Bombora Intent Topics

Overview

Common Room’s partnership with Bombora delivers 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.

With Bombora enabled in Common Room, you can:

• Specify key intent topics to easily track which organizations are showing increased interest or are showing signs of being in-market for a solution like yours
• Segment and action on organizations based on their intent
• Add Bombora topics as factors in Common Room Scoring, AI Capture, and AI Messaging

Setup

1. Open Settings and select Bombora from the list of signals.
2. Click Connect to enable Bombora in your instance
3. Based on the home URL added when your instance was created, the system will automatically find and suggest topics for you
4. Select up to the maximum number of topics, then hit Save to lock in your choices. Once locked in, changes to topic selection must go through Common Room support.
5. You should now be able to see Bombora Company Surge(R) data in Common Room

Requirements

The Bombora Intent integration is available as part of our Business Integrations package. and included in all 2025 plans as part of the platform. To enable this integration, you need Admin permissions in Common Room.

Technical Details

Surging Topics

Bombora surging topics display when an account has shown increased interest over the last few weeks when compared on a longer-term running average of interest in that topic against all other traffic. In Common Room, this means that organizations will only show as 'surging' for any of these categories when they have a score over 60. Surging topics can be found on an organization profile page as shown here:

They are usable in filters, segments, scoring, as variables in AI Capture or AI Messaging prompts, and more.

Add organizations showing intent to your Common Room Instance

When connecting Bombora to Common Room, admins can optionally check a setting to add organizations with intent to their common room instance. When this is left unchecked, Common Room will only show intent scores for organizations already in your instance. If checked, Common Room will create new organizations for any and all organizations showing intent in Bombora for the selected topics. This can create several thousand organizations depending on your selections.

FAQ

Are there limits to how many topics I can select?

Each 2025 plan comes with a maximum number of Bombora topics included. 2025 Starter plans have access to up to 6 topics, while 2025 Teams can select up to 12, and 2025 Enterprise can select up to 25.

How often is Intent Data updated?

Bombora intent scores and the topics being tracked are updated once a week'

Can I change my topics once they're locked in?

To change topics once locked in, you must engage with Common Room support, who will work with Bombora to make the selected changes.

Do I need my own Bombora subscription to access these features?

No - Common Room and Bombora have partnered to provide Topic Intent OEM to Common Room users.