When it fires
Bombora shows an account researching your category's topics well above its own baseline. The account is likely in market, whether or not it has visited your site.
How the play runs
Flag the surge. Breakout flags accounts surging on the topics you chose to watch.
Warm with ads. Run ads to the account built around the topics it's researching.
Follow with email. Send a short email to the right persona with a useful take on that topic.
What the ads and email should do
Match the topic they're reading about, not your full product story.
Teach something first. They're early in their research.
Make the ask small, like a guide or a short read.
Why it works
Most buying research happens long before anyone fills in a form. Reaching an account while it's still learning the category puts you on the shortlist before the shortlist is written.
Make it stronger
Act faster when the same account also shows up on your website or on G2. Off-site research plus a visit is a strong sign of an active project.
What you need
Bombora connected, with your topics chosen
Ad audiences connected
Personas defined
