Customers gain 360-degree view of Account-Based Buying Intent, enabling sales and marketing teams to prospect smarter and maximize pipeline

Qualified, the pipeline generation platform for revenue teams that use Salesforce, announced that its work with Bombora has enabled it to roll out the next generation of Qualified Signals, an AI-based product that surfaces the buying intent of a B2B company’s target accounts.

In addition to first-party website engagement Intent data—like pages viewed, human and chatbot conversations, visitor recency and frequency, meetings booked, time on site, and more—Qualified Signals now includes third-party research Intent data. Powered by Bombora’s data co-op and Company Surge, research Intent data gives B2B companies visibility into their target account’s online behavior and content consumption across third-party sites. Not only can companies identify when target accounts are in research mode, they are also able to get a clear understanding of the products and services buyers are browsing.

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“With Signals, we know which target accounts are in research mode, helping us strike at the right moment in the buying journey,” said Metadata VP of Marketing Jason Widup. “We’ve seen $7.2M influenced pipeline and 193% ROI. Fantastic!”

This new integration touts key features designed to help sales and marketing teams get in front of decision makers at the most optimal time in their buying journey. The new features enhance the Pipeline Cloud, a new set of technologies and processes that help modern B2B companies generate more pipeline, more intelligently.

“Bombora’s mission is to make work easier for sales teams by integrating our data directly into the tools and platforms they use on a daily basis,” says Erik Matlick, CEO and co-founder of Bombora. “The Pipeline Cloud has been instrumental in helping B2B organizations apply a data-driven approach to their pipeline. The addition of Company Surge Intent data should bring even greater efficiency to the process. We’re excited to see how our data and insights can enhance an already powerful tool.”

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