InsideView Integrates Bombora Intent Data To Improve Buyer Intelligence Offerings

Published: June 16, 2021

InsideView, a Demandbase company, incorporated Bombora’s Company Surge intent data into its B2B data and intelligence platform, with will allow users to combine intent signals with other data sets to gain a competitive advantage.

The company will integrate Bombora’s intent data with its InsideView Insights, InsideView Apex and InsideView Target offerings to create InsideView Intent Data. This combined data set aims to provide users with insights into an account’s buying intent, decision makers’ preferences and research trends to help users filter account lists and focus on campaigns that drive engagement. InsideView Intent Data will also empower users to track surge scores and topics to trigger updates when buyers interact with those specific topics or reach a pre-determined score.

The integrated dataset seeks to provide B2B marketers with relevant intent signals that can help refine targeting efforts, reduce “spray-and-pray” lead generation campaigns and increase lead-to-opportunity conversion rates. In addition, the company hopes account managers and salespeople can leverage the intent data to reduce churn while increasing sales productivity and win rates.

“Every seller would love to know when a target account is in the market for their product or service, because timing is often the hardest part of the sales process,” said Marc Perramond, VP of Product at InsideView, in a statement. “Our goal is to provide the most comprehensive and relevant B2B intent signals to our customers and make them easily accessible to inform their decisions and daily activities. Bombora’s publisher network produces highly relevant intent data, sorting the signal from the noise, so our customers can be confident that their targets will be receptive to their message.”

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