Bombora and G2 are the two most-used B2B intent providers. Bombora measures research across a broad publisher network; G2 measures research on G2's review site. Both connect via API; setup is 30 minutes per provider.
Bombora setup
Settings → Signals → Add Source → Bombora. Enter your Bombora API credentials (your Bombora account manager provides these). Pick the surge topics relevant to your category — typically your category, adjacent categories, and competitor names. Bombora ships daily; signals appear within 24 hours of activity.
Bombora topic selection
Bombora's topic taxonomy has thousands of topics. Pick narrow, specific topics aligned to your category ("Sales engagement," "Email marketing automation") rather than broad ones ("B2B marketing"). Narrow topics produce cleaner signals; broad topics produce noise.
G2 setup
Settings → Signals → Add Source → G2. Enter your G2 buyer intent API credentials. Pick the G2 categories and competitor pages you care about — typically your G2 category, adjacent categories, and main competitors' G2 pages. G2 signals are near-real-time; they appear within hours of the research activity.
Why G2 is specifically valuable
G2's signal is unique: a prospect researching your competitor's G2 page is a high-intent signal — they're evaluating buyers. Set up alerts on your top 3–5 competitors' G2 pages even if you don't subscribe to broader G2 intent.
Running both together
Bombora and G2 see different research. Bombora sees publisher consumption (articles, downloads); G2 sees review-site consumption (vendor comparison). Both are useful; the strongest signal is when both fire on the same account in a similar window.
