Bombora Intent-Based Nurture
Developed nurture campaigns using Bombora intent signals layered with CRM data to reach audiences showing active interest in relevant HR and business topics — contributing approximately $3M in attributed pipeline over roughly 18 months.
Attributed pipeline
Revenue influence
Program impact window
Challenge
Intent data is only useful when it turns into thoughtful activation. The challenge was using topic-level buying signals and CRM context to create more relevant nurture paths and better-timed follow-up — rather than using intent as a blunt outreach trigger.
Approach
The program layered Bombora topic intent signals with CRM engagement data to surface accounts showing active research behavior, then connected those signals to nurture messaging and Sales follow-up workflows.
Strategy
- Built audience logic using Bombora intent topics layered with CRM context.
- Mapped content and messaging to the topics prospects were actively researching.
- Created nurture structure that progressively moved intent-triggered contacts toward Sales readiness.
- Connected intent signals to CRM and Salesforce workflows to improve follow-up timing.
Execution
- 01Helped build audience logic, content mapping, email messaging, nurture structure, and reporting.
- 02Connected Bombora intent signals with Salesforce CRM data for more targeted activation.
- 03Built reporting to track intent-triggered engagement, influenced opportunities, and pipeline contribution.
- 04Iterated on nurture content and audience logic based on engagement and pipeline performance.
Metrics reflect available campaign reporting, attributed pipeline, influenced opportunities, revenue influence, and closed-won reporting tied to each program. Attribution models and scope vary by campaign.