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Bombora tracks when companies are actively researching specific topics across third-party websites and content networks. This provides early signals that an account may be in-market, allowing you to engage before they contact competitors or fill out forms.

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What is Bombora Intent?

Bombora monitors billions of content consumption signals across a cooperative network of B2B websites. When a company shows increased research activity on specific topics, Bombora generates “surging” scores that indicate buying intent. Key characteristics:
  • Third-party signals: Captures behavior outside your website
  • Topic-based tracking: Monitors specific keywords, product categories, and competitors
  • Surge scoring: Identifies when research activity spikes above baseline
  • Company-level data: Aggregates individual behavior into account-level insights

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Why Use Bombora with Seam?

Earlier Engagement

Reach buyers before they fill out forms or contact competitors

Precise Targeting

Focus resources on accounts actively researching your space

Competitive Advantage

Bombora’s proprietary data provides insights competitors may not have

Higher Conversion

Engaging high-intent accounts leads to better ROI

Resource Efficiency

Direct marketing spend toward accounts most likely to convert

Shape Requirements

Engage early to influence how prospects think about the problem

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Seam’s Bombora Partnership

Seam has an OEM partnership with Bombora, which means:
  • No separate license required - Bombora access is included as a Seam add-on
  • Better pricing - More cost-effective than purchasing Bombora directly
  • Unified data model - Bombora signals aggregate with website visits, email engagement, and CRM data
  • Automated actions - Intent data triggers plays automatically, not just dashboard views
Bombora is available as an add-on. Contact your Customer Success Manager to enable Bombora intent tracking.

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Setting Up Bombora

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Step 1: Select Topics to Monitor

Choose up to 25 topics that align with your product, competitors, or buyer interests.
Bombora topic selection interface
Topic categories include:
  • Product categories (e.g., “Sales Intelligence”, “AI ABM”)
  • Competitor names
  • Use cases and pain points
  • Industry-specific solutions
  • Technology categories
Seam provides topic recommendations during onboarding based on your ICP and market. Start with suggested topics, then refine based on results.

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Step 2: Configure Intent Thresholds

Set thresholds for when Bombora signals should trigger actions:
  • Low Intent: Surging on 1-2 topics
  • Medium Intent: Surging on 3-5 topics
  • High Intent: Surging on 6+ topics or critical topics
You can adjust these thresholds based on your sales cycle and ICP.

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Step 3: Enable in Scoring & Plays

Once configured, Bombora intent automatically:
  • Contributes to account intent scores
  • Triggers automated plays when thresholds are met
  • Appears in audience filters and segments
  • Syncs to Salesforce for rep visibility

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How Seam Uses Bombora Intent

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In Account Scoring

Bombora intent is one of four scoring dimensions in Seam: 
Account Score = Fit + Intent + Signals + Reach
                       ↑
                  (includes Bombora)
High Bombora surge scores increase an account’s overall intent score, helping you prioritize which accounts to target.

Learn More About Scoring

See how fit, intent, signals, and reach combine into account scores

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In Automated Plays

Bombora intent can trigger plays automatically: Example Play: High-Intent Outreach
  1. Company surges on 5+ relevant Bombora topics
  2. Seam AI researches and finds 3 buying committee members
  3. Enriches contact data (emails, phone numbers)
  4. Adds contacts to email sequence
  5. Notifies assigned SDR with intent context

Configure Plays

Learn how to build plays triggered by intent

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In Audiences

Build dynamic audiences based on Bombora intent:
  • “High-intent accounts researching ABM”
  • “Accounts surging on competitor topics”
  • “Mid-tier accounts showing interest” (air cover)
Audiences automatically update as companies surge or decline on topics.

Build Audiences

Create segments based on intent signals

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In CRM Sync

Bombora insights push directly into Salesforce:
  • Intent score displayed on account records
  • Trending topics shown in account details
  • Alerts when accounts enter high-intent status
Sales reps see intent signals where they already work—no separate dashboard needed.

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Use Cases

Identify companies not in your CRM that are researching relevant topics. Expand your TAM with high-intent prospects you didn’t know existed.
Focus sales and marketing resources on accounts showing the strongest intent signals. Let data drive your target account list.
Automatically engage B and C-tier accounts when they show intent, ensuring no opportunities slip through while reps focus on top accounts.
Reach out when accounts are actively researching, not months later when they’re already deep in evaluation with competitors.
Detect when accounts are researching competitors and launch targeted campaigns to position your solution.
Show leadership trending topics and market interest over time. Use intent data to validate market demand and strategic direction.

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Best Practices

Don’t try to monitor everything. Focus on your most important product categories and top 3-5 competitors.
Bombora is most powerful when combined with website visits and email engagement. An account surging on Bombora topics AND visiting your pricing page is extremely high-intent.
If you have a long sales cycle, you may want to trigger on lower intent. Short cycles may require higher thresholds to focus on very active accounts.
As your product evolves and market language changes, refresh your topic selections to stay relevant.
Start with one play triggered by Bombora intent. Measure results, then expand to more complex multi-signal plays.

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Viewing Bombora Data

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In Account Records

Navigate to any account in Seam to see:
  • Current Bombora surge scores
  • Trending topics over time
  • Historical intent patterns
  • How intent contributes to overall account score

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In Dashboards

View aggregate intent data across your TAM:
  • Which topics are trending across all accounts
  • How many accounts are in high-intent status
  • Intent score distribution
  • Week-over-week changes in market interest

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In Salesforce

If you have CRM sync enabled, Bombora data appears:
  • As fields on account records
  • In custom dashboards and reports
  • In automated alerts and workflows

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Common Questions

Bombora updates weekly. Seam syncs new data every week and recalculates intent scores automatically.
No. Bombora provides topic-level aggregated data, not page-level detail. For page-level tracking, use Seam’s web pixel for first-party intent.
Bombora tracks research activity across third-party sites (offsite). Seam’s web pixel tracks activity on your own website (onsite). Both are valuable and complement each other.
Start with Seam’s recommended topics based on your ICP. After 30 days, review which topics correlate with closed deals and refine your selection.
Yes. You can add competitor company names as topics to see when accounts are researching alternative solutions.