Case Study: Intent‑data leader Bombora achieves 10x influenced pipeline and higher CTR & conversions with RollWorks

How Getting Intentional with ABM Elevated Bombora’s GTM Strategy

Bombora, the largest aggregator of B2B intent data, needed to refine its advertising strategy and prove that an account‑based marketing (ABM) approach would drive better engagement and pipeline. The demand gen team was already using the RollWorks platform for ads and target account lists but wanted a more intentional, measurable way to target high‑value accounts and recalibrate its ICP.

Bombora refined its ICP, aligned sales and marketing motions, and integrated its intent data directly into RollWorks to build high‑intent audience segments and serve personalized ads (including single‑intent topic campaigns). Using RollWorks, Bombora achieved a 17% higher CTR, a 67% higher conversion rate versus non‑intent display campaigns, a 10x increase in influenced pipeline, increased target account engagement, and rising influenced opportunities and revenue while maintaining the same marketing spend.

Bombora

Brandon Santos

Senior Digital Marketing Manager