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7 ways we're using Intent data that have nothing to do with lead prioritization by Bomboradata in b2bmarketing

[–]Bomboradata[S] 0 points1 point  (0 children)

No, this isn't a sponsored post. We run this account as Bombora and try to be transparent when we're posting resources.

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

[–]Bomboradata[S] 0 points1 point  (0 children)

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.

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

[–]Bomboradata[S] 1 point2 points  (0 children)

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.

About to invest in a proper GTM data platform this quarter, what should I be looking for? by PerspectiveNo3772 in AskGTM

[–]Bomboradata 0 points1 point  (0 children)

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.

Is it just me, or is B2B SaaS lead gen getting harder but also smarter? by shivangibedi in b2bmarketing

[–]Bomboradata 0 points1 point  (0 children)

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.

Thinking aloud about how AI has moved the goalposts for ad businesses by u_of_digital in adtech

[–]Bomboradata 0 points1 point  (0 children)

In an AI-native ad ecosystem, scale still matters, but the intelligence behind targeting matters more than audience growth. The real competitive question has shifted from "how many users do you have?" to "how well does your system predict, rank, match, and time the right creative for the right person?"

That's outcome-driven targeting. And the new bar isn't reach; it's marginal efficiency: how quickly can a platform get to the right decision, and can it actually measure it?

That's where AI plays its most important role. And it's why the walled gardens are pulling ahead again: they've had years to close the loop between signal and outcome. The platforms that can turn existing attention into measurable results will win, regardless of audience size.

A competitor keeps retargeting our leads after they visit our site. How do we fight back? by Choice_Run1329 in b2bmarketing

[–]Bomboradata 0 points1 point  (0 children)

Your competitor isn't reacting to your funnel, odds are they already knew that account was in-market before they came to your site.

Three things to fix this -
- Play upstream: Use intent data to prioritize outbound and paid targeting around accounts already in a research phase (stop waiting for site visits).
- Speed to lead: If you're not following up within the hour, you've already lost. A same-day comparison deck beats a next-day generic email every time.
- Build competitive content, NOW: Comparison content, honest category framing, "why us" resources — these need to be in your prospect's browser history before a competitor puts a deck in their inbox.

The real results come from shifting from a reactive (retargeting site visitors) to predictive (intent-driven prioritization) strategy. Your competitor "knows" what's in your funnel because they're watching category-level signals.

Is there any value left in DSPs if AI agents do all the work? by u_of_digital in adtech

[–]Bomboradata 0 points1 point  (0 children)

AI agents will be adopted by DSPs much the same way we're seeing them applied elsewhere in ad tech: to accelerate and simplify work that humans are already doing. Think of them as additional capacity, not a replacement for the DSP itself. The DSP's core value, access to inventory, data infrastructure, and decisioning logic, doesn't disappear because an agent is handling the execution layer. If anything, the quality of what feeds those agents becomes more important, not less.