RollWorks offers you different types of Intent data, both proprietary like Keyword Intent and licensed by market-leading partners like Bombora and G2. Considering that only 15% of your buyers are in market at any time you should combine multiple types of Intent data to triangulate true buyer intent to purchase and target the accounts that are showing intent signals.
We recommend using multiple sources of intent
- Bombora Company Surge® Intent Topics. Continue reading.
- RollWorks Intent Keywords. Learn more in this article.
- G2 Buyer Intent, if you have a G2 subscription. Learn more in this article.
Continue reading this article to learn how to use Bombora Company Surge® Intent in RollWorks, or click here to learn fundamentals about intent signals.
Who can access
The number of Intent Topics you can monitor and the maximum number of Accounts demonstrating Intent we will surface depends on your RollWorks package.
To find your current package, log in to RollWorks and navigate to Settings > Billing > Plans & Usage.
If you have a direct Contract with Bombora
You can use the Intent data you have purchased directly from Bombora in RollWorks.
- Work with your Bombora Account Team to see if your current contract with Bombora grants you more intent topics than the number of Intent Topics included with your RollWorks package.
- Reach out to your RollWorks Account Team to use your Bombora contract allotment with RollWorks.
What is Bombora Company Surge® Intent
What is Intent Data?
Intent Data shows you what businesses are about to do—whether that’s looking to buy a product like yours or thinking about leaving you for someone else—based on unusual patterns of what they’re researching online.
RollWorks has partnered with Bombora, the leading Intent data provider, allowing you to use Bombora Company Surge® intent in your RollWorks subscription to identify in-market accounts early, optimize your ad budget, and align marketing and sales.
- Bombora Company Surge® is a global intent data source capturing the buying signals of nearly 4 million unique domains via +20 billion interactions a month, across +5,000 B2B sites. Learn more here.
- Bombora Company Surge® captures what products and services web users are interested in based on their content consumption. When web users are engaging with content and researching online, this demonstrates a level of interest in the topics consumed.
What are Bombora Intent Topics
Download the list of Bombora Intent Topics
- Click here to download the current list of Bombora Company Surge Intent Topics.
- Click here to see historical Bombora Company Surge taxonomy changes.
Bombora Company Surge® 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 are a predefined list of concepts and company names that describe the nature of the online content that users are consuming related to B2B products and services.
Read this Bombora guide to learn how intent topics are derived, and how to best select them to make the most of the number of intent topics included in your RollWorks package.
What are Bombora Intent Levels
What does "surging with intent" mean?
Businesses are made up of people, and the people who work at those businesses leave a trail of “digital breadcrumbs” as they read articles, watch videos, and research information. Each business has their own normal level of research when it comes to every topic, so when that level suddenly begins to rise that means they have a specific problem they are trying to solve. We refer this rise as surging with intent.
An Intent Topic is considered "surging" when there is an increased consumption compared to the historical baseline. This is achieved by detecting how many users from an organization are researching relevant Intent Topics, how frequently, and how in-depth they’re researching compared to their normal activity, to accurately detect when an organization is actively researching a topic and in the market to make a purchase.
This is how it works:
- Bombora Company Surge® uses machine learning to categorize the Intent Topics into a predefined list you can choose from.
- Bombora Company Surge® measures aggregated Account-level intent over a 3-week period relative to a 12-week baseline to determine if a company is showing an increased interest in a specific Intent Topic against the baseline. Bombora Company Surge® data is updated weekly.
- For a specific account, 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 for that account. RollWorks translates these scores into Intent Levels of “Medium”, “High”, or “Very High”.
- 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 reset your Intent Topics, a new 90-day lookback window restarts.
Choose your Bombora Intent Topics
Before you can view which accounts are surging with intent you first have to select the list of intent topics you want to monitor with RollWorks. The number of Intent Topics you can monitor may depend on your RollWorks contract.
Choose the different Intent Topics you would like to monitor following these steps:
- Log in to RollWorks and navigate to Insights > Intent Data
- Click the tab called Company Surge
- Click Edit Topics
- Select your desired Intent Topics from the options available. The options available are a pre-set list of topics categorized by Bombora
How to select your Intent Topics
Read this Bombora guide to learn how to make the most of the number of intent topics included in your RollWorks package. You can download the full intent topic list here.
- Click Save
- After you save your Intent Topics it may take up to 24 hours to populate in the RollWorks Platform
Best Practices to choose Bombora Intent Topics
| RollWorks 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 in your products and services. |
RollWorks, Account-based Marketing |
| Choose Intent Topics that relate to your competitors and partners: your competitor's brand names and your partner's brand names, and the name of their services or products. | HubSpot, LinkedIn, Marketo, Bombora |
| Choose Intent Topics for 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 Advocacy, Customer Acquisition, Effective Selling, Lead Tracking. |
Watch this short video below for a walkthrough on how to set up Bombora Intent Topics in the RollWorks platform.
Find accounts demonstrating Bombora Intent
You can see which Accounts in your account lists are demonstrating Bombora Company Surge® Intent directly in the RollWorks platform:
- Log in to RollWorks and navigate to Insights > Intent Data
- Click the tab called Company Surge
- The Accounts demonstrating intent will be listed and the number of accounts shown to you will vary based on your RollWorks package. Learn more here
How do we surface Accounts demonstrating intent?
- The accounts included under Accounts Demonstrating Intent are limited to the Bombora Intent Topics you enter in RollWorks.
- RollWorks surfaces historical intent data on accounts for the last 90 days starting on the date you entered an Intent Topic in the RollWorks platform.
- If you change your Bombora Intent Topics a new lookback window starts.
- The maximum number of accounts demonstrating intent we will show you depend on your RollWorks package. Click here to learn more.
View intent topics surging for a specific account
If you want to see the Intent topics surging for a specific Account you can do so by clicking on the Account name anywhere in the RollWorks platform to open the Account details page. Click the 'Intent Data' tab to see the specific Bombora Company Surge® Intent Topics the account is surging on during the selected time period. In addition to Bombora Intent, this view also includes RollWorks Keyword Intent.
This information at the account level is useful for Sales reps when using the Sales Insights widget and looking at an account to customize their outreach and messaging.
In the example below the account Vandelay is surging on different intent topics, including some competitors, this can give an indication to the sales rep that the account is further down the buying process and also can help them prepare for the next conversation or outreach to talk about competitive
If you want to view intent signals for all accounts and not only for a specific account navigate to Insights > Intent Data.
Create an intent-based Account List
You can discover new accounts demonstrating Intent and add them to an Account List by using the RollWorks Account List Builder.
Interactive demo
Click here for an interactive demo to create an intent-based Account List using Bombora Company Surge and RollWorks Keyword Intent.
- Log in to RollWorks and navigate to Insights > Intent Data > Company Surge.
- Click Create an Intent-based Account List.
-
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.
- Enter the 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.
Advertise to Accounts demonstrating Intent
Depending on your package you can advertise to Accounts demonstrating intent as follows:
| Options | How to |
|---|---|
| Launch an Account Targeting Playbook using intent-based Account List |
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. |
| Launch a Bombora Intent Targeting Playbook (legacy) |
1. Choose your Account-level Intent Topics. Learn how-to here. 2. Create an Account - DO NOT layer Intent Topics. 3. Launch an Bombora Intent Targeting Playbook. Learn how-to here. |
Bombora Intent FAQs
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 Topic in the RollWorks platform. If you change your Intent Topics a new lookback window starts.
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 submit this form. If the topic is approved, Bombora will start creating it which will take 6-9 months.
Why is an Intent Topic not showing for a specific account?
When an account is not surging with Intent for a specific topic it simply means that relative to the research baseline we’ve established for that account against this specific topic, the account has not gone above this baseline in terms of their research/behavior.
For example, you may know that an account is looking at a competitor and they are in a late-stage opportunity with both your company and your competitor because your prospect has v shared this information with you. However, relative to how Intent is measured, the activity your prospect company is doing against your competitor may not be significant enough to warrant an Intent surge.
Below is a visual to conceptualize this.
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 RollWorks cannot identify that other users at the same account are consuming the same topic, the overall RollWorks Account may not surge with company-level intent. Account intent and user intent data are measured differently. Learn more about how account intent signals are measured here.
What does "Last Activity" mean on the Bombora Company Surge tab? 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.