Bombora's Company Surge intent data is one of the most widely used third-party intent data sources in B2B marketing. Its cooperative network of B2B content publishers covers a broad range of enterprise technology topics, and its Company Surge signal, which identifies when a company is showing elevated research activity on a topic relative to its baseline, is a well-established input into account scoring and sales prioritization models. When Bombora's intent data is connected to Abmatic's account-based orchestration platform, the result is a combined system that identifies which accounts are actively researching relevant topics and then routes personalized marketing and sales engagement to the right people at those accounts at the right moment.
This guide covers the Abmatic and Bombora integration: what the combination enables, how to set it up, and the best practices for getting maximum value from intent-driven ABM orchestration.
Abmatic uses multiple intent signal sources, including first-party signals from website behavior, content engagement, and email interaction. The Bombora integration adds a third-party intent signal layer: account-level research activity from outside your own properties, across the broader B2B content web. An account that is actively researching topics relevant to your solution on other sites in Bombora's publisher network is showing intent that your first-party signals alone cannot capture.
The combination of Abmatic's first-party signals and Bombora's third-party intent produces a more complete picture of where each target account is in their buying process than either signal source alone provides.
When a target account's Bombora Company Surge score for a relevant topic crosses a threshold, Abmatic can automatically activate an account engagement program for that account: routing an alert to the assigned SDR, enrolling the account in an appropriate nurture track, activating account-based LinkedIn advertising for the account, and personalizing the website experience for visitors from that company. The Bombora signal is the trigger; Abmatic's orchestration is the response.
Bombora tracks research activity across hundreds of B2B topics. Not all of these topics are equally relevant for every account-based marketing program. The Abmatic and Bombora integration allows you to define which Bombora topics are relevant to your business and map each topic to a specific response program in Abmatic. This topic-to-program mapping ensures that different types of intent signals trigger appropriately differentiated responses.
For example: a Bombora surge on a topic directly related to your product category, such as "account-based marketing software" or "intent data platforms", might trigger an immediate SDR notification and a high-intent nurture sequence. A surge on a related but less direct topic, such as "marketing attribution" or "revenue operations", might trigger a thought leadership content sequence without an immediate SDR alert. The mapping logic is yours to configure based on how predictive you find each topic for your specific business.
Bombora Company Surge scores for relevant topics can be written to your CRM through the Abmatic integration, making the intent data visible to sales teams in the tools they already use. A Salesforce account record that shows the current Bombora Surge score for your top three relevant topics gives the AE context for outreach conversations that would otherwise require separate access to a Bombora platform login.
Before connecting the systems, invest time in defining the Bombora topics most predictive of buying intent for your business. This is a strategic decision, not a technical one, and getting it right has a significant impact on the quality of the signals you will receive.
Start with Bombora's topic taxonomy and identify the topics that most directly describe what your product does and what your buyers research when evaluating your category. For Abmatic, relevant topics would include: account-based marketing, intent data, website personalization, B2B advertising, marketing attribution, account scoring, and related category terms.
Then identify a second tier of topics, those that your buyers research as adjacent to their core evaluation: sales intelligence, CRM optimization, revenue operations, demand generation, and related terms. These adjacent topics are often useful early-stage signals, indicating accounts that may be building toward a buying evaluation rather than actively in one.
Limit your initial topic set to ten to twenty topics across both tiers. A narrower, more precisely chosen topic set produces more actionable signals than a broad topic set that generates too many alerts for the sales team to act on effectively.
The Bombora and Abmatic integration uses Bombora's standard data delivery mechanism, typically a file-based delivery to a secure cloud storage location (S3 or SFTP) on a defined cadence, or a direct API connection for accounts on Bombora's API-access tier. Your Bombora customer success manager will configure the delivery format and cadence based on Abmatic's data ingestion specifications.
Abmatic ingests the Bombora data, matches company records against your target account list using domain matching, and processes the Company Surge scores to identify active surges above your configured thresholds.
In the Abmatic platform, navigate to the Bombora integration settings and configure the topic-to-program mapping. For each Bombora topic in your set, define:
Define which Bombora topic scores to write to your CRM through the Abmatic integration. Write the top three to five most relevant topic surge scores as custom CRM fields on the Account or Company object. Add the date of the most recent surge above threshold for each topic, enabling sales teams to see both the current intensity and the timing of each topic's intent activity.
The best way to identify which Bombora topics are predictive for your business is to backtest: ask Bombora for historical Company Surge data for your known closed-won accounts from the past twelve to twenty-four months, and identify which topics showed surge activity in the months before those accounts entered an active sales cycle. Topics that show surge activity four to eight weeks before deal entry are your leading indicator topics and should be your highest-priority monitoring topics. Topics that surge only after a deal is already in your pipeline are lagging indicators and are less useful for prospecting purposes.
Category-level topics, those describing your product category in general terms, are useful for identifying accounts that are building awareness and beginning to research the category. Competitive topics, those related to your specific competitors, are useful for identifying accounts that are actively evaluating specific solutions and may be comparing options. Treat these as different intent stages and configure different response programs for each type of topic surge.
B2B technology categories evolve and the terminology buyers use to research them changes over time. A topic that was highly predictive twelve months ago may be less so today if the category has evolved or if buyers have shifted to using different search terms and content consumption patterns. Review your Bombora topic set quarterly and update it based on observed signal quality and any changes in your target market's research behavior.
A company with a Bombora Surge score of 70 that has been steady at 70 for three months is different from a company whose Surge score jumped from 20 to 70 in the last two weeks. The former may simply be a company that has high baseline activity on the topic regardless of purchase intent; the latter shows a meaningful change in research behavior that is more likely to represent an active buying cycle. When configuring Abmatic's surge threshold alerts, consider using rate-of-change logic rather than just absolute score thresholds where possible.
Bombora Company Surge signals are powerful but they are not infallible. A surge on a relevant topic is a probabilistic indicator of intent, not a certainty. Cross-validating Bombora signals with first-party signals from Abmatic, website visits, content engagement, email interaction, produces a more reliable composite signal than either source alone. Configure Abmatic to require corroboration between Bombora signals and first-party signals before triggering the highest-priority sales responses like immediate SDR outreach.
Bombora can surface companies that are actively researching your category but are not yet on your target account list: net-new accounts showing surge activity that match your ICP. The Abmatic and Bombora integration can flag these whitespace accounts for review and potential addition to your target account list, expanding your pipeline with accounts that have demonstrated first-touch intent before your sales team ever reached out to them.
Companies in your current customer base that begin surging on topics related to your competitors are potential churn risks. Configure Abmatic to monitor Bombora surge activity for competitor-related topics among your existing customer accounts, and route competitor surge alerts to the Customer Success team rather than the sales team for proactive relationship intervention.
The Bombora topics that your target accounts are actively surging on are a proxy for what your target buyers are currently researching. If your content library does not have strong assets on your highest-surging topics, that is a gap. Use the Bombora topic surge data surfaced through Abmatic to inform content creation priorities: topics where you see high surge activity but weak first-party engagement are likely content gaps where target accounts are researching but not finding your content among the top resources.
Bombora and Abmatic are complementary rather than competing: Bombora provides third-party intent signals from the broader B2B web; Abmatic provides the orchestration layer that turns those signals into coordinated marketing and sales responses. Together, they produce a system where the right accounts are identified when they are actively researching, and the right message and outreach reaches the right stakeholders at those accounts at the right moment.
Getting maximum value from the integration requires thoughtful topic selection, well-configured surge thresholds, and the topic-to-program mapping logic that ensures different types of intent signals trigger appropriately differentiated responses. The setup investment in these configuration decisions pays dividends continuously as the system generates more actionable intelligence and better-timed sales engagement.
Ready to connect Bombora data to Abmatic's orchestration platform? Book a demo and walk through the topic selection and program mapping configuration with our team.
Bombora offers Company Surge data through multiple delivery mechanisms. The Abmatic integration supports both file-based delivery (available on standard Bombora subscriptions) and API-based delivery (available on API-access tiers). Confirm your current Bombora subscription's data delivery method with your Bombora customer success manager before beginning the integration setup.
Bombora's Company Surge data is updated weekly by default, with daily updates available on select subscription tiers. The cadence of signal updates affects how quickly Abmatic can detect and respond to new surges. For most ABM programs, weekly surge updates are sufficient; for programs where timing of sales outreach relative to the onset of buying activity is critical, the daily update tier is worth evaluating.
For broader context on B2B intent data providers and how to evaluate them, see the B2B intent data platform comparison. The intent data activation guide covers how to route signals to sales and marketing workflows once the integration is live.
Yes. Abmatic can be configured to monitor Bombora surge activity across a broader universe of accounts that match your ICP firmographic criteria but are not yet on your named target account list. This whitespace monitoring mode allows you to discover net-new accounts showing buying signals before your sales team has identified them as targets.
Bombora's Company Surge coverage varies by company size and geography, with strongest coverage for mid-market and enterprise companies in North America and Western Europe. Smaller companies, companies in emerging markets, and companies in specialized niches may have limited Bombora coverage. For these accounts, Abmatic relies on first-party intent signals from your own website and content engagement data. The integration handles this gracefully by using Bombora data where it exists and falling back to first-party signals where Bombora coverage is thin.