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/ Using intent data
How to use intent data without the noise
Use intent data as a first filter, not as a reason to reach out. Pick the topics buyers read before they buy, remove companies that do not fit, and confirm each surge with a second, public signal.
Key takeaways
- Bombora collects intent data from a co-op of thousands of B2B publisher sites (Bombora).
- Third-party intent data usually names the company, not the person who read the content.
- Many sellers buy the same intent data, so many of them see the same surge.
How do you use intent data step by step?
- Pick 3 to 5 topics that buyers read before they buy your product.
- Get a weekly list of companies with a surge on those topics.
- Remove the companies that do not fit your ideal customer profile.
- For each one, find a second, public signal that explains the interest, such as a job post.
- Reach out only where you can say why the company needs you now.
What are the common mistakes?
- Treating a surge as a decision to buy.
- Writing that you saw them researching a topic. The buyer did not share that with you.
- Buying intent data without testing it against your own closed deals.
Questions people ask
Is intent data worth it?
Test it first. Check how many of your closed deals showed a surge before the first call.
What do I say in the first message?
Name the public signal, such as the job post, not the intent surge.
Sources
- Bombora: Our data, checked October 22, 2026
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