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Bombora Integration Guide
Connect Bombora Company Surge® and company-level intent signals with sales, marketing, analytics, and data-platform workflows.
Bombora integration options at a glance
Bombora primarily provides company-level intent data and Company Surge® signals for activation in sales, marketing, advertising, analytics, and data platforms. Public documentation does not confirm a general REST, GraphQL, SOAP, webhook, or bulk API, so the available mechanism must be confirmed for the customer’s Bombora agreement. Delivery may involve an authenticated API, scheduled export, file or cloud-storage transfer, callback, or intermediary activation platform. Martini can orchestrate scheduled or event-driven workflows, consume confirmed endpoints, process files, normalize company and topic data, apply matching and business rules, and write curated signals to downstream applications or databases.
| Integration point | Supported by Bombora? | Common use cases | How Martini supports it |
|---|---|---|---|
| REST APIs | Not confirmed | A customer-specific API could provide Companies, Topics, Company Surge®, or intent signals for scheduled retrieval. A general public Bombora REST API was not verified. | Martini can consume a confirmed Bombora REST API in a workflow, manage request sequencing, transform responses, and write results to downstream systems. |
| GraphQL APIs | Not confirmed | No official public Bombora GraphQL documentation was found, so GraphQL availability and object coverage require confirmation. | If Bombora provisions GraphQL access, Martini can consume the endpoint using a workflow and map the returned data. |
| SOAP APIs | Not confirmed | No official public Bombora SOAP documentation was found. SOAP should not be assumed as a delivery mechanism. | Martini can consume SOAP services generally, but Bombora-specific SOAP support must be confirmed before design. |
| Webhooks / outbound callbacks | Not confirmed | Customer-specific callbacks may notify downstream systems about selected intent, audience, or threshold changes, but a general Bombora webhook catalog was not verified. | Martini can expose an API endpoint to receive a confirmed callback, validate it, and invoke a workflow. |
| Bulk / async / batch APIs | Not confirmed | Company intent data is commonly processed in scheduled or batch form, but a specific Bombora bulk or asynchronous API was not publicly documented. | Martini can process bounded batches, maintain checkpoints, apply idempotency, and handle partial failures when the delivery contract is confirmed. |
| File / attachment delivery | Not confirmed | Scheduled file or cloud-storage delivery may be available under a customer agreement, although formats, protocols, and schedules were not publicly confirmed. | Martini can process confirmed file deliveries, validate rows, transform formats, and load accepted data into applications or databases. |
| Database / analytics access | Not confirmed | Bombora data may be delivered to a customer data environment or activation platform, but direct database access was not confirmed. | Martini can write normalized signals to supported SQL databases or consume an approved intermediary data platform. |
| Authentication | Limited | Authenticated access is required for customer integrations, but the method may be an API credential, token, OAuth flow, or customer-managed file-transfer credential. | Martini can store secrets securely and apply the authentication method required by the provisioned Bombora endpoint once confirmed. |
How Bombora exposes data and business events
Bombora REST APIs
Bombora may provide customer-specific API access for intent data, but public documentation confirming a general REST interface was not found. Endpoint availability, objects, authentication, quotas, and delivery semantics must be confirmed with Bombora.
Martini implementation pattern
Martini implementation pattern: Martini authenticates to the provisioned endpoint, retrieves Companies, Topics, Company Surge®, or intent signals in bounded requests, validates the response, maps it to a canonical model, and persists a checkpoint for the next run.
Implementation sequence
Scheduled Bombora exports
Scheduled or batch delivery is a practical pattern for company-level intent data, although Bombora’s file formats, transfer protocols, schedules, and incremental behavior must be confirmed for the customer.
Martini implementation pattern
Martini implementation pattern: a scheduled workflow receives or retrieves the approved export, validates its structure, normalizes Companies, Topics, and signals, and loads the results into operational or analytical destinations.
Implementation sequence
Bombora callbacks
General Bombora webhook support and event coverage were not publicly verified. If the contracted product provides callbacks for selected audience or surge changes, the event scope and replay behavior must be confirmed.
Martini implementation pattern
Martini implementation pattern: Martini exposes a secured API endpoint, validates the callback and tenant context, retrieves the current resource when necessary, and starts an asynchronous workflow for downstream processing.
Implementation sequence
Bombora data to a data platform
Bombora data may be supplied directly or through an intermediary activation or data platform. Direct database access was not publicly confirmed, so the source and permitted delivery path must be established contractually.
Martini implementation pattern
Martini implementation pattern: Martini ingests the approved source, preserves vendor identifiers and timestamps, writes normalized signal history to a SQL database or data platform, and publishes curated account views to consuming applications.
Implementation sequence
Common Bombora integration patterns
Pattern 1: Prioritize Salesforce accounts with Bombora intent
When to use this pattern
Use this pattern when sales teams need company-level intent context in Salesforce. It combines Bombora’s Company Surge® and Topic information with account matching, qualification rules, and controlled creation of sales actions.
Integration direction
Example Mapping
| Bombora Field | Canonical Field | Target Field |
|---|---|---|
| Company identifier | account.externalCompanyId | Account.BomboraCompanyId |
| Topic | intent.topic | Account.IntentTopic__c |
| Surge indicator or score | intent.surgeValue | Account.IntentScore__c |
| Observation date | intent.observedAt | Account.IntentObservedAt__c |
Martini implementation pattern
Martini retrieves or receives the confirmed Bombora delivery, resolves each Company by stable identifier or normalized domain, enriches the canonical signal with Salesforce account context, and updates only qualified accounts. Deterministic keys prevent duplicate tasks or activities, while transient API failures are retried and invalid matches are routed for review.
Martini capabilities used
- workflows
- API consumption
- data mapping
- business rules
- error handling
Pattern 2: Segment HubSpot or Marketo companies by intent
When to use this pattern
Use this pattern when marketing teams want to use Topics and Company Surge® signals for segmentation, lifecycle decisions, or nurture orchestration without copying every raw observation into the destination.
Integration direction
Example Mapping
| Bombora Field | Canonical Field | Target Field |
|---|---|---|
| Company identifier | account.externalCompanyId | Company.externalIntentId |
| Topic | intent.topic | Company.IntentTopic |
| Surge indicator | intent.isSurging | Company.IntentStatus |
| Last observed timestamp | intent.observedAt | Company.IntentObservedAt |
Martini implementation pattern
A scheduled Martini workflow selects new or changed signals, normalizes topic labels, applies freshness and qualification rules, and updates the agreed marketing properties. Batch boundaries, upserts, and retry handling limit API consumption and reduce repeated campaign actions.
Martini capabilities used
- scheduled workflows
- data mapping
- transformations
- business rules
- retry handling
Pattern 3: Build a governed Bombora intent history in Snowflake
When to use this pattern
Use this pattern when analysts need historical signal trends, topic activity, account coverage, and campaign comparisons. It supports append-only history while separating raw vendor data from curated activation data.
Integration direction
Example Mapping
| Bombora Field | Canonical Field | Target Field |
|---|---|---|
| Company identifier | company.externalId | COMPANY_ID |
| Topic identifier | topic.externalId | TOPIC_ID |
| Surge score | signal.score | SURGE_SCORE |
| Observation timestamp | signal.observedAt | OBSERVED_AT |
Martini implementation pattern
Martini ingests a confirmed API or export, validates and deduplicates observations, preserves ingestion metadata, and writes raw and normalized records to Snowflake. A second workflow publishes curated high-intent accounts while retaining rejected-record and delivery metrics for auditability.
Martini capabilities used
- workflows
- file or API processing
- data mapping
- SQL integration
- error handling
Pattern 4: Activate Bombora audiences through an intermediary platform
When to use this pattern
Use this pattern when Bombora data is made available through an approved activation product such as 6sense or Demandbase. It is an architecture pattern, not confirmation of a direct Bombora integration with those products.
Integration direction
Example Mapping
| Bombora Field | Canonical Field | Target Field |
|---|---|---|
| Company identifier | company.externalId | Account.ExternalCompanyId |
| Audience membership | audience.membership | Account.TargetSegment |
| Topic | intent.topic | Account.IntentTopic |
| Activation status | activation.status | Account.ActivationStatus |
Martini implementation pattern
Martini consumes the approved intermediary feed or API, reconciles company identifiers with CRM accounts, applies licensing and audience rules, and exposes or writes a curated result for internal consumers. The customer must verify product compatibility, data ownership, and permitted redistribution before implementation.
Martini capabilities used
- API consumption
- workflow orchestration
- data mapping
- business rules
- API exposure
Applications commonly integrated with Bombora
Bombora intent data is commonly used alongside sales, marketing, activation, data warehouse, and analytics products. The precise delivery path and product compatibility should be confirmed with Bombora and each destination provider.
| Application | Scenario | Direction | Martini Pattern |
|---|---|---|---|
| Salesforce | Add company intent context to Accounts, prioritize sales activity, and support account-based selling. | Bombora → Martini → Salesforce | Martini consumes a confirmed Bombora API, export, or intermediary feed, resolves companies using stable identifiers, maps topics and surge indicators to Salesforce Accounts or custom objects, and applies deduplication before creating tasks or updates. |
| HubSpot | Use company intent signals for segmentation, lead prioritization, and marketing workflows. | Bombora → Martini → HubSpot | A scheduled Martini workflow retrieves or receives new signals, converts Bombora topics and timestamps into HubSpot company properties, filters stale or low-priority signals, and retries transient destination failures. |
| Marketo | Enrich marketing programs with account interest and support campaign or nurture decisions. | Bombora → Martini → Marketo | Martini validates company identity, transforms intent attributes into Marketo-compatible fields or program criteria, and records rejected or duplicate updates for operational review. |
| 6sense | Combine Bombora intent data with account-based marketing, orchestration, and sales intelligence workflows. | Bombora → Martini → 6sense | Where the customer has compatible subscriptions and delivery rights, Martini normalizes Bombora company and topic data, exchanges the agreed payload with 6sense, and publishes activation results to downstream systems. |
| Demandbase | Use company interest information for account selection, advertising, and account-based engagement. | Bombora → Martini → Demandbase | Martini processes an agreed Bombora feed, maps company identifiers and audience attributes to Demandbase’s target model, and applies licensing, freshness, and duplicate controls before delivery. |
| Snowflake | Centralize intent data with account, pipeline, and campaign data for analytics and activation. | Bombora → Martini → Snowflake | Martini validates and normalizes scheduled Bombora data, writes an append-only signal history to Snowflake, and exposes curated high-intent account data to other workflows. |
| Tableau | Analyze company surge trends, topic activity, account coverage, and campaign outcomes. | Bombora → Martini → Tableau | Martini lands Bombora data in a warehouse or approved analytics source, preserves observation and ingestion timestamps, and prepares consistent company and topic dimensions for Tableau reporting. |
How to build a Bombora integration in Martini
Objective
Confirm Bombora entitlement, delivery mechanism, authentication model, data fields, and permitted destinations before building the workflow.
Instructions in Martini
- Obtain the customer-specific Bombora integration specification
- Store API, file-transfer, or intermediary credentials in Martini secrets
- Confirm scopes, quotas, refresh frequency, retention, and redistribution rules
- Define the canonical Company, Topic, and intent-signal model
Objective
Select a schedule, inbound callback, or approved file-arrival pattern based on what Bombora provisions.
Instructions in Martini
- Use a scheduler for confirmed batch or API delivery
- Expose a secured Martini API only when Bombora provides callbacks
- Document snapshot versus incremental semantics
- Define the high-water mark or delivery checkpoint
Objective
Acquire Bombora data reliably while preserving delivery identifiers and source metadata.
Instructions in Martini
- Retrieve bounded API pages or receive the approved export
- Validate authentication and delivery metadata
- Record request, file, or callback identifiers
- Separate transport failures from invalid payloads
Objective
Coordinate validation, company matching, transformation, target writes, and operational state in one maintainable workflow.
Instructions in Martini
- Parse the Bombora payload or file
- Validate required identifiers and timestamps
- Normalize domains and handle matching exceptions
- Route invalid or unrecognized Companies for review
Objective
Convert Bombora-specific fields into the target application or canonical data model without losing source context.
Instructions in Martini
- Map Company and Topic identifiers
- Transform Company Surge® and intent fields
- Preserve observation and ingestion timestamps
- Retain raw payloads where auditability is required
Objective
Ensure that intent data supports decisions without creating duplicate or ungoverned downstream activity.
Instructions in Martini
- Apply freshness, territory, account-status, and score rules
- Create deterministic idempotency keys
- Filter restricted or unnecessary fields
- Avoid treating an intent signal as conclusive buying evidence
Common Bombora data objects used in integrations
| Object | Typical Use | Common target systems | Martini handling |
|---|---|---|---|
| Company | Organization associated with observed research activity and account matching. | Salesforce, HubSpot, Snowflake, Demandbase, 6sense | Martini prefers stable Bombora identifiers, normalizes domains when necessary, handles parent and subsidiary relationships, and records matching decisions. |
| Company Surge® | Signal that a company’s interest in a Topic is elevated relative to a baseline. | Salesforce, Marketo, HubSpot, 6sense, Demandbase | Martini maps surge status and available score or intensity fields, applies qualification rules, and prevents repeated downstream actions. |
| Topic | Subject or business topic monitored by Bombora. | CRM, marketing automation, data warehouses, analytics platforms | Martini stores stable topic identifiers and display labels when available, while isolating taxonomy changes from downstream mappings. |
| Intent signal | Observation describing company interest, topic activity, timing, and potentially intensity or score. | Snowflake, Salesforce, Marketo, Tableau | Martini validates timestamps and identifiers, normalizes fields, creates deterministic keys, and preserves raw data when auditability is required. |
| Audience | Group of companies or accounts assembled for activation, targeting, or analysis. | 6sense, Demandbase, advertising and marketing platforms | Martini transforms audience membership and company identifiers, enforces data-use rules, and delivers only approved fields. |
| Data Co-op | Bombora data-sharing ecosystem contributing to the research activity underlying intent signals. | Data platforms and approved activation environments | Martini treats Data Co-op as provenance or licensing context rather than assuming it is a directly addressable transactional object. |
Authentication and security considerations
Customer-specific authentication
Bombora requires authenticated access for customer integrations, but the exact method was not publicly specified. It may involve API credentials, tokens, OAuth for a particular activation integration, or credentials for file delivery.
Data governance
Confirm licensing, permitted destinations, retention, redistribution, and deletion obligations before copying intent data into CRM, marketing, advertising, or analytics systems.
Martini controls
- Store credentials and tokens in Martini secrets management.
- Use secured API endpoints for inbound callbacks.
- Restrict payload fields and avoid logging credentials or unnecessary licensed data.
- Apply tenant, scope, and destination rules in workflow logic.
Operational considerations for Bombora integrations
Delivery and quotas
Confirm Bombora’s pagination, refresh schedule, file format, API quotas, rate limits, retry-after behavior, and snapshot or incremental semantics before implementation.
Identity and idempotency
Prefer stable Company and Topic identifiers. If domain matching is necessary, normalize domains and manage subsidiaries, parent companies, and exceptions. Use deterministic keys based on documented signal identifiers and timestamps.
Freshness and taxonomy
Preserve observation, ingestion, and last-updated timestamps. Store stable Topic identifiers with labels where available so taxonomy changes do not silently create new categories.
Testing and monitoring
- Test full snapshots, incremental updates, corrections, missing identifiers, and duplicate deliveries.
- Track received, accepted, rejected, duplicate, and downstream-written counts.
- Separate authorization, transport, validation, and destination failures.
- Confirm retention and correction behavior with Bombora.
Why use Martini instead of scripts or point-to-point integrations?
Orchestration instead of isolated scripts
Bombora delivery may vary by customer agreement and can require company matching, incremental processing, licensing controls, and multiple destinations. Martini provides a maintainable workflow layer for these concerns rather than embedding them in separate scripts.
Reusable integration logic
Martini can centralize authentication, validation, mapping, deduplication, business rules, retries, and checkpointing while exposing controlled APIs for internal consumers.
Operational visibility
Workflow-based processing makes delivery identifiers, validation results, retry counts, and downstream outcomes easier to monitor and troubleshoot than point-to-point code.
Frequently asked questions
Bombora can be integrated through the customer-specific mechanism it provisions, such as an authenticated API, scheduled export, file or cloud-storage delivery, callback, or intermediary activation platform. Public documentation does not confirm a general Bombora REST, GraphQL, SOAP, or webhook interface, so the exact endpoint, format, schedule, and authentication model must be confirmed with Bombora.
Yes. Martini can integrate with Bombora when the customer has an approved API, export, callback, file delivery, or intermediary endpoint. Martini can orchestrate workflows, normalize Companies, Topics, Company Surge®, and intent signals, apply business rules, and write results to applications or databases.
No. A dedicated Bombora connector is not required. Martini can use Bombora’s confirmed native APIs, callbacks, file delivery, authentication methods, or an approved intermediary platform. A native Martini Bombora connector was not verified in the supplied research.
Lonti does not charge an additional per-connector or per-vendor fee to integrate Bombora. The integration is subject to the provisioned capacity of the Martini environment. Separate costs may apply from Bombora, cloud infrastructure, Snowflake, activation platforms, or other third-party systems depending on subscription, usage, and deployment model.
Use the mechanism included in the customer’s Bombora agreement. Scheduled exports or batch delivery are practical for intent data, while an API may suit incremental retrieval and a callback may suit selected near-real-time notifications. REST, GraphQL, SOAP, and general webhook support were not publicly confirmed.
General Bombora webhook support and event coverage were not publicly confirmed. A customer-specific product may provide callbacks for selected audience or surge changes, but event scope, replay behavior, and retry semantics must be verified. Martini can receive confirmed callbacks through a secured API endpoint.
Synchronization can be scheduled or event-driven depending on Bombora’s provisioned delivery. Martini can process full snapshots or incremental data, maintain a documented high-water mark, preserve observation and ingestion timestamps, and use deterministic keys to prevent duplicate CRM or marketing actions.
Martini maps Bombora identifiers, Topics, surge values, timestamps, and audience fields into a canonical or target model. Validation separates bad data from transport failures; transient failures can be retried with bounded backoff, while deterministic idempotency keys and target upserts prevent duplicate signals.
Related Martini documentation
APIs
Workflows
Connect Bombora data to your enterprise workflows
Use Martini to design a governed Bombora integration around the API, export, callback, or intermediary delivery mechanism available in your customer agreement.