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Bombora

Bombora

Overview

What is Bombora?

Bombora provides Intent data for B2B marketers. Bombora’s data promises to align marketing and sales teams and enable them to base their actions on the knowledge of which companies are in market for products and services. Bombora’s Company Surge™ data…

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Recent Reviews

Bombora for marketing

7 out of 10
December 14, 2022
Incentivized
We utilize Bombora mainly for Marketing and advertising. From buying 3rd party cookie data, to importing account insights/signals into our …
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Bombora Rewiew

8 out of 10
December 13, 2022
Incentivized
We use Bombora to see companies that are about to need our services. We're able to reach out via email or with a phone call, and can more …
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Awards

Products that are considered exceptional by their customers based on a variety of criteria win TrustRadius awards. Learn more about the types of TrustRadius awards to make the best purchase decision. More about TrustRadius Awards

Popular Features

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  • Company information (34)
    7.8
    78%
  • Industry information (29)
    6.9
    69%

Reviewer Pros & Cons

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Features

Sales Intelligence Data Standards

How well does the contact, company, and industry information provided by the SI tool meet the user’s needs? Is the availability and quality of data satisfactory?

5.9
Avg 7.7
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Product Details

What is Bombora?

Bombora provides Intent data for B2B marketers. Bombora’s data promises to align marketing and sales teams and enable them to base their actions on the knowledge of which companies are in market for products and services. Bombora’s Company Surge™ data reports on changes in consumption of specific product related topics from within businesses. The source of this data is a co-operative of premium B2B media companies in the world. Members contribute content consumption and behavioral data about their audiences. In turn, they can better understand their audiences, serve advertisers and monetize their inventory.

Bombora offers three products: Company Surge™ Analytics, Audience Solutions, and Measurement.

Company Surge™ aggregates the content consumption activity of millions of B2B organizations and informs you when target organizations are showing an increase in consumption, therefore indicating active demand for your products or services.

Audience Solutions allows businesses to effortlessly execute ABM strategies by incorporating Bombora’s audiences and Company Surge™ data into a preferred media activation partner and reach target accounts across every channel.

Bombora leverages its access to business research behavior at nearly three million B2B organizations to provide insight into the composition and engagement behavior of your adcreative, website, or landing page audience.

Bombora Features

Sales Intelligence Data Standards Features

  • Supported: Company information
  • Supported: Industry information

Bombora Screenshots

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Bombora Video

Learn more about why Company Surge® Intent data has become so critical to B2B marketing and sales success, and get a quick demo of the over 35 active technology integrations available including Salesforce, Marketo, and HubSpot.

Bombora Integrations

Bombora Technical Details

Operating SystemsUnspecified
Mobile ApplicationNo

Frequently Asked Questions

Demandbase One, LeadBoxer, and ZoomInfo Operations are common alternatives for Bombora.

Reviewers rate Company information highest, with a score of 7.8.

The most common users of Bombora are from Mid-sized Companies (51-1,000 employees).
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Comparisons

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Reviews and Ratings

(90)

Attribute Ratings

Reviews

(1-25 of 31)
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Score 7 out of 10
Vetted Review
Verified User
Incentivized
It's been a useful tool so far for picking the audience's intent. So it has been a bit easier for us to reach out to the audience before they reach out to us. The HubSpot integration is seamless and that's what we use regularly. The Bombora dashboard needs improvement. The major disadvantage that I found is it doesn't store historical data.
  • HubSpot Integration
  • Comprehensive report
  • Bombora score helps to identify targets easier
  • Historical Data
  • Dashboard
  • Less time to add the Keywords
We are using Bombora pretty frequently as it gives the head start for our various marketing campaigns. But as mentioned earlier, the major disadvantage is, it doesn't give historical data unless you store download & store the data manually that you get every week. Also, if you want any word to be added to the taxonomy, it takes a good amount of time, i.e. 3-4 months.
Score 9 out of 10
Vetted Review
Verified User
Incentivized
Bombora's intent data for our industry is pretty robust and has wide coverage across many different topics. As such, it makes for a great tool for our outbound SDR team to do cold outreach and for us to create ad campaigns for potentially "in-market" organizations.<br><br>Today, our organization is using Bombora for sales development and ABM.<br>
  • Robust list of topics across many different industries
  • Easy-to-use automated reports for teams to act quickly
  • Best-in-class customer onboarding and success teams
  • They have a website traffic deanonymizer tool but that needs a lot of work - would be great if that tech can be improved.
  • Easier ways to submit and integrate new topic ideas.
  • Library of playbooks that can guide the user through how to best use their data.
I think Bombora is a great intent data provider for most companies but if you are in a very niche industry, it might be difficult to find the right intent topics. From my experience, it has been a great tool but I would recommend their CS team to provide more playbooks to customers that can help operationalize the intent data. They would send webinars over from time to time but I recommend actual playbooks.
Score 8 out of 10
Vetted Review
Verified User
Incentivized
Bombora helped in B2B lead generation and account-based marketing, addressing the challenge of identifying and targeting the right accounts. The platform's intent data helped our business to prioritize the sales and marketing efforts. Our team used Bombora to successfully identify the high-priority accounts. The scope of our use case has been primarily in working to improve the demand generation and account based marketing efforts.
  • Identifying high priority accounts
  • Providing granular insights to the topics
  • Enabling account based marketing
  • User Interface can be improved
  • I feel there might be some gaps in its integration capabilities
  • Data quality could be improved
Bombora addresses the business problem of targeting the right accounts for sales and marketing outreach by providing insights to the topics, trends and keywords that target accounts are searching for and engaging with online.
Score 8 out of 10
Vetted Review
Verified User
Incentivized
We use Bombora to identify organizations that show some degree of buying intent towards the services we offer. We segment according to different solutions and stages in the buyers journey.

Depending on the stage we further identify individueals within these organizations and contact them through either SDR outreach or marketing (display & social) campaigns.
  • Lots of different intent topics
  • Able to use intent in combination with technographic data
  • Ability to cluster intent topics into different buckets
  • Surging score to identify high intent
  • Salesforce app installation process was flawed
  • Not the best onboarding experience, seemed a standard script
  • Most important: we can't see much difference in results regarding leads with intent vs without
Only use when having a very high ARR/project fee and a very specific use case. In this case you both increase the chances of the intent being relevant to your specific offering and you can actually make a healthy ROI on a quite expensive tool and the manpower required by a human outreach approach.
Score 7 out of 10
Vetted Review
Verified User
Helps to identify potential buyers based on website queries on popular search engines. We use it to prospect into accounts that are in the market to buy our software.
  • Identifies accounts who have intent to buy our software
  • Integrates with SF
  • Ability to cluster keywords together
  • Would like to see individual user data instead of just account data
  • Would like to use own keywords instead of keywords from a pick list
Organizations that have longer sales cycles and emphasize sales prospecting as a channel for revenue generation.
Score 9 out of 10
Vetted Review
Verified User
Incentivized
Helping sales with intent leads Mapping the requirements of the prospects and customize the solution Validating the companies and their revenues aligned with intent scoring Utilizing the data related to intent location and their scores which helps in better decision making of prospecting Summary of data for Sales & BD validation
  • Intent Scores by Topic
  • Intent Scores by Location
  • Scores Summary
  • Location wise intent scoring
  • Validation of data with third party
Well suited for intent management and align the goals of ABM & Performance marketing and also the sales enablement and sales performance support which eventually helps in conversion element focus. This also helps in fpcusing and enhancing the pipeline and the revenue of the business Great intent software to be used over the competition.
December 14, 2022

Bombora for marketing

Score 7 out of 10
Vetted Review
Verified User
Incentivized
We utilize Bombora mainly for Marketing and advertising. From buying 3rd party cookie data, to importing account insights/signals into our CRM database, Bombora helps fuel the decisions we make to drive better client experiences and drive insights. We have used this for general programmatic, account based marketing, and even understanding leads and assisting sales with their top accounts. We have utilized this data in various dashboards, programs, even data science models.
  • Scale of 3rd party cookies/audiences
  • Scored insights around accounts
  • Wide scope of data and topic taxonomies
  • Customer relations
  • Quality of data - 3rd party is naturally less quality
  • cookieless solutions
I think they are some of the best in class for global scale for marketing. There are few competitors out there that have the reach that Bombora does. Furthermore, we are able to customize our taxonomies to our business needs.
Score 8 out of 10
Vetted Review
Verified User
Incentivized
Bombora is embedded into our tech stack, it is an always on tool that is being used to maximise the Sales fed, marketing generated enquiries
  • Helps identify genuine enquiries
  • Trusted qualified traffic enquiries
  • Highlights who should be contacted and why
  • Continual review of Bombora sources
  • Proactive feeds / alerts to save time
  • De-duplication of enquiries
  • Hot spot by language
Bombora has enabled us to target, drive initiatives and lock in results following insight driven tracking and tagging
Bombora is the 1st point of analysis to drive investment and sales coverage plans around new project promotion
Bombora allows lower invested nations to easily and successfully target markets as yet unknown about or not fully penetrated
Cesar Emilio Anton Morales | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Incentivized
We used Bombora in the organization to help us build marketing dashboards with enhanced visuals to help promote the brand (and/or events) and achieve the organization's goals for the Sales Teams. We were able to address the issue of providing rich visuals for the teams to help them reach a guided purchasing decision of our products.
  • Excellent customer service
  • Effective use of system tools and resources
  • Great multi-system ad-ons to create connectors within the organizations tools.
  • Expand the diversity of available systems or ad-ons to implement within multi-platform usage.
We had a couple of scenarios where we needed to know those accounts with purchase intent to buy within our systems; here is where Bombora came to the rescue to help us identify more clearly those clients that wanted to reach out to our company but weren't exactly sure how to or even, in some cases, what to buy. The system came to the rescue to help our marketing team to create more client-based experiences and visuals to help them make a better purchasing decision.
Score 8 out of 10
Vetted Review
Verified User
Incentivized
We're using Bombora to monitor Intent Data for our target accounts and help identify companies for ABM campaigns and messaging.
  • Intent data tracking
  • Website traffic monitoring
  • Integration with Salesforce
  • Help with historical reporting
  • Improve domain match accuracy
  • Nothing else - we're pretty happy.
I would definitely recommend using Bombora to monitor off-site intent of key target accounts and prioritizing those accounts showing an active buying cycle. If you're not doing ABM or don't need help prioritizing accounts, then I don't see as much of a need.
Aly Ryan | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Incentivized
Bombora's company surge data enables us to know (not guess) when companies are in market. When we know what the customer is interested in, our marketing campaigns can become more specific, targeted, and helpful in the buyer's journey. Salespeople also have enjoyed using the data to know what products and solutions are relevant to the customer - without even having a conversation with them.
  • Historical analysis of specific accounts to identify trends
  • Integration with advertising platforms
  • Custom reporting and insights
  • More webinars, learning material to get people up to speed
  • Saving boards is currently not intuitive and quite confusing to be honest
  • The industry classification isn't the most accurate
Bombora is the perfect tool for anyone looking to understand their B2B customer and their buyer's journey better. Companies produce tons of content - and pay lots of money creating and then amplifying it too. But is it really what the customer is interested in? Now you don't have to guess, you can know thanks to company surge data.
Score 7 out of 10
Vetted Review
Verified User
Incentivized
We use the Bombora data to try and gauge what our key accounts are researching. This allows sales to compare the Bombora research with how the account contacts have interacted with us. This makes it easier to formulate communications with key contacts within the account - showcasing our solutions that are in line with what the Bombora data is suggesting as interesting topics. We can also use the data and look at what the industry is interested in and develop plans for marketing campaigns/webinars that focus on the industry interest. This will allow us to find new accounts to target with our solutions.
  • Breadth of topics that are tracked
  • The ability for users to generate their own reports/dashboards based on a list of companies they are interested in or find companies that are interested in specific topics
  • Downloading intent data and trying to use it outside of their environment is tricky because the data is essentially one large worksheet. We want to overlay the data with our own data but joining it all together is tricky. Our data comes from D&B so the names provided by D&B don't always match what we get from Bombora so account matching is not very clean.
  • Customer service is a bit hit or miss. I worked with an account rep to try and resolve it but she couldn't. However, she did open a ticket with the Bombora help desk to try and get me answers. I waited more than a week and got no answer. I followed up and the reply was the original owner of the ticket is out and the new ticket owner was wondering if I had rerun the report to see if the problem went away.
  • Despite having a self-service type set up for the dashboards and reports, trying to understand what exactly needs to be filled in isn't always easy. The data doesn't match up with what we download so trying to compare the dashboards/reports to the extract is next to impossible?! It shouldn't be this way.
If they want to use the data within the Bombora environment and generate reports within the environment, I think you get some great insights into what a company is researching. When you try to download the data and build your own reports, it is not easy to do. The download part is easy, it is the data wrangling afterward that is tricky.
Score 10 out of 10
Vetted Review
Verified User
Incentivized
We utilize Bombora for our ABM campaigns. The business problem Bombora addresses are that it helps us sift through target accounts that we should chase and/or get in contact with.
  • Topic Keyword List is Massive.
  • Targeted Accounts are Accurate.
  • Surge Reports populate quickly.
  • The user dashboard is confusing- Keep everything on one page.
  • List more industries.
  • Improve Threshold Toggle.
Bombora is well suited for the Marketing/Sales Department. They provide targeted accounts that seem on par with whichever services/products your company offers. That, of course, is all dependent on the various factors that are put in place based on geo, industry, topic, and threshold toggle. It's not well suited for building a contact list. They don't provide that service- which is okay.
Score 7 out of 10
Vetted Review
Verified User
Incentivized
Bombora has helped us gather data on intents for our sales and marketing team. We get clean data for our Hubspot instance and can make sure we know who we are dealing with when sales get to connect with them. We were able to set up our ideal customer profile and parameters around the company size, intent topics, and geographic location.
  • Clean data.
  • Constant updates.
  • great hubspot integration.
  • Easy to implement.
  • Very expensive - needs better packages.
  • Not easily pausable.
  • Needs better latin america data.
Weekly updates are a great lifesaver! If you use Hubspot, I can not recommend this highly enough for ease of use. The only area I do not like is that it needs to provide proper context for the keyword term that is being searched in order to better understand what is actually happening.
Scott Woodruff | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Incentivized
We needed a way to find companies that were already interested in cybersecurity, and we’re looking for a solution that aligned with our services. Bombora fills this need in multiple ways. First, our SDR team uses Bombora for prospecting. They can easily find companies that are showing interest in topics that correlate with our services, as well as upload a list of target accounts to find the intent level of those accounts. That allows them to prioritize their efforts on the companies that have the most interest. Additionally, we use Bombora to find target accounts for our marketing efforts. It allows us to target the accounts that are likely to resonate and respond to our advertising.
  • Makes it easy to find company’s with high intent around our services.
  • Makes prospecting more effective by allowing us to focus on the right accounts.
  • Allows us to spend our marketing dollars on the accounts that are most likely to convert.
  • The organization of reports could be improved to make it easier for different users to find their reports.
  • More easily accessible training would go a long way for new users.
Bombora is a great tool for companies that need help finding prospective companies that are showing higher intent for their services or products. It’s an easy way to find a list of companies where your sales and marketing teams should focus. Additionally, if you already have a list of target accounts but don’t know where to start, Bombora is a great way to prioritize that list so you can focus on the accounts most likely to convert.
Score 8 out of 10
Vetted Review
Verified User
Incentivized
We use Bombora for intent data, which we decided to incorporate into our strategy in order to increase the number of accounts in our database, as well as leads and mils, which would lead to increased sales. We've integrated it with our CRM (HubSpot), where we analyze the data they send and run multiple workflows based on the intent category, as suggested by our CS Manager.
  • Intent Data.
  • Historical Data Analysis.
  • Market Research.
  • Analytics Reports - could be more automated and user-friendly. Instead of selecting all of the intent topics, it would be great to be able to use the previously defined intent clusters.
  • Industry categories - are very generic, making it difficult to identify the specific companies of interest.
Bombora is an excellent ABM strategy add-on for analyzing and researching the target market. Furthermore, based on the data provided, it allows for further market expansion if necessary. From our perspective, it has done an excellent job of supporting both marketing and sales actions. We were able to adjust our nurtures within marketing based on the relevant topics, which increased our conversions. In comparison to previous tools, the quality of intent is higher.
Score 8 out of 10
Vetted Review
Verified User
Incentivized
Bombora is used as one of the central key Marketing and Sales tools that are used to find relevant accounts to reach out to. We use it to fill our CRM with accounts that have interest and intent in key areas that are relevant to our business that we can discuss with leads from the company at hand. Some business problem that Bombora solves is the very difficult question in Sales "who is actually looking to purchase our solution." Finding companies in a vertical is easy, but finding companies that are interested in buying right now is hard. Bombora helps to solve that.
  • Ordering companies in a given vertical by magnitude of interest.
  • Showing what kind of terms are actually being searched by companies.
  • Giving users confidence that their outreach isn't falling on deaf ears.
  • More search terms.
  • More guidance specifically for sales teams (not just marketing).
  • Better explanation of how intent is actually calculated.
It is well suited for software companies who work in niche markets that have to speak to specific individuals in a company about a topic that only makes sense to a handful of people. This is because Bombora can pick up on search terms used and determine if there are those individuals in a company in the first place. For example, I wanted to reach out to higher education institutions but wasn't sure if they were actually looking at the concept our software deals with. I checked bombora and confirmed that there were indeed dozens of universities that were searching relevant terms, so I started outreach.
Score 10 out of 10
Vetted Review
Verified User
Incentivized
I use Bombora intent data to determine what key topics are important to our customers and then create fresh content on those topics.
  • Very easy to use
  • Processes custom lists quickly
  • Reliable weekly automatic reports
  • If there was a way to provide context to the keyword term that is being searched, that would be helpful.
Bombora is very helpful with campaign creation to determine the most relevant topics that are most important to your customers at any given time. In turn, this helps marketers to create the most relevant and timely content for them to consume and validates your expertise in your industry.
Score 9 out of 10
Vetted Review
Verified User
Incentivized
Bombora has enabled us to have much more granular intent search behavior amongst the accounts that our Sales teams prospect into. This intent information is shared with Sales so that it aligns both the marketing intelligence + their front-end sales insights in order to paint a better picture of what may be happening in their accounts.
  • Intent topics, as well as the clusters tied to them, have enabled our PMMs to be more granular with specific workloads that are based on industry.
  • The "Account Intent" option within the "Insights" tab allowed us to look specifically into historical data tied to current activities that we were experiencing with that account.
  • I can't think of any other functions right now, as our suggestions have recently been implemented.
I'd say that any organization can benefit from having a solution like Bombora listen closely to the intent keywords being used by their prospects. Understanding which topics are relevant towards your business is key to being able to utilize Bombora to the fullest. Bombora's "trends" functionality also can help you in your intent topic creation. Organizations that are looking to refine their intent data can benefit greatly from utilizing Bombora.
August 28, 2022

Bombora Intent data

Score 6 out of 10
Vetted Review
Verified User
Incentivized
We looked to use Bombora to help at bringing intent data to our sales reps. Our Sales reps use the intent data to make account plans and reach out to prioritized buyers in their territory. We also integrate it with Salesforce and Outreach so we can surface actionable insights for our reps to action off of.
  • Intent data
  • 3rd party integration
  • SFDC integration
  • Outreach notifications
  • Contact information
  • Admin UX
Bombora is well suited in the B2B SaaS space but will need to continue to innovate given the emerging presence of intent providers. ZoomInfo, LinkedIn, G2, TechTarget, and 6Sense....just to name a few of the ones we see internally here that also provide intent data. We need a way to easily visualize all this intent data into one pane of glass for our reps.
Score 10 out of 10
Vetted Review
Verified User
Incentivized
We want to understand when a prospective account has surging intent for one of our products. If they're an existing customer, we want to understand if there's potential to lose them because they're surging intent around our competitors. We needed solutions that allowed us to find insights but also take action and change our marketing and sales strategies accordingly.
  • Companies with surging intent by topic
  • Easy to use dashboard
  • Integrated into the platforms where I activate marketing
  • The data is fantastic if you know how to read it but you have to know how to read it.
  • Loading in account lists into the dashboard is complicated.
  • Updated taxonomy keywords. Some are pretty outdated or old.
We were looking to execute a campaign targeting the people that we were the most likely to convert. We pulled the accounts that had surging intent on a list of appropriate topics that matched our personas. It was easy to pull the surging accounts via the dashboard and then load them into our email marketing platform.
Score 7 out of 10
Vetted Review
Verified User
Incentivized
We use Bombora in conjunction with our RollWorks platform, to serve ads to companies surging on a number of topics that we deem important to the business. In addition, our Sales team also uses Bombora in Salesforce for prospect accounts and to prioritize them based on what topics they're surging on.
  • Clear Surging Score
  • Wide array of subjects/topics
  • Great CSM relationship
  • More integrations with other ad platforms
  • Make it easier to create reports
  • Provide more insights long-term on surging companies
Bombora is definitely appropriate for your paid media efforts as well as providing context/knowledge for Sales teams to pursue prospects. For Paid Media, Bombora is a great tool for identifying companies outside of your Target Account List that have a high potential of converting to a customer. For Sales teams, Bombora provides helpful context and background for BDRs to follow up with prospects and provide solutions they are actually interested in.
Score 8 out of 10
Vetted Review
Verified User
Incentivized
I use Bombora to help prioritize accounts at my company - it's incredibly helpful to prioritize all the vast amount of accounts that we're trying to get through.

The business problems we're focused on solving is finding the Tiered accounts that need to get prioritized and using data to prioritize them instead of being anecdotal.
  • Prioritize Accounts
  • Use Data to prioritize
  • Solve for wading through a ton of accounts
  • Technographic data
  • tech stack data
  • filterable and up to date data on company tech stack
Bombora has been an incredible help in the way we've worked on prioritizing accounts in our org.

We were having issues having insight into the technographic data on companies. This data is essential to our success since our product is dependent upon integrations with other tech stacks and Bombora was able to help us quickly prioritize these accounts without having to wade through job boards and company websites saving at least 5 hours a week.
August 25, 2022

Bombora Review

Score 7 out of 10
Vetted Review
Verified User
Incentivized
Account research, opportunity development and alignment
  • Research
  • Near real-time info
  • account development
  • Report Delivery
  • More info on what activity resulted the +/- in surge score
When you are an Account Manager with a large named account list
Score 8 out of 10
Vetted Review
Verified User
Incentivized
We use Bombora to select focus accounts and get deeper insights on each account within the sales organization. I use it weekly to decide which accounts to go after.
  • Ranks my accounts based on surge score/details. This gives me insights on which accounts to focus on.
  • Reports are easy to create and manage on the Bombora platform
  • Weekly surge reports are very helpful when deciding which accounts to go after and why
  • Bombora has a vast list of topics to choose from, which includes topics directly related to my industry
  • Reporting and Dashboards based on SDR/AE activity per account would be helpful
Best suited for companies unsure where to start when deciding which accounts to focus on. The data and insights that Bombora provides my team allows us to identify and prioritize accounts.
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