Getting Started
Company Surge® customers have access to a seat(s) of Market Insights. See below how to get started using the tool:
Get Access & Login
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Every Bombora Company Surge customer has at least one seat included in their contract. To purchase additional seats, contact your CSM.
- Users can access Market Insights in the Bombora User Interface. If you do not see the menu item, please contact support.
Apply Topics & Parameters:
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First, gather intent topics that represent your business. Learn how to choose Intent Topics.
- Next, apply your topics and targeting parameters to Market Insights, such as a list of domains, locations, timeframe, and more.
Three Dashboards:
There are 3 Dashboards that represent multiple perspectives to Intent data. You can find these in the Bombora UI, under the menu item, "Insights."
Total Addressable In-Market
View your market’s or TAL’s intent by topic and research stages as well as the company sizes or industries that are presenting as “in-market”.
Account Intent
View the intent by topic and research stage for the individual companies in your TAL, and the historical spikes or trends in their research over time.
Intent Trends
View the most common research topics among your market or target account lists (TAL), and the historical spikes or trends in their research over time.
Analyzing your TAM with Market Insights
Let’s dive into each of the Market Insights dashboards and examine the different perspectives you should consider when analyzing your total addressable market (TAM) or an individual target account list (TAL).
Understand Your Total Addressable In-Market
Defining your total addressable market (TAM) can be tricky; understanding the interest level of your TAM and who is in-market can be even trickier. With Market Insights, you can quickly and easily understand the breakdown of your TAM, their interest level in your product or solution, and discover other valuable insights.
Understanding Intent Trends
Defining your total addressable market (TAM) can be tricky; understanding the interest level of your TAM and who is in-market can be even trickier. With Market Insights, you can quickly and easily understand the breakdown of your TAM, their interest level in your product or solution, and discover other valuable insights.
Monitor your Brand
Monitoring and measuring brand has always been a tricky problem for marketers. Looking at the share of voice in the market is a common way to measure the impact of brand efforts but leaves much to be desired. With Market Insights, you can monitor the overall interest in your brand from the businesses you care about, the ones in your TAM, while also looking at your competitors to see who is gaining and who is losing traction.
Content & Advertising Strategy
Content strategy and ad messaging can be tricky for some marketers to strategize when the market changes so frequently. Dynamically understand what your target market is interacting with, build content and ad messaging supporting it, and target you target account lists with what they are researching - when they are researching it.
Campaign Planning
Having a clearly defined strategy is critical to the success of any marketing campaign. With Market Insights, you will better understand: which of your target accounts are in-market for your products & services? which may need a branding campaign? and ensuring you have enough in-market accounts to hit your campaign goal. Market Insights can help you scope your campaign to ensure it is setup for success, all before you spend resources and time.
Apply Your Learnings to your Playbook or campaign...
Use the findings you discovered about your TAM or TAL to decide which use cases (aka Playbooks) to being with in activating Intent Data....and come back to assess as you go.
