If you're running a B2B GTM (go-to-market) team and trying to separate signal from noise in the world of intent data, this guide is for you. You’ve probably heard the promises: “Intent data will supercharge your pipeline!” “Unlock hidden demand!” But what’s actually true? What’s fluff? And does Bombora really help sales teams close more deals, or is it just another expensive data feed?
Let’s get into what Bombora actually does, how it works, where it can make a difference—and where you should pump the brakes before spending your budget.
What Is Bombora, Really?
First off, Bombora isn’t magic. It’s a B2B intent data platform that tracks what companies are researching online—across a network of publisher sites—and tells you when an account might be “in-market” for your product. Here’s their official page if you want to check the sales pitch.
But let’s break that down:
- Intent data means they look for spikes in a company’s consumption of certain topics (e.g., “CRM software,” “cloud security”).
- Bombora collects this by partnering with a big network of B2B websites, aggregating anonymous visitor activity through cookies/IPs, then mapping those back to company domains.
- You get a feed of which companies are showing “intent” for topics you care about, plus a score for how hot the signal is.
In theory, this lets you prioritize accounts that are actively researching products like yours. The idea is simple: focus on buyers who are already in the market.
How Bombora Works (and Where It Fits in GTM Workflows)
Let’s be practical: Bombora isn’t a standalone app that “just works” out of the box. It’s a data source. You plug it into your CRM (Salesforce, HubSpot, etc.), your marketing automation, or your ABM platform (like 6sense or Demandbase). Here’s what a typical Bombora setup looks like for a B2B GTM team:
- Topic Selection
- You pick the topics that matter to your business (from Bombora’s pre-built list, or sometimes custom).
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Don’t overthink it—less is more. Too many topics = noise.
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Account Matching
- Bombora maps intent signals to account domains. This works best if you have a tight ICP (Ideal Customer Profile).
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If your target accounts are obscure, or you sell to tiny companies, Bombora may struggle to match signals.
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Scoring and Surfacing
- Each week, you get “Company Surge” scores: spikes in research activity for your topics.
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These scores feed into your CRM, showing up on account records or as reports.
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Activation
- Sales can use these signals to prioritize outreach, tailor messaging, or time their calls.
- Marketing can trigger campaigns for accounts with high intent.
Pro Tip: Don’t just dump every “surging” account into a sales rep’s lap. Vet the signals. Look for patterns. Not every spike means a deal is about to happen.
What Bombora Gets Right
Let’s give credit where it’s due—Bombora does a few things well:
- It’s Predictable: The data cadence is regular (usually weekly), and the interface is straightforward.
- Data Quality is Above Average: Compared to some intent vendors, Bombora does a decent job filtering out junk signals and false positives.
- B2B Focus: Bombora’s data co-op is all about B2B research. You’re not getting consumer noise.
- Easy CRM Integration: Native integrations with Salesforce, HubSpot, and most major ABM tools.
Where Bombora shines is helping you spot accounts that are actually researching your category. For example, if a dormant account suddenly shows a spike in activity around “enterprise backup solutions,” odds are good something is happening internally. That’s your window to reach out with a relevant message.
Where Bombora Falls Short
Here’s where it’s time to be skeptical:
- Intent ≠ Readiness to Buy: Just because a company is researching your keywords doesn’t mean they’re ready to talk to sales, or even that they have budget.
- Noisy Signals: Not every spike is meaningful. Sometimes companies have employees researching all kinds of topics for reasons that have nothing to do with a purchase (e.g., students, job seekers, consultants).
- Coverage Gaps: If your audience is niche, international, or doesn’t visit the partner publisher network, you’ll get little or no signal.
- Lag Time: The data is not real-time. By the time you see a surge, the buyer may already be deep into their process—or done.
- Pricey for What You Get: Bombora isn’t cheap, especially for smaller teams. And if you’re not disciplined about how you use it, you’ll burn through budget fast.
What to Ignore: Don’t get distracted by Bombora’s “Company Surge” branding or big dashboards. The value is in the relevant intent signals—not the volume.
Does Intent Data Actually Move the Needle?
Let’s be honest: intent data is not a silver bullet. You’re not going to 2x your pipeline just by plugging in Bombora. Here’s where it can help:
- Prioritization: If you’ve got a big target account list, intent data helps you pick who to call first.
- Personalization: Sales can reference relevant topics in outreach and avoid generic pitches.
- Timing: Catching an account when they’re in research mode gives you a shot before competitors.
But here’s what it won’t do:
- Tell you who specifically at the company is researching (it’s usually anonymous).
- Replace good sales process or deep account research.
- Hand you deals on a silver platter.
Bottom line: Bombora works best as a supplement to your existing process—not as the core of your GTM motion.
How to Actually Use Bombora (Without Drowning in Data)
If you’re serious about getting value from Bombora, here’s a simple, no-nonsense approach:
- Start Small
- Pick 5-10 core topics. Don’t try to track everything. Focus on the keywords that map to late-stage buying signals.
- Map to Target Accounts
- Limit intent monitoring to your ICP or a named account list. Random signals from irrelevant companies are a waste of time.
- Weekly Review Cadence
- Have sales and marketing look at the Surging Accounts list together. Decide which are real, which are noise.
- Personalized Outreach
- When you see a legit spike, use it as context for a tailored email or call. Mention the topic, but don’t be creepy about “we saw you were researching X.”
- Track Results
- Log which intent-driven accounts convert. Iterate on your topics and approach.
- Don’t Automate Everything
- Resist the urge to auto-trigger campaigns for every signal. Human judgment matters.
Pro Tip: Pair Bombora with other signals (website visits, first-party engagement) for a fuller picture. Intent data is just one puzzle piece.
Real-World Feedback: What B2B Teams Say
Here’s what I’ve heard from actual GTM teams using Bombora:
- Works Well for Large Account Lists: If you’re running ABM at scale with hundreds or thousands of accounts, Bombora adds value. For tiny teams, the ROI can be iffy.
- Best Used by Sales Development: SDRs can use intent data to prioritize outreach, but only if they’re trained not to treat every spike as a hot lead.
- Needs Internal Champion: Someone needs to own the process—otherwise, Bombora becomes just another ignored dashboard.
- Data Quality is Good, Not Perfect: Expect some false positives and head-scratchers in your Surging Accounts list.
Should You Buy Bombora? Honest Pros, Cons, and Alternatives
Buy Bombora if:
- You’ve got a large, well-defined account list and a sales team able to act on intent signals.
- You’re already using Salesforce, HubSpot, or an ABM platform that makes integration easy.
- You want one data source for B2B intent and can afford the price.
Think Twice if:
- Your audience is niche, international, or not doing much research on publisher sites.
- You don’t have the sales bandwidth to follow up on intent-driven accounts.
- You’re expecting instant pipeline magic.
Alternatives to Consider:
- 6sense and Demandbase: For teams wanting an “all-in-one” ABM platform (intent data included).
- G2 Buyer Intent: If you care specifically about software buyers researching on G2.
- First-party intent (your website activity): Sometimes, the best signals are the ones you already own.
Keep It Simple: Practical Takeaways
Intent data can help—if you use it as a tool, not a crutch. Bombora is the market leader for a reason, but it’s not a miracle worker. Start small, focus on clear signals, and use human judgment. The best teams treat intent data as one part of their sales toolkit—not the whole strategy.
Don’t overcomplicate it. Test, learn, and adjust as you go. That’s how you get real value—without the hype.