Simpli.fi + Bombora: Turning Hidden B2B Buying Signals Into Full-Funnel Activation

Writer: Kerri O’Connor
Date: August 27, 2026

Estimated reading time: 5 minute read

What you’ll learn:

• How Bombora’s exclusive B2B Intent data surfaces hidden buying signals before buyers identify themselves.
• How Simpli.fi activates buying signals throughout the funnel, from programmatic media to geo-fencing across digital and physical touchpoints.
• Practical ways to put intent data to work during campaign planning, audience activation, and performance measurement.

B2B marketers are often juggling three connected problems: ad spend reaching accounts that don’t fit their ideal customer profile (ICP), diminishing returns from repeatedly targeting the same pool of known contacts, and channel-level reporting that makes it difficult to connect ad exposure to account engagement and actual conversions.

These problems share a common blind spot. Marketers spend significant amounts of time and money activating the audiences they already know while missing high-intent activity from potential buyers that haven’t identified themselves yet.

That gap matters because B2B buyers aren’t waiting until they become leads in your marketing funnel to start evaluating solutions, comparing vendors, and forming preferences.

Your Ideal Buyer Is Making Decisions Before Your Business Notices

B2B buyers are making decisions before they fill out a marketing lead form or speak directly with sales. Here are the numbers to support this:

By the time an account becomes visible through traditional lead signals, important buying decisions may already be taking shape.

Marketers need a way to see which accounts are actively researching solutions, understand what they’re showing interest in, and then use those signals to reach and influence potential buyers before they identify themselves, helping move anonymous signals towards valuable actions such as a form submission or an actual store visit.

Intent data helps B2B marketers act on buyer interest even before they raise their hand.

Bombora Makes B2B Buyer Behavior Visible Right From the Get-Go

Long before a buyer fills out a form or talks to sales, they’re already researching solutions and shaping their decisions based on content they consume across the web. Bombora helps B2B marketers turn that otherwise hard-to-see research activity into a buying signal they can act on.

At the center of this is Bombora’s B2B Data Cooperative. It brings together thousands of trusted publisher and website sources, including vertical-specific publishers, leading B2B influencers, and established B2B brands, to understand content consumption across tens of thousands of business topics.

Bombora turns billions of B2B content consumption events into signals marketers can use to spot buyer interest earlier.

Bombora’s Data Cooperative tracks billions of consumption events every month across tens of thousands of topics, and Company Surge® scores each account against its historical baseline to surface only the statistically significant spikes that signal real in-market activity. The result: marketers can identify and engage high-potential accounts at exactly the right time.

What makes these signals particularly valuable is their exclusivity. 86% of the data within the Data Cooperative is shared exclusively with Bombora for the purpose of deriving buyer intent (Bombora).

Simpli.fi Turns Buyer Intent Into Action Across Every Stage of the Funnel

Bombora helps marketers uncover truly differentiated buyer Intent signals. The next step is putting those signals to work. That’s where Simpli.fi comes in.

Through Simpli.fi, marketers can take those B2B intent signals and activate them in campaigns that reach the right accounts and audiences across the funnel. Using one unified media platform, marketers can activate against target account lists, firmographic and demographic attributes, intent topics, and custom account-based audiences.

The value isn’t simply having more B2B data. It’s being able to act on that data across accounts, audiences, channels, and every stage of the funnel.

Simpli.fi’s Unified B2B Activation Suite puts buying signals to work in several ways:

• Prioritize high-intent accounts: Use intent signals to focus ad spend on accounts actively researching relevant topics.
• Expand beyond static account lists: Use intent data to reach additional accounts with high buying interest.
• Reach more of the buying committee: Activate campaigns for audiences within high-intent accounts, rather than relying on a limited list of known contacts.
• Extend intent-driven campaigns across touchpoints: Reach relevant audiences through programmatic media, geo-fencing, moment-based targeting and other activation tactics.
• Connect activation and measurement: Manage activation and reporting across channels through Simpli.fi’s unified platform.

By bringing these capabilities together, Simpli.fi turns intent data into action, helping marketers reach the right buyers across channels and throughout the funnel.

Simpli.fi + Bombora Transform Buyer Intent into Measurable Engagement

Today’s B2B buyer journey starts long before buyers identify themselves. That’s why Bombora helps uncover hidden buyer interest, while Simpli.fi helps marketers act on those signals. Together, they connect early buying signals to marketing initiatives that drive measurable business outcomes.

Bombora identifies the signal. Bombora identifies the signal by tracking research behavior across the Data Cooperative and transforming that activity into addressable digital audiences that marketers can use to target high-potential accounts.

Simpli.fi activates that signal. Simpli.fi puts those audiences to work, reaching buyers across digital and physical touchpoints, from ABM and programmatic media to office geo-fencing, LinkedIn, DOOH, and more.

Together, they help extend reach across the buying committee. An average enterprise deal involves 13 stakeholders. Rather than focusing only on a handful of known contacts, marketers can build strategies designed to reach more of the people involved in the decision.

How It Works:

B2B marketers start by providing their target audiences or ABM lists. Using available Bombora intent data, Simpli.fi and Bombora curate custom account-based audiences and targeting recommendations, helping B2B marketers reach more of the accounts that matter across digital and physical touchpoints.

This partnership continues into ad campaign performance measurement. With Bombora’s B2beacon™ and Simpli.fi’s advanced reporting capabilities, B2B marketers can validate whether their ad campaigns reached the intended audiences and gain company-level visibility into delivery and engagement.

The result is a more connected view of B2B marketing campaigns: who showed intent, which audiences were reached, and which accounts engaged.

See What Happens When Intent Moves From Insight to Action

Putting intent data into practice requires more than identifying an account that’s researching a topic. Marketers need to know how to use those signals for campaign planning, translate them into targetable digital audiences, and measure what happens afterward.

That’s what Simpli.fi and Bombora will explore in the live webinar, Bombora + Simpli.fi: Turning B2B Intent Signals Into ABM Precision, on September 16.

Attendees will see how to:

• Use intent data for campaign planning and competitive intelligence.
• Build and activate ABM audiences based on buying signals.
• Expand beyond static account lists using intent-driven audience strategies.
• Apply geo-fencing around office locations, conferences and events.
• Evaluate campaign performance across the full funnel.

Register for the webinar on September 16 to see how you can transform hidden buying signals into real business outcomes.

Kerri O’Connor Senior Manager, Content Marketing | Simpli.fi Kerri O’Connor is a strategic product marketer with deep expertise in digital advertising, audience engagement, and campaign performance. As a Senior Manager of Content Marketing at Simpli.fi, she leads go-to-market strategy, messaging development, and product adoption for innovative ad tech solutions. Kerri brings a strong background in programmatic media, digital strategy, and client enablement, translating complex industry trends into clear, actionable marketing. She excels at blending data with storytelling to drive results and help brands connect with the right audiences. A passionate storyteller and data-driven marketer, Kerri is committed to helping brands navigate the evolving digital landscape and maximize their marketing impact.