“valuable but steep learning curve”

Pros

For a growing business, this has been really useful when it comes to targeting accounts that are actively in-market and searching for a solution. It helped a lot with identifying the right accounts to focus on and made personalized marketing outreach much more effective.

Cons

The biggest downside is the price since it's very expensive and the learning curve is higher than with other tools like Apollo. Support was just okay and we often had to wait quite a while before getting connected to the right team.

“Helps me analyze marketing data”

Pros

What really helps is how clearly it shows my customers journey. It's a strong intent data solution and I'm able to analyze my marketing data better while also finding ways to further process site visitor information. It's also useful for researching a wide range of topics which helps me create content for audiences worldwide.

Cons

There really isn't much to dislike though I do think there could be a better way to connect with an expert since the platform requires fairly intensive training to clear up every question that comes up. Aside from that, it has a lot of potential to speed up business strategies and support growth.

“powerful intent data coverage”

Pros

There's a broad selection of topics available and most of the intent data comes from the publisher network which makes the insights feel highly accurate and reliable.

Cons

The issue is that it can be pretty expensive for a small company to put in place.

“useful to have”

Pros

Being able to target specific accounts right away (without having to spend nearly as much time doing the research myself) helps a lot. The instant scores are especially useful because they quickly signal that a company may be actively looking for solutions related to what we offer.

Cons

I do wish it provided a bit more detail about who exactly is researching your company or engaging with those keywords.

“Easy to use”

Pros

Getting started with this tool was pretty easy, even without any previous experience. I was able to learn the platform quickly and it's been delivering a lot of value and benefits for our team.

Cons

An area that could definitely be improved is the integration with LinkedIn Campaign Manager. Right now, we still have to manually download the audiences, filter them and upload them into LinkedIn ourselves. Having dynamic audience updates would make the process much better.

“Makes things faster”

Pros

One of the best parts of using this software is how it lets you connect and work with data across all of your company's systems and servers which makes it much faster to respond and follow up on every inquiry. The platform also does a very accurate job of analyzing data so you can target the right audience more effectively. It's a really valuable tool for researching your business, improving your marketing efforts and supporting overall growth. For small and medium sized businesses, it's a very strong platform for building better marketing tactics.

Cons

A setback is that the software doesn't let you directly integrate or import contact information into the platform. Because of that, you have to rely on a third party application to store the contact details of your target customers and that makes the workflow a bit slower. It also ends up affecting the processing speed at times.

“Good software”

Pros

Looking at how ABM and account based strategies have exploded in B2B customer acquisition over the past five years, a lot of the thinking around tracking buyer intent data really traces back to this platform.

Cons

There are times when the results feel a little unclear and the filtering and drill-down options can be either too broad or not quite specific enough. It also feels like having better visibility at the individual level, instead of mostly at the company level, would make the targeting much more useful.

“relevant intent updates”

Pros

The frequent flow of intent data is a big plus. It does a really good job of keeping accounts and contacts top of mind which makes outreach feel more relevant.

Cons

Nothing stands out as a problem right now. That said, having more visualization options would make it even better.

“Can be better”

Pros

A thing Bombora does well is give access to a huge range of intent categories and it connects nicely with HubSpot CRM.

Cons

Where it really falls short is the quality of the company data which makes this software close to useless for my needs. When I'm trying to target specific industries and company sizes, the database performs pretty poorly. I end up spending a lot of time cleaning and fixing the data before I can actually use it. A lot of companies are categorized incorrectly by both size and industry. I understand that industry and company size data will never be completely perfect but compared with other tools out there, this one feels noticeably worse.

“useful targeting insights”

Pros

One thing our team has gotten a lot of value from is seeing who is actively researching virtual events and event technology. That visibility makes it much easier to build campaigns and decide exactly who we should be targeting when we put them together.

Cons

At times, the topics don't line up perfectly with what we're trying to find although we tend to use the platform in a broader way anyway. I also wish more of our competitors were included in the tool since that would make it more useful for building searches around them.