Types of Intent Data available through RollWorks

Bombora 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.

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. 

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”.

⬇️ 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 RollWorks Command Center, powered by your Intent Topics.
• Empower your Sales team to see what Intent Topics are surging for an account through the Sales Insights widget 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 1,000 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 surging 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.

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® Individual User Intent 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.

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 individual user intent Topics in two RollWorks features:

• To narrow down your audience when defining your Buyer Persona attributes when launching Account Targeting Playbooks.

• To narrow down your audience when creating an Attribute Audience to launch an Account Targeting Campaign. This user-level intent filter allows you to narrow down your targeting to only users within your Account List who consumed content related to the selected topics over the past 30 days.  Please note that access to Attribute Audiences varies depending on your package. Click here to learn which packages include this feature.

How many Individual Intent Topics can I use?

You can select as many user-level Intent Topics as you would like as your Buyer Persona attributes to narrow down your target audience to specific users that have consumed content in the last 30 days.