Action on the people behind B2B intent with Bombora intent signals

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

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.

Once our topics are saved, they’ll populate inside the profile of every organization in Common Room—right alongside every firmographic, demographic, and behavioral insight auto-captured by Common Room across our connected channels.

Since Common Room automatically creates profiles for every contact associated with an account—complete with an overview of their actions and attributes across our connected channels—we can easily drill down from account-level intent to person-level intent within each organization.

As a bonus, we can also automatically import orgs not currently tracked in Common Room and enrich them based on Bombora intent data.

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.

We can also filter our view of accounts and contacts based on topic intent surges.

Just as importantly, we can cross-reference account-level intent with person-level buying signals, fit criteria, and contact information, including web visits, product usage, social engagements, open-source activity, job changes, job title, work history, and more.

We’d simply filter contacts within accounts based on our prioritized activities and fit characteristics.

If the contacts we’re after aren’t currently tracked in Common Room, we can use Prospector to add and enrich them.

Using Bombora intent data and any combination of fit and behavioral criteria we want, we can also create real-time alerts to notify reps whenever an account that fits our ideal customer profile sees a surge in topic interest or takes any other kind of relevant action.

These alerts can be sent straight to reps in Slack.

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.

If we want to help with prioritization, we can also use account-level intent as a factor in lead and account scoring.

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.

We can see the exact reasons why orgs or contacts are rated the way they are by simply hovering over a score.

And if we want to provide more context to reps faster, we can use Bombora intent data as a dynamic variable for our data and signal capture agent—RoomieAI™ Capture—allowing us to summarize account-level intent based on offsite research and consumption.

We can tell our AI agent to connect this info to the person-level intent auto-captured by Common Room, providing us with a complete picture of intent within each account.

Teams can then view these research summaries whenever they click into an account in Common Room, making it even easier to prioritize and personalize outreach.

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.

We can also use RoomieAI Activate, our data and signal activation agent, to auto-generate messaging personalized for each contact based on Bombora intent data and any other data points or signals.

We’d just use Bombora intent data as a dynamic variable for an AI message snippet. Once it’s complete, it will be added to our list of AI messaging options.

If that message snippet is mapped to a sequence in our sales execution platform, we can automate the entire prospecting process from signal to send.

We can create an automated workflow that will add contacts from a particular segment to a specific sequence in our SEP, at which point RoomieAI will craft a personalized, relevant message based on our prebuilt prompting instructions.

Our message might look something like this:

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.

Want to see a playbook on a different topic? Get in touch. And if you haven’t already, try Common Room for free.