Action on the people behind B2B intent with Bombora intent signals

Make the promise of ABM a reality.

Teams:

Sales, Marketing

Sources:

Common Room API

Getting started

B2B intent data—aka the research and consumption events happening off your website—can be helpful for marketing. Not so much for sales.

Marketing teams can blanket accounts with ads and try to get sales reps to work account-level leads based on pre-engagement activity (and watch those reps ignore them). Or they can make account-level intent actionable across marketing and sales with person-level signals and enrichment using Common Room.

In this playbook, we’ll show you how to unify offsite intent data with the full spectrum of person-level buying signals, connect the dots between accounts and contacts, and automate action on a 360-degree view of companies and prospects.

What you’ll need

Common Room

This is how we’ll capture and action on full-funnel intent visibility. Request a demo to follow along.

Step 1: Connect Bombora intent data

Let’s say we’re a demand gen leader or ABM program manager.

We want to spotlight account-level intent for ABM targeting and make that intent actionable for reps in the field.

First we’d connect Bombora to Common Room.

Bombora’s Company Surge® Intent data allows us to track spikes in topic interest from across Bombora’s Data Cooperative of 4,000-plus business publishers, analysts, vendors, and content syndication providers right from Common Room.

We can let Bombora suggest relevant topics based on our domain or customize which topics to track ourselves.

Step 2: Explore Bombora intent data

We can click into any account in Common Room and see which ones are showing a surge in interest for our selected topics.

Step 3: Automate segmentation based on Bombora intent data

We can create auto-replenishing lists of accounts and prospects based on Bombora intent data and whatever other fit or behavioral criteria we want.

These lists act as dedicated segments for marketing and sales teams for nurture campaigns and prospecting—and are automatically updated as new orgs and contacts match our segmentation criteria.

Common Room’s contextual, signal-based scoring allows us to rank organizations and contacts using any combination of firmographic fit and behavioral criteria, including Bombora intent data.

Step 4: Action on Bombora intent data

Now let’s say we’re a demand gen marketer or sales rep.

We can open up a segment built around Bombora intent data and other fit or behavioral criteria, quickly see which accounts or contacts to prioritize based on scores, view account-level and person-level intent, and take action—all from the same place.

Wrapping up

Now you know how to combine account-level intent and person-level intent for full-funnel visibility, connect the dots between orgs and individuals, and action on hot prospects at hot accounts at just the right time.