In the world of B2B sales and marketing, having access to accurate and actionable data is crucial for success. Two platforms, ZoomInfo and Bombora, have emerged as leaders in providing intent data to businesses, helping them identify potential customers and prioritize their outreach efforts. But what exactly do these platforms offer, and how do they differ from one another?

Definition of ZoomInfo and Bombora

ZoomInfo is a B2B contact and company database platform that provides users with a vast repository of information on companies and their decision-makers. On the other hand, Bombora is an intent data provider focused on B2B buyer behavior, helping businesses understand what products or services their potential customers are interested in.

The importance of intent data in B2B sales and marketing cannot be overstated. By understanding what companies are actively researching or engaging with specific products or services, businesses can target their marketing efforts more effectively, resulting in higher conversion rates and improved sales efficiency.

Given the significance of intent data, it's essential to compare the offerings of ZoomInfo and Bombora to determine which platform best suits a business's needs. This article will provide a comprehensive comparison of the two platforms, exploring their intent data offerings, features, pricing, and overall value for B2B organizations.

In the following sections, we'll delve into the world of intent data, exploring what it is, how it's collected, and its benefits for B2B sales and marketing teams. We'll then provide an in-depth overview of ZoomInfo and Bombora, comparing their approaches to intent data, features, and pricing structures. By the end of this article, you'll have a clear understanding of which platform is best suited for your business needs.

Understanding Intent Data

Intent data is a powerful tool in B2B sales and marketing, but what exactly is it, and how does it work? In this section, we'll dive into the world of intent data, exploring its definition, types, collection methods, benefits, and potential limitations.

What is Intent Data?

Types of Intent Data

There are three primary types of intent data:

• First-party intent data: This type of data is collected directly by a business through its own website, customer interactions, or other channels. First-party data is often considered the most valuable, as it provides a direct window into a company's interests and behaviors.

• Second-party intent data: This type of data is collected by a business through its partnerships or collaborations with other companies. For example, a company might partner with a industry event organizer to collect data on attendees who visited their booth.

• Third-party intent data: This type of data is collected by an external provider, often through a network of websites, social media platforms, or other online sources. Third-party data can provide a broader view of a company's intent signals, but may be less accurate or reliable than first-party or second-party data.

How Intent Data is Collected

• Website visits and interactions: Companies can track visitor behavior on their website, such as page views, clicks, and time spent on specific pages.

• Content consumption: Businesses can analyze which types of content (e.g., whitepapers, webinars, blog posts) a company is consuming, and how frequently.

• Search engine queries: Companies can track search engine queries related to their products or services, indicating potential interest.

• Social media activity: Businesses can analyze social media engagement, such as likes, shares, and comments, to gauge interest and sentiment.

Benefits of Using Intent Data

The benefits of using intent data in B2B sales and marketing are numerous:

• Identifying potential customers earlier in the buying cycle: Intent data helps businesses identify companies that are actively researching or exploring products or services, allowing for timely and targeted outreach.

• Prioritizing leads and accounts: By analyzing intent signals, businesses can prioritize leads and accounts that are most likely to convert, maximizing sales and marketing efforts.

• Personalizing outreach and content: Intent data enables businesses to create targeted, personalized content and outreach that resonates with potential customers.

• Improving conversion rates and sales efficiency: By focusing on high-intent companies, businesses can improve conversion rates and streamline their sales process.

Potential Limitations and Challenges

While intent data is a powerful tool, it's not without its limitations and challenges:

• Data accuracy and reliability: Intent data can be prone to inaccuracies or biases, particularly if collected from third-party sources.

• Privacy concerns and compliance issues: Businesses must ensure they are collecting and using intent data in compliance with relevant regulations, such as GDPR and CCPA.

• Integration with existing systems and processes: Intent data may require significant integration with existing sales, marketing, and CRM systems, which can be time-consuming and resource-intensive.

By understanding the ins and outs of intent data, businesses can unlock its full potential and drive more targeted, effective sales and marketing efforts.

ZoomInfo Overview

ZoomInfo is a well-established B2B contact and company database platform that has evolved over the years to incorporate intent data into its offerings. In this section, we'll delve into the company's background, its core products and services, and how it approaches intent data.

Company Background and History

ZoomInfo, founded in 2000 as DiscoverOrg, has undergone significant transformations since its inception. The company merged with ZoomInfo in 2019, expanding its capabilities and solidifying its position in the B2B data and intelligence space. Throughout its history, ZoomInfo has made strategic acquisitions, including Datanyze and NeverBounce, to bolster its offerings.

Core Products and Services

ZoomInfo's core products and services revolve around its comprehensive contact and company database. The platform offers:

• A vast database of B2B contacts and companies

• A sales intelligence platform that provides real-time insights and analytics

• Marketing automation tools to streamline and personalize outreach efforts

ZoomInfo's Approach to Intent Data

ZoomInfo collects intent data from various sources, including:

• Ad exchange clicks

• Website interactions and engagement

• Proprietary sources and partnerships

This intent data is integrated with ZoomInfo's contact and company database, enabling businesses to prioritize leads and accounts based on demonstrated interest.

Key Features of ZoomInfo's Intent Data Offering

ZoomInfo's intent data features include:

• Company Surge Scores: A proprietary scoring system that indicates a company's buying intent

• Topic Modeling and Categorization: Categorizes intent data into specific topics and themes

• Historical Intent Data Analysis: Provides insights into a company's past intent signals

• Integration with CRM and Marketing Automation Platforms: Seamlessly integrates intent data with existing systems

These features empower businesses to target high-intent accounts, personalize their outreach, and optimize their sales and marketing efforts.

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Bombora Overview

Bombora is a leading provider of B2B intent data, founded in 2014. The company focuses on helping businesses understand their target audience's interests and behaviors, enabling them to create more targeted and effective marketing strategies.

Company Background and History

Bombora has established itself as a pioneer in the intent data space, with a strong focus on innovation and partnerships. The company has formed strategic alliances with leading B2B publishers, data providers, and marketing platforms to expand its reach and capabilities.

Core Products and Services

Bombora offers a range of products and services designed to help businesses tap into the power of intent data. These include:

• Company Surge® Intent Data: Bombora's flagship product provides real-time insights into a company's interests and behaviors, allowing businesses to target their marketing efforts more effectively.

• Audience Solutions for Advertising: Bombora's audience solutions enable businesses to target their ideal audience with precision, using intent data to drive more effective advertising campaigns.

• Data Co-op Network: Bombora's data co-op network is a collaborative platform that allows businesses to share and leverage intent data, driving more effective marketing and sales strategies.

Bombora's Approach to Intent Data

Bombora's approach to intent data is centered around its proprietary surge scoring methodology. This methodology uses machine learning algorithms to analyze data from a vast network of B2B publishers, websites, and sources, providing businesses with a comprehensive view of their target audience's interests and behaviors.

Bombora's intent data is collected from over 4,000 B2B websites and sources, providing unparalleled coverage and depth. The company's data is updated in real-time, ensuring that businesses always have access to the most current and accurate insights.

Key Features of Bombora's Intent Data Offering

Bombora's intent data offering is designed to provide businesses with actionable insights into their target audience's interests and behaviors. Key features include:

• Topic Taxonomy with over 7,000 Intent Topics: Bombora's topic taxonomy provides businesses with granular insights into their target audience's interests, allowing for more targeted marketing and sales strategies.

• Account-Level and Contact-Level Intent Signals: Bombora's intent data provides both account-level and contact-level insights, enabling businesses to target their marketing efforts with precision.

• Predictive Analytics and Scoring: Bombora's predictive analytics and scoring capabilities help businesses identify high-value targets and prioritize their marketing efforts more effectively.

• Integration with Various Marketing and Sales Platforms: Bombora's intent data integrates seamlessly with leading marketing and sales platforms, ensuring that businesses can leverage their insights across multiple channels and touchpoints.

Comparison of ZoomInfo and Bombora Intent Data

In this section, we'll delve into a detailed comparison of ZoomInfo and Bombora's intent data offerings, exploring their strengths and weaknesses in various areas.

Data Sources and Collection Methods

Understanding the sources and collection methods of intent data is crucial in evaluating the quality and reliability of the data. ZoomInfo collects intent data from various sources, including ad exchange clicks, website interactions, and proprietary sources. Bombora, on the other hand, leverages its vast B2B publisher network, content consumption data, and other proprietary sources to collect intent data.

While both platforms have their unique strengths in data collection, Bombora's vast publisher network provides it with a distinct advantage in terms of data coverage and depth. ZoomInfo's reliance on ad exchange clicks and website interactions may not provide the same level of granularity and accuracy as Bombora's content consumption data.

Data Coverage and Depth

The coverage and depth of intent data are critical factors in evaluating the effectiveness of a platform. ZoomInfo claims to cover over 100 million contacts and 15 million companies, while Bombora boasts a database of over 1 million companies and 65 million contacts.

In terms of geographic coverage, both platforms have a strong presence in North America, Europe, and Asia-Pacific. However, Bombora's data coverage is more extensive, with a greater presence in emerging markets.

Intent Signal Types and Granularity

The type and granularity of intent signals provided by each platform differ significantly. ZoomInfo provides company-level surge scores, which indicate a company's overall intent to purchase. While this provides a general direction, it lacks the granularity and specificity of Bombora's account and contact-level intent signals.

Bombora's topic taxonomy, which includes over 7,000 intent topics, provides a much more detailed and nuanced understanding of a company's or contact's intent. This level of granularity enables more targeted and personalized marketing and sales efforts.

Accuracy and Reliability of Data

The accuracy and reliability of intent data are critical in ensuring its effectiveness. Both platforms employ robust data validation and verification processes to ensure the quality of their data. However, Bombora's data is updated more frequently, with a reported 95% accuracy rate.

User feedback and reported accuracy rates also indicate that Bombora's data is more reliable and accurate than ZoomInfo's.

Integration Capabilities

The integration capabilities of each platform play a significant role in their overall value proposition. Both ZoomInfo and Bombora offer seamless integration with popular CRM systems, marketing automation platforms, and sales engagement tools.

However, Bombora's open API and custom integration capabilities provide greater flexibility and adaptability for businesses with unique requirements.

Ease of Use and User Interface

The ease of use and user interface of each platform can greatly impact adoption and utilization rates. Both platforms offer intuitive and user-friendly interfaces, with robust data visualization and reporting capabilities.

However, Bombora's interface is more modern and visually appealing, with easier navigation and more granular search and filtering capabilities.

In the next section, we'll explore the pricing and packaging structures of ZoomInfo and Bombora, and how they impact the overall value proposition for businesses.

Pricing and Packaging

When it comes to pricing, both ZoomInfo and Bombora offer tailored plans to suit different business needs and sizes. Here's a breakdown of their pricing structures:

ZoomInfo Pricing Structure

ZoomInfo offers a tiered pricing system, with three main plans:

• Professional**: This plan is ideal for small businesses and solo users, offering limited access to ZoomInfo's database and features.

• Advanced**: This plan is suitable for growing businesses, providing more comprehensive access to ZoomInfo's database, sales intelligence, and marketing automation tools.

• Elite**: This plan is designed for enterprise organizations, offering unlimited access to ZoomInfo's database, advanced sales intelligence, and customizable marketing automation solutions.

In addition to these plans, ZoomInfo also offers additional costs for intent data, which can range from $500 to $5,000 per month, depending on the scope and frequency of data updates.

Bombora Pricing Structure

Bombora's pricing is more nuanced, with standalone intent data pricing and integrated solution pricing:

• Standalone Intent Data**: Bombora offers a flat rate for access to their intent data, which can range from $1,000 to $10,000 per month, depending on the scope and frequency of data updates.

• Integrated Solutions**: Bombora also offers pricing for integrated solutions with popular CRM and marketing automation platforms, such as Salesforce. Pricing for these solutions can range from $500 to $5,000 per month, depending on the scope and complexity of the integration.

Bombora also offers volume-based pricing options for larger enterprises, which can provide significant cost savings.

Cost Comparison for Different Business Sizes

When comparing the pricing structures of ZoomInfo and Bombora, it's essential to consider the size and needs of your business:

• Small Businesses (1-50 employees)**: For small businesses, ZoomInfo's Professional plan may be a more cost-effective option, with prices starting at around $500 per month. Bombora's standalone intent data pricing may be less affordable for small businesses, with prices starting at around $1,000 per month.

• Mid-size Companies (51-500 employees)**: For mid-size companies, ZoomInfo's Advanced plan or Bombora's integrated solution pricing may be more suitable, with prices ranging from $1,000 to $5,000 per month.

• Enterprise Organizations (500+ employees)**: For large enterprises, both ZoomInfo's Elite plan and Bombora's volume-based pricing options may provide the best value, with prices ranging from $5,000 to $50,000 per month.

Ultimately, the choice between ZoomInfo and Bombora will depend on your business's specific needs and budget. It's essential to consider the potential return on investment (ROI) of each platform, including the potential impact on lead quality and conversion rates, time savings for sales and marketing teams, and long-term value and scalability.

Use Cases and Best Practices

In this section, we'll explore the ideal use cases for ZoomInfo and Bombora intent data, as well as provide best practices for implementing intent data effectively.

Ideal Use Cases for ZoomInfo Intent Data

ZoomInfo's intent data is well-suited for:

• Account-Based Marketing (ABM) Campaigns: Use ZoomInfo's intent data to identify accounts showing interest in specific topics or products, and target them with personalized marketing campaigns.

• Sales Prospecting and Lead Prioritization: Leverage ZoomInfo's intent data to identify companies and contacts showing buying intent, and prioritize your sales outreach accordingly.

• Competitive Intelligence: Use ZoomInfo's intent data to gain insights into your competitors' target markets, product strategies, and customer engagement.

Ideal Use Cases for Bombora Intent Data

Bombora's intent data is ideal for:

• Content Personalization and Targeting: Use Bombora's intent data to deliver targeted, personalized content to accounts and contacts showing interest in specific topics or products.

• Predictive Lead Scoring: Integrate Bombora's intent data with your CRM to create predictive lead scoring models that identify high-quality leads.

• Programmatic Advertising: Leverage Bombora's intent data to target high-intent accounts and contacts with targeted advertising, increasing brand awareness and conversion rates.

Best Practices for Implementing Intent Data

When implementing intent data, keep the following best practices in mind:

• Align Sales and Marketing Teams: Ensure that your sales and marketing teams are aligned on the use of intent data, and that both teams are working together to target high-intent accounts.

• Develop an Intent-Based Lead Scoring System: Create a lead scoring system that takes into account intent data, allowing you to prioritize high-quality leads.

• Create Targeted Content and Messaging: Use intent data to inform your content and messaging strategies, delivering targeted, relevant information to high-intent accounts and contacts.

• Measure and Optimize Intent Data Performance: Continuously measure the performance of your intent data, making adjustments to optimize results over time.

By following these best practices and using intent data effectively, you can drive significant revenue growth, improve sales efficiency, and stay ahead of the competition.

Customer Reviews and Testimonials

When evaluating intent data providers, customer feedback and testimonials can provide valuable insights into the effectiveness and reliability of their products. In this section, we'll examine customer reviews and testimonials for both ZoomInfo and Bombora to help you make an informed decision.

ZoomInfo Customer Feedback

ZoomInfo has generally positive customer reviews, with many praising the accuracy and completeness of their contact and company data. Customers appreciate the platform's ability to provide actionable insights and help them target the right decision-makers. Some common praises include:

• High-quality contact data with accurate email addresses and phone numbers

• Effective Intent data that helps prioritize leads and accounts

• Intuitive interface and user-friendly experience

However, some customers have reported issues with data freshness and accuracy, particularly for smaller companies or industries with limited online presence. Additionally, some users have mentioned that the platform can be overwhelming, with too many features and options to navigate.

Bombora Customer Feedback

Bombora customers are generally satisfied with the platform's ability to provide high-quality intent data and insights. Many appreciate the granular level of detail and the ability to target specific accounts and contacts. Common praises include:

• Accurate and reliable intent data that helps identify high-potential leads

• Granular topic taxonomy that enables targeted marketing and sales efforts

• Easy integration with existing CRM and marketing automation systems

Some customers have mentioned that Bombora's data can be costly, particularly for smaller businesses or those with limited budgets. Others have noted that the platform's user interface can be complex, requiring some training and onboarding to get the most out of the tool.

By considering customer reviews and testimonials, you can get a better understanding of each platform's strengths and weaknesses, which can help inform your decision when choosing an intent data provider.

Conclusion and Recommendations

After a thorough comparison of ZoomInfo and Bombora's intent data offerings, it's clear that both platforms have their strengths and weaknesses. In this conclusion, we'll summarize the key differences and provide recommendations for different business types and use cases.

Summary of Key Differences

Bombora, on the other hand, is a specialized intent data provider with a vast B2B publisher network and extensive topic taxonomy. Its data collection methods focus on content consumption and offer account-level and contact-level intent signals. Bombora's intent data is well-suited for marketing teams looking to personalize content and target high-intent accounts.

Recommendations

Based on the comparison, here are some recommendations for different business types and use cases:

• Small businesses: ZoomInfo's intent data might be a better fit due to its more comprehensive sales intelligence platform and flexible pricing structure.

• Enterprise organizations: Bombora's specialized intent data offerings and extensive topic taxonomy might be more suitable for large enterprises with complex marketing and sales operations.

• Situations where using both platforms may be beneficial: If your business requires both sales intelligence and specialized intent data, using both ZoomInfo and Bombora could provide a more comprehensive view of your target market.

In conclusion, the choice between ZoomInfo and Bombora ultimately depends on your business goals, sales and marketing strategies, and budget. By understanding the strengths and weaknesses of each platform, you can make an informed decision that drives growth and revenue for your organization.

As the B2B sales and marketing landscape continues to evolve, the role of intent data will only become more crucial. By leveraging the right intent data platform, businesses can gain a competitive edge, improve sales efficiency, and drive revenue growth.