 | This article needs additional or more specific categories .(July 2025) |
| Bombora | |
| Company type | Private |
| Industry | Technology |
| Predecessor | Madison Logic Data |
Area served | Worldwide |
Key people |
|
| Products | B2B intent data for marketers |
| Website | www |
Bombora is a privately owned American technology company that provides intent data for use by business-to-business (B2B) advertisers and marketers. [1]
Data company Madison Logic created an analytics business called Madison Logic Data on November 3, 2014. This new B2B intent data business was formed to “focus on analyzing, organizing, and activating data acquired through its existing proprietary data assets,” [2] and led by Erik Matlik, who was named CEO.
In April 2015, parent company Madison Logic rebranded Madison Logic Data as Bombora. This new business entity was created to provide consolidated intent data solutions to B2B marketers. [3]
At the time of this announcement, Bombora had a “database of interest areas for 245 million business decision makers and more than 2 million unique companies worldwide.” [4]
Adobe’s Audience Marketplace first partnered with Bombora in November 2015, allowing access to Bombora’s B2B intent data to advertisers using Adobe Marketing Cloud. [5]
In October 2019, Bombora acquired netFactor, a Colorado-based marketing technology company focused on B2B lead generation based on first-party data.I It's VisitorTrack solution is part of Bombora's Audience Insights. [6]
Signal HQ, an intent dashboard company founded by Alex Pilafidis Greer, was acquired by Bombora in July 2020. Initially, Signal HQ used data provided by Bombora in its intent data visualization tool. In a July 22, 2020, LinkedIn post titled “A moment of gratitude and reflection after selling Signal HQ,” Greer said, “These Signal HQ dashboards visualizing Bombora's Company Surge® data were the fruits of months and months of self-taught code and hard labor.” [7]
In August 2023, Bombora launched Intelligent Account-Based Marketing (iABM) as a tool that “optimizes, measures, and proves the impact of programmatic B2B campaigns with transparent reporting,” in partnership with The Trade Desk and ChaliceAI. [8]
A series of executive promotions and new hires were made in 2024. In February 2024, Ajit Thupil was named Chief Product Officer. [9] In April, co-founder Erik Matlick, was named Executive Chairman of the company; [10] Mark Cannon was promoted from the role of President to CEO. B2B marketing veteran Putney Cloos joined the company in May in the role of Chief Marketing Officer. [11] And Dr. Jim Butler joined the company in December as Chief Technology Officer. [12]
In December 2024, global knowledge-sharing platform Quora became a partner, allowing advertisers access to Bombora’s B2B audience segment data. [13]
In January 2025, Bombora announced a partnership with ad tech platform Audigent that enables B2B advertisers to reach additional customers through its audience and inventory capabilities. [14]
Bombora has four main services for B2B advertisers: intent data, identity and enrichment of first-person data, digital audiences, and planning and measurement. [15] [16]
It has a “data cooperative” that comprises thousands of publishers, brand websites and premium data providers that all consent to contribute B2B research and consumption activities and insights solutions that enrich first-party data, configurable audience data for targeting, and detailed visual analytics dashboards. [17]
Bombora's intent data helps sales professionals to prioritize accounts that are most likely to convert to customers. According to Putney Cloos, CMO of Bombora, “Intent data is crucial in today’s dynamic market...The ability to identify and respond to real-time buyer behaviors empowers organizations not just to keep pace with the competition, but to set the pace in their respective industries.” [18]