If you’re tired of pouring budget into “cross channel marketing” that just checks boxes instead of moving the needle, this guide’s for you. We’re talking plain-English steps to use Bombora intent data to actually find and reach the right accounts—everywhere that matters. No fluff, no hype: just a straightforward plan to connect intent to real marketing action.
Why Bombora Intent Data? (And What It’s Good For)
Bombora’s a third-party intent data provider—here’s the basics if you need a refresher. In short, they track what companies are researching online and roll it up into “intent signals.” When a company starts showing sudden interest in topics tied to your solution, Bombora can flag it.
But here’s the thing: intent data isn’t magic. It won’t tell you exactly who’s buying, or guarantee closed deals. What it does give you is a smarter shortlist of companies who are probably in-market, so you can aim your marketing (and sales) where it counts.
Step 1: Know What You’re Actually Trying to Do
Before you start plugging Bombora into every tool you own, get clear on your goal. Are you:
- Trying to fill the funnel with net-new accounts?
- Prioritizing ABM outreach to warm accounts?
- Supporting sales with better timing and context?
- Or (let’s be honest) just trying to show marketing is “data-driven” on the next slide deck?
Pro tip: Pick one or two clear objectives. “Do everything everywhere” is how budgets get wasted and teams get burned out.
Step 2: Set Up Bombora Intent Data (The Right Way)
A lot of teams just buy intent data and hope it “just works.” Here’s what actually matters:
- Define the right topics. Don’t just pick “cloud” or “AI” because they sound important. Use Bombora’s topic library to get specific—think “cloud-based ERP for manufacturing” or “multi-cloud security compliance.”
- Set realistic thresholds. If you flag every company that glances at a topic, you’ll drown in noise. Start with higher intent scores (e.g., 80th percentile and up) and only lower them if you’re missing out.
- Integrate with your systems. Bombora can push data into CRMs, MAPs, and ad platforms, but only if you take the time to connect the dots. This is boring, but it’s the difference between “cool report” and “actual pipeline.”
What to skip: Don’t bother with endless “pilot tests” that never go anywhere. Get the basics in place, then start using the data.
Step 3: Map Intent Signals to Real People and Channels
Intent data is at the company level. That means you know “Acme Corp” is researching, but not if it’s the CTO or some random intern. Here’s how to bridge the gap:
- Enrich with contact data. Use tools like LinkedIn, ZoomInfo, or your own CRM to find the right contacts at in-market accounts.
- Segment by persona. Not every intent spike matters to every buyer. Map topics to your real buyer personas—so if “security compliance” spikes, you’re targeting CISOs, not HR.
- Choose your channels. Some accounts respond to email. Others ignore everything except LinkedIn. Use what you know about your audience—Bombora doesn’t tell you channel preference.
Honest take: Don’t expect perfect alignment between intent signals and contact-level engagement. This is a “best guess” game, not a crystal ball.
Step 4: Build Your Cross Channel Plan (Keep It Simple)
You don’t need to be on every channel. Here’s a straightforward plan that works for most B2B teams:
- Email: Prioritize outreach to contacts at accounts showing intent. Personalize the message based on the topic spike—don’t just say, “I saw you’re interested in cloud.”
- Sales Outreach: Arm your sales team with a weekly list of “hot” accounts and what topics are surging. Give them talking points that tie to those topics.
- LinkedIn Ads: Upload your intent-based account list and run targeted ads focused on the topics those accounts care about right now.
- Display Retargeting: If you’ve got the budget, set up display ads for your intent-based audience. Just know this is “air cover”—don’t expect direct conversions.
- Website Personalization: Use tools like Drift, Mutiny, or even custom landing pages to show different messages to visitors from high-intent accounts.
What usually doesn’t work: Trying to run the same campaign everywhere, or blasting everyone with generic “Are you interested in X?” messaging. Intent data tells you what to focus on, but you still need to give people a reason to care.
Step 5: Connect the Dots (And Track What Matters)
Don’t get lost in “multi-touch attribution” rabbit holes. Here’s what’s worth tracking:
- Account engagement: Are high-intent accounts actually clicking, opening, or visiting your site?
- Pipeline creation: Are these accounts moving into real opportunities (not just MQLs)?
- Win rates and deal size: Over time, do intent-flagged accounts close faster or bigger?
If you’re not seeing movement after a few months, revisit your topics, thresholds, or outreach tactics. Sometimes you just picked the wrong signals—or your message is off.
Skip the vanity metrics: Impressions, CPMs, “engagement rates” on random ads. Focus on pipeline and revenue.
Step 6: Iterate, Don’t Automate Everything
The best intent-driven programs aren’t “set it and forget it.” They’re constantly tweaked:
- Review topic lists monthly. Drop what’s not working, add new ones as your market shifts.
- Talk to sales. They’ll tell you if the “hot” accounts are actually hot, or if the data’s off.
- Test new channels, but one at a time. If you’re seeing diminishing returns, try adding or dropping a channel—not throwing out the whole strategy.
What to ignore: The siren song of “fully automated,” AI-powered cross-channel orchestration. Most of these are expensive and don’t deliver unless your basics are rock solid.
Real-World Pitfalls (And How to Avoid Them)
- Intent ≠ interest: Just because a company is researching doesn’t mean they’re buying. Use intent as a signal, not a guarantee.
- Overcomplicating the stack: Fancy integrations and dashboards won’t save a strategy with bad topics or lazy messaging.
- Forgetting the human: At the end of the day, people buy, not intent scores. Don’t lose the personal touch.
Wrapping Up
Cross channel marketing with Bombora intent data isn’t about being everywhere—it’s about being smart about where you show up and who you talk to. Get your basics right, keep your tech stack simple, and don’t chase every shiny new channel. Test, learn, and adjust as you go. That’s what actually moves the needle.
Now, go send fewer, better messages to the right people—and ignore the hype.