If you’re in B2B sales or sales ops, you know the pain: too many accounts, not enough time, and a lot of cold calls that go nowhere. What if you could get a clue about which companies are actually looking for what you sell, right now? That’s the promise of intent data—and Bombora is one of the biggest names in the space. But, like any tool, it’s only as good as how you use it.
This guide is for people who want to use Bombora data to actually close more deals, not just tick a box for “intent data” on a sales tech stack slide. Let’s cut through the hype, focus on what works, and show you how to use Bombora data to make your sales outreach smarter and more effective.
Step 1: Get Clear on What Bombora Data Actually Tells You
Before you start, it’s worth understanding what Bombora’s data is—and isn’t.
What it is:
Bombora tracks which companies are researching certain topics across thousands of business websites. If an account is reading a lot about “cloud security” or “expense management software,” Bombora flags it as showing “intent”—meaning someone there is probably thinking about that topic.
What it isn’t:
- It doesn’t tell you who at the company is interested.
- It won’t tell you if they’re buying, or just curious.
- It’s not magic. It’s a signal, not a guarantee.
What to ignore:
Don’t treat intent scores like a crystal ball. It’s one signal in a noisy world, not a lead list you can blindly trust.
Step 2: Set Up Bombora Data Inside Your Workflow
You’ll get the most value out of Bombora if it plugs into the tools you already use. Here’s the honest truth: if your reps have to log into yet another portal to check intent, they’ll ignore it after a week.
Integrate with your CRM.
- Bombora has native integrations with Salesforce, HubSpot, and others. Use them.
- Map the intent scores or “topic clusters” to your account records, so reps see them where they already work.
- Don’t clutter the CRM with every possible intent field. Pick the ones that matter to your sales motion.
Set up alerts, but don’t overdo it.
- Weekly or biweekly intent reports are usually plenty.
- Avoid “alert fatigue”—if reps get pinged every time an account sneezes, they’ll tune it out.
Pro tip:
Work with marketing or ops to tune which topics you track. Too broad (“business software”) is useless. Too narrow (“AI-powered invoice parsing for mid-market logistics firms”) and you’ll miss signals.
Step 3: Decide Which Accounts to Watch
Not every spike in intent is worth chasing. Here’s how to cut through the noise:
Build your “watchlist” with these filters: - Fit: Is this account in your target industry, size, region, etc.? Don’t waste time on companies you can’t sell to. - Engagement: Are they already in your funnel? Did they visit your site or open your emails? - Intent Signal: Are they consistently showing intent, or was it a one-off spike?
Honest take:
Bombora works best for companies with a clear Ideal Customer Profile (ICP) and a big enough market that you can afford to be choosy. If you’re selling to a tiny niche, intent data can be hit-or-miss.
Step 4: Build a Prioritization Process (Don’t Just “Spray and Pray”)
Having intent data isn’t helpful unless you use it to focus your outreach. Here’s a simple, real-world way to do it.
1. Score your accounts.
- Combine Bombora intent with your own fit and engagement data.
- Example:
- +2 points for high intent
- +2 for perfect ICP match
- +1 for recent website visit
- -1 if no response on last outreach
2. Sort your list.
- Reps should always start with the highest scores.
- If you’re managing a team, use this to build call lists or assign accounts.
3. Review and adjust.
- Track which signals actually led to meetings or deals.
- If certain topics or scores don’t correlate with wins, stop using them.
What doesn’t work:
- Chasing every “intent spike” without filtering for fit.
- Treating Bombora data as a lead list, not a prioritization tool.
Step 5: Personalize Your Outreach (But Don’t Overthink It)
When you reach out to accounts showing intent, use what you know—but don’t get creepy or robotic.
How to use intent in your outreach: - Reference the general topic, not the exact Bombora data. (“We’ve been helping a lot of companies improve cloud security lately…”) - Tie your message to the problem you solve, not just the topic they searched. - Keep it relevant and short. No one wants a long intent-based email.
What to avoid: - “I see you’re researching cloud security…” (You don’t know that for sure, and it sounds weird.) - Over-templated outreach. Intent data is a nudge, not a script.
Pro tip:
Pair Bombora intent data with something unique to the account (like recent news or a product launch) for the best results.
Step 6: Measure What’s Actually Working
Don’t just assume that using intent data is boosting your ROI. Track it.
What to measure: - Meetings booked from intent-driven outreach vs. business as usual. - Conversion rates for accounts with high intent vs. low or none. - Which topics actually lead to pipeline—not just clicks or opens.
How to do it: - Tag intent-driven outreach in your CRM. - Review results every month—not just once a year. - Drop what isn’t working, double down on what is.
What to ignore:
Vanity metrics. If intent data isn’t leading to real conversations or pipeline, don’t be afraid to call it out.
Step 7: Keep It Simple (and Iterate)
It’s easy to get overwhelmed by all the options Bombora and intent data offer. Here’s what matters:
- Start with a few high-impact topics.
- Integrate where your team works.
- Prioritize, personalize, and measure.
- Adjust as you learn—don’t “set and forget.”
Final honest take:
Bombora data is useful, but it won’t magically fill your pipeline. It gives you a smarter way to decide where to start. Keep it simple, keep it real, and tweak your process as you go. That’s how you’ll actually get ROI.