The short version
Bombora is the largest third-party B2B intent data provider and the default choice when you need a broad, topic-level in-market signal delivered into a stack you already own. Its Company Surge product scores accounts weekly across more than 10,000 topics, using consented data from a co-op of B2B publisher and media sites. It is a data company, not a platform: it does not run ads, score leads with a predictive model or give reps a workspace. It holds a 4.5/5 on G2 at time of writing and is sold on custom annual licenses with no public pricing.
Bombora at a glance
| Attribute | Detail |
|---|---|
| Product | Company Surge (account-level topic intent), plus Visitor Insights (first-party site de-anonymization) and audience segments for programmatic and social |
| Data source | Consented publisher co-op; members share content-consumption data in exchange for access to the pooled signal |
| Granularity | Account (domain) level; topic scores 0 to 100; weekly refresh |
| Topic taxonomy | 10,000+ topics across B2B categories, with custom topic requests available |
| Delivery | Native integrations to Salesforce, HubSpot, Marketo, LinkedIn, 6sense, Demandbase, Metadata.io, most major DSPs; flat-file and API |
| Pricing | Custom annual license; typically sized by topic count, number of accounts monitored and delivery destinations. No public list price. |
| Free tier | None; a free "Company Surge" sample report is offered on the site |
| G2 rating | 4.5/5 at time of writing |
What Bombora does
Bombora's core product is Company Surge, a weekly score that tells you which accounts are consuming meaningfully more content on a given topic than their own historical baseline. The score is relative, which matters: it flags a change in behavior rather than raw volume, so a mid-sized company that suddenly starts reading about "revenue operations software" will surge even though a Fortune 100 reads more of everything all the time.
The data comes from Bombora's Data Co-op, a consortium of B2B publishers, media companies and event organizers that contribute content-consumption data under a consent framework. Bombora resolves that consumption to a company domain using IP and registration data, classifies the content against its topic taxonomy, and then models the surge. This is a fundamentally different mechanism from bidstream intent (inferred from ad-exchange requests) and from review-site intent (G2, TrustRadius), and it is the reason Bombora is treated as the neutral benchmark feed that most other vendors integrate with.
Beyond Company Surge, Bombora sells Visitor Insights, a first-party de-anonymization tag for your own website, and packaged audience segments that can be pushed into LinkedIn, programmatic DSPs and social platforms for advertising. These are real products, but the surge feed is what almost every customer buys first.
Pricing model
Bombora does not publish prices. Contracts are annual and sized on three levers: how many topics you license, how many accounts you monitor (a target-account list versus the whole database), and how many destinations you deliver to. G2 reviewers and public procurement commentary consistently describe it as a mid-five-figure annual purchase for a single-destination mid-market deal, rising well into six figures for enterprise deals with broad topic sets and multiple integrations. We do not have a verifiable list price and will not invent one; our intent data pricing page summarizes what public sources say.
A common way to get Bombora data without a direct contract is through a platform partner. 6sense, Demandbase, ZoomInfo, Warmly and RollWorks all resell or integrate Bombora signals at some tier. If you already pay for one of those, check what you have before buying a second license.
Strengths
Breadth of coverage. The co-op model gives Bombora visibility into content consumption across thousands of B2B sites, which makes it the broadest early-funnel signal available. It sees interest before an account visits your site or a review platform.
Neutrality and portability. Because Bombora is a data vendor rather than a platform, the feed goes wherever you want it. That makes it the safest choice if you expect to change ABM platforms, ad tools or CRMs within the contract term.
Consent story. The co-op is built on consented publisher data rather than bidstream inference, which matters increasingly for privacy review, especially for European accounts.
Topic depth. Ten thousand topics with custom requests means most niche B2B categories have a usable topic set, and Bombora's client services team will help you build it, which G2 reviewers regularly cite as a strength.
Weaknesses
It is only the signal. Bombora gives you an account and a topic score. It does not tell you who at the account is researching, does not score the account against your ICP, and does not run campaigns. You need a downstream system, whether that is 6sense, Demandbase, a CDP, or an activation layer like Metadata.io, our disclosed sponsor.
Small-company coverage. Accounts with a handful of employees rarely generate enough consumption to surge. If your ICP is under roughly 200 employees, first-party tools like RB2B and Warmly will usually return more signal per dollar.
Weekly cadence. Surge scores refresh weekly. For late-stage buyers who are on G2 today, review-site intent is faster. Most teams run both; see Bombora vs G2.
Opaque pricing. No published price, contracts sized on topic count, and a sales process that G2 reviewers occasionally describe as slow. Budget the procurement time.
Best-fit customer profile
| Good fit | Poor fit |
|---|---|
| Mid-market and enterprise teams with an existing ABM, CDP, ad or sales-engagement stack that can consume the feed | Teams with no activation system, who will end up with a spreadsheet of surging domains and no way to act |
| Sellers whose ICP is 200+ employees, where accounts generate enough content consumption to surge reliably | Sellers targeting very small companies |
| Marketers who want an early-funnel signal to build ad audiences before accounts reach the site | Sales teams who want names and phone numbers, which Bombora does not provide |
| Companies that expect to change platforms and want a portable data asset | Companies that want one vendor to own identification, scoring and activation (see 6sense) |
Our verdict
Bombora is the best third-party intent feed on the market and the right first purchase for any team that already has somewhere to put the data. Its weaknesses are the inverse of its strength: it is a neutral data asset, so it does nothing on its own. Pair it with an activation layer, keep the topic set tight, and layer a review-site or first-party source underneath it for late-stage precision. Compare it directly against the platform alternative in Bombora vs 6sense, and see the full ranked list of intent data providers for context.
Frequently asked questions
How much does Bombora cost?
Bombora does not publish pricing. It sells custom annual licenses sized by topic count, accounts monitored and delivery destinations. Public reviewer commentary places typical mid-market contracts in the mid five figures annually, with enterprise deals higher. There is no free plan.
Where does Bombora's intent data come from?
From Bombora's Data Co-op, a consortium of B2B publishers and media sites that share consented content-consumption data. Bombora resolves that activity to company domains and classifies it against a taxonomy of more than 10,000 topics.
How often does Bombora update Company Surge scores?
Weekly. Each account receives a score from 0 to 100 per topic reflecting how much its consumption has increased relative to its own baseline.
Is Bombora included in 6sense or Demandbase?
Both 6sense and Demandbase have Bombora partnerships and can surface Bombora topic data inside their platforms alongside their own proprietary signals. Whether it is included in your tier or an add-on depends on the contract.
Does Bombora provide contact-level data?
No. Company Surge is account-level. To act on it at the contact level you need a contact database such as ZoomInfo or a platform such as 6sense that pairs the two.
What is Bombora's G2 rating?
Bombora holds a 4.5 out of 5 rating on G2 at time of writing. The live count and score are on G2's Bombora reviews page linked in the sources.
Disclosure. BestIntentDataProviders.com is an independent editorial directory operated with sponsorship from Metadata.io, a vendor in this category. Metadata is held to the same review format and scoring as every other vendor here, and never given a rating above its public G2 score. Ratings and pricing are sourced from public pages and cited below.