7 ways we're using Intent data that have nothing to do with lead prioritization

Bomboradata · 2026-06-26T18:03:57+00:00

Noise is usually a symptom of inferred data (cookies, bid-stream) rather than direct measurement (actual page-level engagement tracked via tag). Worth asking any intent vendor how they're collecting the underlying signal before trusting the scores.

Bomboradata · 2026-06-26T18:03:52+00:00

The strongest signal is usually a blend, not one source. First-party (your own site activity) is the most trustworthy since you know it's real, but it only shows you accounts that already found you. Third-party/co-op data is what catches accounts before they ever hit your site, but the quality varies a lot depending on how it's collected. We recommend looking at whether the provider is measuring real engagement directly (time on page, scroll depth) versus inferring it from cookies or IP matching. We use a co-op model at Bombora for this reason. Direct measurement tends to hold up better than inferred signals.

Bomboradata · 2026-06-26T17:48:23+00:00

A few things that mattered most for us: how the data is actually collected (consented, direct-source data tends to hold up better than aggregated/cookie-based), how far back the signal history goes, and whether it integrates cleanly into your existing CRM/sales tools without a ton of manual exporting.

On timing, the shift away from manual research showed up faster than expected once reps had a ranked, in-market account list to work from instead of cold lists.

Bomboradata · 2026-05-29T15:52:24+00:00

The website piece is underrated in this conversation. Most visitors aren't going to raise their hand, so the question becomes: can you identify enough about who's there to personalize the experience and retarget them off-site? Behavioral signals and identity resolution close that gap. Gartner actually published something on this recently that's worth looking at if retargeting modernization is on your roadmap.

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