Selecting the right Bombora intent topics is the foundation to a strong data strategy in D&B Rev.Up ABX. You should work closely with your customer success manager, or implementation manager, to select the right topics. They can help you identify the companies in your data that most commonly share the intent topics you are considering.
What is an intent topic?
An intent topic describes the nature of the online content a user is viewing. Topics are derived from deep learning and natural language processing (NLP) models that understand the content and context of language in the content. These models then assign the most relevant topic to each piece of content.
Is an intent topic the same as a keyword?
No. Keywords consider the presence of the word. Intent topics consider the context of the content - regardless of the presence of the word/phrase. To learn more view Bombora's "Intent Topics vs. Keywords" info sheet.
Strategy for selecting intent topics
On the next page is a high-level framework to help choose the best intent topics to get started. You may need to modify this based on your business strategy, objectives and intended activities. Larger or more complex businesses with multiple product lines will likely need many more intent topics than shown in the example.
Using intent topic clusters
While it's interesting to monitor content consumption activity for one topic, building an intent topic cluster helps identify broader interest on related topics, which is more indicative of a trend.
What are topic clusters?
An intent topic cluster is a group of like-minded intent topics representative of all facets of your product or service.
What are the intensity score (Surge Score)?
For each topic there is an intensity score (a.k.a Surge Score) of 0-100. It is determined by comparing the most recent week's signals to the previous 13 weeks signals. For simplicity, we assign three intensity values:
Normal (< 60): represents no intensity increase.
Moderate (60-67): represents small increases above average levels.
High (> 67): represents large increases above average levels.
Mapping intent topics to business strategy:
|Intent Topic Groups||What should this include?||# of intent topics||Use case application||Example topics for Bombora|
|Brand/Products (core)||Topics that are core to your business. Include your brand, products, services and any key functions your business performs.||10-12||All||
Bombora Company Surge
Company Surge for Salesforce
|Competitors/Partners||Names of your main partners and competitors. This could also include names of their specific products or services.||Dependent on your business strategy||Mid-to-bottom of funnel activity (e.g. Sales enablement, Events management, Lead generation)||
Your primary category/categories of business.
Include any strongly associated tandem categories
|4-10||Top of funnel activity (e.g. programmatic, marketing automation, social)||
Account Based Marketing (ABM)
List topics that are important to each of your key personas.
This can include pain points, business issues or expected outcomes/results.
This selection should be a broad representation against a collective persona.
|6-12||Top-to-mid funnel activity (programmatic, social, search, marketing automation, lead prioritization)||