If you’re swimming in B2B marketing data but still missing the next big opportunity, you’re not alone. Bombora topic clusters promise to spot what companies care about before your competition even blinks. But let’s be honest: most people either drown in the noise or chase shiny objects that go nowhere. This guide’s for anyone who wants to cut through the fluff and actually use Bombora’s intent data to find business opportunities worth chasing.
Step 1: Know What Bombora Topic Clusters Actually Are
Before you start, let’s get clear about what we’re dealing with. Bombora is a platform that tracks B2B intent signals—basically, what companies are reading and researching online. It bundles related topics together into “topic clusters.” These clusters are supposed to show what subjects are getting more attention from actual businesses, not just random internet traffic.
What’s good:
- You get a bird’s-eye view of what whole segments of companies care about, not just one-off topics.
- Helps you move beyond gut feelings and see data-backed trends.
What’s not:
- You’re not getting a crystal ball. Topic clusters highlight interest, not actual buying. Don’t treat them as gospel.
- Depending on your industry, the clusters might be too broad or a little off-target. Always double-check before betting the farm.
Step 2: Set Up Your Filters—Don’t Skip This
One of the quickest ways to waste time is by looking at everything. Bombora’s datasets are huge, and if you don’t set filters, you’ll get overwhelmed fast.
Here’s what to focus on: - Industry: Only look at the industries you actually serve or want to break into. - Company size: There’s no point chasing trends with companies that are too small or too big for your offering. - Geography: If you can’t sell in Japan, don’t track Japanese signals. - Time window: Stick to recent data (last 30–90 days), unless you’re a glutton for historical analysis.
Pro tip:
Start with your current customer profile and expand from there. It’s tempting to look at everything, but you’ll just get lost.
Step 3: Identify Surging Topic Clusters
Now you’re ready to dig in. The key is spotting clusters where interest is trending up—not just “popular,” but actually gaining steam.
How to do it: - Look for clusters with a measurable increase in interest score or “surge” rating. - Check the percentage change, not just raw numbers. A jump from 5 to 10 is more telling than 100 to 102. - Don’t ignore small clusters—sometimes niche topics are where new markets start.
What to ignore: - Clusters that are always “hot.” If “cybersecurity” is always at the top, it’s probably not a new opportunity. - Topics that spike every year (seasonal noise) unless you’re selling seasonal products.
Step 4: Cross-Reference with Your Existing Pipeline
It’s easy to spot interesting topics and assume you’re onto something. But you need to check if these trends match up with your actual sales conversations.
Here’s how: - List the surging clusters you found. - Compare them with what your sales team is hearing. Are customers mentioning these topics? - Check your CRM for keywords—do these topics show up in recent notes or emails? - If you don’t see overlap, ask your team. Sometimes sales and marketing live in different worlds.
Reality check:
A cluster can look promising, but if it’s not showing up in your actual pipeline or customer conversations, it might just be noise.
Step 5: Dig Into Who’s Showing Interest (and How)
Now, take those surging clusters and see which companies are actually demonstrating intent. Bombora lets you drill down to the account level for most clusters.
What to look for: - Are the companies a good fit for your product or service? - Are there clusters where your target accounts are especially active? - Is there a pattern—like a certain industry or company size that’s suddenly interested in a niche topic?
Don’t get fooled by: - Big names that show up in every cluster. If Microsoft is always on the list, that’s not actionable. - Companies that are researching but are way outside your ICP (Ideal Customer Profile). Chase them at your own risk.
Step 6: Prioritize Opportunities—Don’t Chase Everything
You’ll probably end up with a list of clusters and companies. Now, it’s time to separate the “hmm, interesting” from the “let’s build a campaign.”
How to prioritize: - Focus on clusters with both strong surges and a good overlap with your target accounts. - Give extra weight to clusters that are new or unexpected for your market—these can signal shifts before your competitors catch on. - Cross-check with your team’s capacity. Chasing every blip means you’ll do none of them well.
What works:
Building a shortlist and testing messaging or content around those topics before going all-in.
What doesn’t:
Chasing every spike, or betting big on a topic just because it “looks hot” in the data.
Step 7: Turn Insights Into Experiments
This is where most teams stall out—they spot a trend, but don’t actually do anything with it. Turn your prioritized clusters into small, low-risk experiments.
Ideas to try: - Run a targeted outbound campaign mentioning the surging topic. - Create a blog post or webinar around the new area of interest. - Test a new offer or feature with accounts showing intent in that cluster.
Keep it simple:
Don’t cook up a 6-month plan. Try something quick and see if you get bites. If you do, double down.
Step 8: Track Results and Iterate
Bombora data isn’t static. Topics rise and fall, and your experiments will hit and miss.
How to keep it real: - Monitor which clusters actually drive engagement, pipeline, or revenue. - Adjust your filters and clusters as you learn what works for your business. - Don’t be afraid to drop clusters that go nowhere.
Avoid:
Getting attached to a “pet” cluster just because you liked the idea. Let the data (and your experiments) guide you.
The Bottom Line
Bombora topic clusters can surface valuable business opportunities—but only if you stay skeptical, filter ruthlessly, and act on real signals. Skip the hype, start small, and let results—not wishful thinking—drive your next move. Keep it simple, keep iterating, and don’t be afraid to ignore the noise. That’s how you turn intent data into real business growth.