Keyword Intent Data Now Built Into Pocus

Intent data can be a real game-changer for sales teams.

The challenge? Most teams are still looking at intent data in silos. 

When reps look at intent in silos and without any other context it’s easy to miss critical buying signals that might be screaming that a prospect needs engagement. 

Keyword intent is one of those signals. 

When looked at in a silo, keyword intent gives you a 1-dimensional picture of an account. A very large account searching for ‘CRM’ may not mean much alone. Probably not worth prioritizing. 

But pair that with recent marketing engagement, website visits, and hiring a new CRO? You might want to prioritize that account. 

Which is why we’re excited to announce Pocus now offers keyword intent data out-of-the-box powered by Bombora. 

Introducing Bombora intent in Pocus 

We've partnered with Bombora to bring keyword intent signals directly into your existing Pocus workflows.

Bombora is the leading provider of keyword intent data in the market. Bombora aggregates content consumption signals across ~5,000+ B2B publisher sites, tracking over 12,000+ intent topics to offer B2B sellers insights on which accounts may be in the market for solutions. 

When accounts show surge activity around topics relevant to your solution, that data automatically flows into your AI Scoring to help reps prioritize their best-fit accounts. 

Why choose Pocus for keyword intent? 

Integrates out-of-the-box: no separate contracts, no figuring out how to layer this into your sales reps workflows, no data analysis or manipulation required. Pocus tracks the most common intent topics and adds anything relevant to your account score. 

Purpose-built for prospecting action: keyword intent data is most commonly used by marketing teams for ABM targeting i.e., building a target account list for advertising campaigns. With keyword intent data in Pocus you give reps not just high-level intent but a real understanding of which accounts might actually be in market, plus the workflow to easily take action (recommended contacts, account research, and message generation). 

Strongest account prioritization engine: keyword intent adds another layer of depth to the already robust AI-generated scores in Pocus. Layering in keyword intent on top of key internal and external signals like recent deal activity, keywords in 10k reports, job postings, website visits, and more give reps a true 360 understanding of an account's buying intent. 

A new way to ABX 

Modern revenue teams are moving away from expensive, monolithic "ABM platforms" toward unbundled, purpose-built solutions that solve specific workflow problems. Instead of paying $100K+ for over-complicated platforms that generate confusing intent alerts, smart teams are choosing tools that integrate seamlessly into their existing sales and marketing motions.

The Pocus + Bombora integration represents this shift. You get enterprise-grade intent data without the platform overhead, vendor management complexity, or budget-breaking subscription fees.

This approach eliminates the traditional silos between sales and marketing intent workflows. Both teams work from the same intent-enhanced account scores, build target lists using the same criteria, and trigger coordinated outreach based on shared signal thresholds. The result? True account-based execution without platform bloat.

How it works

Getting intent-powered workflows takes minutes, not months:

1. Instant activation: Bombora integration is included with your Pocus subscription—no separate contracts, vendor negotiations, or IT implementation required.
2. Smart topic selection: Start with 12 pre-configured intent topics relevant to B2B buying signals, fully customizable by admins to match your solution and market.
3. See what’s surging: Bombora tracks content engagement across 4,000+ B2B sites and identifies when your target accounts show surge activity above their historical baseline. This automatically updates your scoring in Pocus so you catch accounts while they are “hot.”
4. Native workflow integration: Use intent signals immediately in AI Scoring for smarter account prioritization, filter by intent activity in List Builder for targeted campaigns, and set up Playbook triggers that launch sequences when accounts cross surge thresholds.
5. Weekly updates: Fresh intent data flows in weekly, ensuring you catch buying signals as they emerge without manual data refreshes or stale insights.

Three ways teams use intent-driven workflows

Sales: Better account prioritization & intent actions ‍

Replace spray-and-pray prospecting with intent-driven prioritization. Sales reps get a holistic view of account intent not siloed signals so they can focus on the accounts with real buying potential. SDRs focus their efforts on warmer accounts and AEs can add value to active deals if they notice a surfe in research on specific topics. Pocus doesn’t just help reps prioritize but it then guides them to the right actions - contacts to prioritize, content for messages, and more. ‍

Marketing: ABX that actually converts ‍

Easily create segments of accounts in your ICP with intent using a variety of sources including keyword intent topics. Coordinate outreach efforts that span marketing automation, advertising campaigns, and sales outbound. 

RevOps: Smarter scoring models

Solve the age old challenge of scoring that doesn’t pass the rep sniff test. With a variety of buying signals feeding your score, your reps get the most robust prioritization engine available. Taking into consideration recent surges in keyword intent, website visits, product usage and more. 

Ready to turn intent signals into revenue action? Book a demo to see how Bombora integration works within your existing Pocus workflows.