What is Intent data

Intent data captures what products and services web users’ are interested in based on their content consumption across the web. When web users are engaging with content and researching online, this represents their interest in the topic that those materials are about. Intent signals are dynamic and can be used to better understand your prospects, open opportunities, or existing customers and move them through the conversion, retention, and expansion funnel.

 

RollWorks has 3 different types of Intent data:

Type of Intent data Source

Description

RollWorks Proprietary Intent Data

 

IntentMap™

IntentMap™ is RollWorks' own proprietary database of user-profiles that is built by reading signals from over 1.2 billion digital profiles daily.

Where is this intent data used?

IntentMap™ signals are used to inform our bidding algorithms. Learn more about IntentMap here.

User-level  3rd Party Intent Data Bombora Audience Solutions

How do I use user-level intent data?

  • This user-level intent data is used to layer on your Account Targeting Playbooks when you define the Persona attributes.
  • The user-level 'Intent Topic' attribute measures user-level intent over a 30 day period. This signal can be used to target advertising towards unknown users who have shown intent for the topics selected. 

How many User-level Intent Topics can I use?

You can select as many user-level Intent Topics as you would like to build your Account Targeting Playbook.

Account-level 3rd Party Intent Data

Bombora Company Surge®

How do I use Account-level 3rd Party intent data?

  • The RollWorks feature '3rd Party Intent' measures aggregated Account-level intent over a 3-week period relative to a baseline to determine if a company is showing an increased interest in a topic. This Account-level signal can be used to uncover accounts early in the buying cycle, prioritize accounts, optimize budget allocation, and align marketing and sales.

How many Account-level Intent Topics can I use?

The number of Account-level 3rd Party Intent Topics available for you to choose from depends on your subscription package. Click here to learn more.

 

The full list of the Intent Topics in the Bombora taxonomy available in RollWorks can be found here

 

Intent signals are measured using Intent Topics that represent the categories used to classify the content that web users are researching across the web.  Intent Topics describe the nature of the online content that users are consuming. Bombora's Intent Topics are related to B2B products, services, pain points, and trends.

An Intent topic is considered "surging" when there is an increased consumption compared to the historical baseline. How it works:

  • Bombora looks at a 12-week baseline to understand the average consumption of an Intent Topic, then compares this to a 3-week lookback window to see if there’s an increased activity against this baseline.
  • An Intent Topic is given a score of 0-100, and if the topic gets a score of 60 or above, then it’s considered a surging Intent Topic. The RollWorks Platform labels these scores Intent Levels of “Medium”, “High”, or “Very High”.

A full list of the Intent Topics in the Bombora taxonomy can be found here.

 

Who can access

Account-level 3rd Party Intent is available to customers on any of our paid subscription packages: Starter, Standard, Professional, or Ultimate. 

The number of Intent Topics you can track and the number of Accounts demonstrating Intent that you can see depend on your package.

To find your current subscription, log in to RollWorks and navigate to Settings > Billing > Plans & Usage.

 

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Choose your Intent Topics

In order to use Account Intent data in RollWorks, you have to select the Intent Topics that you would like to monitor. Here are the steps on our to do so:

  • Login to RollWorks and navigate to 'Account Insights' > 3rd Party Intent'
  • Click 'Edit Topics'
  • Select your desired Intent Topics
  • Click 'Save'
  • After you save your Account Intent data may take up to 24 hours to populate in the RollWorks Platform. 

Recommendations

Examples

  • Choose Intent Topics that relate to the core of your business: your brand, your business name, the name of your product lines, your services, and key functions your business performs.
  • Don't be too broad: focus on topics that really signal interest for your products and services. 
    •  

RollWorks, AdRoll, and Account-based Marketing.

  • Choose Intent Topics that relate to your competitors and partners: your competitor brand names and your partner brand names, and the name of their services or products.

HubSpot, LinkedIn, Marketo, Bombora

  • Choose Intent Topics that relate to the primary industries and verticals you focus on. You can also include any capabilities or use cases you have for those industries.

Account-based Marketing, Demand Generation-Lead Management, Sales-Sales Acceleration.

  • Choose Intent Topics that relate to the pain points, challenges, or business outcomes that matter to your key buyer personas.

Customer Acquisition, Effective Selling, Lead Tracking.

 

Watch this short video below for a walkthrough on how to set up Account Intent Topics in the RollWorks platform.

 

 

Accounts demonstrating Intent

You can see which Accounts are demonstrating Intent directly in the RollWorks platform:

  • Login to RollWorks and navigate to 'Account Insights' > '3rd Party Intent'
  • The Accounts demonstrating intent will be listed under ‘Accounts Demonstrating Intent’ and the amount of data shown to you varies based on your RollWorks package:

Your RollWorks Package

Which Accounts demonstrating Intent can I see?

- Free

Upgrade to a RollWorks ABM package. Learn more here.

- Starter

You can see the top 10 accounts showing intent per week, regardless of whether they are not part of your Account Lists. The top 10 accounts showing intent week over week could be the same depending on account behavior.

- Standard

- Professional

- Ultimate

You can see all accounts in your Account Lists that are demonstrating intent.

 

3RD PARTY INTENT copy 2.png

If you want to see the Intent topics that one specific account is surging you can do so by clicking on the Account name anywhere in the RollWorks platform to open the Account details page. Click the '3rd Party Intent' tab to see the specific intent topics the account is surging on during the selected time period.

The Intent Topics listed for a given Account will be limited to the Intent Topics you have chosen to track in your RollWorks account.

RollWorks surfaces historical intent data on Accounts for the last 90 days starting on the date you enter your Intent Topics in the RollWorks platform. If you change your Intent Topics a new lookback window starts.

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Engage Accounts demonstrating Intent

You can use Account-level 3rd Party Intent data to engage the accounts in your Account List with digital ads. 

Follow the instructions below based on your RollWorks package:

Your RollWorks Package

How do I engage Accounts demonstrating Intent?

- Free

Upgrade to a RollWorks ABM package. Learn more here.

- Starter

  1. Choose your Account-level Intent Topics. Learn how-to here.
  2. Create an Account List and add logic to layer Intent Topics. Learn how-to here.
  3. Launch an Account Targeting Playbook. Follow the step-by-step instructions in the Account Targeting Playbook Guide to complete the setup and launch.

- Standard

- Professional

- Ultimate

  1. Choose your Account-level Intent Topics. Learn how here.
  2. Create an Account List. Learn how-to here.
  3. Launch an Intent Targeting Playbook. Follow the step-by-step instructions in the Intent Playbook Guide to complete the setup and launch.

 

Discover new Accounts demonstrating Intent

You can discover new accounts demonstrating Intent that are not in your Account List.

  • Login to RollWorks and navigate to 'Account Insights' > '3rd Party Intent' > 'Discover New Accounts'Screen Shot 2021-12-15 at 4.16.18 PM.png
  • On the next screen adjust the Intent logic as needed:
      • 'Intent Level': What is the level of intent an account was showing?
      • 'Intent Signal Recency': How recently was an account showing intent in my selected topics?
      • 'Intent Topics': What specific topics was the account demonstrating intent in?
  • Click 'Done'

Screen Shot 2022-02-08 at 11.10.04 AM.png

  • Enter 'Account List Name'
  • Select the List Settings:
      • 'Dynamic' to update the list dynamically based on the data sources you selected.
      • 'Static' this list will not update dynamically and it will only include accounts that met the criteria upon saving.

list settings dynamic vs static.png

 

FAQ

How long does RollWorks surface historical data on Accounts showing intent?

RollWorks surfaces historical intent data on Accounts for the last 90 days starting on the date you enter your Intent Topics in the RollWorks platform. If you change your Intent Topics a new lookback window starts.

 

What is the list of Intent Topics available?

An up-to-date list of the Intent Topics in the Bombora taxonomy can be found here.

 

Can I request to have an Intent Topic added if the one I need is not available?

Bombora continuously evaluates and makes improvements to the topic taxonomy every 1-2 months to reflect customer suggestions and industry trends. If you are interested in requesting a new topic, please reach out to topic@bombora.com. If the topic is approved, Bombora will start creating it which will take 6-9 months.

 

Can I use the Intent data I have purchased directly from Bombora if I have a contract with them?

Yes, you can use the Intent data you have purchased directly from Bombora in RollWorks. Our Account Intent Playbook will allow you to seamlessly engage these high intent accounts through pre-programmed campaigns. Work with your Bombora Account Team to see if your current contract with Bombora grants you more intent topics to select at a time, as well as a higher percentage of accounts demonstrating high intent.

 

Is it possible for an individual user to show intent and at the same time for their Account not to show intent?

Yes, it is possible. For example, if Jane Doe who works at RollWorks has consumed content around Account-Based Marketing, she may be showing intent at a user-level, but if no other RollWorks identified users are researching or consuming the same topic, the overall RollWorks Account may NOT be showing company-level intent. Account intent and user intent data are measured differently. Learn more about how intent signals are measured here.

 

What does "Last Activity" mean on the 3rd Party Intent page? How often is the Intent data updated?

"Last Activity" represents the most recent date on which the account consumed content related to the corresponding intent topics. This data is refreshed weekly on Monday nights.

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