Influ2 vs. Bombora: Which should you choose?

About Influ2

Influ2 delivers hyper-targeted advertising by letting you reach specific individuals by name across LinkedIn, Google, and Facebook. The platform tracks engagement down to the exact contact level—then ties it directly to revenue outcomes. You pay per contact targeted through bundled pricing rather than juggling separate platform and media fees. The catch? You need well-defined target lists upfront since Influ2 doesn't provide third-party intent data.

About Bombora

Bombora tracks company-level intent by monitoring content consumption across its B2B website network. The platform uses Company Surge scores to identify spikes in research activity on specific topics. It feeds this intent data into your existing CRM and marketing workflows. But here's the limitation—Bombora only identifies which companies are researching, not the individual contacts within those companies.

What do users say?

Influ2 users rave about person-level targeting that goes beyond broad audience blasts. They love the detailed reporting that shows exactly who engages with their ads—no more guessing games. Sales teams use this contact-level engagement data to prioritize outreach with precision. Users praise the functionality and customer support, though they want more real-time tracking, enhanced reporting capabilities, and industry benchmarks to demonstrate ROI to leadership.

Bombora users call it a reliable engine for B2B intent identification. They highlight robust filtering, seamless HubSpot integration, and comprehensive reporting that targets audiences by location, job title, and company characteristics. The downsides? Limited European coverage, no historical data storage, a dashboard that needs work, and 3-4 month wait times for new keyword additions to their taxonomy.

Comparison

Influ2

• Influ2 excels at contact-level advertising precision across multiple channels—using first-party data matching for high accuracy. You get comprehensive revenue attribution tracking that integrates seamlessly with your existing CRM and marketing automation stack.
• The platform requires well-defined contact lists and tight sales-marketing alignment to deliver results. It's built for targeted execution, not broad lead discovery or prospecting unknown contacts.

Bombora

• Bombora provides industry-leading company intent data through its extensive B2B website co-op—offering hundreds of intent topics for granular buyer insights. The platform integrates as a data layer within existing marketing stacks while maintaining strong privacy compliance.
• You'll need additional tools for actual outreach since Bombora lacks contact information. The opaque pricing model makes budget planning challenging, and teams face a learning curve translating intent scores into actionable sales processes.

Influ2 works best for organizations with mature ABM programs, well-defined target lists, and strong sales-marketing alignment who need precise contact-level advertising and revenue attribution. Companies targeting enterprise accounts or niche audiences will find the person-level precision most valuable. Bombora serves organizations seeking to identify in-market accounts and prioritize outreach based on buying signals—making it ideal as a complementary data source for broader ABM strategies.

Contact-based marketing capability is crucial for modern B2B success. It enables direct engagement with specific decision-makers rather than hoping account-level efforts reach the right people. While Influ2 provides this through person-level targeting, Bombora's company-level limitation means you'll need additional tools to actually reach prospects—adding complexity and cost to your marketing operations.

Do you need account-based marketing, or something else?

Here's what's flipping ABM on its head: your funnel isn't about anonymous accounts. It's about the decision-makers and influencers within those accounts.

That's what makes contact-based marketing (CBM) a breakthrough. Instead of broad account intent signals, CBM pinpoints the EXACT people engaging with your content in real-time—even when they don't convert.

How does this solve the traditional tension of intent-based marketing? It clears up the ambiguity.

With contact-level data, you can:

• Reveal high-priority leads by identifying the individuals behind key touchpoints
• Deliver hyper-targeted ads based on specific contact behaviors
• Bridge the gap between marketing and sales with actionable, lead-level insights