1. LinkedIn Integration/7. Activate Bombora Intent Topics

7. Activate Bombora Intent Topics

Bombora Intent

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The Bombora Intent Topics feature in Recotap allows you to track intent signals from accounts showing interest in specific topics relevant to their industry.
This enables better targeting, prioritization, and engagement with high-intent accounts.

Use Cases In Recotap:

  1. Identify High-Intent Accounts – Track businesses researching topics related to your industry and engage them at the right time.
  1. Enhance ICP Targeting – Helps refine ICP scoring by matching accounts showing interest in your category.
  1. Create Audience Segments Using Intent Clusters – You can create multiple Intent clusters (or groups) for different industries, solutions, or regions to segment your audience more effectively.
  1. Improve ABM Campaigns – Ensures ads, emails, and outreach efforts focus on accounts with real buying signals.
  1. Optimize Ad Content & Alt Text – Intent topics can be used to:
      • Personalize ad messaging based on trending industry interest.
      • Enhance SEO & alt text for landing pages, images, and blog content to align with high-search-volume terms.
  1. Sales & Marketing Alignment – Helps prioritize outreach based on real-time research activity.
  1. Increase Conversion Rates – Engaging high-intent accounts shortens the sales cycle and improves the likelihood of conversion.
 
With Bombora integration, Recotap enables intent-driven audience segmentation, helping businesses engage the right accounts at the right time 🔥.

Set Up Bombora Intent Topics in Recotap

Here’s the step-by-step process:
1. Access Bombora Intent Topics
  • Navigate to Settings > Workspace > ABM Settings > Bombora Intent.
2. Create a New Intent Group
  • Click on "Create Intent Group" (top-right corner).
  • A pop-up appears asking for Intent Group details.
3. Define Intent Group Name
  • Enter a Group Name (e.g., SaaS Buying Signals, Enterprise Cloud Interest).
4. Choose Intent Topics
  • Select "Find Topics by":
    • Category – Browse predefined categories relevant to your industry by picking a Theme and Category from the dropdown.
    • Search – Manually type and search for specific intent topics.
5. Save & Activate
  • Click "+ Create" to save the intent group.
  • Once created, Recotap will start tracking intent signals from Bombora.
6. Create Multiple Intent Clusters for Audience Segments
  • Instead of using a single intent group, you can create separate clusters based on different criteria such as:
    • Industry-Specific Clusters (e.g., Retail, SaaS, Manufacturing).
    • Product-Specific Clusters (e.g., ABM Platforms, CRM, Martech Solutions).
    • Region-Based Clusters (e.g., North America, Europe, APAC).
  • These clusters help in creating audience segments for targeted campaigns.

Good Vs Bad Practices for Selecting Bombora Intent Topics

Good Practices
Bad Practices
✅ Map topics to your GTM strategy — align with product, persona, and funnel stage.
❌ Choosing topics without any alignment to marketing or sales objectives.
✅ Use alternate phrases — search using full forms, synonyms, or related terms.
❌ Relying only on exact keyword matches (e.g., only “CRM”, not “Customer Relationship Management”).
✅ Build topic clusters — group 3–5 related topics to reflect broader interest.
❌ Selecting only one topic and assuming it captures full buying intent.
✅ Use competitor names as topics — to detect accounts evaluating alternatives.
❌ Avoiding competitor topics out of fear it signals “lost deals”.
✅ Filter using Theme & Category — navigate taxonomy by use case context.
❌ Randomly picking topics from the list without understanding their category or theme.
✅ Validate with closed-won history — check which topics trended before past wins.
❌ Adding topics that look relevant but have no proven correlation to conversions.
✅ Keep Refreshing Topics with to find related or higher-performing topics.
❌ Sticking to a static list of topics and never revisiting or refreshing them.
✅ Think in buyer outcomes or problems — not just product names.
❌ Selecting topics that are too technical, niche, or broad with little buyer context.

🔍 What to Do When You Can't Find the Exact Bombora Intent Topic

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If you're searching for a topic in Bombora and don't see an exact match, it doesn't always mean the intent data is unavailable—it just means the topic might exist under a different phrasing, structure, or broader context.
Here’s how to go about it effectively:

✅ 1. Search Using Alternate or Expanded Forms

Bombora’s intent topics are contextual, not keyword-based. If you're searching for:
  • Abbreviations: Try the expanded version
      • e.g., “CRM” might be listed as “Customer Relationship Management”
  • Product-focused terms: Try broader category-based phrases
      • e.g., “HubSpot Sequences” → look for “Email Automation Platforms” or “Sales Engagement Software”
  • Feature terms: Reframe around use cases or outcomes
      • e.g., “Multi-touch Attribution” → check for “Marketing Attribution” or “Campaign Performance Analytics”
🔁 If unsure, browse the taxonomy by Theme and Category to locate close conceptual matches.

✅ 2. Build Topic Clusters Around the Nearest Match

When your desired topic doesn’t exist verbatim:
  • Select 3–5 related topics that, together, signal similar intent.
  • This ensures broader coverage while keeping relevance high.
Example:
  • Can't find “GPT Integration”? Use:
    • “AI Development Tools”
    • “Conversational AI”
    • “Natural Language Processing”
    • “Machine Learning Platforms”

✅ 3. Why Adding Competitor Topics Helps

Including competitor names (and their products) in your topic list is a powerful buying signal tactic.
  • Accounts researching your competitor are likely evaluating options—including yours.
  • It enables mid-to-bottom funnel targeting—ideal for sales alerts, retargeting, and late-stage nurture.
  • It reveals in-market demand even if they're not directly engaging with your brand.
Example Topics to Add:
  • “Salesloft” or “Outreach.io” → if you offer a sales engagement platform
  • “Marketo” or “Pardot” → if you’re a marketing automation tool
🎯 Competitor interest ≠ lost deal. It’s often a window of opportunity to enter the consideration set.

🚫 Avoid These Mistakes

  • Don’t force a match with irrelevant topics just because the label sounds close.
  • Avoid too generic terms like “Software” or “Technology” — they bring in noise.
  • Don’t skip context—read topic descriptions to ensure alignment with your buyer journey.

Final Word:

If you still can’t find a relevant match, you’re welcome to suggest new intent topics for registration through us. Please note that due to Bombora’s internal processes, the approval and addition of a new topic may take approximately 6 to 9 months.