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How to Really Build on Prospecting Success with Intent Data

4 min

Ryan Moline leads Partner Marketing and Product Marketing for native Integrations at Bombora. With over 10 years of experience working with marketing technology, Ryan brings a passion for Account-Based Marketing technology and strategy to Bombora, helping customers and prospects understand how they can use intent data to build world-class ABM programs. 

BDRs are some of the grittiest, most resolute, and most energetic people on the planet. Day in and day out, they show up with a positive attitude, smiling through every “no” and working their tails off for every “yes.”  Through cold calls and emails, hanger-uppers and time wasters, and self-important people who prefer to demean rather than encourage, BDRs still get it done.

It’s tough out there. 

But your hard work isn’t lost on us, BDR nation! And to celebrate all you do for your business, we at Bombora want to share some tips and tricks on how our own world-class BDR team uses Intent data to save time, drive quality leads, and supercharge our business.

Who is Bombora and What is Intent Data?

I am glad you asked! 

Bombora is the leader in B2B Intent, providing insight into online users buying behaviors, empowering you to identify when a prospect is actively searching for a product, service, or solution you sell.

Our product, Company Surge®, is Intent data that uses artificial intelligence and machine learning to analyze billions of interactions such as site visits, content consumption, search activity, user engagement, and more. Bombora partners with over 5,000 industry-leading publishers to capture the most compliant, accurate, and actionable insights across the business internet. 

TL;DR: We tell you which businesses to prioritize, what they’re interested in, and how to craft a message that will resonate with your buyer.

3 BDR Use Cases For Bombora Company Surge®

Intent data can apply to dozens of use cases, ranging from top-of-funnel demand generation to sales acceleration and customer retention. These signals empower all aspects of your go-to-market motion and drive continuity across your organization.

But this is YOUR month, BDRs, so let’s dive into how Bombora Company Surge® helps you reach prospecting success.

1. Prioritize Leads Based on Intent

Not every lead is created equal, nor should they be treated as such. Your time is valuable, and time spent prospecting leads that aren’t ready to buy won’t get you closer to quota.

Intent data shines a spotlight on the accounts actively researching your products or solutions, identifying trends in buying behavior, and scoring them based on their level of interest. This allows you to hand-pick the accounts that are ready to take action.

While it’s important to prioritize the majority of your time on the accounts showing the most buying intent, you are still responsible for the rest of your territory. New accounts will surface over time, but every account moves at its own speed. Analyzing industry trends and understanding which interactions are moving the needle enables you to create an impactful nurture sequence that will result in increased engagement. 

Here’s a terrific insight from Grace Martin, one of our Sales Development Representatives: “Company Surge has optimized my sales outreach by revealing when businesses are in-market for our solutions and what topics they are researching. This information makes it possible to reach out at the right time with the right message, so I’m always targeting a ‘warm’ lead instead of coming into it cold.”

Actionable Tips:

Identify Your Target Accounts – This may vary based on your territory, market segment, or industry, but start with a clearly defined list of target accounts that meet your ideal customer profile.

Pick Three to Five Accounts Each Week: Invest time into the accounts at the top of your list. These are the ones that are most interested in what you have to sell, which wraps that otherwise cold call or email in a warm, cozy blanket.

2. Personalize Messaging

Intent topics tell you which products or services a prospect is interested in, but it also gives you the messaging that will resonate with your buyers. In many industries, terminology can be buzzy and confusing. By including the topics and themes your prospects are actively searching for in your message, you meet them exactly where they are in their buying journey with a personalized, attention-grabbing, relevant message. 

Here’s how this manifests on the daily, according to Katie Grant, one of our Sales Development Representatives: “Company Surge® gives me insight into the extra research businesses do into what we sell, signaling buying intent.  Based on the surging topics, it makes my job way easier because I can personalize my messaging to be specific with content that will resonate with the account on both a persona and business level.”

Actionable Tip:

Be Strategic About Your Intent Topics: Topics are the products, services, solutions, competitors, etc., that we want to track against our target account list. As businesses begin researching these topics, we will see changes in their Company Surge® scores that help us narrow in on the accounts that are ready to buy.

3. Optimize your BDR ABM (Account-Based Marketing)

Account-Based Marketing is a multi-channel B2B marketing strategy that thrives on personalization and consistency. In today’s day and age, enterprises prefer? no, require? DEMAND a personalized white-glove experience. If you can’t show them the love, another company will.

Actionable Tip:

Analyze your Company Surge® data trends to understand what’s important to their business.

Work with your marketers to use Intent data to design a consistent experience across all channels to ensure that the message you’re delivering in a prospecting email or a landing page aligns with the value prop throughout company messaging.

This will require collaboration and will take some time to build properly. Still, once you have your framework, you can scale this hyper-personalized experience to accommodate other high-priority prospects and place yourself at the forefront of winning their business. 

Intent Data Is a Game-Changer for BDRs 

Your job is tough, but Bombora Company Surge® is one of the missing pieces to the prospecting puzzle challenge. You’ll be able to focus on the accounts that are ready to buy, personalize your messaging, build cross-channel consistency for all go-to-market teams, and accelerate engagement rates. Say goodbye to being ghosted!

We hope these strategies will take your prospecting game to the next level and make every month feel like BDR Appreciation Month.

About Bombora

Bombora tells businesses which companies are researching their products and services. With this understanding, sales and marketing teams can be more relevant and consistent and improve performance across all activities.

This intent-driven approach revolutionizes the way businesses market and sell to other businesses through transparent data built on an ecosystem of quality, collaboration and innovation.  With direct integrations with dozens of leading sales, marketing, data and media-buying platforms, Bombora is building a world in which business buyers value sales and marketing for its relevance, timeliness and accuracy. 

To learn more, visit


Bombora tells businesses which companies are researching their products and services. With this understanding, sales and marketing teams can be more relevant and consistent and improve performance across all activities.

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