Bombora Intent Enrichment Follow

Bombora Intent Enrichment helps turn buyer intent signals into actionable lead insights, giving sales and marketing teams visibility into what prospects are actively researching and how strong that interest is.

Overview

Bombora Intent Enrichment enriches leads with intent data during processing.

Based on your configured signal definitions (products, offerings, and topics), the enrichment retrieves intent signals from Bombora and appends them to leads in real time:

• Appends the latest available Bombora intent data to leads in under a second.
• Makes intent data available for lead validation in the same way as other lead fields.
• Makes intent data available for delivery to your CRM and downstream systems in the same way as other lead fields.

The result is richer, context-aware lead data that helps teams prioritise high-intent leads, validate lead quality, and make faster, more confident decisions — without manual checks or changes to existing workflows.

Please note: Bombora Intent Enrichment uses a bring-your-own-license model. To use it, you’ll need an active Bombora account and to provide your Bombora access keys when setting up the connection.

Setup Process

Connecting Bombora Account

Before you begin, follow Bombora's documentation to locate your Bombora API credentials.

Please note: Your Bombora credentials must have Intent API permissions.

To connect your Bombora account:

1. In the main navigation, go to Connected Apps → Bombora.
2. On the Bombora Accounts page, click Connect Bombora Account.
   
3. In the Connect Bombora Account form, provide the following details:
   
   • Name — A label of your choice to help you identify these credentials.
   • Client ID (Key) — The Key shown under API Keys in Bombora.
   • Client Secret (Secret) — The Secret shown under API Keys in Bombora.
4. Click Save.

Connecting Convertr Campaign to Bombora Signal Definition (Topic Cluster)

Before connecting campaigns, please note:

• You must have an active Signal Definition already created in your Bombora account.
• After a signal definition is created in Bombora, it can take a few minutes for Bombora to finish processing it.
• If you are connecting a campaign to a newly created signal definition, wait a few minutes before submitting leads to the connected Convertr campaign.

To connect a Convertr campaign to a Bombora signal definition:

1. In Connected Apps > Bombora, click Manage Connected Campaigns next to the Bombora account you connected earlier.
   
2. On the Bombora Connected Campaigns page, click Connect Campaign.
   
3. In the Connect Campaign to Bombora Signal Definition (Topic Cluster) form, select:
   • Campaign — the Convertr campaign you want to connect.
   • Signal Definition (Topic Cluster) — the Bombora signal definition (topic cluster) to use. 
4. Click Save.
   

Once saved, the campaign will appear in the list of connected campaigns for the Bombora account.

Appending Bombora Intent Data to Leads

Once a campaign is connected to a Bombora Signal Definition (Topic Cluster), any leads submitted to that campaign are automatically enriched with Bombora intent data.

If Bombora has intent data for the lead’s company:

• bomboraScore, bomboraScoreLabel and breakdown of the five highest score topics are added to the lead under the Connected App section.
• Additional context is provided in the bomboraNote field.

If Bombora does not have intent data for the company:

• bomboraScore and bomboraScoreLabel are not added.
• The absence of intent data is clearly explained in the bomboraNote field.

This ensures transparent and consistent handling of intent data for every processed lead.

The appended bomboraScore, bomboraScoreLabel, and bomboraNote fields can be used in lead validation and delivered to your CRM in the same way as any other lead field.

Updating Credentials for Connected Bombora Account 

You can update the name or credentials of a connected Bombora account at any time.

For security reasons, the Client Secret (Secret) field is not pre-filled when editing an existing connection. You must re-enter the Client Secret (Secret) every time you save this form, even if you are only changing the connection name. If the Client Secret is left empty, the connection will not be updated successfully.

To update credentials for a connected Bombora account:

1. Go to Connected Apps → Bombora.
2. On the Bombora Accounts page, click Update Credentials next to the account you want to update.
   
3. In the Update Bombora Credentials form, update any of the following fields:
   • Name — a new label to help identify the connection.
   • Client ID (key) — the new client ID (API key).
   • Client Secret (Secret) — re-enter the existing client secret or provide a new one.
4. Click Save.
   

Removing Connected Bombora Account

To remove a connected Bombora account:

1. Go to Connected Apps → Bombora.
2. On the Bombora Accounts page, select the account(s) you want to remove.
   
3. Click Delete.
4. Confirm deletion in the confirmation dialog.

Once confirmed, the selected Bombora accounts and their credentials are permanently removed from the platform.

Please note:

• This also removes all connections between Convertr campaigns and Bombora Signal Definitions (Topic Clusters) for these accounts. Leads submitted to campaigns that used these accounts will no longer be automatically enriched with Bombora intent data.
• This action can’t be undone.

Removing Bombora Intent Enrichment from Campaigns

To remove Bombora Intent Enrichment from a campaign, disconnect the campaign from the relevant Bombora credentials account.

1. Go to Connected Apps → Bombora.
2. On the Bombora Accounts page, click Manage Connected Campaigns next to the Bombora account you want to use to connect a campaign.
3. From the list of connected campaigns, select the campaign(s) you want to remove.
4. Click Delete.
   
5. Confirm deletion in the confirmation dialog.

Once confirmed, leads submitted to the selected campaigns will no longer be automatically enriched with Bombora intent data.