This document discusses how intent data from Bombora can be leveraged within the Engagio platform. It begins with an overview of what intent data is and the different types. It then discusses how Bombora collects large-scale B2B intent data from various content sources. A Company Surge score is explained as representing the intensity of research spikes for a business and topic. The document outlines benefits of using intent data and examples of how brands have seen improvements. It concludes with demonstrations of ways to leverage intent data within Engagio, such as counting it towards engagement minutes or creating automations based on intent data.
6. 6
Intent data is information collected about web
users’ content consumption or ‘observed behavior’
that can provide insight about their interests and
from this indicate potential ‘intent’ to take an action.