Understanding Third-Party Intent in Demandbase One

  • Updated

All Demandbase One users have access to Demandbase Intent at no extra charge. Demandbase Intent gives you access to the extensive database that powers our AI to create better associations and predictions concerning your prospects’ Intent.

We provide Demandbase One customers the option to integrate with a variety of our partners. These integrations enhance the reach and AI of Intent data collection from existing and prospective accounts in the B2B sphere.

Bombora Intent

Using Bombora Intent in Demandbase One requires a separate, paid license. Contact Bombora if you’re interested in subscribing to a paid license. If you already have a Bombora license and don’t see the Bombora interface in Demandbase One, reach out to your account team to get it turned on.

If you’re used to Bombora, you’ll need to adjust to Demandbase keywords. Keywords in Demandbase are similar to Bombora topics. However, Demandbase lists keywords as individual words, while Bombora rolls up multiple keywords into clustered topics.

Each approach has its own advantages. Bombora has the advantage of doing the hard work of figuring out what the many keywords are in a topic, but Demandbase Intent has the backing of more data and shows more detail. We offer both because more data is better. If you’re new to using Intent, we recommend starting with Demandbase Intent. The Demandbase version is based on more data and allows for more fine-tuned enablement of Intent signals, maximizing the relevancy of the signals that the ABM platform captures and reports on to you. Here’s a comparison of the two versions (based on March 2023 data):

Bombora Demandbase

Data is sourced from content co-ops
direct relationship with publisher required

Data is sourced from the bidstream;
source can be any site where ads are displayed 

16.2 billion interactions per month
4,000 sites monitored
12,000+ Intent topics

Over 1 trillion interactions per month
3 million sites monitored
400,000+ Intent topics

Updated weekly only

Weekly updates + real-time trending

No historical data

One year of historical data populated within one week of adding new keywords

Only includes "surging" Intent

Includes both "trending Intent" and total Intent strength (volume) for each keyword from each account

See Set Up Bombora Intent in Demandbase One for how to implement Bombora Intent topics.

G2 Intent

G2 is a website that offers business software and services reviews. By integrating Demandbase One with G2, your marketing and sales teams can harness anonymous, offsite buying Intent behaviors such as product and competitor comparison reviews at every stage of the account journey. These insights can enhance your capabilities to:

  • Target and engage sales-ready buying teams
  • Personalize and accelerate the account journey
  • Enhance Pipeline Predict and Engagement scoring performance
  • Measure performance of product review Intent

G2 Intent data is offered via multiple levels of subscription. Your subscription level determines which Intent signals you have access to in Demandbase One. There is no configuration required. The signals available for use include views of your product profile, competitor comparisons, product category reports, and sponsored content engagement.

See Set Up Intent for G2 Integration for how to integrate G2 Intent signals.

TrustRadius Intent

TrustRadius is an online site where business users can post software product reviews and view product comparisons. You can expand the Intent capabilities of Demandbase One by incorporating TrustRadius Intent into your selector criteria. This extends the insight you can gain from the technographic Intent signals of both existing and new accounts in B2B, and opens up a variety of new use cases.

See Set Up Intent for TrustRadius Integration to learn how you can boost insight to anonymous, offsite buying behavior and trends.

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