Bombora (company)
| Company type | Private |
|---|---|
| Industry | Technology, Data |
| Founded | November 3, 2014 |
| Founder | Erik Matlick |
| Headquarters | United States |
Key people | Mark Cannon (CEO), Ajit Thupil (Chief Product Officer), Putney Cloos (Chief Marketing Officer), Dr. Jim Butler (Chief Technology Officer), Erik Matlick (Executive Chairman) |
| Products | Intent data, identity resolution, digital audience solutions, campaign planning and measurement tools |
| Website | bombora |
Bombora is a privately held American technology firm that specializes in providing intent data solutions tailored for business-to-business (B2B) marketers and advertisers.
History
Madison Logic initially established Madison Logic Data on November 3, 2014, with the objective of analyzing and activating proprietary B2B intent data, under the leadership of CEO Erik Matlik. By April 2015, the company rebranded as Bombora to deliver unified intent data services to B2B marketing professionals. At its inception, Bombora’s database encompassed interest signals from 245 million business decision-makers representing more than 2 million enterprises globally.
In November 2015, Bombora formed a partnership with Adobe’s Audience Marketplace, integrating its B2B intent data into Adobe Marketing Cloud to enhance advertiser capabilities. Later, in October 2019, Bombora expanded by acquiring netFactor, a Colorado-based firm, boosting its lead generation offerings through first-party data; netFactor’s VisitorTrack was incorporated into Bombora’s Audience Insights platform.
Further growth occurred in July 2020 when Bombora acquired Signal HQ, a company known for creating intent data visualization dashboards powered by Bombora’s proprietary Company Surge® data.
In August 2023, Bombora introduced Intelligent Account-Based Marketing (iABM), developed collaboratively with The Trade Desk and ChaliceAI. This solution aims to improve optimization and measurement of programmatic B2B campaigns with transparent reporting capabilities.
Leadership transitions throughout 2024 included Ajit Thupil joining as Chief Product Officer (February), co-founder Erik Matlick transitioning to Executive Chairman (April), Mark Cannon elevated to CEO, Putney Cloos appointed Chief Marketing Officer (May), and Dr. Jim Butler named Chief Technology Officer (December).
In December 2024, Bombora partnered with the global platform Quora, enabling advertisers to access its B2B audience segment data. This collaboration was followed by a January 2025 agreement with ad tech platform Audigent, which broadened advertiser reach through improved audience targeting and inventory options.
Services for advertisers
Bombora provides four principal offerings for B2B advertisers: intent data, identity resolution and enrichment of first-party data, digital audience solutions, and campaign planning and measurement tools.
The company operates a “data cooperative” comprising thousands of publishers, brand websites, and premium data suppliers who contribute valuable B2B research and consumption insights. This cooperative enhances first-party datasets, supports customizable audience targeting strategies, and delivers comprehensive visual analytics dashboards.
Bombora’s intent data assists sales teams in identifying and prioritizing accounts with the highest likelihood of conversion. Putney Cloos, Chief Marketing Officer, highlights that “Intent data plays a vital role in today’s fast-paced market... The capability to detect and act upon real-time buyer signals enables organizations not only to stay competitive but also to lead their respective sectors.”
External links
- Official website: https://bombora.com/