The Latest from the ABM Experts
April 3, 2019
Bombora + Terminus: Keeping You One Step Ahead of Your Competition
Written by Janet Polyakov
Category: Product Updates
Intent data is all the rage – that’s because it’s the closest thing we B2B marketers have to getting inside the minds of our current and future customers. Since 2017, Terminus has partnered with Bombora to bring B2B demand marketers what we believe to be the best-in-breed intent data.
Now, we’ve deepened our integration with Bombora to bring your intent data into Account Hub automatically. No more manual exports and merging – we handle the heavy lifting for you so that you can focus on taking action on your intent data as soon as you get it.
Why Is Intent Data in Hub Mission Critical for Me?
I’m glad you asked.
It sounds like a little thing – piping intent data directly into Account Hub to save you a few clicks. But let’s think about why intent data is so valuable in the first place: it tells us when to hit the NOS on engagement with a specific account.
That means that the recency of the data – and your ability to action it quicker than your competitors – is a core part of what makes it valuable. Keep in mind that the way Bombora delivers meaningful signal is by first creating a baseline for how much every account normally consumes content on every topic. (They do this automatically – you don’t have to do anything!) When they say an account is surging, it means they’re seeing significantly more research on a certain topic than normal for a given account.
Hear it from Bombora co-founder Michael Burton directly:
Using Company Surge data to its fullest potential comes down to a few core actions:
First, selecting a broad, comprehensive set of topics that are directly related to the service provided – think about the pain points, benefits, use cases, company and product names related to what you’re selling. When companies are surging on more than one of these topics, and certainly on several of these topics at the same time, it is a very strong indicator of intent.
Second, acting on that signal quickly. Our most successful customers use intent signals to automatically trigger actions in platforms like Terminus. When intent signals the beginning of a buying cycle, Terminus triggers awareness campaigns across display and social networks. Once signals get more intense or specific, air cover should increase and span multiple channels, and these insights should be passed over to sales so everyone aligns on the right accounts at the right time.
So as soon as you get the signal, the name of the game is acting on it fast – and Account Hub lets you do that!
How to Use Intent Data to Level up Your Demand Gen Engine
You can use purchase intent data to level up many parts of your B2B marketing practice (and many marketers already are). Here are just a few tactical plays.
Run Proactive Ads to Companies With Intent for Your Topic Area
Intent is your earliest signal that a company might be entering a buying cycle for your product or service. The simplest way to get value out of customer intent data is by using it as a trigger for entry into an advertising program.
In Terminus, your Bombora intent data has two values:
- Intent topic (the keyword for which an account is showing intent)
- Last Surge date (the last time the account showed intent for that topic – delivered once a week)
As soon as intent signal comes into your system, you can use it to automatically start warming the account with display advertising. This ensures you get your message in front of potential buying committees as early as possible.
Pro-tip! The more topics a prospective account is surging on simultaneously – the higher level of confidence Bombora and Terminus have that they are entering a buying cycle.
Use Intent as a Progression Measure in Markets Without Innate Demand
Some of us are lucky enough to be building new categories (oh, I don’t know, like account-based marketing platforms). But when you creating a new solution to a problem, it often means there’s no innate demand for your solution – yet.
Consider using intent marketing data in areas adjacent to your fledgling category to assess whether your message is getting noticed in the market. This is sort of the reverse of the strategy above – instead of starting with accounts that show intent, start with accounts that match your ideal customer profile but have not yet shown intent for keywords adjacent to your solution.
As you begin to target them with account-based campaigns, you can look at the increase in intent signal as a way to measure whether your messaging is resonating with your audience and driving more intent for a solution.
In this case, you may focus intent keywords on the problem you’re trying to solve, rather than specific descriptors of your solution.
Deliver Topics to SDRs to Tailor Their Outreach
Intent keywords are a great tool for SDRs when they’re flowed directly into SFDC on their active accounts. They can both help SDR or BDR teams focus their day with a priority hit-list of in-market accounts, and provide critical clues on what sort of personalization might resonate best within a specific account.
This works especially well if you have a broad product or services offering that solves multiple challenges or functional areas. Sometimes reps can be left wondering where to start and which products or problems to focus on – intent marketing tools (along with your own first-party engagement data segmented by product line or subject area) can help with that!
Keep Track of Churn Risk With Competitor Intent
Intent data doesn’t stop being useful after the first sale. In fact, tracking customer intent for your competitor’s branded keywords within your existing customer base can be a great way to help your success or account management team predict at-risk accounts and take action earlier.
An unhappy POC might not tell you that they’re thinking of switching, but they will tell the rest of the internet. Monitoring their intent signal and surfacing it to account managers, or using it to automatically trigger campaigns, makes sure that your team can react in time to address early concerns or surface features your customers might not know you had.
Use Intent as a Signal for Account Progression to Ramp up Engagement
You should be running some of your most aggressive campaign tactics when an account is showing prolonged intent across a wide group of relevant topics. We’ve all read the stats about how the first sales rep in a deal is significantly more likely to win, all else being equal. This is because they’re able to have those critical first consultative conversations that frame the terms in which the future customer thinks about the problem, and possible solutions to the problem. It’s your chance to stack the deck in your favor by deciding what deck you’re all playing with.
The opportunity to frame the entire buying process is precious – and it’s a marketer’s job to create and monopolize on those opportunities. That first intent signal is the time to go hard with consultative content that helps your prospect put their problem into words, and start framing what they’re going to look for in a solution.
This is where it’s great to get omni-channel: coordinate ads, BDR email, direct mail, and hyper-personalized content hubs.
So there you have it – now go put your intent data into action!
Bombora Intent Data
As a leading provider of intent data, Bombora makes it easier for B2B companies to turn leads into sales. Through Bombora intent data, companies are able to better determine which leads are ready to commit. But what is buyer intent data and how is it used?
Buyer intent data is gathered through the tracking of buyer behavior on the web. Buyer intent data tools then analyze this data to determine what they’re interested in. Research has shown that buyers use specific sources for their information and use specific buyer intent keywords. Buyer intent software tracks the major resources: tech analysts, peers, industry conferences, vendor websites, and more. The intent platform will give the company actionable insights on what its key demographics are looking into.
How does Bombora work and how is intent data collected? It’s gathered across the web. Before you can figure out what is buyer intent, you need to know what the buyer is doing. The buyer might download a white paper, read a case study, and perform a web search. B2B customers are known for being far more rigorous in their research than B2C customers, and that’s why Bombora tracking is so important.
But, exactly what is intent data? An example of intent data (and intent data sources): a customer has gone to several different websites looking for a specific product and is now digging into the pricing of each product. This intent indicates that the customer is probably going to make a purchase soon. This can be derived by the fact that the customer has looked at multiple options and is now in the final stages of the buyer journey. On the other hand, a customer who has looked up a product once or twice may only be at the initial stages. A customer who is now digging deeper into only a single option is likely to be even closer to committing.
Knowing whether a customer is serious about committal and how interested they are is key to scoring leads. With this intent data, sales and marketing professionals are able to connect with customers based on priority. They can then focus all their time and energy into those who are most likely to commit.
Bombora isn’t the only intent data platform available, but it has a tremendously broad selection of data and extremely rigorous analysis. Through this, it’s able to provide even better results.
ZoomInfo is another intent data company; one of many B2B intent data providers often mentioned alongside Bombora news. A subscription service, ZoomInfo has operated since 2000. Its subsidiaries include NeverBounce and Datanyze. ZoomInfo’s cloud-based platform provides marketers with the information they need to identify and score potential customers. A machine learning, artificially intelligent platform pulls information from a variety of news sources and data sources, and, in turn, this information is given to sellers to let them know whether customers might be interested in making a purchase.
ZoomInfo’s intelligence platform is used primarily to identify changes among other companies and then react to those changes. The data within the platform updates in real-time so that sellers and marketers are able to respond quickly to changes within an organization and its structure. It is focused on consolidating this information about company changes: new product launches, new employees, and new locations.
Zoominfo has offices across the nation, though it is headquartered in Washington. It’s also become a publicly-traded company as of 2020. The year previously, ZoomInfo was acquired for $500 million by DiscoverOrg.
Some features of ZoomInfo include lead generation (through the artificial intelligence protocol), buyer intent (through competitor analysis and channel attribution), and customer data management (through behavioral analytics and campaign management). Advanced features include the ability to tag companies and customers, suppressing companies and customers, and filtering companies by detailed attribute.
As with other buyer intent platforms, the ultimate goal is to automate and improve upon many sales and marketing techniques, to provide sales and marketing departments the information that they need.
6sense, one of the Bombora partners, provides account-marketing functions for sales and marketing teams. Customers are able to use G2 buyer intent data and Bombora data with 6sense to provide for a more robust system. Listed on the Bombora website, 6sense is one of the leading account engagement platforms. The goal for 6sense is to improve upon B2B revenue growth with AI-driven big data.
One of the features of 6sense is its ability to find customers who are already looking for the product or service that a company provides, thereby connecting them with leads who are ready to commit. 6sense also scores these leads to make sure that marketers are working towards the accounts that need greater levels of prioritization, so a company is able to fully leverage its human resources.
Additionally, 6sense provides internal metric tracking, so companies know how effective the platform has been, and whether they need to change some of their marketing and sales processes. Sales professionals will ideally be able to generate leads without as much research as they used to need, and they may be able to secure those leads faster with the information they have.
Like many AI-driven, machine learning technologies, 6sense collects large volumes of information to identify patterns and make predictions. In theory, it can grow more accurate over time, by being fed more historical data. However, just like other technologies, how it’s used also matters. Marketers and sales professionals may need additional training to truly take advantage of the software and its integrations.
Bombora is the leading provider of B2B intent data. According to the Bombora wiki, Bombora is the Australian Aboriginal word for a type of wave. Bombora has been in operation for four years as of 2020, with 850 customers, and 80 channel partners. Bombora competitors include InsideView and TechTarget. The Bombora logo is simple and modern, designed to emphasize its unique approach and aesthetic.
Along with the Bombora website, there’s also the Bombora LinkedIn, and other social media accounts that can be used to find out more information. Customers are also able to use the Bombora login through the website to manage their accounts. The blog, knowledge-base, and videos are all able to expound on the techniques used through Bombora, how to use the services and features offered, and new functionality being added.
Bombora reviews are generally high, and Bombora has been expanding from its New York offices to Bombora Reno and beyond. Bombora revenue is unknown, but the company has been expanding rapidly.
According to reviews, the high points of Bombora include its integrations, its data accuracy, and its search categories. Customers are pleased by its attractive and easy-to-use UI, its affordability, and its ClientSuccess team. On the other hand, some customers do complain about a few things, notably the data only refreshes once a week, rather than in real-time.
On the Bombora website, customers can find out more about the Bombora product line, solutions, and services. Resources are available for those who already have the product and are interested in learning more or getting support. Demos are also available for those who want to try out the system before they purchase it. Customers who are interested in learning more about their products, services, or intent based marketing in general can connect through the website.
Demandbase isn’t on the official Bombora partnership’s page; it can be seen as a competitor. Many companies do use multiple data-gathering or customer intent programs. So, customers could use Bombora and Demandbase at the same time, as they might use 6sense and Demandbase at the same time. But Bombora pricing can be favorable compared to competitors and Bombora buyer intent data is comprehensive enough to use it as a singular solution.
Founded in 2006, Demandbase is headquartered in San Francisco, CA. Its focus is primarily on targeting and personalization, so while it has a significant overlap with Bombora, it can still be seen as not being a direct competitor. Demandbase makes it easier for users to target their audience more effectively, with an end-to-end account-based marketing solution.
Reviews are generally positive about Demandbase, with customers enjoying the clarity of the data and the meaningfulness of the metrics. On the other hand, customers also note that it has a significant barrier to entry; while it’s intuitive on a surface level, the deeper features may be harder to manage for those who are just starting out. Others note that it can be more difficult to find customer-based information — but the reporting functionality as a whole gets fair praise.Those who are interested in Demandbase can try to compare the Demandbase and Bombora demo to determine which intent software is right for them. Both companies are recognizable within the data analytics sector and both companies may have their pros and cons, depending on what the organization needs in terms of functionality and scalability.
Another of the Bombora partnerships, EverString has a B2B contact database and customer intent data. It can be used with Bombora firmographic data, Bombora outreach, and the Bombora list functions. EverString was founded in 2012 and is considered in competition with LeadSpace, InsideView, and Engagio. Products are designed for sales and marketing, master data, risk, and credit.
Like the others, EverString has AI-assisted technology designed to find and score leads. Investors include Lightspeed Venture Partners, Sequoia, and IDG Ventures. The solutions it provides also includes services for underwriting, government entities, and compliance. According to EverString, it’s able to capture 20,000 unique signals per company, as well as keeping track of data on over 1,000,000 people. Through this data, it’s able to facilitate leads.
EverString crawls the web to acquire real-time data regarding companies and decision makers. That data is then extracted and analyzed and delivered to users based on the filters and metrics they have in place. Additionally, EverString has a Human Intensive Task (HIT) system, which is a scalable crowd management platform. This means that human intelligence can also be used with artificial intelligence so that the learning data the AI uses remains accurate.
Crawled data, human-cleaned data, machine-generated data, purchased data, internal customer data, and other data packages, are all synthesized into the EverString network to provide the appropriate insights to companies.