Intent Targeting Playbook Guide

What are Intent Targeting Playbooks

Intent Targeting Playbook offers you a pre-packaged way to efficiently use Bombora Company Surge® intent signals by serving web ads to accounts demonstrating interest in specific Intent Topics. Bombora Company Surge® intent surfaces accounts that are researching topics related to an industry, category, or product based on their content consumption across the B2B Web. Learn more here.

Launching Intent Playbooks provide the following benefits:

  • Uncover and engage accounts in early buying cycles, before they have visited your website.
  • Quickly activate more targeted and effective account engagement.
  • Help optimize your budget for improved ABM program ROI.

  Intent data sources not available in Intent Playbooks

Intent Targeting Playbooks only allow you to select Bombora Company Surge® Intent Topics as your source of account intent. You will not be able to select RollWorks Keyword Intent or G2 Buyer Intent as your intent source.

To triangulate true intent to purchase we strongly recommend you launch an Account Targeting Playbook using an intent-based Account List that combines multiple intent sources:


Who can access

Your access to launch Intent Targeting Playbooks depends on your RollWorks package:

RollWorks package Can I launch Intent Playbooks?
Free version No, upgrade to a RollWorks paid package.

You cannot launch Intent Targeting Playbooks but can achieve the same goal by following the 3 steps below:

Standard, Professional, and Ultimate

Yes, you can launch unlimited Intent Targeting Playbooks but we recommend that instead, you launch Account Targeting Playbooks using an intent-based Account List that combines multiple intent sources to triangulate true intent to purchase.

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


Launch an Intent Targeting Playbook

Before you start

To use the Intent Targeting Playbook, you must first complete the following steps in the RollWorks Platform:

Now you are ready to create and launch an Intent Targeting Playbook:

  • Log in to RollWorks and navigate to Advertising > Campaigns & Playbooks > Create > Web Advertising Playbook.


  • Select Intent Targeting and Get Started

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Step 1: Select your Audience: Account Lists, Account Intent, and Exclusions

  • Select the Account List and Account Group that you want to target with Ads.
  • Customize your Intent Filters to specify the accounts you will target:
    • Select the Intent Level
      • Medium to Very High.

      • High to Very High.

      • Very High Only.

    • Select the Intent Topics that will be used in this Playbook.

    • Select Intent Signal Recency:
      • Last 7 days.
      • Last 30 days.
      • Last 90 days.


Where do these Intent Topics come from?

The intent Topics you can select here are account-based intent signals powered by Bombora Company Surge®. The options you can choose from are limited to the current Intent Topics you chose to monitor in RollWorks. Click here to learn how to change your Intent Topics.

You cannot select RollWorks Keyword Intent or G2 Buyer Intent when launching an Intent Playbook. We strongly recommend you launch an Account Targeting Playbook using an intent-based Account List that combines multiple intent sources to triangulate true intent to purchase following these steps:

  1. Select the RollWorks Intent Keywords you want to monitor. Click here to learn more.
  2. Create an Intent Keyword-based Account List. Click here to learn more.
  3. Launch an Account Targeting Playbook using this account list. Click here to learn more.
  • Select General Exclusions - Decide if the customers you defined previously in General Exclusions should be targeted or not in this Playbook. We will automatically exclude your competitors and coworkers if you have them set up within your General Exclusion Settings. 

Step 2: Layer the Buyer Persona attributes

Step 3: Select Creatives for Each Campaign

  • Select Ads for both parts of the  Playbook by clicking 'Set Up'. You will select which Ads you want to use in 1. Unaware and 2. Aware. 


    See this Ad Creative Best Practice guideto learn how to select creative content that matches your customers' stage in the marketing funnel.


Step 4: Select Budget & Schedule

Continue to set up your budget and schedule for this Playbook. While you enter the details below you will see the estimated Reach Forecast on the right side.

  • Select Budget Type:
      • Ongoing: Select this option for campaigns that will run indefinitely.
      • Fixed Dates: Select if you want to run this playbook during a specific date range.


  • For Ongoing budget:
    • Select a Start Date between Immediately or Future Date.
    • Enter your Monthly Budget, RollWorks will aim to spend this amount monthly.
  • For Fixed Dates budget:
      • Select a Start Date.
      • Select an End Date.
  • Enter your Total Budget, this is the total spend for the duration of the playbook.
  • Select Day Parting:
          • Show Ads 24/7 - Your Playbook will run 24/7 without interruption.
          • Pause on Weekends - Your Playbook will run 24/7 on weekdays and pause on weekends.
          • Custom Day Parting - Your Playbook will run on specific days and hours


Step 5: Review and Launch

  • Review that all the configurations in your playbook are correct: Audience, Campaigns, and Budget.
  • Add a Playbook Name to easily identify your Playbook in the RollWorks platform and reports.
  • Click Launch.


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Best Practices

  • An Intent Targeting Playbook is one way you can activate an Account-Based strategy with limited resources, as well as reach users earlier on in their buying process based on 3rd party research they are consuming.
      • If your budget is not sufficient, limit it to only targeting the highest surging accounts and/or accounts surging more recently.
      • If your audience size is too small, try broadening your Intent Filtering, Buyer Persona and/or include additional accounts in your Target Account List.
  • If you want to use different messaging for specific Intent Topics, use a new Intent Targeting Playbook for each creative and topic alignment. 


Use Cases

  • Prospecting: Prioritize accounts for top-of-funnel digital advertising and/or prioritize accounts for Sales outreach
  • Content Personalization: Customize messaging for intent-topic-based sub-segments
  • Retention: Identify at-risk customers
  • Learn more about Bombora Company Surge intent data here


Intent Targeting Playbook FAQ

How can I find how many intent topics I have available and select them?

To find out how many Intent topics are available under your RollWorks subscription package, log in to your RollWorks account and go to Account Insights > Intent Data > Company Surge > Edit Topics' to view your topics and how many do you have available.


What types of creatives are supported in Playbooks?

Playbooks support all Web Image Ads, Web Video Ads, Web HTML5 Ads, and Native Ads.


What types of creatives are supported in Playbooks?

Playbooks support all Web Image Ads, Web Video Ads, Web HTML5 Ads, and Native Ads.


Can I make changes to a Playbook once it is live?

Yes, the following actions are available after launch: Edit, Pause, Clone, and Delete.


Why is my Account List grayed out during the Intent Playbook setup?

If you are using Bombora Company Surge intent data as an input to create your Account List, you will not be able to launch an Intent Playbook targeting this Account List. Instead, try launching an Account Targeting Playbook.


Can I run Intent Playbooks at the same time as Account Targeting Playbooks?

Yes, you can run Intent Playbooks and Account Targeting Playbooks simultaneously. 

If you are targeting the same Account List in an Intent Playbook and an Account Targeting Playbook, the Accounts will only be targeted within the Intent Playbook until the account stops surging with Intent.

Note: Due to the time it takes for RollWorks's infrastructure to update many systems it is still possible to serve some impressions to an account in both Playbooks as the audiences get updated to be targeted or excluded as the account surges in Bombora Company Surge intent.


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.


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