Bombora Unveils Surge Data Integration With Salesforce CRM

Bombora, a provider of B2B buyer intent data, launched an integration between its Surge data offering and Salesforce in an effort to help users better identify when target accounts are in the buying process. The company states that its integration with Salesforce will enable users to accelerate their marketing and sales initiatives with buyer intent data.

“Surge data allows businesses to spend time and budget on accounts that are most likely to engage at this moment and become high-quality sales opportunities,” said Marc Johnson, CMO of Bombora, in a statement. “Rather than struggling to create new discussions in market, Surge data allows marketing teams to identify what conversations are taking place in relation to their target accounts and when.”

Direct access to Bombora’s Surge data is available via a subscription Data-as-a-Service (DaaS) interface. The company states that Surge data helps B2B marketing and sales teams detect target accounts that are actively researching their products and services. In a recent blog post spotlighting the announcement, the company highlighted how the information — paired with users’ Salesforce CRM data — can impact company initiatives such as sales management, field marketing and account-based media targeting.

The combination of data from Salesforce CRM and Surge can be used to align sales and marketing activities and connect them to revenue opportunities, according to Bombora. This also allows for more strategic planning of investment and resources.