Companies need the ability to incorporate trusted data sources directly into their CRM to help users better target the right prospects, sell smarter, and create personalized, 1-to-1 customer experiences. To date, it has been hard to find, license, and integrate additional data sources that help you truly get to know your customers better. That’s why we’re working to make adding data sources in Salesforce faster and easier.

B2B Research Data Now on the AppExchange

Today, we’re excited to announce a new data partner on the AppExchange as a part of innovative data integration features built into the Salesforce platform. Bombora, a leading provider of B2B intent data, delivers valuable buying signals that can be automatically matched and added to the account records in your CRM.

This new data package takes advantage of enhancements to the Salesforce platform that allow for integration of data sources into the customer’s org with clicks, not code. The combination of these enhancements and vendors’ data packages will allow customers to create more intelligent processes, built on better, more targeted data—improving CRM user adoption and ROI. Instead of having to invest in custom-built integrations, wrangle data manually from flat files, or settle for working with data in silos, customers can now use the power of Salesforce to gain deeper insights from their data while making it actionable for users across the organization.

Surf the Waves of Intent Data

B2B buying teams often rely on third party content -- whitepapers, webinars, articles, case studies and more -- to make their purchasing decisions. In fact, according to a study by the CMO Council and Netline Corporation, 88% of B2B buyers, influencers and researchers believe that online content has played a major to moderate role in their vendor selection. Recognizing this, Bombora monitors data from thousands of premium B2B publishers across over 2,800 topics. They’re able to recognize when accounts are showing what they call “surges” in research behavior on specific topics. With this data, sales and marketing have a strong indicator of purchase intent to help them personalize content, improve effectiveness of targeted campaigns, prioritize prospecting, and much more.

How Do I Get It?

Information on the new data package from Bombora is available on the Salesforce AppExchange here. The Bombora data package can be added to Salesforce Sales or Service Cloud, Professional Edition and above. The data package is built using the same platform capabilities that power Sales Cloud features like Geocoding and new Clean rules.