Learn Intent Data fundamentals before you start
Intent Data is one of the key buyer signals you should use as a building block to define your Account List(s) and Group(s) logic. Intent signals are different than engagement signals and are important that you spend time understanding the differences. Click here to learn basic fundamentals of intent signals and how are they used in a successful ABM strategy.
Types of Intent data available
RollWorks offers multiple types of intent data that should be combined to help you to triangulate true intent to purchase. Some types of intent data we use at RollWorks are proprietary, while others are sourced from industry-leading third-party partners, and they should be combined for optimal results.
We recommend using multiple intent sources
- Bombora Company Surge® Intent Topics. Learn more here.
- RollWorks Intent Keywords. Learn more here.
- G2 Buyer Intent, if you have a G2 subscription. Learn more here.
In the section below we have listed all intent data sources available in RollWorks as follows:
- Account-level intent data: aggregated signals that indicate an Account is surging with intent.
- User-level intent data: granular signals that indicate an individual Contact is surging with intent.
Account-level intent data sources
Company Surge® is a market-leading intent data source offered directly to you via RollWorks as a third-party intent source. Bombora Company Surge® captures the buying signals of nearly 4 million unique domains via 16.4 billion interactions a month, across 5,000+ B2B sites (publishers, research firms, tech vendors, event firms, etc.) which are then categorized into a preset list of 12,000+ Intent Topics you can choose from.
Bombora Company Surge® measures aggregated account intent over a 3-week period relative to a 12-week baseline to determine if an account is showing an increased interest in a specific Intent Topic.
⬇️ Click here to download the full list of Bombora Company Surge® Intent Topics.
🔎 Click here to learn how to select which Intent Topics to monitor through RollWorks.
How many Bombora Company Surge® Intent Topics can I use?
The number of Intent Topics you can select and the maximum number of Accounts showing intent we will surface in your RollWorks account depends on your RollWorks subscription package. Learn more here.
How can I use Bombora Company Surge® in RollWorks?
- Choose which Intent Topics you want to monitor.
- Use Intent Topics as a data source to define your dynamic Account Lists & Account Groups using the Account List Builder.
- Use Intent Topics to define your audience when launching advertising Intent Targeting Playbooks.
- Find unknown accounts using the Hot Accounts feature, powered by your Intent Topics.
- Empower your Sales team to see what the trending Intent Topics for a specific Account are through Journey Events in your CRM.
RollWorks Keyword Intent is our proprietary intent data powered by machine learning technology that analyzes the text of the websites where NextRoll serves impressions to monitor user content consumption across more than 2 million publisher websites. This allows us to understand the content companies are consuming across the open web.
With RollWorks Keyword Intent, you don’t have to select your keywords from a predefined list of options. Instead, you can type any Intent keyword you wish based on your SEO terms or other criteria of your choice. Click here to learn more.
How many different RollWorks Intent Keywords can I use?
You can select and monitor up to 150 Intent Keywords. Because we use semantic matching you don’t need to add different variations of the same keyword (i.e. airplane & airplanes), our algorithm does the work for you.
How can I use Keyword Intent in RollWorks?
- Select the Intent Keywords you want to monitor.
- Sync RollWorks Intent Keywords to your Salesforce accounts and HubSpot company records.
- Select Intent Keywords to create Account Lists and Account Groups using the Account List Builder.
- Empower your Sales team to see what the trending RollWorks Intent Keywords for a specific Account are through Journey Events in your CRM.
If you have a paid G2 subscription you can access intent signals like Profile Views, Alternative Views, Category Views, and Comparisons. The G2 Intent signals available to you may differ depending on your G2 subscription.
How can I use G2 Buyer Intent data in RollWorks?
G2 Buyer Intent to identify and engage in-market prospects and uncover companies exploring competitors:
- Select G2 Intent attributes to create Account Lists and Account Groups using the Account List Builder.
- View G2 Buyer Intent data for a specific account in Journey Events.
- Use G2 Buyer Intent data to customize Journey Stages.
RollWorks Account News is a proprietary intent signal that collects important events and business news about a company, like funding, IPO, acquisitions, and many more. You can use Account News to prioritize and manage your account-based strategy based on news related to the account's financial performance, organization structure, and product or partnership launches. Click here to learn more about Account News.
How can I use RollWorks Account News intent data?
- Use Account News attributes to create Account Lists and Account Groups using the Account List Builder.
- View Account News for a specific account in Journey Events.
User-level intent data
IntentMap™ is our own proprietary database of user profiles that is built by reading signals from over 1.2 billion digital profiles daily and is used to inform NextRoll’s bidding algorithms that power our advertising campaigns. Learn more here.
How to use IntentMap data in RollWorks?
IntentMap™ signals are automatically used to inform the bidding algorithms that power RollWorks advertising. Click here to opt-in to use IntentMap™ data in your RollWorks settings.
Audience Solutions® is a third-party intent data source that captures the buying signals of individual users and categorizes these signals in a predefined list of options called Intent Topics you can choose from. These user-level Intent Topics measure contact-level intent over a 30-day period.
⬇️ Click here to download the full list of user-level Bombora Audience Solutions® Intent Topics available to you.
How can I use Bombora Audience Solutions® Intent Topics in RollWorks?
This user-level intent signal can be used to target advertising toward unknown users who have shown intent for the topics selected. You can select these intent Topics as a Buyer Persona attribute when launching Account Targeting Playbooks. 🔎 Learn more here.
How many Bombora Audience Solutions® Intent Topics can I use?
You can select as many user-level Intent Topics as you would like as your Buyer Persona attributes when launching an Account Targeting Playbook.
Account-level Intent Sources Comparison
More intent that is better account data and multiple intent sources complement each other to triangulate true intent to purchase. The table below summarizes the different types of account-level intent available to you.
|Account-level intent sources|
|Company Surge®||RollWorks Keyword Intent||G2 Buyer Intent||RollWorks Account News|
|What||Sorts accounts showing high account intent (surging) consuming specific topics across the web relative to a baseline.||RollWorks proprietary intent offering that provides accounts consuming specific keywords online.||Provides accounts researching specific pages on G2.com (reviews on category pages, customer profiles, comparison pages, etc).||RollWorks proprietary insights that surfaces important events and business news (financial news, or changes, etc).|
|Content consumption via 12k+ Intent Topics across the web combining co-op data from 5k B2B sites.||Content Consumption via any keyword semantic matching across the web.||Social proof via specific page views on G2.com.||Passive signal via 40K+ news sources across 30M+ accounts.|
|5, 10, 15, or 25 Intent Topics based on your RollWorks package.||None: Unlimited keywords available to all customers.||Requires a G2 subscription.||None.|
How to use account-level Intent sources
The table below compares the different RollWorks features supported by the different Account-level Intent sources available to you in RollWorks.
|Account-level intent sources|
How to use it
Company Surge® Intent Topics
RollWorks Keyword Intent
G2 Buyer Intent
RollWorks Account News
Create Account Lists & Account Groups using the Account List Builder.
Sync and write intent data as custom fields to your CRM account records:
Visualize intent signals in Journey Events within the RollWorks platform and directly in your CRM.
Customize Journey Stages.
Define your audience in advertising Intent Targeting Playbooks.
How to use user-level Intent sources
The table below compares the different RollWorks features supported by the different user-level Intent sources available to you in RollWorks.
|user-level intent sources|
How to use it
Audience Solutions® Intent Topics
|Target advertising toward unknown users who have shown intent for the topics selected using the Buyer Persona attribute when launching Account Targeting Playbooks.||✅||❌|
Automatically inform and optimize the bidding algorithms that power RollWorks advertising campaigns and playbooks.