Bombora Intent Data. Why is it Important for B2B Advertising
Bombora Intent Data Explained
Bombora stands at the forefront of the intent data space, offering invaluable insights into which businesses are actively researching specific products, services, or subjects. By observing content consumption behaviours across a comprehensive network of B2B publishers, Bombora can pinpoint surges in specific interests, enabling advertisers to connect with businesses precisely when they’re most open to engagement.
Advant Technology has partnered with Bombora to offer this data to our B2B clients.
What exactly is “intent data”?
Intent data provides insights into the online behavior of potential buyers, such as the content they’re engaging with, indicating their buying intentions. This data can be captured from various sources, including search behavior, web visits, and content engagement.
The Importance of Intent Data in B2B Advertising
Enhanced Precision: Dive deep into the exact needs and interests of businesses to tailor messaging effectively against a specific list of topics.
Synchronized Engagement: Engage potential clients at the right time, amplifying the chances of conversion.
Maximized ROI: Channel resources towards high-intent leads, ensuring that advertising spends are used most efficiently.
Stay Ahead: Knowledge is power by knowing what potential clients are seeking and when you gain a competitive advantage.
Navigating Bombora’s Intent Levels: Insights for Our Partners
Bombora’s Intent Levels serve as an instrument to pinpoint when businesses display a spike in interest in particular topics, potentially hinting at a forthcoming purchase decision. Here’s an overview:
Spotting the Surge: Bombora has a mechanism to spot an uptick in the engagement of a particular Intent Topic. It monitors users’ depth, frequency, and volume from a firm diving into that subject. A surge indicates that a business might be in the decision-making phase.
Understanding Company Surge®: Company Surge® by Bombora evaluates intent by juxtaposing recent 3-week data against a 12-week historical frame. An anomaly in this period denotes heightened interest.
The Rating Mechanism: Every Intent Topic is graded on a scale from 0-100. A score beyond 60 suggests a rising interest in that topic. To make this data actionable, RollWorks classifies these numbers into categories: “Medium”, “High”, or “Very High”.
Categorizing Topics: With the help of machine learning, Bombora systematically arranges these Intent Topics. This structured approach lets us align our strategies with topics relevant to your product/service or target audience interests .
Keeping Data Fresh: Bombora believes in working with the latest insights, hence the data undergoes a weekly refresh.
At Advant Technology, we focus on harnessing tools like Bombora for accuracy and relevancy in our campaigns. The value of identifying elevated interest should be considered in B2B campaigns. We’re here to ensure that these nuances are not just captured, but actively utilized.
How Much Does Bombora Cost? (2026 Pricing Guide)
Does Bombora publish pricing?
Bombora does not publish public pricing. Access to Company Surge intent data requires a custom quote from Bombora’s sales team, on an annual contract basis.
Bombora pricing by company size (third-party estimates)
Note: Bombora does not confirm these figures. They are third-party estimates from procurement platforms and public buyer reports.
- Small business: approx. $25,000–$30,000/year
- Mid-market: approx. $50,000–$100,000/year
- Enterprise: $100,000–$300,000+/year (contracts as high as ~$411,000 reported)
- Reported median contract value: approx. $25,000/year
What drives the cost?
Number of intent topics tracked, target account volume, data refresh frequency, integration/API needs, and contract length.
Bombora pricing for advertising activation
For activating Bombora audiences in advertising campaigns (rather than a standalone data subscription), pricing is typically CPM-based — generally $1.50–$3.00 CPM, with data costs adding roughly 25–50% on top of standard media CPM.
Hidden costs to budget for
Onboarding (approx. $5,000–$20,000), API usage beyond included volume, annual contract escalation (typically 3–7%), and contact-level data (not included — Bombora is account-level only).
Bombora Intent Data FAQs
How much does it cost to use Intent Data?
See our full 2026 Bombora pricing breakdown above for cost ranges by company size and use case.
How do I measure the ROI of using intent data in my campaigns?
You can gauge its impact and ROI by comparing metrics like conversion rates, lead quality, and sales performance before and after the integration of intent data.
What about data privacy and GDPR compliance?
Bombora is GDPR compliant, ensuring that all data is ethically sourced with user privacy in mind. Always ensure any intent data provider respects global data protection regulations.
How reliable is intent data?
The reliability of intent data depends on the sources from which it’s derived and the methodologies used to interpret it. Bombora uses advanced algorithms and a broad base of data sources to ensure accuracy.
How is Bombora’s intent data different from others in the market?
Bombora aggregates intent data from a cooperative of B2B publishers, providing a broad and comprehensive view of organizational content consumption.
