- Make the promise of ABM a reality: Embed Bombora’s Company Surge® Intent data directly in Common Room. Combine account-level intent derived from thousands of sources and billions of monthly consumption events with contact-level signals to take action on the hottest leads at the hottest accounts.
- Identify in-market accounts before they engage: See which accounts are accelerating research into topics related to your products and services to inform account-based targeting.
- Turn account-level interest into person-level action: Connect company-level intent to the real buyers behind accounts using Common Room’s out-of-the-box signal capture, identity resolution, and waterfall enrichment.
- Reach the right person at the right time, every time: Spotlight, nurture, and prospect best-bet leads at target accounts using automated workflows and AI agents.
Modern ABM isn’t replacing account-level intent with person-level buying signals—it’s combining the two for full-funnel visibility.
The complaints we hear from prospects and customers about legacy ABM tools usually go something like this:
A tool notifies marketing that someone at an account searched a topic relevant to the business. Marketing passes the lead over to sales for prioritization. And sales—not knowing how to action on it—ignores it.
They don’t trust the black box scoring. They don’t know if they’re chasing an exec or an intern. And there’s no way to spot check at the account or person level to see if the intent is real or not.
In other words: While account-level intent can be useful for marketing teams, it’s often useless for reps in the field.
The solution to the problem isn’t to abandon what works while fixing what doesn’t—it’s to give GTM teams the missing piece of the puzzle.
That’s exactly what Common Room’s new partnership with Bombora delivers.
The account-level intent marketing needs for ABM targeting and the person-level intent sales needs to make ABM actionable. All in one platform purpose-built for pipegen.
“Common Room’s partnership with Bombora offers the best of both worlds: offsite intent at the account level and intent signals bubbling up across channels at the contact level. It opens the door to something missing from legacy ABM tools: The ability to quickly target in-market accounts and reach out to the right buyer just as fast.”
Mario Moscatiello
Head of Growth
Starting today, Common Room customers can:
- Unify Bombora Company Surge® Intent data with the arsenal of first-, second-, and third-party signals auto-captured by Common Room.
- Connect account-level pre-engagement activity to real buyers at each account via Person360™.
- Prioritize and personalize automated plays built on a 360-degree view of every account and contact using Bombora intent signals.
ABM the way it should be
Our customers can now take advantage of Bombora's industry-leading intent data—derived from their at-scale, exclusive B2B Data Cooperative of more than 4,000 business publishers, analysts, vendors, and content syndication providers—directly from Common Room.
Bombora’s Company Surge® Intent data is automatically unified with Common Room’s comprehensive signal capture, letting you connect account-level intent to person-level signals across your digital ecosystem.
Better yet, the accounts and contacts behind the signals are all deanonymized and enriched via Common Room’s out-of-the-box identity resolution and waterfall enrichment engine.
This allows marketing and sales teams to triangulate hot prospects as soon as an account shows it’s in-market—and take action on those prospects just as quickly.
You don’t need to be an existing Bombora customer—Company Surge® is now embedded in the Common Room platform.
Simply select the topics that matter to your organization to understand which business-critical subjects prospects are researching across the web.
Bombora will suggest topics based on your domain—allowing you to automate the process entirely—but you can fully customize which topics to track.
We’ll populate selected topics in the profile of every organization in Common Room, alongside every other piece of firmographic, demographic, and behavioral intelligence.
You can see which accounts are showing a spike in intent—and which contacts within those accounts are best-fit and ready to buy—in one UI designed from the ground up for go-to-market.
Bonus: Accounts showing intent not currently tracked in Common Room? You can automatically import and enrich them, allowing you to source new orgs based on Bombora intent data and drill down to the contact level with our Prospector tool.
Right account, right person, right time
The unification of insights from Common Room and Bombora makes it easy to identify and action on in-market accounts at the right time and with full context.
Here’s how our customers are putting our new partnership with Bombora to work:
Follow up on the hottest leads fast- Create real-time alerts to instantly notify reps when accounts that match your ideal customer profile show a surge in topic interest.
- Segment high-intent, high-fit prospects from those accounts based on any combination of fit and behavioral criteria—or use Prospector to automatically identify and enrich buyers based on job title, location, work history, and more.
- Send off highly personalized outreach based on both account- and person-level intent at the exact right time.
- Use spikes in account-level intent as a factor in lead and account scoring alongside other fit and behavioral criteria.
- Automatically surface hot leads—and the reasons why they’re hot—to reps in the field in a fully actionable UI.
- Rapidly work down lead lists starting with the highest-intent accounts and prospects.
- Auto-segment prospects based on offsite intent—like research related to products, competitors, and other business-relevant topics—and any combination of firmographic data and buying signals—like web visits, product usage, social engagements, open-source activity, job changes, job listings, news events, and more.
- Automate workflows to add prospects to sales sequences.
- Prospect high-intent contacts at scale and on autopilot.
- Use Bombora intent data as a dynamic variable for RoomieAI™ Capture and tell it to summarize buying intent based on both account-level and person-level activity.
- Get a complete picture of every account across offsite intent, owned data, and the public web, delivered right where reps work by an always-on AI agent.
- Triangulate top contacts and personalize outreach based on the marriage of account-level intent and person-level signals.
- Use Bombora intent data as a dynamic variable for RoomieAI Activate and tell it to generate custom messaging based on account- and person-level activity.
- Auto-generate outbound that highlights compelling value props and business use cases—hyper-personalized for every prospect by an AI agent—in real time.
- Scale tailored outreach with one-click sending and sequencing or fully automated workflows.
- Automatically import new accounts into Common Room and enrich them based on Bombora intent data.
- Use Prospector to automatically add and enrich contacts from accounts based on custom fit criteria.
- Auto-segment and score accounts and contacts for list building.
From ABM to SQL
Every Bombora topic is fully filterable in Common Room and can be used as an input for automated alerting, lead and account scoring, play automation, and agentic research and messaging.
Say your product helps with cloud database migrations. Naturally, you’re interested in orgs researching topics like “cloud database,” “database as a service,” and “database migration.”
You’re also keen on research related to specific competitors in your space and topics that relate to upcoming product releases.
You can automate real-time alerts or auto-segment every account in Common Room based on this activity, alongside other key fit and behavioral criteria, like industry, company size, and annual revenue or pricing page visits, LinkedIn comments, and GitHub pull requests.
Every data point can also be used for scoring. Simply add Company Surge® Intent data to your other scoring criteria and automatically prioritize high-fit accounts demonstrating demand at both the account and person level.
You can also use Bombora intent data as a dynamic variable with RoomieAI to automate summarized research related to account-level intent and how it connects to person-level activity across channels.
This—together with granular account context fetched from the public web, like earnings calls, 10-K releases, exec interviews, and more—makes it easy to tailor your approach for each account.
Then you can let RoomieAI craft a personalized message for every prospect based on offsite intent and every other account- and person-level insight captured in Common Room.
ABM made better
Intent isn’t an either-or proposition. Account-level intent and person-level intent are better together.
Our partnership with Bombora makes it easier than ever to unlock the full value of both.
To connect what’s happening at the top of your funnel to the buyers hidden in your dark funnel.
To make account-level pre-engagement actionable for both marketers and reps on the front line.
To reach the right person at the right account at the right time.
Welcome to the new era of person-level ABM.
Reach out to your CSM or get in touch to get set up.
Trade legacy limitations for person-level ABM with Common Room
Get started for free or get in touch to see how Common Room’s GTM AI shows you who to target, when to engage, and how to convert.