G2.  “The customers are not seeing new accounts that we see as showing intent if they are not also coming to the customer’s G2 page.  The goal would be to help prioritize the intent they are receiving in G2 in a light way,” said Bombora Partnerships VP Charles Crnoevich.  “In layman’s terms, they have been to your G2 crowd page or category page (similar to a company coming to your website) and Bombora sees them showing elevated levels of intent around the B2B web – our cooperative of B2B websites.  This data overlay is also only in G2 crowd, so if you wanted a big infusion of Company Surge data in SFDC, Terminus, RollWorks, Marketo, HubSpot, Outreach, etc., you would need a premium license of Company Surge data with us.”

Crnoevich said that there are only a limited number of “compliant and reliable intent data sources” on the market, including G2 and TechTarget, ”so we’re excited to form a partnership with them [G2] from a thought leadership perspective in the intent data community.”

G2’s intent data set complements Bombora’s and is sourced differently.  “G2 shows data across their network on a number of interactions and user level,” stated Crnoevich.  “Our data is across a huge network of sites and we normalize it against normal traffic to give a propensity score instead of a count of interactions.”  Users are shown both the number of relevant topics that are surging at an account and the specific topics and surge scores with surging intent.

Having both topic counts and individual topic surge scores are valuable.  One or two surging topics may be anomalous (particularly at SMBs), but a broad set of related topics that are surging indicate a significant growth in research.  Likewise, high scores above the baseline (50 is the baseline average, and 60 is used as the minimum surge score indicating increased intent), demonstrate a significant spike in interest as well as help shape a sales rep’s positioning.

Bombora’s surge data validate target buyer’s research behavior on G2, helping sales and marketing teams ”craft hyper-personalized outreach covering the products and topics they’re most interested in.”  Intent data from the two firms also assist in sales outreach timing and prioritization.

“Understanding the buyer’s journey so you can help them make informed decisions is one of the most important focus areas for every tech business.  This collaboration allows us to combine the power of G2 Buyer Intent data with Bombora’s Intent topics giving vendors a thorough and enhanced view of their buyers’ research behavior across G2 and the B2B web.  G2 customers will now not only have access to more insights but more context, too.  We’re excited to give businesses the opportunity to experience the value of Bombora’s Intent topics and scores right from within their my.G2 admin panel.”

G2 CRO Mike Weir

While intent data should not be used for defining Ideal Customer Profiles (ICPs) and ABM lists as it is ephemeral, it is quite valuable for determining which of your ABM firms are currently in-market for technology solutions.  Thus, intent helps decide which accounts should be nurtured by marketing and which should be actively targeted by sales reps.  Surging intent does not answer who, but it addresses “who now?”

“The integration of Bombora with G2 allows revenue teams to see valuable prospects’ activity across both G2.com and the greater B2B web,” said Mike Burton, SVP of Sales at Bombora.  “Combining these powerful intent signals provides a huge validation for account-based activities, arming folks with the information they need to have successful sales and marketing interactions.”

G2 intent data also identifies competitors being researched, which assists with both new opportunity messaging and churn reduction.

G2 has over five million unique monthly visitors researching software solutions.  Half are North American viewers, 20% European, and 20% Asian.

G2 displays both product profiles and user reviews, with products categorized.  Purchasers can even build side-by-side comparisons of software product reviews.

The pandemic has increased the demand for third-party product insights and reviews.  The loss of face-to-face meetings at tradeshows and in the office has moved most product research to the Internet.  The trend of independent purchasing research, which goes back at least a decade, has accelerated.  However, digital research is now being accompanied by intent datasets that are helping level the playing field and provide vendors with early, actionable intelligence about which firms are in-market.

“Seemingly overnight, the ‘digital first’ world [that] sellers once knew has evolved into a “digital-only” world – a world where the same marketers, compete for the same buyers, against the same solutions — across the same channels,” explained G2 Director of Product Marketing Yoni Solomon.  “That’s why incorporating intent data on buyer research, behavior, and online activity has never been more important for the success of B2B sales and marketing.”

Bombora Workflows & Partnerships

A/B Testing analysis of Company Surge variables in LinkedIn Campaign Manager
A/B Testing analysis of Bombora Company Surge variables in LinkedIn Campaign Manager

Intent data vendor Bombora has enlarged its direct sales team and is looking to shift from data resellers to OEM partnerships.  The OEM partnerships will deliver a “limited but powerful amount of data (or limited supported use case)” to customers and partners that want full, direct access.  Terminus is their first OEM partnership, but Bombora is looking to roll out three or four OEM relationships in Q4.

Shifting to OEM workflow solutions for intent data makes sense.  Unlike firmographics, technographics, or contacts, first and third-party intent data is more difficult to present to end users as it is both ephemeral (i.e. changing weekly) and statistically based (i.e. firms with a score above 70 are in the top 6% of signaled intent).  Thus, filtering the data by topic, company, and surge score provides confidence to end users that the data is meaningful.  OEM deals also place the intent data in the proper workflows for sales and marketing end users.

“Say a 200 person software business has Boeing as an account record in their Salesforce. We will append the topics surging at Boeing that that customer has licensed from Bombora onto the account object in Salesforce.  Once it’s there, it becomes searchable, so they can create tasks for salespeople, or they can use Salesforce as a hub and pipe that data to sales platforms, or marketing automation platforms.  Once the data’s in the system, it can be piped out to a bunch of different workflows.”

Bombora SVP Data Sales Michael Burton

Bombora also recently began providing intent-based audience feeds to LinkedIn Marketing Solutions for sponsored content, sponsored InMails, text ads, video ads, and dynamic ads.  Each week, Bombora provides an updated list of domains to LinkedIn based upon ABM lists or firmographic selects.  The domain list is updated dynamically based upon surge data with the first set of matched audiences available within 48 hours.  On the LinkedIn side, LinkedIn member targeting is available (e.g. job function, level, interests) through the Campaign Manager.

Bombora recommends that users perform A/B testing against the standard B2B audience list and the company surge list.

Bombora was spun out of Madison Logic in 2014 and made the Inc 5000 list for the first time in 2019 placing #997.  2018 revenue hit $26.4 million, up 425% over three years.

Bombora – LiveRamp Partnership

LiveRamp - Bombora data flows for audience targeting.
LiveRamp – Bombora data flows for audience targeting.

This is Bombora week in my blog. Yesterday I covered their Bombora for Growth offering and today I’m discussing their August LiveRamp partnership. It is one of many partnerships they’ve formed over the past few years

Bombora’s latest partnership is with LiveRamp, an identity resolution firm that also supports data onboarding.  Bombora identifies audiences based on intent data to develop in-market audiences for both large and small companies.  Large company attribution is fairly straightforward as IP addresses can be employed.  For smaller companies, attribution is performed behaviorally based on thirty attributes with an 86% confidence level.

Bombora then layers in their topical surge data to determine which companies are showing high levels of intent by topic.

“What typically we’d receive from Bombora is a list of IP addresses which map a specific business profile,” said LiveRamp B2B COO Pieter De Temmerman.  “For example, we might be asked, ‘Can you find small businesses that are currently in-market to buy a CRM system, or accounting software, or you name it’.”

“What Bombora has done, and patented, is we’ve looked at IP addresses from a behavioral perspective, and because we see 30 to 40 billion business transactions a month, we’re looking at them through the lens of the behavioral attributes of a business (versus a home, Starbucks, or hotel) IP address.”

Bombora CSO Mark Dye

“What we realized is that a lot of these B2B marketers are wanting to target large companies, which are easy to identify, but are also wanting to have a conversation with the longer tail of customers,” said de Temmerman.  “When you’re dealing with these smaller companies, you might be dealing with a large number of prospects, but you don’t necessarily know who they are,”

The combined offering pulls together a set of third-party cookies and associated devices for anonymous users, expanding the universe of targetable in-market SMBs.  According to Bombora, “This solution, being the first of its kind in the B2B market, produces a high likelihood of the SMB audience to be susceptible to the ads they are seeing.  Thus, producing a higher return on ad spend and a lower customer acquisition cost.”

Bombora targets 7.5 million global SMBs with up to 100 employees based on IP addresses.  Bombora audience targeting is initially available for North America and the UK with plans to expand to additional markets “in the coming months.”

LiveRamp charges $2 per CPM for SMB targeting and $4 per CPM for Bombora surge-based SMB targeting.


Other articles on Bombora Partnerships:

Bombora for Growth

Bombora gathers company website intelligence (1st-party intelligence) through its NetFactor Visitortrack service and combines it with 3rd-party intent data from B2B Media Companies.

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.


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.

Zylotech Incorporates Bombora Intent

Zylotech Account 360

Zylotech added Bombora surge data to its Customer Data Platform (CDP).  Bombora’s third-party intent file is gathered from over 4,000 B2B media sites and helps identify accounts with surging interest in B2B topics.  The partnership helps “find and drive active demand into the funnel, empowering sales teams to prioritize accounts and win more business.”

Zylotech describes itself as a “self-learning B2B customer data platform that ensures customer profile enrichment, predicts purchases, and brings relevancy-based recommendations towards unprecedented lift.”  Features include data health reports, next best actions, lead scoring, propensity predictions, prescriptive micro-segments, dynamic segmentation, GDPR support, ID resolutions, anonymous visitor data resolution, look-a-like audience prospecting, and 360 Customer Views that incorporate hierarchies.

“Self-learning” means that the CDP automatically and continuously detects and creates customer matches across different data sources.

“Bombora’s intent data coupled with Zylotech’s unified view of all customer data means marketing and sales now have a single, seamless way to identify ideal B2B buyers and drive more conversions.  Marketers can personalize their campaigns specifically to the buyer’s intent, allowing sales to focus on buyers with expressed interest, and proactively engage in the decision-making process armed with customer insights.”

Zylotech Chief Revenue Officer Patrick O’Brien

Zylotech supports HubSpot, Eloqua, Marketo, Salesforce, Tableau, MailChimp, and LiveRamp.

Zylotech is based in Cambridge, MA and has 40 employees.  It received a $5.5 million Series A last October and $6 million in total funding.

DealSignal Enrich

DealSignal CRM Lead Enrichment
DealSignal CRM Lead Enrichment

Human-verified contacts vendor DealSignal released an Enrichment module for maintaining data quality.  Along with company and contact enrichment, DealSignal appends Bombora third-party intent data, helping identify which prospects are actively researching key topics.  The service supports inbound lead enrichment and scheduled data maintenance.

Because inbound leads are enriched, they can be quickly segmented, scored, routed, and prioritized.  ABM companies can immediately determine whether a lead matches a target persona and ideal customer profile, ensuring such leads are immediately sent to sales for action.

Contacts are matched against DealSignal’s universe of human-verified contacts and enriched with direct dials, firmographics, and intent scores.

A wizard helps map DealSignal fields to Salesforce or HubSpot.  Admins set sync and refresh schedules.

“We’re always excited when our partners develop innovative new ways of using intent data to help marketing and sales teams drive revenue.  By extending lead enrichment automation to include Bombora’s Company Surge data, DealSignal will provide revenue teams valuable insight into whether a buying committee is forming or one curious person just happened to download some content.  That added insight will help marketing and sales teams work together more effectively to drive the most value from their inbound leads.”

Charles Crnoevich, Head of Partnerships at Bombora

Inbound Lead Enrichment service is the first B2B DaaS platform to combine human-verified contacts and firmographics with third-party Bombora intent.  The platform takes skinny inbound leads and enriches them with accurate, actionable insights and contact details, helping determine which leads should be immediately routed to sales and which should be retained.  Reps can then prioritize prospects that are currently in-market for products or services like theirs and craft highly personalized messaging, thereby improving their odds of exceeding quota.

DealSignal Adds Bombora Intent

Human-verified contact vendor DealSignal added Bombora intent to its B2B marketing data service.  The combined solution offers intent-based leads with verified emails and direct dials “so that marketing and sales teams can reach out to ideal buyers directly and drive more conversions.”  DealSignal applies Bombora intent data to an Ideal Buyers Profile.  Users will be able to identify net-new, surging accounts with accompanying contacts and buying teams.

“We’re excited to partner with Bombora to help marketing and sales teams finally answer the most elusive question: Who is out there actively looking for what we sell and how can we reach them before our competitors,” said DealSignal CEO, Rob Weedn.  ”The integration of Bombora intent data and DealSignal’s verified contact and account data means that revenue-driving teams can now see which companies are actively in-market, plus get complete, accurate contact data for ideal buyers at those companies, so they can reach out and convert that intent into a purchase.”

Selecting Bombora Intent Topics
Selecting Bombora Intent Topics

Marketers begin by defining their target buyer personas on the DealSignal platform and then select up to 50 Bombora intent topics.  DealSignal identifies accounts that match buyer profiles along with surging intent and delivers a set of accounts with contacts and firmographics.  By tying together intent, firmographics, and human-verified contacts, DealSignal delivers a set of leads that are more likely to close than with traditional firmographic prospecting.

“Intent-based leads help B2B marketers uncover accounts that are actively in-market — even if they’re not already on their target account/ABM lists.  We then deliver complete, enriched and verified contact and account data that helps marketing & sales teams reach out to prospective target buyers with highly personalized messages, to help them convert more intent into a purchase,” said Weedn.

Third-party Intent data from Bombora and The Big Willow has suffered from poor actionability as intent scores lack context and clear next steps.  Several vendors have begun to address this issue by combining intent with company and contact intelligence, turning an intent number into an ABM lead.  DealSignal ties together Ideal Buyers, Personas, Bombora Intent Data, and Human-verified contacts to indicate which ABM targets are in market and who should be contacted.  

DiscoverOrg redesigned its OppAlerts service to identify companies with surging interest in key topics, rank companies by purchase intent, route high-intent prospects to sales reps, and synch intent data with Salesforce for key topics.  

InsideView added the Bombora intent file into their Apex ICP / TAM service to help identify ABM accounts which are currently searching on key topics.

By converting intent signals into leads or opportunities, firms are beginning to translate billions of weekly datapoints (thousands of intent topics across millions of companies) into actionable intelligence for sales and marketing teams.

In December, Aberdeen acquired The Big Willow to deliver Intent Qualified Opportunities which combined third-party intent with technographics, firmographics, content, and research.

“Intent data has been trapped in marketing tools as just another score,” said Aberdeen CEO Marc Osofsky, Aberdeen’s CEO.  “Aberdeen Intent for Salesforce delivers what sales wants – accounts looking to buy that are fed directly into Salesforce for sales to engage and increase pipeline.”


Resources:

LeadSpace Partners with Bombora

LeadSpace is now including Bombora intent data in its Customer Data Platform.  Bombora’s company surge data helps identify which companies are in market for products and solutions based upon surges in topical interest above historical baselines in the topic.  “Customers can combine the resultant intent insights with Leadspace Predictive and Persona scores to accurately predict prospects’ readiness to buy in real time.”

LeadSpace customers can target outreach based upon topical interest, prioritize sales and marketing activities using intent data within predictive models, and personalize ad campaigns with messaging and content around surging topics.

LeadSpace customers employing an ABM strategy enjoy improved account list building and engagement due to the partnership.  They can also identify net-new prospects using look-a-like modelling and surge data.

“ABM succeeds when sales and marketing work closely toward the same goals.  The easiest way to find that success is for both departments to start with insights from a single data source. Intent data that shows which target accounts are actively in-market helps sales and marketing tailor their efforts to the best prospects, and avoid those that are not engaged in the buying cycle. Working with Leadspace ensures the easy orchestration of Bombora’s insights across these departments.”

Erik Matlick, CEO and co-founder of Bombora

Intent data also assists with sales-marketing alignment via harmonized messaging.  According to David Tam, Director of Marketing at OneLogin, “I’ve never worked anywhere before where we could run a fully-integrated and aligned marketing campaign and sales play, where the messaging matches. Our marketing emails are talking about the same things that our sales reps are talking about. That alone is enough to get brownie points with Sales!”

LeadSpace has offices in San Francisco, Denver, and Israel.  It called off a merger with Radius in August.

"How to Get Real Value from Intent with Leadspace," Leadspace Graphic
“How to Get Real Value from Intent with Leadspace”

Bombora Intent Data Added to InsideView Apex

InsideView Apex now supports intent segmentation across 3000+ B2B Bombora topics.
InsideView Apex now supports intent segmentation across 3000+ B2B Bombora topics.

InsideView added Bombora intent intelligence to its Apex “go-to-market” ICP/TAM service.  InsideView highlighted two use cases: Refining a list of ideal prospects to focus on those showing intent and expanding a list of buyers to find additional prospects with similar intent and other characteristics.

Refining an ICP list helps marketers target their best prospects based upon open web research currently being performed at their ICP accounts.  Thus, custom campaigns can be targeted to accounts likely in market for specific solutions.  Instead of blanketing ICP accounts with general messages, a more refined approach can be taken with a higher likelihood of the message resonating.

Conversely, Intent data can be used to expand an ABM list.

“InsideView’s Targeting Intelligence platform provides a single point of access for all B2B data and targeting signals, from firmographics, contact details, news events, personal connections, technographics, and now intent data. Adding Bombora intent data makes go-to-market planning in Apex that much more powerful. Now you can discover even more ideal prospects, and home in on the specific accounts in your target market that are not only an ideal fit for what you sell but are also currently in-market.”

  • InsideView VP of Products Marc Perramond

I find the first use case, refining a list for targeted messaging, to be more compelling.  Intent data is ephemeral.  A firm that is researching a topic this month will have moved onto other topics a month or two later.  Using intent data to message to these companies on intent-based topics today is powerful.  It allows vendors to reach out to prospects before they have begun talking to prospective vendors.  It is a powerful method to answer the questions whom to call (account-wise), when to call, and what to say.

InsideView Apex intent filtering allows marketers to target their ABM list with messages that are likely to resonate.
InsideView Apex intent filtering allows marketers to target their ABM list with messages that are likely to resonate.

However, vendors should be careful about using intent to expand their targets.  Identifying the key intent topics is crucial, but building an ABM list based upon ephemeral intent signals risks adding firms that had surging interest over the past few weeks, but have already made purchasing decisions, chosen not to pursue a technology, or were simply performing due diligence.  Surge scores simply mean that there was a recent peak in topical interest above the mean.

Defining who are your best candidates amongst your pool of ABM accounts for specific messages is a clear winner.  Adding accounts to an ABM list based upon a short-term surge in interest is likely to result in wasted marketing dollars.

Until recently, Bombora has had more success selling their intent file to predictive analytics companies than sales intelligence firms.  However, sales intelligence companies are now figuring out how to present intent data to sales reps and marketing professionals without having to provide sales training sessions on the nuances of intent data.  For example, DiscoverOrg recently redesigned its OppAlerts to focus on the few key topics relevant to the client and then limited the intent signals to the top few percent of surging accounts.  This level of refinement gives sales reps confidence that when they see a surging topic at an account, it is truly surging and not simply an anomaly.  And because numeric surge scores have been removed, the rep merely needs to know that there is a high certainty that individuals at the account are actively researching the topic in question.

B2B tech media company TechTarget delivers intent data to sales reps from its Priority Engine service.  While other intent services are at the company level, TechTarget has opted-in readers performing current research on a topic.  Thus, TechTarget can identify company, executive, topic, and buying stage for its intent file.

DiscoverOrg: Next Generation OppAlerts

DiscoverOrg announced the next generation of its OppAlerts intent-driven technology intelligence service.  The premium service now delivers ten-times as many OppAlerts as before and integrates the alerts into its Build-a List-prospecting.  Only surging companies with Bombora Surge scores of at least 75 are flagged.

Surge scores are early indicators of intent to purchase based upon B2B media site activity.  A 75 signifies companies in the top five to ten percent of interest in a topic as compared to their baseline level of interest in that topic.  As much of the buyers’ journey takes place before purchasers contact a firm, reaching out to prospects during the early stages of the journey provides sales reps with an early movers’ advantage.

“The holy grail of the B2B marketing and sales world is to know when customers are actively researching your product or service,” said DiscoverOrg CEO Henry Schuck. “The DiscoverOrg – Bombora partnership allows our customers to know specifically what their prospects are researching and then which decision-makers to connect with, all in one place.”

The OppAlerts Surge score view allows users to see other topics currently surging at an account.
The OppAlerts Surge score view allows users to see other topics currently surging at an account.

DiscoverOrg switched from the Bombora firehose API, which delivered bulk raw data, to Bombora’s processed surge feed.  The upgraded service allows DiscoverOrg users to identify companies with surging interest in key topics, rank companies by purchase intent, route high-intent prospects to sales reps, and synch intent data with Salesforce for key topics.

Marketers can load a ListMatch file and have it immediately enriched with OppAlerts Surge scores by selected topics.  They can then filter by topic, review trends, and assess week-over-week changes in scores.  As the list is loaded into their prospecting engine, marketers can further refine the list by firmographics, technographics, biographics, and recent Scoops (sales triggers). DiscoverOrg has mapped all 4,100 topics to related job functions, allowing sales and marketing reps to quickly build targeted contact lists most likely to be interested in surging topics at key accounts.

OppAlerts identifies the contacts most likely to be buyers of products related to the intent topic.
OppAlerts identifies the contacts most likely to be buyers of products related to the intent topic.

The OppAlerts Build a List view displays current and historical intent data by company.  Users see the week-by-week score changes along with other surging topics at companies.  Lists may be saved for ongoing monitoring within the platform or via a weekly alert.  Thus, sales reps can monitor their ABM accounts and place calls when intent spikes at them.

The email alert highlights New OppAlerts, Biggest Gains, and OppAlerts by Topic.

Bombora OppAlerts are delivered to sales reps for stored alert lists.
Bombora OppAlerts are delivered to sales reps for stored alert lists.

“Bombora is the only provider of Company Surge data. Combining our insights about which businesses are more actively researching specific products and services with DiscoverOrg’s best-in-class firmographic and contact data brings the most actionable form of Intent data to B2B sales teams,” said Erik Matlick, Bombora Founder and CEO.

Pricing was not released, but the service is sold in both light and unlimited tiers.  Light tiers provide up to 100 surging companies per topic per month for 12, 25, or 50 topics.  Joint subscribers only pay a small fee for delivery of Bombora data from within DiscoverOrg.

DiscoverOrg has been working to build out its datasets.  They now cover 3.7 million contacts across 150,000 companies.